strategy

Without narrative architecture, volume would fragment into noise. The fact that it does not is evidence of structured publishing embedded within the institution.

In each case, scale is not accidental. It is designed.

Advertising assumes controlled exposure and paid amplification. Publishing assumes constant output and organic competition. In publishing, the primary constraint is not media budget. It is production capacity and editorial judgment.

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

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.

Provoke, inspire and invite people to grapple with the real themselves. Allow a piece of digital content to exist as an ember, inflaming a larger conversation or experience.

Becoming a sommelier provides you discipline to become fully intimate with reality. Encounter the real, observe it, build language or something that relates to it, and then give people opportunities to encounter it themselves. If they make their own observations and understanding as a result, you’re creating value. If you’ve built something real,... See more