Authenticity

“People think you want them to do something or say something special...you don't. You just want them to be themselves, so you can be yourself.” -John Lennon

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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I heard this quote from the writer Harold Brodkey who said, “I don’t understand privacy.” I’ve always understood privacy very well, but it’s like—what’s the point of taking your secrets to the grave, or even your banalities? We have this chance to let ourselves be known to other people, to fill out the web of humanity that we’ve been spreading for

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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