you’d assume that in moments like this, people would seek stability and comfort in their media. Instead, you see the opposite: let’s dial that shit up. It’s not always about escape. So sometimes it’s about translation – making the chaos palatable, survivable.

Protein This connects to something Protein has been thinking about recently. A report on chaos versus control uncovers how brands are splitting between hyper-controlled, tightly managed identities and others that openly embrace chaos. It made me think about what you’ve said before about discordianism – chaos not as a breakdown of reality, but as a... See more

It comes down to the difference between post-rationalising and pre-rationalising. Right now, we live in a moment of pre-rationalising: we won’t commit to anything unless we can justify it in advance. “Do I have the dashboard? The metric? The deck? The support?” If the data doesn’t say yes, nothing happens. Post-rationalising is the opposite: you... See more

Culture isn’t coded – it’s lived. Pattern recognition here is a practice. And it’s also longitudinal: how do these ideas mutate year after year? That immersion gives you something no AI can replicate.