I don’t believe in the separation between thinking and feeling. I think so, I think of thinking as as an instrument. It’s it’s a it’s like, you know, it’s the intellectual psychological equivalent of like weighing scales and barometers and and rulers. It’s it’s a way of processing information. But most information is actually, like, I mean, emotional information, you know.

what makes a pro a pro and what makes a con a con? If you really dig into it all the way down, it boils down to your feelings about those respective things. And, you know, you might say things that, oh, this is objective because I wanna take that job instead of this job because it pays more. But embedded in that is the fact that you feel that that getting more money is a good thing and you’re you’re choosing to weight(?).

there’s this more abstract kind of big picture, philosophical grand thinking, which is interesting and fun, and there is there’s instrumental thinking, which is very, very functional, very, very, it’s about doing something it’s about getting stuff done basically.

the act of confronting a fear is an act. It’s something that you do. It’s something that, you know, you do with your body effectively. Even if it’s, you know, I’m gonna text my boss, right, and ask for a raise. Like, that’s still an act. It’s something you choose to do. It’s something you have an emotional response to. You feel nervous or you feel scared or, you know, you feel angry. Whatever it is, it is about your feelings and and you think to process your feelings but my cat is here. You think to process your feelings but ultimately you act.

there are quotes like the unexamined life is not worth living and then people flip it and say the unlived life is not worth examining. I think both statements are kinda true

I want the world to have more good thinkers and the way to do that is to, you know, like is to be like Richard Feynman, Feynman, I feel, which is to to enjoy thinking, to show the to show, you know, he described it as I think the the pleasure of finding things out. Right? And the pleasure of really understanding how things work. Because when you really understand how things work, you can manipulate it and how things work.

I am trying to demonstrate my own love for thinking and for processing information and for making sense of reality. And while that’s the case, there’s also a subset of people who may be overrepresented on Twitter and YouTube who kind of take that to to, almost dysfunctional degree where, you know, you decide that thinking is a good thing and then you become obsessive about it and you become kind of it it becomes like your drug. Like, and you think too much about everything.

it doesn’t make sense for me to study everything there is about audio before I start making videos. It’s I should just make a video, keep doing it until and when something goes bad, I will learn by trying to fix it. Right? That’s that’s that is a sort of practical approach to thinking. And it means, you know, being okay not knowing some things so that you can focus on knowing the things that are most consequential, most effective, most powerful.

if you spend all your time thinking, you probably should cut that shit out a little bit. You should you can probably afford to think less. You can probably afford to, you know, do like a weekly review or something and and, you know, like, live your life a little bit.

A hundred years ago, when image creation and distribution was more constrained, commerce was arranged by class. You can conceive of it as a vertical model, with high and low culture, and magazines and product catalogs that represent each class segment. Different aspirational images are shown to consumers, and each segment aspires upward to the higher level.

The world we live in is no longer dominated by a single class hierarchy. Today you have art, sport, travel, climbing, camping, photography, football, skate, gamer.

Class still exists, but there’s no longer just one aesthetic per class. Instead, “class” is expressed merely by price points that exist within consumer subcultural categories

In the starter pack meme, classes of people are identified through oblique subcultural references and products they are likely to consume. Starter pack memes reverse engineer the demographic profile: people are composites of products they and similar people have purchased, identified through credit card data and internet browsing behavior tracked across the web. While Reddit communities for gear were self-organizing consumer subcultures from one direction, companies and ad networks were working toward the same goal from the other direction.

API-ification has happened across the entire supply chain. Companies like CA.LA let you spin up up a fashion line as fast as you’d spin up a new Digital Ocean droplet, whether you’re A$AP Ferg or hyped NYC brand Vaquera. Across the board, brands and middleware were opening new supply chains, which then became accessible entrepreneurs targeting all sorts of subcultural plays. And with Shopify, Squarespace, and Stripe, you can open an online store and accept payments in minutes. Once the goods are readily available, everything becomes a distribution problem—a matter of finding a target demographic and making products legible to it.

Products begin their life as an unbranded commodities made in foreign factories; they pass through a series of outsourced relationships —brand designers, content creators, and influencers—which construct a cultural identity for the good; in the final phase, the product ends up in a shoppable social media post

way: in the cultural production service economy, all culture is made in service of for-profit brands, at every scale and size.

European and American commentators of all political stripes recognize the current cultural moment as one that is stuck in some way. Endless remakes and reboots, endless franchises, cinematic universes, and now metaverses filled with brands who talk to each other; a culture of nostalgia with no real macro narrative

Beyond our workplaces, what else is stepping in to provide a sense of community and belonging?

All in all, product marketing businesses can only do so much to situate their goods in these broader cultural worlds without eating into their margins. This seemingly insurmountable gap is what my workshops were trying to address. But what would it mean for brands to stop pointing to culture, and to start being it?

Culture is a process, with the end result of shaping human minds.

Today, social media has become a more perfect tool for culture than Arnold could have imagined, and its use a science of penetrating the mass mind. All communication now approaches propaganda, and language itself has become somebody else’s agenda. Little

When you bought Bitcoin and Ether, it’s with the knowledge that there was also a culture there to become part of. Now years later, there are many tribes to “buy into,” from Bitcoin Christians to Bitcoin carnivores, from Ethereum permissionless free market maxis to Ethereum self-organizing collective decentralized coop radicals. Even if none of these appeal to you, you still end up becoming what “the space” (crypto’s collective term for itself) calls a “crypto person.” The creation of more and more “crypto people” is driven by the new revenue model cryptocurrencies exhibit. The business logic of these tokens is “number go up,” a feat accomplished by getting as many people to buy the token as possible. In other words, the upside opportunity is achieved with mass distribution of Bitcoin and Ethereum culture—the expansion of what it means to be an ETH holder into new arenas and practices. Buyers become evangelists, who are incentivized to promote their version of the subculture.

In the 2010s, supply chain innovation opened up lifestyle brands. In the 2020s, financial mechanism innovation is opening up the space for incentivized ideologies, networked publics, and co-owned faiths.

Under CPSE models, companies brand products. They point to subcultures to justify the products’ existence, and use data marketing to sort people into starterpack-like demographics. Subcultures become consumerized subcultures, composed of products

Authenticity, I came to understand, was more than a culture of irony and suspicion of everything commercial culture has to offer. It drew on a deep moral source that runs through our culture, a stance of self-definition, a stance of caring deeply about the value of individuality.