Genuinely one of those weeks where I read our own newsletter back and went, oh no, that's me 😭

Buying books I am never going to open. Playing something stupid on my phone instead of sleeping. Refreshing a feed that gives me nothing back. Relatable? God I hope.

Six good ones below. Copium included, free of charge.

Indulge.

- abdel khalil, brand & marketing executive

Philosophy paperbacks are runway accessories and book clubs are replacing nightclubs. Nobody is finishing these books, they are carrying them as a shield, and that makes your nice simple copy exactly the wrong move... [read more]

There is a game where you hatch cartoon dragons and feed them fruit, and exhausted professionals are playing it at midnight instead of sleeping. It is completely useless, and it is the most honest signal we have about what a fried consumer actually wants... [read more]

You watch a brilliant 45 minute video essay and three days later you remember nothing. The countermeasure is painfully analogue, it slows you right down, and it is how you stop having the same ideas as everyone else... [read more]

Orthodox crosses, server racks as sacred objects, and reels insisting this one was meant 444 you. Belief did not vanish when the institutions did, it decentralised, and taste is now theology... [read more]

Casinos have no clocks and no windows so you lose track of time. Neither does your feed. We did not stop taking risks, we just outsourced them to a machine where the house still wins... [read more]

Willpower is not a filter. If you are fighting an attention monopoly with good intentions you have already lost, so this is the actual tech stack for accessing, analysing and evaluating the sludge... [read more]

We get it. Creating content that does numbers is harder than it looks. But doing those big numbers is the fastest way to grow your brand. So if you’re tired of throwing sh*t at the wall and seeing what sticks, you’re in luck. Because making our clients go viral is kinda what we do every single day.