Ideas I want to write about

To opt out, though, is to be excluded.

“Please continue to carry out your activities with dignity, adhering to the philosophies that you hold dear.”

doesn't reality always feel a bit tenuous in summer? The way the days lose structure, how they blend into one another, how time moves in funny ways.

That sounds fine, wonderful — real nonsense. Do more. More nonsensical, more crazy, more machines, more breasts, penises, cunts, whatever — make them abound with nonsense. Try and tickle something inside you, your “weird humor.” You belong in the most secret part of you. Don’t worry about cool, make your own uncool. Make your own, your own world.

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What brands have realized is, you can create a “halo effect” around this that drives revenue for your brand. People line up to buy the limited edition stuff, and if they don’t get it, they still buy something less exclusive because they have already decided that your brand is cool and desirable and they want to advocate.

increasing market penetration , which comes from making the brand easy to think of (mental availability) and easy to buy (physical availability)

“Why isn’t it an app?” This argument feels like the make change from the inside. We know that’s not how the world works, but it’s hard to see that you’re in water as a fish.

But what’s hanging in the balance is the image-cultural environment of the future. One not dominated by a format monopoly.