the newsletter, every issue.
Nine hundred and forty-nine editions of yap, sat in one place. One long read every friday morning. Always free.
Nine hundred and forty-nine issues.
Is branding everything blinding us to the consumer?
Platforms are targeting people mid-divorce based on their data, and brands are calling it an opportunity. It is part of a wider pattern of turning raw human experiences into tidy market categories. This piece asks whether chasing the next hyphenated economy is clever strategy or just a fast way to lose trust.
Did we curate the fun out of the feed?
Social media used to feel like a neighbourhood where a half-baked thought could start something real. Somewhere between the death of Twitter and the rise of the perfectly lit OST Reel, we traded organic digital communities for a polished content production machine. Getting back the soul of social media means being willing to post like a real, messy person again.
Luxury rage: who is Matieres Fecales really mocking?
Matieres Fecales showed up to Paris Fashion Week with a collection mocking the ultra-rich. The internet loved it. But when the ultra-rich are buying the clothes, who is actually being mocked?
Your AI "voice" sounds nothing like you. Here’s why.
Most people think their AI-written posts blend right in. A journalist who reads LinkedIn for a living says it’s way more obvious than you think. From arrow lists to filler phrases, the signs are everywhere, and they make your content sound like everyone else’s instead of you.
5 steps to make your brand launch successful
Launching a brand is one of the most important moments you will have, but most brands waste it by treating it like a single post. This guide walks through five steps to build real buzz, bring your audience along for the ride, and make your launch feel like something worth talking about.
Wolf in chef's clothing: how the manosphere weaponizes fake allyship for clout
A new type of creator has figured out how to use women's pain as an algorithm hack. They look like allies but they are not. Here is how to spot the difference.
Everyone wants to be a "Glamorous Philosopher"
The glamorous philosopher industrial complex has colonised social media. Dense captions about ontological voids and late-stage capitalism are the new flex. But are we actually asking the big questions, or just performing like we are?
Irony, icons, and Lana Del Rey: Gen Z's post-patriotic Americana
Gen Z has stripped Americana of its political baggage and turned it into a digital outfit. The chunky sweater and the Levi's have nothing to do with patriotism anymore. They're a costume, a character, a vibe to cycle through on the feed.
"Everybody wants this" (except the people doing it): marketing the media myth
The media industry is quietly falling apart, but Hollywood is still selling you the dream. The Devil Wears Prada 2 packages a dying industry as luxury entertainment, and audiences keep buying in. There is a marketing lesson buried in that gap.
Why does modern marketing always platform dangerous men?
The music industry doesn't see abusers. It sees assets. From Chris Brown to D4vd, our platforms and algorithms keep monetising dangerous men while victims are erased from the story.
The browser is the new gatekeeper and we're not ready
Browsers aren't just tools anymore. They're becoming AI agents that summarise, filter and decide what users see before they ever land on your site. If your brand isn't built to survive that filter, you're already behind.
The era of algorithmic rizz
AI has found its way into dating apps, and people are using it to craft messages, rewrite profiles, and optimise their matches. The problem is not that people want help. Its that outsourcing your personality creates a gap between who you seem to be online and who you actually are in person.