narratives 

To play an alternate reality game is to be drawn into a collaborative project of explaining the world. It is to lose, even fleetingly, one’s commitment to what is most true in the service of what is most compelling, what most advances a narrative one deeply believes.

i am very grateful everyone who came to my talk at fwb fest and those who helped me out with it recently. in some ways this talk took 6 years to put together. the basic theory of "lifestyles," identity, and brands was there by 2016, but i was missing a strong notion of culture

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