On Fitting Rooms, Fitting In, and Feedback Extinction


Checking the Fit

“It’s not what happens to you, but how you react to it that matters.” – Epictetus

How do you develop an opinion on the clothes you wear? In private, responding to mirrors, magazines, and measurements? Is it in public, or maybe in a group chat? Chances are, it’s a mixture of both, with personal choice being 100% preferred but, due to fashion crazes or “the latest thing,” not always chosen.

What the author is wearing right now….

Unlike an opinion, which you cook up all on your own and might not ever tell anyone, you have to wear your clothes out in public. So while you might select the outfit in private, the perceived & actual public reaction to your clothes is, most likely, a stronger arbiter of judgement.

Fashion is a place where private beliefs and public behaviors eventually collide.

You can believe whatever you want about yourself or your opinions or your clothes. At the end of the day, the behaviors and reactions of others have an outsized influence on an individual’s fashion choices, not because we lack independence but on account of us living as socialized creatures do.

Clothes can operate as a transmission tower between personal belief and socialized behavior.

The way we slip in and out of clothes, and envision ourselves as habituating different personalities, trying different fits out to see if we look like we fit in, is an important allegory for participating in a thriving, socialized, democratic life.

But the option to ‘try something on,’ hasn’t always been a given.

The History of the Fitting Room

Fitting rooms were invented in 1907 at Selfridge’s – back in the day anyone wanting clothes would have to describe what you wanted, and the staff would pull something out. No one could ever try clothes on before purchasing them.

Harry Gordon Selfridge, owner of one of the largest department stores in London (and the world) at the time, had a radical idea: let people try things on before they pay.

Retailers thought he was insane. Letting customers handle the merchandise? They’ll damage it. They’ll waste time. They’ll try and leave without buying.

Instead, after the first fitting rooms were installed, conversion rates at Selfridge’s went through the roof. Returns dropped. Customer satisfaction skyrocketed.

Within a handful of years, every department store in the world had fitting rooms which were important attractors for all day shoppers. The fitting room became a third space to socialize away from society.

“It’s not what happens to you, but how you react to it that matters.”

Within decades, fitting rooms were standard, but some department stores chose another route, maybe to save money, maybe to save space, maybe both – group dressing rooms.

How Group Dressing Rooms Fit In

A month or so ago, I was chilling with my wife and her friends and they got on the subject of old department stores, and two of the ladies mentioned the group dressing rooms at Loehmann’s, both having diverging takes on the experience.

Group. Dressing. Rooms. I tried these words out in my mind, but they made no sense.

What is a group dressing room? Why would that even be a thing?

When I looked up group dressing rooms at Loehmann’s, I was treated with a 2014 HuffPost article from fashion blogger and designer, Mara Menachem, “Everything I Learned, I Learned in the Group Dressing Room at Loehmann’s.”

Writing at the time of the store’s shuttering, Mara fondly remembers the communal fitting rooms of the now-defunct discount retailer as an unlikely place of human connection.

“I realize I’m not the only person eulogizing the loss of our beloved Loehmann’s. This was more than a store and I hope the Loehmann Family realizes the great impact of their famed stores. But before laying my precious Loehmann’s to rest, I must not only memorialize it, but educate the unfortunate individuals who will never experience being stark naked in the group dressing rooms at Loehmann’s”

The scene Mara paints of Loehmann’s group dressing rooms is one where ladies were physically exposed but socially uninhibited.

Women and girls of all ages and body types undressed together, offered unsolicited opinions, helped strangers squeeze into dresses, and learned the unwritten rules of fitting in.

They said things to strangers that most people would hesitate to say in public. They were both positive & policing, candid & encouraging toward one another’s bodies, tastes, and appearances.

The dressing room was simultaneously a place of vulnerability, belonging, and conformity.

In the Loehmann’s group dressing room, you got the answer you were gonna get from the streets, early before you bought the item.

Group dressing rooms made the social negotiation of belonging physical & visible.

“The closing of Loehmann’s is not surprising in the age of quick access and highly educated consumers. But the loss is so great, because what we miss out on when participating in what may seem a shallow activity like shopping, is a real, organic human experience in pure connection.

So maybe Loehmann’s wasn’t a “fancy” store filled with sales people who could tell you where the designer jacket you tried on was made, but what the staff and shoppers at Loehmann’s would teach you, is how to squeeze your hips in a dress too small or what they thought of the President’s speech last night. So yes, I am going to miss this special place and most of all I will miss being naked in the group dressing room at Loehmann’s.”

I’m not advocating for a return to group dressing rooms, there are more positive and negative reviews of them to review online, but I’m wondering, when these experiences went away, did they also close down an important relational vehicle, a third-place we could connect as people?

“It’s not what happens to you, but how you react to it that matters.”

Learning to Fit In

I was a modest teen, and I had my reasons – skinny as a rail, usually with a cold sore, a pigeon chest – so I was not keen on gym class/locker room dynamics, showering with the boys.

WHAT THE AUTHOR LOOKED LIKE, AGE 12

At that time I was a big fan of Jean Claude van Damme and Schwarzenegger action movies, so I knew what men could look like, and I knew I was nowhere close to that, so whenever possible, I avoided locker rooms like a plague.

Don’t get me started on ‘shirts vs skins’ in gym class…what the actual hell?

All that began to change when my parents took us to see the 1993 adaptation of Shakespeare’s “Much Ado About Nothing.” I remember feeling embarrassed by the opening scene – everyone, young and old, is happy and naked and changing and bathing, without a single shred of embarrassment between their scampering butt cheeks.

The scene is so overjoyous, it got me thinking what changing room confidence I might be missing, or what indifference I might be lacking. The “just-so” nature of the actors gave me an idea that my hesitation about dressing rooms might be a missing acceptance that we are all humans, every shape, and this is what’s underneath the surface.

The poem that opens the movie adds another flavor of nonchalance, and hits on this idea of accessing the raw and real of humanity, something you have to cast off like clothes, to get to the real joy, to get to the nonny nonny.

“Sigh no more, ladies, sigh no more.

Men were deceivers ever,

One foot in sea, and one on shore,

To one thing constant never.

Then sigh not so, but let them go,

And be you blithe and bonny,

Converting all your sounds of woe

Into hey nonny, nonny.

Sing no more ditties, sing no more

Of dumps so dull and heavy.

The fraud of men was ever so

Since summer first was leafy.

Then sigh not so, but let them go,

And be you blithe and bonny,

Converting all your sounds of woe

Into hey, nonny, nonny.”

“It’s not what happens to you, but how you react to it that matters.”

The Dressing Room Gets Binned

Lately, stores are doing away with changing rooms entirely. Brandy Melville, a sizable national brand, recently announced the closure of their fitting rooms in the US and UK.

Although no official reason has been given, according to The Guardian, store staff in several locations (such as Boston and Austin) attributed the removal to chronic vandalism, including a viral TikTok trend where shoppers stuck chewing gum to the dressing room walls and curtains.

With examples of dressing room closures at Sainsbury’s and Tesco in the UK, it’s more than likely there’s an anti-social trend here. But we’re picking up the social scraps with technology.

TikTok has normalized the “Outfit of the Day” (OOTD) ritual. Girls frequently record transition videos or quick mirror selfies as they assemble their clothes in the early AM, sharing them either publicly or on private “spam” accounts for a close circle of friends.

With technology being tied into social rituals, there’s been an emergence of something called Digital Co-Presence. Getting ready for school can feel isolating or mundane. By sending outfit updates, photos of their makeup, or complaining about being tired in the early morning, teenage girls create a sense of “getting ready together” even when they are physically apart.

One fashion blogger, responding to this trend, reflected that these rituals aren’t necessarily about the clothes – it’s about “am I enough?” “will they accept me, do I belong?”

Today, the physical fitting room may be private, or stratified over social or private messages, but the social calculation has gotten mutated online and in many ways, it’s missing entirely offline.

We stand in front of mirrors, or screens, asking what fits. We’re judging the clothes, ourselves, and what we believe to be the expectations of everyone waiting outside.

“It’s not what happens to you, but how you react to it that matters.”

What the rise of techno-dependent social rituals, and the closure of fitting rooms and Loehmann’s group dressing room indicates, is that as opportunities to experience shared, relational, physical space with multigenerational cohorts go away, we loosen our roots to something deep, profoundly social, inherently human.

We forget about the importance of feedback, and at a time when the places/spaces/opportunities for it are at risk of going away.

Feedback Extinction

How do you form a “good” opinion on something? Is it in private isolation, with books, calculators, or facts and figures? Is it in public, with colleagues or friends and family?

It’s probably a hybrid of both, but in an algo-mediated, individualized/personalized, metric-driven, one-way opinion-drenched, social media culture powered by recommendation engines (and no group dressing rooms), I wonder if there’s a current risk of a new information environment crisis – Feedback Extinction.

Not of too much information or too many opinions, but a dismissal & disavowel of them entirely, a total disregard for the raw reality and thoughts of others.

