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Brand is how you engineer desire.

Hell yeah

You can't design your way out of a messaging problem.

When you optimize purely for attention, you often end up with brands that feel performative rather than authentic. They sound like they're trying to go viral rather than trying to help. And users can sense that difference immediately.

Same product. Different framing. And suddenly everyone cares.

Can you really hire a designer from 4 screenshots?

Trying to sell brand to someone who doesn't understand it is like trying to sell a Peloton to someone who doesn't think exercise matters. To them, it's just an overpriced stationary bike that takes up space in the living room.

Ironically, the companies that need brand work most are often the ones most skeptical of it.

Listen to Ray Dalio

A friday well spent

10/10, no notes

The more your writing sounds like AI, the less anyone cares what you have to say.

Fix the incentives, fix the future

Do you think they cost more or less than Oishii strawberrys?

you can clone the product but never the personality

Shocked by how many people copy/paste AI content with little to no editing.