Authenticity

You never called Eight Sleep a mattress company. Instead, you pioneered a new category of ‘sleep fitness’ by positioning it as a ‘sleep fitness brand.’ Tell me about the decision-making and strategy behind this.

ZATARAIN: We were not intentional about our positioning for the first five years of the company because we didn't even know what brand... See more

Voice isn’t only about what you sound like and what you say; it’s also about how you deliver it. As Rebecca Solnit describes it, a writer’s voice is “something of the personality and the principles of the writer, where your humor and seriousness are located, what you believe in, why you write, who and what you write about, and who you write for.”

To go wrong in one’s own way is better than to go right in someone else’s.

— Fyodor Dostoevsky, Crime and Punishment

‘Do not try to be the best. Be the only.’ It helps me believe in a positive-sum world—where my success does not hinge on the failure of others, and I am not in a rat-race.” — Nishant Jain

Swept up in the Instagramization of the 2010s, the contemporary poetry world saw an exaltation of ‘honesty’ as an aesthetic priority. Poetry not as craft, but as ‘outlet,’ with the goal not of developing ourselves and enriching our understanding of the world, but of sitting more comfortably with how we already were and what we already believed.

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