With an ecosystem of tools custom made for narcissism available to everyone, who thinks outside themself? Why would they? What benefit is it to consider someone else’s view, someone else’s body? Why peek over my private fitting room, why acknowledge the others while I’m trying to fit in and “work on myself?”

In many ways we are loathe to admit, the statements – “I don’t need to acknowledge, care, or know about any other opinion than my own” and “I don’t need to see/hear/engage with anyone” could apply to ourselves in certain contexts, just as easily to any garden variety sociopath.

And similarly, maybe we’re filled with unrepentant, mythological longing for a time when all of us would cast of the deceit of men, and be blithe and bonny, trying fits on and wondering how we fit in, together, converting sounds of woe into hey nonny, nonny.

If locations like group dressing rooms are gone from existence, is it so hard to think that the memory of a time where everyone would get naked and talk shit, would slowly turn into a myth?

With no option to be in a dynamic, physical social setting with strangers, how would you be aware that this was an option? Would you know there are others with opinions, would that even matter?

What would facing a feedback extinction feel like?

How would we know we’re feedback endangered?

What if you had to talk and be vulnerable with others to find out? 😳

“It’s not what happens to you, but how you react to it that matters.”

Creative Theft and The Modern Marketer

When I was growing up, watching TV that had 4 channels, I sat through a lot of daytime commercials, things for technical colleges, trucking, modeling, art schools, and registering patents.

As a young child watching the adult world as advertised, I remember being keen on the art school and patent commercials. If you could draw well, you might have a future path. If you can invent things, or come up with ideas, you might have a shot in the adult world.

Being inventive with artistic flourish, might be a yellow-brick road to adulthood.

My takeaway was: ideas were valuable to grown ups.

Flash forward to my professional incarnation as an award-winning creative marketer, Grammy-nominated musician/composer, cartoonist, and audio illustrator, it’s safe to say I decided from an early age that applied creativity was a strong bet for a career, and I went all in.

But new technology like GenAI has dramatically damaged the valuation and perception of ‘creativity’ and disrupted the weights and models of the traditional Idea-to-Artistic Execution pipeline.

Not only has AI devastated the job opportunities for the creative class, (the word used in this headline is “eviscerated”) but the technology is decimating creativity itself; the capacity to generate new ideas that don’t seem to fit, the will to stand by ideas that stand out, resilience to craft ideas that are uniquely our own.

The Risk of Having a Point of View

In an era where creativity is fast-ordered & cheaply available, terms and service agreements are skipped over, responsibility is diffuse, production costs and risks of detection are low, AI not only hampers creative muscle building and increases the amount of risque thieving, but this tool-based-service decreases our appetite for actual risk.

Risks that every professional creative, innovative thinker, or stand out brand (the types that others emulate and steal from) already know.

Creativity is risky, art is risky, performance is risky because these things come packed to the gills with perspective and experience and stance, as in you have to take one.

When we outsource the effort to create work, and use technology to rip off other people, we outsource the risk of having a point of view. Period.

But that doesn’t stop the thieving…

Creative Theft and the Limits of Public Shaming

Take this instance of GenAI enabled theft, where Stil Sunscreen had their advertising art and copy robo-jacked by a direct competitor, Body Blendz.

The owner of Stil Sunscreen is featured in the main image on the left, as are all the examples of the original asset, paired with the pirated content to the right. The origin of the fraudulent version is clear, as are the AI enhancements.

What’s clear in reviewing the massive amount of comments under the post, offering support to Stil and deriding the offending brand, is that claims of laziness and shamelessness are at the top of the word cloud.

The same can be said for this other instance of tech-enabled theft, where the consulting firm Pretty Little Marketer has been having to fend off copy-cats for YEARS…

It’s important to note the positive and supportive response from the marketing community at large; we love work that is inspired by reference material, has a little wink and nod at things, but we reject straight up stealing ideas.

We’ll even call you out…

But I noticed something missing in the responses. The fact that we ratioed these thieves, showed care for the original creators, and shamed the offenders is almost proof that this kind of response doesn’t work. Sophie Miller, founder of Pretty Little Marketer said she’s been fighting this for the entirety of her career.

The crime continues.

Blame and shame on social media is not going to solve it. And maybe that’s because we’re booing the wrong player on the stage.

It’s too easy to steal everything now, so it’s too easy to blame thieving on the traditional ends-vs-means calculations of criminals; laziness, shameless greed, desire.

Maybe theft is so rampant now, not just because AI makes it possible, but because something deeper and more ingrained has been allowed to surface; cowardice.

One of the motivating forces for large scale theft, particularly through GenAI, is individual & institutional cowardice, disguised as creative (read: cost-cutting) efficiency.

Cowardice Is Gas to The Engine of Theft

Here’s an Uncomfortable Sentence for marketers and advertising pros, but mostly brands and the business brains behind them – “I would rather produce something derivative that gets approved than something distinctive for which I might be held responsible.”

Does that feel true? I think so, and I’m Mr. Creativity himself! It’s a big leap from derivative to theft, but again, I’m questioning the compelling reasons to not give a flying fuck and steal some shit.

The incentives for creative theft can look attractive. The work is already validated, internal approvals will be easier, since “everyone is doing it” the risk of getting caught are low, and it doesn’t seem to phase the brands who do get called out.

When marketers steal creative ideas, it isn’t just the look and feel that’s been appropriated.

What fraudulent marketers really steal is someone else’s creative risk.

A distinctive brand requires someone willing to be accountable for a choice before the market has validated it. A pirated brand doesn’t have to sweatily walk that plank. There’s no effort.

In his latest book “This is Pop; What the Shit Is, and What Isn’t the Shit,” advertising’s punk anthropologist Eaon Pritchard talks about the clash between technology, cultural products, and society. His Substack is similarly focused, and this bit from a recent essay, “Sloptimism” lands right on the target of this one;

“Effortlessness disqualifies something when effortlessness is the point, when the entire cultural act consists in demonstrating that the machine can produce an object without any of the friction that used to make cultural production a form of human risk.

The tech bro who declares his AI image to be Art is not wrong because the image is ugly. He is wrong because the image is safe. And art, even in its most poptimist-friendly forms, has never been totally safe.

Britney Spears making Toxic needed timing, precision, physical discipline, studio craft, and a kind of performative bravery that can’t be generated by a prompt. The AI image of Britney as a Renaissance painting requires none of that.”

Frictionless risk has always been a problem in creative pursuits, and so the most important task in the modern era for marketers isn’t to focus on idea generation, but generating the conditions where ideas can flourish, tending the land, managing the estate.

What’s required is a thirst for friction and sense of stewardship for funky ideas.

Someone Has to Stand Behind the Idea

In a brilliant essay, creative consultant Jane Goldman writes about how good ideas go to die in the frozen middle; that place where a possibly out-there idea needs care and support.

“Good ideas do not need unanimous agreement. They need enough courage, structure, and stewardship to survive the part of the organization where everything gets complicated.”

The creative friction required when/where we sell ideas, is the same friction that gets sanded down by consensus. In a group approval everyone gets a veto and no one defends a choice because no one holds accountability because the buck stops everywhere.

If we ask marketers to take creative risks, but leave them to absorb all the blame when an idea fails, we make borrowed certainty an attractive proposition.

Stealing remains a choice, but the more we feel institutionally pressured to be perfect and the less we’re inclined to deal with friction, creative theft will continue to feel like the least riskiest default option.

Anyone that wants more original work has a responsibility to help ideas survive: give people room to develop them, take risks, defend choices worth keeping, and share responsibility for the outcomes.

Steel Yourself Before You Steal Someone Else’s Courage

I grew up believing ideas were valuable to grown ups, and I still believe that, but I now see the stakes a lot clearer.

Ideas are aplenty, but courage is rare.

Valuing ideas, means that you’re willing to stand behind creativity before you know whether it will work. And not a lot of people are willing to do that. But the ones who do, are the ones everyone emulates, the creatives that catalyze culture.

Someone has to keep taking those risks, and if culture eats strategy for breakfast, then someone definitely will. Will it be you, risking it all on an original idea, or will it be your copy-paste team, taking the risk of being caught stealing someone else’s risk?

It’s all risky business, but we can make a difference. Will we lazily accept a culture that steals spotlights, or one that earns electricity and builds lightbulbs.

Will we continue to participate in a thieving culture, or will we try to find honorable work?

Do you want to be dope, or do you want to deal it?

I Heard It Through The Fakevine

“People say, “Believe half of what you see
Son, and none of what you hear”

– “I Heard It Through The Grapevine” – Marvin Gaye, 1969

From Marvin To Modems

When I was growing up, I had an obsession with Marvin Gaye. I was captivated by his music and voice, the grooves, the Marvin-only overdub harmonies. The first song that brought Marvin into my world was his 1969 smash hit, “I Heard It Through The Grapevine.”

From the very first sizzling slap of the tambourine and the alluring intro vamp of the keys, to the french horn swell shoving us into the verse, the song threw me into a narrative universe and held me tight in a master storyteller’s tractor beam.

