the newsletter, every issue.
Two hundred and forty-seven editions of yap, sat in one place. One long read every friday morning. Always free.
Two hundred and forty-seven issues.
The math-ification of joy: why we need to stop -maxxing our lives
We have graduated from core aesthetics to optimisation culture, and it is costing us our ability to actually live. From hikemaxxing to funmaxxing, every human experience is being turned into a performance metric. Here is why the brands that offer an escape from the data will win what comes next.
AI, mycelium, and the death of the sizing chart
Fashion's relationship with tech is graduating from metaverse gimmicks into foundational infrastructure. Three shifts are reshaping how garments are designed, sold, and verified: AI in the design studio, hyper-personalised storefronts, and lab-grown materials tracked by blockchain. Here is what each one means for marketers.
Inside the aestheticization of our isolation
The new status symbol on TikTok is not a packed social calendar. It is an aggressively empty apartment and a complete lack of friends. Loneliness influencers have turned modern urban isolation into an aspirational aesthetic, and it says something uncomfortable about where consumer desire is heading.
Condé Nast just decided to turn Glamour magazine into an Amazon affiliate blog.
Real writers aren’t doomed in the age of AI (here’s why)
The entry-level writing market is shrinking under AI pressure — but human writers who cultivate taste, weaponise lived experience, and embrace friction have a future the machines can’t touch.
The Dot Cake Is Not About the Cake
The Dot Cake craze sweeping New York is not about the baking. It is a masterclass in sensory marketing, cultural psychology, and what happens when a product is engineered to be a content generator.
how to batch create social media content (and when you should not)
Batching wins for repeatable brand formats and fails for journey content. When to batch, when to build a capture structure instead, and how to run a proper batch day.
content repurposing: post it again (the strategy almost nobody uses)
The highest-leverage repurposing strategy is the one nobody uses: repost your winners. The maths of reach, the three-month rule, and the repeatable content system underneath.
linkedin marketing: how to win on linkedin without being cringe
LinkedIn marketing is just good content marketing: human stories people care about, posted daily. The barbecue test, the daily system, and the truth about teaching content.
user generated content: how to get strangers selling for you
What user generated content is, why it works, what it costs in 2026, and how to brief creators without killing the authenticity that makes it sell.
Are brands ghosting Pride Month in 2026
Corporate brands are retreating from Pride Month in record numbers and it is not a coincidence. Marketing teams are choosing safety over solidarity, and Gen Z and Millennial consumers are watching closely. Here is why safe marketing is dead marketing.
The corporate office is the new haunted house
The haunted mansion has been swapped for a fluorescent-lit office. A new cultural subgenre called Institutional Gothic is dominating pop culture right now, and it tells us a lot about what consumers actually want from brands. Here is what it means for your content strategy.