strategy

Good questions compress the search space, increasing the density of viable opportunities per unit of effort. They reduce opportunity cost: the better the initial inquiry, the lower the probability of burning resources chasing irrelevant possibilities.

Good questions are compression devices which shrink search space. Bad questions are expansion... See more

Culture brands don’t typically win by being better. They win by moving the goalposts for everyone around them. You should always be aiming to change the larger playing field.

The Apple principle: “Don’t ship novelty. Ship significance.”

Don’t Predict. Orient.

When the signal gets too loud and the data loops back on itself, strategy stops being about knowing. It becomes about noticing when the rules have changed.

We’ve exited the era of fixed playbooks. You can’t plan in a straight line through cultural volatility.

You need to know when to pull back from pattern and feel for the... See more

In this landscape, resonance isn’t about universality. It’s about strategic specificity—making things that speak directly to a subculture, and sideways to everyone else.

The best ideas don’t scale in size. They scale in dimensionality.

They feel intimate to one group, intriguing to another. They read as obvious to some, occult to others. They’re... See more