However, the iconic groove wasn’t the most captivating part; I remember really freaking out about this ‘grapevine’ thing.

If the grapevine wrecked this guy’s world, it seemed devastating and urgent to me to figure it out.

How did people know things about other people? How does that knowledge become reality?

Was there some kind of information network that can tell you what’s true before someone else knows about it? Is it gossip, is it rumor, is it actually (hopefully) grape flavored?

I remember thinking, if the grapevine is real – how the hell does it work!?

Just a few years after being introduced to “the grapevine,” we got online, and our home computer, and Prodigy, became the center of attention.

This was well before socialized internet and iMessaging. Prodigy was not for socializing yet but for…something, at that point we hadn’t quite cracked the purpose.

As ubiquitous internet continued its rise in the 90s, there was one grapevine-flavored caveat that kept popping up – “don’t believe everything you see online” – which was now paired with another principle of technocratic faith, “this is the future.”

Don’t believe everything you see online + Online is the future

And indeed it was the future. Almost three decades later I’m interminably online and working in digital marketing (a role not possible without computers), so its safe to say the once and former, well rumored, and not to be believed future of the internet is here.

And yet, I’m wondering about the online future you can’t believe, especially if you read about it online.

I’m still wondering about the online grapevines, which haven’t gone away but have grown larger, and more tangled, and more complicated.

I’m wondering how much of the vine has actual grapes?

From Being Online to Betting On It All

After I read that ad spend in the US is 2x GDP and media spend wildly diverges from time spent on certain advertising mediums, and learned how Americans are spending more time gambling than going to movies, music, art, or museums combined, I had to take a pause, drink my juice box, and collect my thoughts.

My initial take on the GDP chart seems simple but I think profound, “ad spending is growing faster than the economy.” Which is exciting and defended by people in marketing who make and spend that cash, but the prospect should cause some concern; we’re advertising goods & services past the point where the wealth/finances available in the marketplace can meet the obligation. Period.

Reminds me of all the sweepstakes and contests in the 80s & 90s, where you would hear the legally required phrase – “many will enter, few will win”

If the supply can’t meet the demand, are we at least advertising to the best of our data-driven abilities? Well, let’s review the next chart…

The evidence from eMarketer here shows that ad budgets are not even closely aligned with the mediums where people are spending time, with a massive, data-ignorant overinvestment into social media.

Taking these two charts into consideration, it’s evident that more money is going into advertising than will EVER come out, and a lot of that ad money is being misused and backing bad odds and the wrong horses, entirely.

Which connects to the “gambling is the new American pastime” article. If we’re spending more money on gambling than culture itself, then we’re pretty firmly in a gambling culture, which means gambling is a part of business culture.

Now I don’t mean to complain about the free drinks and good parking, but does it bother anyone else that markets seem to operate like casinos, and that most of the action seems to be extracted from statistically ignorant gamblers, eg. me & you & everyone?

Maybe I’m wrong. Maybe it’s easier to place bets instead of making hard choices or dealing with bad luck? Maybe we want to take it all to a casino?

Maybe our desire to feel like we’re the rare few who might win, cognitively prevents us from realizing we’re almost always going to be just one of the many who entered?

Or maybe I’m just a loser who hates winners and I’ve got a tiny axe to grind?

Could be, but if you’ve done the research I have, or just click through and read all these citations coming at you, I seriously doubt that take holds…

From Playing The Game to Gaming The System

I’ve written about how digital advertising is a casino pretending to be a supermarket, I’ve compared horseracing metaphors to marketing, detailed how fraud has become the foundation for digital marketing, talked about malicious compliance and ethical drift, and provided insight into behavioral finance, AI, and the casino logic of modern technology—where engagement is currency, risk is retail, and guess what…the house always wins.

But increasingly, a growing stack of settlements, cases, and legal records is starting to look like a volcanic mountain of supporting evidence for serious losses amidst the house’s take.

Google has been found to have illegally monopolized key parts of the ad-tech auction system; Meta has faced litigation and paid $40m in settlements over inflated (+80%) reach and video metrics; LinkedIn settled claims ($6.6m) over inaccurate advertising metrics; Lane’s Gifts exposed click fraud and secured a $90m settlement from Google; Uber’s litigation exposed fraudulent attribution; and most recently Phia, co-founded by Bill Gates’s daughter Phoebe Gates, has faced allegations of cookie stuffing—claiming credit for sales it didn’t generate.

The gambling logic extends beyond advertising into behavioral engineering: a 2026 jury found Meta negligent over addictive product design that harmed a young user, while 29 states are pursuing $200b in damages from Meta over already proven allegations that it deliberately engineered Facebook and Instagram to addict children.

A bunch of different cases, same gambly pattern & odds-based architecture: the house controls the market, establishes an unrealizable floor and an infinite ceiling, measures the outcomes, claims the wins and pays off losses, intentionally designs the machine to keep players playing, and before anyone finds out the deck is stacked (and even after settling in court), the house has already taken its cut.

And the casino parking lots remain full of agencies, brands, and sure, scam artists, but it’s all good when information/data/news of “big winners” is constantly flowing through the gaming floor.

Back in December, I asked this question, “What would it take to convince any fence sitters, that the majority of the digital advertising eco-system operates behind a casino-like veil where advertisers see flashing dashboards while criminals and platforms quietly harvest the proceeds?

What could be said to get us to snap out of the fever-dream fantasy that we’re in a rational marketplace, when the reality is we’re gambling CLIENT MONEY at tables where the house dictates the real winners, the metrics and cards we’re dealt are fuzzy, and more than half the other players aren’t even human?

And I think I’m closer to an answer, or at least better questions.

The problem isn’t necessarily the casino or the gamblers, but where we source our conception of the stakes and odds, the information layer underneath it all.

It’s the grapevines, stupid.

From The Grapevine to The Fakevine

The grapevine is another term for the rumor mill. Through gossip, chatter, and hearsay, information gets passed from one source to another and after a while there is a general, consensus based truth-like juice that socially drips from the network.

So the gambler’s paradox of the grapevine is that it is not to be trusted, but there is truth to it.

Many data points have gone in, but only a few bits of information ever make it out.

The real manipulative art of the grapevine doesn’t really concern the grapes or vines but manufacturing the appearance of grapevines. Which kinda describes the internet.

Don’t believe everything you see on the internet + The internet is the future

As I was working up this essay, I saw two additional headlines that secure this gambling grapevine connection with the ad industry stories above;

Trump admin faking social support for their policies (even using dead Americans), and the journalistic exposure of a social media network of +800k local political Facebook groups in the UK, US, and Aus taking millions in ad revenue, all deeply involved in divisive politics and…operated out of Sri Lanka.

I won’t go into the Cambridge Analytica scandal, that Ad fraud is on track to make somewhere between $50-140billion this year, potentially peaking to $172b in 2028, and is the second highest source of criminal income after drug trafficking, the Dead Internet Theory, the wallets on Polymarket International trading on inside U.S. military information, the rampant digital ad impression fraud, Meta consistently lying about DAU/MAU numbers that overblow stats past census data since 2012, or the many, many, many lawsuits for inflated user bases and astorturfed reviews.

The only reason I’d do that, is to point out that all of these increasing concerns are not about exceptions taking place, but proof that intangible rules are being adhered to.

One of those rules is – control the narrative. Manage the grapevine, or grow it.

From Grapes to Grape Flavored

Grapevine perception management has seemingly become one of the most important “skills” to control in marketing of all ilks. The ability to fake it, is now rewarded in the marketplace as having made it. Manipulating the grapevine is so essential to modern digital marketing success and has become so frothy, that it’s even caught the attention of the Feds.

The FTC has effectively recognized the grapevine problem in regulation. Its Consumer Reviews and Testimonials Rule, effective October 2024, makes it unlawful to buy or sell fake reviews and, critically, to buy or sell fake indicators of social-media influence—such as followers, views, likes, subscribers, shares, or other engagement generated by bots or accounts that do not represent real individuals—when used to misrepresent commercial influence.

We’ve built an economy willing to pay for the appearance of human activity (which is against the law), whether or not there are actual humans (which is fraud, also illegal), or actual value (which isn’t economically viable), underneath it (we can’t check under any algorithmic hood).

Once evidence of human activity becomes the thing we reward, people discover ways of producing the evidence without producing the underlying reality.

An impression worth money creates an incentive for fake impressions. A follower worth money creates an incentive for fake followers. A stream worth money creates an incentive for fake streams. A comment worth political influence creates an incentive for fake comments.

In a very real way, all of this is built off grapevines, off hearsay, off “doing the research.” Online sleuthing (like I’ve done right here) allows us an easy way into the vines, but not a clear path out.

In a shameful admission, I think what I’ve provided here could be perceived as MORE GRAPEVINES.

Which makes me think, maybe the grapevines aren’t “out there” but we live amongst them and create them from our own soil. There isn’t one grapevine but many, and some are 100% fake, most are definitely imagined, but they have real value and leave tangible effects.

