Loud vs Strong
Why the noisiest brands crack first.Hey volume addicts—A few years ago I was in a meeting where everyone was thrilled about a brand.“Look at the numbers,” they said. “Reach through the roof. Mentions everywhere. We’re killing it.”Then I asked a simple question: “OK, but if we turned off paid media for six months… who would […]
Please Don’t Optimize This Screen
Sacred interfaces and designing AI for moments too fragile to monetize.Hey guardians of fragile moments—Imagine this.It’s 23:41. Your chest feels tight. You finally got access to your medical portal and the test results you’ve been waiting for are there, staring at you from a screen.You click.The language is cold, technical, coded in acronyms. Somewhere between […]
Predictability as a Prison
How recommendation systems turned human curiosity into a closed loop.Hey culturonauts—Let’s slow this down. Because this story didn’t break all at once. It drifted into place, quietly, like a habit you don’t notice until it owns you.There was a moment — a very real one — when the internet felt expansive. Not because it offered […]