Culture & ideas

Half-baked and fully cooked thinking.

We post when we have something to say, not when the algorithm wants us to. Spicy, sometimes wrong, never boring.

Illustration representing ideas and culture
Hot takes

Opinions, served fresh.

2 min read · march 2026

Your "AI strategy" is a memo, not a strategy.

If it doesn't change who does what on Monday, it's a vibe. We name names and pull receipts.

90 sec read · february 2026

The founder's face is not a brand.

Three D2C cautionary tales and how to back out of one without firing your founder.

3 min read · january 2026

A rebrand is the most expensive way to ignore a positioning problem.

Save the money. Have the hard conversation first. Or hire us to have it for you.

4 min read · december 2025

Stop A/B testing your homepage hero.

A spicy take on what's actually worth testing in 2026, and the seven things that aren't.

5 min read · november 2025

We ran the same campaign three times. Only one worked. Here's why.

A teardown of a campaign that flopped, then flopped, then flew. The variable was small.

6 min read · october 2025

A small studio's guide to using AI without sounding like everyone else.

Practical, prompty, slightly grumpy. Includes the prompts we actually use.