The dead internet theory means there’s a grapevine strangling online society. We know there’s a grapevine of adfraud. We pay to access the supposed grapevine of influencers. We wager money on the grapevines of Polymarket or Kalshi. There’s a grapevine of financial information and economic theory that underpins our markets.

And if the grapevine is a commodity-based business model, that means we need more grapes plucked earlier, so there can be no institutional, vintage, legacy vines anymore for the public but only for the very private few, which is too many sour grapes to consider at once. [Read Eaon Pritchard’s “Chairman of The Bored” for a dive into this concept]

Layers of vines, tangles of grapes, barrels of hooch, orchards of horsehit.

There’s no grapevines kids; it’s a vineyard, and we’re here to work whatever into wine.

So get to stomping!

From The Gift Horse’s Mouth to Confronting Sour Grapes

Back to Marvin.

The ultimate point of “I Heard It Through The Grapevine” is not an expose on the rumor mill, like I thought in my 8-year old mind, but the unmet desire for confirmation of reality from a singular, trusted source.

People say believe half of what you see
Son, and none of what you hear
But I can’t help being confused
If it’s true, please tell me, dear

[Pre-Chorus]

Do you plan to let me go?
For the other guy you loved before?

Marvin is trying to verify reality, he’s not aiming to mistake the grapevine for reality, but without confirmation, without hearing it from the horse’s mouth as it were, instead he hears it through the grapevine.

The real missing piece in the grapevine dumpster fire is confrontation. And the accelerant is both the avoidance of looking in a gift horse’s mouth, and the acceptance of the sour grapes it’s chewing on.

People who accept that we live in a post-truth multiverse, where each person is a captain of their own reality, have given themselves up to the soured grapevine.

And if you really grokked everything I shared above, it’s easy to see why.

But we’re not done just yet…

From Helpless to Hopeful

I’m writing about this stuff because it’s something marketers actually can fix, and we don’t need a huge revolution to do it. What we need is a spirit for conflict & confrontation.

Not confrontation or conflict in a combative sense, but in the spirit of sensemaking: turning toward something and facing it. Asking the person. Rubbing up against reality. Checking the source. Looking under the hood. Questioning the KPI or metric. Having someone explain how they know what they say they know. Checking to see if you know what you say you know. Being open to being wrong. Being curious about what’s true. Developing an opinion on marketing that isn’t “make the number go up.”

A MAC poll on LinkedIn

In short, the on-going mission is confronting the grapevines.

With confrontation comes the soft-skilled friction between information and opinions, and with that accountability, and then individuals have the confidence to speak up before things get twisted into grape jelly, and then culture gets a hold of information, then knowledge, then wisdom.

So what does this look like in practice? Here are seven things you can do right now:

Measure the gap.

The Marketing Accountability Council built TrustGap to help people examine the distance between what companies say and what the evidence supports. That basic exercise can be applied almost anywhere in marketing: put the claim on one side, the available evidence on the other, and look directly at the space between them.

Trace metrics back to something real.

When a dashboard says performance improved (or didn’t), keep asking questions. What improved? According to whom? Based on what measurement? Did customers buy more, stay longer, recommend you, remember you, or behave differently? The closer you can get to an observable outcome or a real meaty question, the fewer vines you have to swing through.

Triangulate instead of accumulate.

Ten sources repeating the same claim might not be an insight. Find genuinely independent ways of parsing signal from noise and weave them together: quantitative and qualitative research, customer conversations and behavioral data, platform metrics and financial outcomes. More information doesn’t necessarily provide more confirmation.

Follow the incentive.

Ask who benefits from the metric, methodology or conclusion being true. Should the platform selling impressions be the authority on whether those impressions worked? Is there a hidden incentive in one department that isn’t known but guides attribution decisions? If the attribution model hasn’t changed in years, don’t follow it, but ask why?

Humans are the loop.

Talk to customers on the phone. Talk to sales. Talk to the people doing the work. Look at complaints. Read the weird comments. Ask somebody what happened before asking a machine to summarize what happened. Ask someone to review what a machine summarized. The messiness of human testimony isn’t a flaw, but the required friction that reveals what clean datasets can conceal.

Write down what you don’t know.

A healthy marketing organization should be able to distinguish we know, we think, the data suggests, and we have no f***ing idea. Those are four very different states of knowledge, and pretending otherwise is how another grapevine gets planted.

Stop the blame and shame.

The grapevine distorts accountability as well as information. Blame and shame collect wherever marketers and businesses cling to the illusion of control, treating probabilistic systems as predictable and then holding people responsible when reality fails to match what the grapevine promised. The work gets better when the blame-and-shame train stops and grounded sensemaking replaces senseless flagellation.

None of these suggestions require us burning down digital marketing, abandoning data, smashing the dashboards, or waiting for regulators to save the day. This advice requires something considerably less dramatic but more taxing – refusing to outsource judgment.

The internet will remain a grapevine, marketing too, and AI is already growing some spectacular new vines of its own.

Our job isn’t to tend to the vineyards.

Our task is to hone the ability to realize when we’re strangled and tangled, find out where the vine meets the wine, separate the squeeze from the juice, the proof from the truth, and have the spine to admit when we’re backing into a reality of rumors, and the temerity to push through and confront reality.

Artificial Instinct: Inside the Philosophical Guts of AI

A stomping romp through Henri Bergson’s “Creative Evolution” and how the seminal work of philosophy from 1907 has bearing on AI and the concept of Artificial Instinct.  

“An intelligent being bears within himself the means to transcend his own nature…he transcends himself, however, less than he wishes, less also than he imagines himself to do.”
– Henri Bergson, “Creative Evolution”, 1907


It appears the gen pop is ready for the philosophical conversation around AI. But which part?

Ever since ChatGPT came on the scene, we’ve been treated with philosophical-ish headlines and prognostications from these companies that conscious AGI is months, years away, or actually here or they can’t even tell. 

In March, Google DeepMind published this definitive-sounding headline…

So, if AI cannot instantiate consciousness, why then make a big show about hiring a philosopher in May to prepare for…machine consciousness?  

If this kind of whiplash is accepted as normal in a conversation about AI and philosophy (it is), what kind of philosophy and intelligence are we REALLY talking about, and is it those things?

After spending the weekend reading Henri Bergson’s 1907 work “Creative Evolution,” it could be that the philosophical misapplication and adoption failures in AI so far, could be centered between INSTINCT and INTELLIGENCE, and more largely, an error in the base operating system of the the current computational consciousness philosophy that underpins AI today. 

The way AI has been philosophically sold versus the way it’s shown up, are two different things. 

Because it’s seeming as if AI is led by instinct instead of operating via intelligence. 

AI with ads, AI with social, AI and work product, AI and (INSERT ANY INDUSTRY OR TIRED ASS BUSINESS MODEL HERE) – this technology has been instinctually applied to “as-is” material, organized structures like a barnacle, not intelligently designed around, what Bergson characterizes as, “what if” deliberations, the purely-human ability to build from unorganized, even 100% hypothetical strictures. 

I think it’s great we’re talking about philosophy and formalized/higher order intelligence, but let’s bring in some Bergson, talk about the material base, the instinct, and why it should be just as prominent on the evaluation table, lest we go off into freudian or cartesian abstractions that could end up with a more virulent, metaphysical strain of anthropomorphism around AI

THESIS: The current epoch of AI is running off a philosophy of material instinct, not formal intelligence.  

To frame that AI is running on a philosophy of guts, we’ll first stop at everyone’s favorite philosophical question, “what is consciousness?”  

Henri Bergson, chilling here, possibly after just crushing a bunch of philosophy, biology, and evolution up and freebasing that shit.  

On the Crux of Consciousness

Before we go off on intelligence and instinct, which are wrongly depicted as two always-possible, and always-separate binary pathways, we have to address the field these choices seem to emanate from; consciousness. For this, we bring Bergson into the scene; he’s got the definition of consciousness right here if you want it —

“…consciousness is the light that plays around the zone of possible actions or potential activity which surrounds the action really performed by the living being. It signifies hesitation or choice. Where many equally possible actions are indicated without there being any real action (as in a deliberation that has to come to an end), consciousness is intense. Where the action performed is the only action possible (as in activity of the somnambulistic kind), consciousness is reduced to nothing….From this point of view, the consciousness of a living being may be defined as a…difference between potential and real activity.”

Bergson is so artful in this book I could spend days breaking down each of these sentences, the way he describes life as a collection of tendencies rather than a grouping of things, and here he metaphorically sketches out consciousness as “light” in a zone of potential. And, the levels or degrees and dimness of conscious “light” applied to instinct and intelligence, are worth noting.

 “Intelligence and instinct both involve knowledge,” explains Bergson. “..acted on unconsciously in instinct, thought of and conscious in the case of intelligence.”

