The algorithm has a gender bias. AI is quietly training you like a pet. Your bio is losing you clients while you blame the content. Teenagers get handed a new identity every ninety days. A gossip account just out-scooped an actual newsroom. And by Saturday, AI was even losing control of itself.

Start wherever stings the most.

- abdel khalil, brand & marketing executive

Twenty business owners lock themselves in one room for 36 hours and build.
An AI tool, an automation, whatever you keep putting off. No teacher, no course. Just people building next to people who are also building.
September 12–13, Grey Lynn, Auckland. This is your sign.

Ever notice how the twenty minute "takedown" video always seems to find a woman? Sophie pulls apart why picking apart a lifestyle creator gets dressed up as brave consumer activism, while men doing the exact same thing get called entrepreneurs. Once you see the pattern you cannot unsee it...[read more]

We keep telling ourselves AI is just a handy new tool, nothing to worry about. Sophie makes an uncomfortably convincing case that we're behaving less like the ones in charge and more like a very well trained pet. The comparison gets specific fast...[read more]

If your content keeps getting views but your inbox stays dead quiet, Sophie reckons the content probably isn't the problem. It's the three seconds after someone actually lands on your profile, and most people are bleeding potential clients right there...[read more]

Being a teenager was always messy, but Sophie argues today's kids don't even get a stable identity to be messy with. Every aesthetic now comes with a use by date of about ninety days, and she breaks down exactly what that's doing to a generation trying to grow up inside it…[read more]

There's a decent chance you found out about the last big story from a celebrity gossip page, not a newsroom. Sophie digs into why accounts built for tracking outfits and chart positions are now the ones breaking actual world news, and why that should worry you more than it currently does…[read more]

AI is now feeding on its own leftovers, and the results are exactly as ugly as that sounds. Sophie breaks down model collapse, the feedback loop quietly making every new AI system a little dumber than the last one. There is one group of people this is genuinely great news for...[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.