There's a weird thread running through everything right now. Hobbies are turning into metrics. AI is quietly gutting the products we still pay full price for. The creators we trusted are cashing out to the highest bidder. It all circles one question: when everything is built to look better, what actually still works?

Happy Sunday! Read up!

- abdel khalil, brand & marketing executive

(btw - If you’re already using Claude Code or Cowork daily, scroll on by bc this isn’t for you)

But if you’ve just dabbled in using AI, maybe you’re using ChatGPT to help you look up recipes, write basic emails, or attempt to diagnose that insect bite you just got, stay with me for a sec.

When it comes to AI, there’s a lot of “bro you’re so behind” messaging out there. When, in reality, within just a couple hours, you can learn how to use AI better than 95% of people you know. And this why we put together the Beginner’s Guide to Claude AI course.

It’s a 4-week cohort where you learn how to go from using AI as a glorified Google to getting it to actually help you with the sh*tty admin (life or work) you hate doing every day.

We kick off our second cohort on 22 June, so if you want to go from feeling behind to using AI to make your life better, this is for you 👇

We stopped going for walks and started hikemaxxing. Cutting back on the drinks became sobermaxxing, and yes funmaxxing is now a phrase people say out loud. Sophie makes the case that the moment you turn a hobby into a metric the magic dies, and names the brands that will win by selling the off switch...[read more]

Think about the last small thing you did today, frying an egg, watering a plant. Odds are some stranger on your feed told you the one correct way to do it, and the next stranger said the exact opposite. We have quietly lost the ability to trust our own gut, and here is how to claw it back...[read more]

Companies are using automation to cut their costs in half, then quietly keeping the savings and charging you the same as before. Sophie calls it the efficiency heist, and reckons the market is finally starting to clock it. The only question is how long they get away with it...[read more]

Changing your whole brand every six months feels brave. Sophie reckons it is actually strategic cowardice with a fresh logo. The most radical move left in a market addicted to reinvention might just be standing completely still...[read more]

One of Sophie's favourite anti-establishment creators just took a big fat cheque from a trillion dollar tech giant, and the comments turned into a warzone. Is the creator the sellout, or are we the mugs for treating someone with a phone as our moral compass. Either way the trust that built the whole creator economy is starting to crack...[read more]

The best conversations online have moved somewhere your ads cannot follow, private group chats, locked Discords, encrypted threads. You cannot buy your way into a six person iMessage. So how do you market to people who have quietly shut the door on you...[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.