“Where consciousness appears, it does not so much light up the instinct itself as the thwartings to which instinct is subject; it is the deficit of instinct, the distance, between the act and the idea, that becomes consciousness. Essentially, consciousness only emphasizes the starting-point of instinct, the point as which the whole series of automatic movements is released. Deficit, on the contrary, is the normal state of intelligence. Laboring under difficulties is its very essence. It’s original function being to construct unorganized instruments, it must, in spite of numberless difficulties, choose for this work the place and the time, the form and the matter. And it can never satisfy itself entirely, because every new satisfaction creates new needs.”

If we take Bergson’s definition here, we can see the differences between instinct and intelligence are obvious, as is their connection through consciousness. But to figure out if AI is running on instinct and not accessing new means of intelligence, we have to first break up the binary and then add one more layer; instrumentation.

The triangle, my favorite instrument.

Intelligence, Instinct, and Instruments

“Instinct and intelligence…represent two divergent solutions, equally fitting, of one and the same problem….(they) imply two radically different kinds of knowledge.”

It’s important to not get drawn into binary oppositions ourselves, so this isn’t about instinct VS intelligence, but about how they operate in human decisions based on contextual situations, and for my thesis, how we may have potentially strapped AI and machine learning to the wrong ‘i’

Bergson explains that the impelling, evolutionary force (his ‘elan vital’) behind higher-order lifeforms brings instrumentalization to the stage differently. Plants ingest carbon and nitrogen instinctually, animals intelligently (but also instinctually) eat plants because they can’t capture carbon and nitrogen directly. 

Ants use the sand intelligently but don’t create sand, and monkeys use tools to dig and this is instinctual, the materials required were available. Where intelligence comes in, says Bergson, is when instruments are compiled from unorganized points and disparate connections. 

“Instinct perfected is a faculty of using and even constructing organized instruments; intelligence perfects is the faculty of making and using unorganized instruments.” 

Again, reading this sentence, I was forced to question if AI is currently on an instinctual path, rather than an intelligent journey? Ask the AI philosophers, and it’s both!! Lucky ducks! 

Knowing what I know from actual research on AI maturity in marketing and conducting interviews with practitioners and experts at the highest levels of data management around the instrumentalization of AI; it turns out a big problem with a highly organized, instinctual instrument like AI, is taking place at the moments when it meets the highly unorganized, not-as-intellignet-as-we’d-like humans. Me, and you. Ok, not you, but definitely me.

Maybe we’re using tech based on guts and pure instinct, because it’s something we all seem to have a ton of, instead of brains and intelligence, something we feel we can’t ever get enough of?  

And, viewed as an economic metaphor, if Bergson’s idea of “conscious deficit” being the natural state of intelligence, and instinct is freely applied without paying a single conscious brain cell, then it’s easy to admit that instinct seems to have a higher valuation than intelligence, based on raw data. Instinct doesn’t deplete us as fast as intelligence will. 

AI succeeds as “instinct tech” partly because it avoids deficits and matches human tendencies, not because it transcends them.

That’s because…one more layer…. 

Instinct is Subject to Matter, Intelligence Deals with Forms  

The following passage slapped me in the face with the AI as Artificial Instinct VS Artifical Intelligence framing, tell me if you catch it too….

“Instinct finds the appropriate instrument at hand: this instrument, which makes and repairs itself, which presents, like all the works of nature, an infinite complexity of detail combined with a marvelous simplicity of function, does at once, when required, what it is called upon to do, without difficulty and with a perfection that is often wonderful. (If you stop here, he could be describing AI, kinda) In return it retains an almost invariable structure, since a modification of it involves a modification of the species.” (damn…) 

“The instrument constructed intelligently, on the contrary, is an imperfect instrument. It costs an effort. It is generally troublesome to handle. (Shit, kinda sound like AI too!?) But, as it is made of unorganized matter, (Ok, not like AI…) it can take any form whatsoever, serve any purpose. (So, AI then?) Whilst it is inferior to the natural instrument for the satisfaction of immediate wants, its advantage over it is the greater, the less urgent the need.” (time is the OG non-renewable resource…)

A philosophy based on computation believes that every, single, thing can be broken down into material parts, which is partially true. But computational philosophy, excuses itself from the human philosophical questions we have to ALWAYS engage with, one where instinct AND intelligence AND life play a part.

The real, material world, filled with instinctual matter experienced in real time, is the one we live, dream, and intelligently formulate schemes in. Based on Bergson’s thermodynamic rules about his elan vital, the immanent force of life animating it from underneath, the inescapable truth is that it is never unlimited. 

Limits exist in real life, pathways have to be chosen, both you and an amoeba can’t go in several directions at once, we always must choose. And it seems like it’s between instinct and intelligence but Bergson explains, it’s actually a matter of degree and direction, rather than kind. 

“..the choice between two modes of acting on the material world: either effect this action directly by creating an organized instrument to work with; or else it (the immanent force) can effect it indirectly through an organism which, instead of possessing the required instrument naturally, will itself construct it by fashioning inorganic matter…Instinct and intelligence…never entirely separate from each other.” 

UPDATED THESIS: The current epoch of AI is running, indirectly, off a philosophy of  material instinct, perceived directly as an act of formal, post-human intelligence.

I’m not satisfied, because where is consciousness and humans in this thesis? Who is running what, exactly? Did we think about this before right now? Where are the adults in the room?  

AI Philosophy Isn’t Even Supposed to Be For Humans

The modern philosophy behind AI, which is that consciousness does not require biology and can be purely computational, is at its core, based on a hard line separating the main substrate of intelligent consciousness on the planet – humans – from “intelligence” as AI defines it. Who defines that definition, we can only guess, because it’s not about us.

If you think AI philosophy is supposed to operate like human philosophy, you are wrong. From the Wiki:

“AI philosophy is distinct from human philosophy because it operates through computation, simulation, and pattern recognition rather than subjective experience, consciousness, or lived understanding.”

Well, well, well – you see how this binary drawn up here is bullshit if we believe what Bergson just told us. 

This definition of “AI philosophy” positions as instinctual, separate from humans on purpose and based off the organized instrumentation of materials on hand and computational pattern recognition. Computational philosophy is almost discursive of the “deficit of intelligence” that Bergson mentions, that hesitation light in actual consciousness that sees forms in unorganized matter; that’s something else. Not “AI” philosophy.

But who’s philosophy is it then, and why does it need us to think about it, for it? 

What does both your instinct and intelligence tell you? 

UPDATED-BLOATED THESIS: An experiential-denying philosophy, based off computational material instinct, directly underpins the cultural zeitgeist that defines the current epoch of AI, being a technopolistic culture that indirectly prevents humans from accessing the formalization of new types of intelligence. Intelligence that transcends, and doesn’t instinctively get trapped, enamored, or disgusted by our nature. 

Is AI Actually Artificial Instinct?

Maybe AI is better understood as artificial instinct, not artificial intelligence. It explains why AI is fast, reactive, and fluent. Why it attaches to systems quickly but struggles in redesigning them. It explains why AI feels coherent and effortless. Explains why actual intelligence is seemingly harder to come by these days. 

And, it exposes an interesting fact as to why there is a rush to parade a “real philosopher” around AI company headquarters; it isn’t because the tech is finally at a level where we require real philosophy, it’s an admission from these AI companies that there wasn’t any human philosophy, or philosophers, in AI to begin with.  

It doesn’t take a philosophy degree to wonder if what we are calling intelligence may simply be artificial instinct operating at a scale we can’t discern. And, maybe the reason we haven’t decided yet if we know the difference between Artificial Instinct and Artificial Intelligence, is because we’re consciously choosing, or been programmed to self-select, philosophical unconsciousness. 

Problem there is, how do you wake up if you don’t know you’re asleep?

FINAL THESIS (more of an opinion, ah who cares!?): Currently, AI is building off a post-humanist philosophy of computational instinct that socio-structurally cannot produce the kind of human-level intelligence it claims to approximate. 

But that won’t stop us from trying. Meanwhile, read some Henri Bergson.  

From P2(shining)P: Society on The Peer Oriented Express

If children raised by peers struggle to mature, what happens when entire societies do the same? This essay explores how a modern culture driven by trends, feeds, and lateral validation, may be arrested in an underdeveloped loop of perpetual adolescence. Is there an adult in the house?

There’s a lot of anxiety and fear in the laypeople and unaccountable fuzziness in leadership lately. It feels like the buck won’t stop. It feels like the adults aren’t in the room.

In a sea of ceaseless change, a lot of companies have stopped planning altogether, cancelling forecasts, freezing into a crouching stance, anchoring close to shore. It feels like the maps are no good, the compasses shot, the blind rowing the blind. It feels like lemmings at a cliff-side casino might be in charge. It feels like we’ve been waiting for “the adults” to enter the room for decades.

But as a 44 year old father of four, salt and pepper in the beard, I’m compelled to wonder; am I one of the adults I’ve been waiting for? Not only am I asking if I’m the man in the mirror, I’m wondering…

Clearly, for my roles and responsibilities as a taxpaying citizen that seeks to increase shareholder value, but most importantly for my kids, I am that guy. 

