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Eight hundred and eighty-five editions of yap, sat in one place. One long read every friday morning. Always free.
Eight hundred and eighty-five issues.
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.
What happens when art becomes just another asset class?
The algorithm has quietly changed the deal for artists. To have a career now, you don't just make good work. You perform the making of it, on camera, in real time, for a feed that refreshes every second.
The Tana effect - why messy can be a marketing goldmine
Brand safety used to mean squeaky clean. Now it just means predictable. This article breaks down how creators and business owners with a messy digital footprint can turn their reputation into their biggest marketing asset.
Why I'm moving out of the feed and into the neighbourhood
The personal brand era is starting to crack. When everyone is a brand, nobody is a person, and the AI-generated noise of the feed is pushing creators toward something smaller and more intentional. The new move is the digital commune, a gated space where context beats reach and the bots are not invited.
Why your personal brand needs a soul, not a filter
Everyone is using the same lighting kit, the same scripts, and the same almond milk. When everything looks the same, nothing is memorable. This piece breaks down four ways to build a personal brand that actually has a point of view.