So I read books about parenting, and the most recent, “Hold Onto Your Kids” by Neufeld & Mate, sparked a connection with the “adult in the room” problem. Read this description, and tell me if a bell doesn’t start ringing;

“Children take their lead from their friends: Being “cool” matters more than anything else. Shaping values, identity, and codes of behavior, peer groups are often far more influential than parents. But this situation is far from natural, and it can be dangerous—it undermines family cohesion, interferes with healthy development, and fosters a hostile youth culture. Children end up becoming conformist, anxious, and alienated.” 

If you switch out the parent/child/family phrasing here with society/citizen/democracy or business/employee/bureaucracy, a Freudian slip of inquiry unveils; might the problems in the adult world be linked to upbringing? Unresolved attachments with parental and nurturing forces? 

If the adults of our generation aren’t showing up in the present rooms of today, what might that signify about the historical development and rearing of our youngest citizens? Who was tending to that? Did they make sure to turn the kids into functioning adults? 

Did we remember to mature and age ourselves properly? How do we check?

There’s a particular concept from the parenting research in “Hold Onto Your Kids” that may help color-in the uncertainty, imbalance, lack of adults-in-rooms we feel; peer orientation. 

What is Peer Orientation?    

The authors Neufeld, a psychologist, and Mate, a researcher working with addiction and rehab, took their combined expertise from working in correctional settings with the violent extremes of peer oriented youth – those in gangs, the foster system, or endlessly in and out of treatment facilities – and applied it to understanding parenting, kids, and how culture is formed.

One of the themes of the book is maturation, what it means to break through adolescence into mature adulthood. 

Adults don’t come out of the ground like orcs, catalyze at a specific age, or become actualized after a set of experiences.  An “adult in the room” is forged from an attachment in pre-adolescent childhood to reliable post-adolescent/mature adults and institutions grounded in a shared semblance of social fabric.

Kids securely attached to this fabric, raised by and anchored to family, culture, and traditions, end up much more well-adjusted, flexible, and resilient. Able to resist social pressures and keep a sense of themselves in a crowd, these “lil adults in the room” are capable of facing and overcoming futility and finding their own way through chaos with confidence. 

Kids who experience a prolonged detachment from this fabric are vulnerable, get lost and end up guided, misshapen, and parented by their inexperienced, immature, and equally clueless peers. The results of being raised centrally through peer orientation are disastrous. It’s essentially Lord of The Flies territory, the Land of Toys in Pinocchio, or the Lost Boys in Neverland. Juvenile prison is a good example – if being around peers was beneficial, these facilities should be model citizen factories. 

Key Point: Peer orientation doesn’t produce independence, maturity or freedom, but imprisons behaviors, establishes a lasting immaturity and produces a profound dependence on equals. It’s frightfully mid. You’ve seen it. 

The richest man-child in the room, photographed here at an ad industry trade event, telling the crowd of grown folks to “go f**k themselves”

On The Perils of Peers and Culture

It’s an odd paradox for this American parent, once an American child, to reflect on the negativity of peer orientation, when I (an intellectual/hippie jazz musician/kid-at-heart) have been seemingly counter-culturally programmed to think the opposite. 

In the book, the authors rhetorically ask why one doesn’t see many third generation hippies, but does see continuity in more traditional environments? There’s no Moonbeam Peterson III.

If your orientation is entirely oppositional, defined by resisting or rejecting what came before, you risk leaving nothing behind. Counterculture has an important role, but if it becomes the only posture, it struggles to produce anything durable. Transmission of culture requires continuity. This isn’t to say tradition is always right, but it tends to produce structures that get handed down. 

If everything is framed as something to dismantle, there’s nothing left to pass on.

(For more on counterculture and stagnation and what to do about it, buy “Chairman of The Bored” by Eaon Pritchard, which dives smack into this.)

The plot of any coming of age movie in my pop culture past was usually something rhyming with “I don’t want to be like my parents” or a rejection of traditions. Screw you dad! Don’t trust anyone over thirty. Nickelodeon told us; Kids rule! Try to tell the lead singer of “Rage Against The Machine” what to do!

This makes sense in America with our well-marketed rebellious, defiant DNA, but in the book it’s shown to be anathema in almost every other civilized society with meaningful attachments between kids and adults to identity and culture.

A simple observation at social functions in mainstream America – we have separate lanes for kids and adults, tables, experiences – there is very little intergenerational mingling encouraged.

The book highlights examples from cultures across the world and throughout history showing that when generations intermingle and children and adults interact, these moments serve as orientation opportunities, mechanisms that attune maturation and, in turn, refine and evolve culture.

In places where intergenerational life is still intact, culture is shaped vertically. People spend time with those older than them, and over time they absorb ways of thinking, behaving, and judging that come from experience. There is a sense that some things are passed down, not just discovered in the present.

Where in our online life, does this kind of intergenerational commingling happen? It doesn’t, because peer orientation went digital with social, algos, and P2P.

When Peers Became Files

In the U.S. where peer relationships have a larger role, intergenerational structures have weakened. At the same time, the underlying technology of culture changed.

Peer-to-peer file sharing removed many of the intermediaries that once filtered and contextualized cultural material. Music, film, and media became directly exchangeable between individuals, without much sense of origin or hierarchy. What mattered was access and circulation, lineage or context became an artifact to dismiss. 

That same pattern extended into communication. Messaging and social platforms made peer interaction constant and primary. Cultural exposure became something shaped by horizontal networks rather than vertical transmission. This set the stage for memes as the main vehicle for evolution.

As peer orientation moved into digital systems, it also became more detached from place, age, and experience. The result was a targeted yet flatter cultural environment, where fewer signals point to what is more mature, established, or enduring, and more attention is given to what is current and widely shared.

As systems evolve into peer-based networks, identity formation follows suit, and like Neufeld & Mate have shown, when you’re orienting development to peers, you’re never anchoring to anything more mature than you. 

With peers being switched out for files, feeds, models, trends, and AI, the peer group has been replaced by aggregated outputs.

The Adults Are Here; But I Fear We’re All Peers, My Dear

Take a look at this nGram (mentions of terms in printed books) view of these terms; “culture,identity,authority,values,duty,custom,obedience,self,care”

The historic traditional view, pre-1950s is generally – duty above all, then authority, care, then self. After 1960s, you see the rise of identity, culture, values, with care and self above all. Duty is in the dumps.

The declining words are about constraint and inheritance
The rising words are about self and relation to others

Painted with a broadbrush, these data points suggest that the books on the shelves for the adults in the modern room are all about self-care values in culture as attached to their identity. 

We are generations into a heat-seeking lock on peer-orientation as the main source of fuel for the global engine of culture/society. As our legacy institutions and cultural heritages are under attack, very few are looking to history or elders, or even their own judgment. Decisions feel less like willful choices and more like emergent emanations from the hive mind.

We’ve moved, one meme at a time, from a world traditionally oriented upward, to one oriented sideways, and increasingly, to machines trained on sideways data.

When everyone looks sideways, no one grows up. If there’s no one above us, and nothing before us, what exactly are we becoming? If everything we know comes from peers, and now from machines trained on peers, where would something truly new, or truly wise, even come from?

How To Steer Clear of The Peer; Want Better

“Where’d you get your information from, huh?
You think that you can front when revelation comes?”
– Beastie Boys, “Check Your Head”

For me, peer orientation opened up my eyes to a ton of behaviors and bullshit I’ve experienced and continue to see, things I evaded as a kid and teen and man, where I wondered looking at all these mediocre mFers; “is this how we’re behaving/dressing/acting/leading now?” 

Though I’ve been pressured by peers and caved, I’ve never felt strongly oriented to them, and this is because of my strong attachment to my wonderful parents, but also mentors. 

I can’t deny that, thanks to a lifetime pursuit of music, I’ve had strong mentors and adult orientation in my life. Not to name-drop, but Wynton Marsalis, Ron Miles, Big Daddy Kane, Shami and Rudy Royston, Jerry Bergonzi, Cindy Blackman, the legions of teachers, instructors, adjudicators, award panels – I’ve been taught and tutored by mature forces, all anchored to the legacy of music and performance.

I’ve also adopted a similar stance with marketing, choosing to learn from the mature voices in the room, diving into history books, and seeking out the established legacy truths, the heritages we might forget, the traditions we might need to build off, not blow up.

Whether mentors or peers provide guidance, the real choice is whether to adopt it, adapt it, or reject it—and even rejection is a form of response. 

The key is not the advice itself, but how it clarifies what you actually want.

It’s hard to accept that a lot of what we think we want, or desire, could be based on peer orientation, not our personal preferences. 

“I’ll have what she’s having” is an admission that, at the core, to want what others have is to want to be them. Maybe, if we get what she’s having, we can be what she’s being.

It’s a paradox mirage though; only through realizing how much peer orientation our wanting might contain, can we gain the agency to want what we truly need, despite what others have or seem to want.

The Difference Inquiries in Peers vs. Adults

If you’ve come this far and you’re still wondering about your orientation, think about the differences between these questions and wonder how you’d behave in the room if they came up? It might be that we’re in the room already…

Orientation

  • Peer: What is everyone else doing?
  • Adult: What is right, given the situation?

Validation

  • Peer: Will this be accepted?
  • Adult: Can this be justified?

Time Horizon

  • Peer: What works right now?
  • Adult: What holds up over time?

Decision-Making

  • Peer: What’s the consensus?
  • Adult: What’s the decision?

Responsibility

  • Peer: Who else is involved?
  • Adult: What is my responsibility here?

Risk

  • Peer: What won’t get me in trouble?
  • Adult: Where does the buck stop?

Identity

  • Peer: How do I fit in?
  • Adult: Who am I becoming?

Knowledge

  • Peer: What’s being said about this?
  • Adult: What do I actually know about this?

Authority

  • Peer: Who’s popular or influential here?
  • Adult: Who is accountable here?

Conflict

  • Peer: How do I avoid friction?
  • Adult: What needs to be confronted?

Culture

  • Peer: What’s trending?
  • Adult: What’s worth preserving or building?

Learning

  • Peer: What can I pick up quickly?
  • Adult: What do I need to understand deeply?

Judgment

  • Peer: What seems reasonable?
  • Adult: What can I stand behind?

Future

  • Peer: What’s next?
  • Adult: What does this become?

Revisiting Pinocchio: Nation-Building and Modern Freedom

A socio-political analysis of Pinocchio as a myth of nation-building and disciplined citizenship, contrasted with a modern inversion of that arc, where cutting attachments promises freedom for society but risks producing self-instrumentalized, unmoored puppets.

We focus on the myth of Pinocchio, how his nose grows when he lies and how he became a real boy, but I was thinking the other day, what kind of society created this story?

The author, Carlo Collodi (1826–1890), was born into the servant class. He wrote this myth in 1880, in the middle of the industrialization of Italy, and 20 years after the country was unified after hundreds of years of war. He volunteered in the wars of independence in ’48 and ’60. He was passionately political and active early in his career, writing scathing satire, some of which was banned by the Grand Duke of Tuscany. 

When the democratic Italy he fought for turned out to be a sham, he became disenchanted with political satire and switched to writing children’s literature, using the medium to express his convictions.

Collodi believed in and fought for a unified Italy that would produce a moral renewal, dignified citizens, elevated people. By the time he begins to write Pinocchio in 1880, this dream is frayed and in tatters.

A newly “united” nation finds itself in political turmoil because a monarchy, mixed with the papacy, has replaced the idealized democracy they fought for, subverting the national identity of a populace facing the beginning edge of an industrial revolution with technology no one has seen before. A citizenry unprepared for the transition to an entirely new way of life, one hastily jerry-rigged to industry.

Seventy percent of the rural population is illiterate, taxes are heavy, and poverty is the baseline. If you weren’t working in a factory, or one of the 300,000 that would emigrate during this time, you farmed for subsistence. 

Those that embraced the new way of industrial life had less security. As Italian microhistorian Franco Ramella noted about this time, the rural population “were periodically pushed into precarity by the unstable nature of industrial products and their presence on the market.”

This is industrializing Italy. The modern laboring subjects were rural migrants and peasants, populations the newly formed state could not directly coerce into maturity and factory-readiness.

In the final 1883 version, “The Adventures of Pinocchio” after a series of engagements with many characters from the natural and supernatural world—and the seminal transformation into a donkey in the Land of Toys – Pinocchio becomes real when he internalizes his demands, brings his waywardness and freedom down, and aligns desire with productivity, obedience, and discipline.

Collodi’s characterizations in this myth could be seen as a warning to himself and his generation. It could be an admission from a disappointed liberal reformer: We failed to make a nation that naturally produces citizens.

Now we must manufacture them.


Through The Land of Toys

The Land of Toys, an important allegorical vehicle in the tale, is evidence of Collodi’s attempts to artfully address and emphasize certain aspects of the modernizing society back to itself through the story.

The Land of Toys, originally referred to as a land of Cocagne, later labeled Pleasure Island in the Disney adaptation, is a haven of freedom and anarchy for children who are promised a place where they never have to go to school or work, spending their whole time having fun. In Collodi’s original story it is a mysterious, almost legendary place not present on any maps, unlike in the Disney version where it is an actual location,

Collodi describes in detail how Pinocchio and his wayward companion Candlewick are lured to the Land of Toys by the Coachmen and what they find there.

Along with all the technological chaos and cutting edge pandemonium, there are big tent events advertising the freedoms on offer, canvas theaters crowded by children from morning to evening. The walls of some houses bear messages: “Long live playthings! We will have no more schools! Down with arithmetic!” 

Most sentiments are expressed through poor spelling.

Here’s a tighter synopsis from the Wiki to move us along….

A key detail of the transformation from boy to donkey, from humans into work animals—cited as one of the most shocking in all of children’s literature—is that the children who are fully transformed lose their ability to speak. The speechless donkeys still retain their human minds, able to understand commands, like to strip and get into crates to be sold to hapless farmers.

Another noteworthy aspect of the transition from boy to donkey is that in the Disney version, one can reverse the transformation by correcting bad behavior. In Collodi’s official version, transformation is automatic and irreversible, leading to great toil and pain.

artwork from the 1883 version, where Pinocchio is hung up to die by the Fox and Cat.

The theme of the cycle of death and rebirth happens many times throughout the story, with Pinocchio encountering many animals that get killed and are reborn, the Blue Fairy is a ghost, kinda, and after transforming in the Land of Toys, Pinocchio stays a donkey for months and only turns back into a puppet when a fish tricks him into a pool and eats the disguise off, essentially killing the donkey version of him, re-emerging as a puppet again. 

Taking the socio-political lens of the era in which Collodi wrote this story, the transformative requirement to have the capacity to allegorically die and be reborn, and engage and maintain a harmonious relationship with nature, as opposed to technology and donkey work, hint at two additional morals for this tale that The Land of Toys makes visible.


Untangling The Modern Marionette

It’s been over 100 years since it’s release, and since it’s the third most translated story in the world, there must be a reason Pinocchio continues to unspool truths about our evolving, steady industrializing present. 

Through later critical voices from Italy, it could be argued that Collodi’s Pinocchio might not simply be a didactic vehicle about maturity, but also a message of political ambivalence and bittersweet acceptance of the modern times real Italian boys would be inheriting.

In a 2022 article “The Politics of Pinocchio” by Anna Momigliano from The Atlantic, a 1975 analysis of the tale by Alberto Rossa is cited, to explain how one might view this story through yet another lens.

In his seminal 1975 essay, “Le Voci di un’Italia Bambina,” Rosa suggested that Pinocchio’s central political theme was, in fact, the acceptance rather than the rejection of the compromises that go with nation-building: “It’s a universal tale, destined to repeat itself for every person and for every nation. There always comes a moment in which individuals or communities become more adult than they used to be and, looking back, mourn the time when they could be puppets, i.e. do what they pleased.” According to Rosa, Collodi’s greatness lay in his understanding that coming of age, both privately and politically, entails a loss: “Growing up means gaining something but losing something else: A puppet has riches that a boy could never have.”

Taking Rosa’s reasoning a step further..if being a puppet represents uncontrolled rebelliousness, and becoming a real boy means submitting to the social order of a modern nation, with all its hypocrisies and injustices, this would explain the bittersweet, slightly nostalgic tone of the novel’s conclusion: “How funny I was when I was a puppet! And how happy I am now to have become a good little kid!”

This combined view from Momigliano & Rosa unlocks an interesting angle to study the mindset of the technodeterminist, our modern Pinocchio, who seems to desire the inverse of the original work’s premise; to go from a fake boy to a real life puppet.

The inversion is artfully illustrated in the lyrics from the 1940 adaptation by Disney – 

I’ve got no strings

To hold me down

To make me fret

Or make me frown

I had strings

But now I’m free

There are no strings on me

Hi-ho the me-ri-o

That’s the only way to go

I want the world to know

Nothing ever worries me

I’ve got no strings

So I have fun

I’m not tied up to anyone

They’ve got strings

But you can see

There are no strings on me

– “I’ve Got No Strings” from Disney’s “Pinnochio” 1940
by Leigh Harline / Ned Washington

In the Disney 1940 adaptation of “Pinocchio,” the marionette celebrates having “no strings.” A puppet is held up by strings, yet the song recasts them as holding him down. 

Strings function metaphorically here as attachments—vulnerable, caring relationships, obligations, dependencies. What once enabled mobility and orientation is reframed as constraint. Freedom becomes detachment, invulnerability turns into identity. 

The theme of comparison is key. The only way to be free is to be a puppet, but not a marionette controlled by relationships and attachments, something real boys might have to contend with.

The outward projection is one of unattached coolness, nothing ever worries me, nothing binds me, nothing holds me down or back. 

The inverse moral of Pinocchio for the technodeterminist, might be that the original ending, becoming a real boy, belongs to the past. With the proper tech, Carlo Collodi’s vision for disillusioned peasants, can evolve alongside the machines that overtook the political nature of countries around the world and are going through a hasty rejiggering of industry into technocracy. 

The goal might no longer be to become “real boys” based on an outdated (maybe even “fake”) view of politics and citizenry. 

The goal is to cut ties to everything and walk as carefree puppets—not to live inside real life with others, but to manipulate your way through it alone. 

Edward AI Hands

An exploration into tools, purpose, and identity, how the current story of AI is more Edward Scissorhands than Frankenstein, and what it means to think (and live) inside/outside man-created machines.

Tools + Purpose = Identity

THE THOUGHT THAT KICKED THIS OFF: Tools aren’t meant to be attached to bodies.

When us humans invented the microscope or telescope, we didn’t invent them to be strapped to our face. We didn’t invent hammers as a substitute for hands. We didn’t replace the weather lady’s fingers with thermometers.

There is usually distance between tools and users and this is intermediated by purpose.

When the connection between a tool-user and a purpose is strong, this naturally forges identities. The blacksmith was both a tool-based service and a person. I’m a musician, and this identity is strongly linked with my use of instruments for the purpose of making music.

But I haven’t replaced my face with a saxophone. Yet.

Back in the day (still happens this way) you could step away from the lab equipment and still be a scientist and person, shut the machine down, you remained a worker, walk away from the canvas, you could remain an artist.

AI, with its broad reach into all aspects of our lives, personal, professional, and societal – is different from the tools of the past, though it’s confusingly compared with them.

Why confusing? Well…

A pervasive and always-on tool/service that connects you to actions that provide purpose, AI is designed to have zero separation; the hope is, you won’t be able to walk away from it.

I’m not just making this up. Take a look at this LinkedIn post…I removed the poster identity, but this is the interchangeable party line;

The fusion of purposeful tool-as-identity would be hard to avoid in this arrangement, indeed most AI proponents are busily finding any and every task and barrier, professional and personal and even spiritual, to bring the clean-thinking and rational, problem-solving powers of AI to finally optimize and overcome them.

But the full-AI fix requires everything to happen in the AI, within its tools.

AI is gunning to be always on and in use for every use case, so then, if we accept that identity easily fuses with tools, we don’t really have a purpose (or identity) other than being an extension for this all-in, always-on tool.

It isn’t the other way around like it used to be with all the other tools of the past.

That’s because we followed the wrong story about a man-made man….man.

Forget Frankenstein

The discourse around AI has centered around a Frankenstein-ish, promethean core – it’s a time of powerful men, grave robbing and appropriated piecemeal creation, technology bringing gothic obsessions to life, and grappling with the concept and inner-life of new forms of intelligence.

Most all-in AI enthusiasts fancy themselves as an interlocutor between the monster and the creator, an intermediating and highly literate force capable of translating the selfish terrors of technology into something that benefits all of mankind. A techno poet threading a new narrative of purpose-bound history onto outdated legends, anchoring grand visions to admittedly dead weight, harnessing external and omnipotent forces to animate the most internal aspects of our souls.

Yeah, sure, ok.

I think we skipped over another man-created-man cautionary tale, one that happens to slice right through the Franken-nonsense and dissects this tool-based, misperceived moment in the timeline for analysis.

Focus on Edward Scissorhands

Tim Burton’s “Edward Scissorhands” is just an astonishing movie, in itself and for this moment in AI. It’s a story about non-conformity at the base, but there is an interesting tool/purpose/identity connection to AI’s power of cognitive capture on users that I think the movie makes accessible and palpably real.

“Edward Scissorhands” is the story of a lonely technologist, who makes a companion out of ONE of his tools that performs a singular task in his cookie-making laboratory, and dies before giving the creation a heart and hands, leaving behind an unfinished lifeform that only has the tool-based sentimentality of his creator, and all the consciousness of a pair of scissors.

The way the Community reacts to Edward connects to how our culture initially responded to AI. It (named Edward by Diane Weist’s Peg) shows up out of nowhere, does amazing imaginative things people have never seen, what can’t it do?

When Alan Arkin’s character Bill finds out all Edward knows about is making cookies, he admonishes and informs him that you can’t buy the finer things in life with cookies. Edward needs to apply himself, and his tools, one and the same, toward a purpose.

The use cases for Edward go from mundane, like hedge trimming and haircutting, to romantic with ice carving, to overtly sexual, when he is trapped in the backroom of a salon with Kathy Baker’s character, Joyce.

Edward is extremely simple-minded and will do whatever you tell him, even to the point of picking locks, and as a scapegoat for human crimes.

In the end, pushed to the brink, Edward commits murder, but with a cover story from Winona Ryder’s Kim, ends up as he started, sequestered away from mainstream society.

When I was writing this, I came across some critical dives into the movie that have teeth, but I also recently finished Edward Said’s “Culture and Imperialism” and there’s a critical concept in that book that requires unpacking for us to continue and for me to land the concept of Edward AI Hands.

A Quick Note About What Edward Said Said

I’m not going to get into all the paradigm shifting insights in this book, but one of the heaviest is that literary study of cultural products FROM empires, like novels, have largely ignored critically viewing the originating brains and audiences for these works, as products OF the empire.

Said articulates that we can make a closed-off, westernized observation of Conrad’s “Heart of Darkness” or Melville’s “Moby Dick” as psychological trips into the mind of man’s obsession, or we could view them as direct products of a societal acceptance of colonialism and whaling. “Mansfield Park” by Jane Austen is a social romp about high-class conformity, but it’s also silently reliant on exploits of colonial capitalism in far-off Antigua.

I thought, and was raised in a system which still believes, that the western canon and all its works were/are simply ‘great’ (and they are, even Said admits this) because they speak to themes common in all men.

They do not.

The most poignant thing in my westernized mind about Said’s insight, given that I’ve spent/wasted a lot of intellectual dollars on these abstract critiques, is that an imperial audience is extremely hampered in their ability to critically see outside a system that created their perspective and worldview.

And, an imperially captured audience and professional class of practitioners contained therein, are probably gonna take cultural products and extract the wrong ass lesson from them, like, thinking they are temporarily embarrassed, genius Frankenstein Gods, and not a bunch of Edward AI-Hands sticking their poindexters into everything not boarded down.

Making Edward AI-Hands Visible

Given the model of Said’s impairment of imperial mindsets to critically view or examine themselves while trapped inside the same empire, the AI tool-turned-human cannot see he’s ceased being a real man, similar to the way Edward’s existence as a tool-turned-human prevents him from becoming real himself.

While we were enthralled in critical examination of AI’s Promethean powers, we failed to see that, rather than the romanticism of Frankenstein, which places the seat of god-like power in man’s twisted hands, this tool around has turned its own user base into scissor-minded simplicants, whose development cannot help but be arrested in the cardiac mishap of their factory-adled modelers/creators that left a cookie where a heart should be, and a sandbox for a brain.

I’m writing because reflection and critical thinking require distance, and there’s no pause button with this latest tool, and the distance between us and it is shrinking. We aren’t giving ourselves any space to think or reflect, and without that grace period, we’re falling from it faster and faster.

If we can’t live or think outside of a machine, but only expressly through it, then is it real life or real thinking?

Where Do I End, and The Tool Begins?

THE THOUGHT THAT KICKED THIS OFF: Tools aren’t meant to be attached to bodies.

Technology extends usefulness, but it typically does more to abstract us away from the source material, which in turn makes all our bids for increasing and optimizing tech toward usefulness, more abstract and more useless.

The invention of electric lights extended illumination capabilities. You could deeply study lightbulbs and still not know how light works. Railroads extended commerce. You could deeply study industrial transportation and still not know how economies work. Stethoscopes, microscopes, extended our senses. You could deeply study optics and soundwaves in a lab and still not know how to properly listen or look at the world.

If AI is a singular tool that’s promising to extend the usefulness of every purposeful aspect of humanity, would you know when you’ve abstracted into tool-based consciousness (uselessness) in the real world?

Would you know where you end and the AI begins? Would you know when to turn it off?

You wouldn’t, because at that point, you’d have to turn yourself off, wouldn’t you?

Oh, you’d never let a tool define you?

Look at your hands…..

America: The Funniest Home Video

Modern culture has shifted from thick storytelling to thin content, and when thin becomes the foundation, rather than a byproduct of thick work, culture gets hollowed out.

The clip show, the highlight or newsreel, the training montage, the vacation slideshow, the baby book—we’ve always had compendiums of content that abstract the toil, boredom, and process of life into a neatly packaged product.

Instead of the raw, thick, often boring and sometimes senselessly cruel reality of living, we’re offered—and increasingly seek—comfort in products that condense experience, remove process, and present a thin, entertaining, scannable readout of only what we need. These formats emerge from edits and provide a sense of meaning without duration.

It’s the same mindset behind meal-replacement multivitamins: the belief that you can extract the benefits of food without engaging with it directly, without chewing, cooking, or even thinking about it. The nutrients remain, but the practice of preparing and finding food becomes some kind of mirage.

The joy of thinking you can drink chocolate veggies!

There’s nothing inherently wrong with this in the short term. Abstraction can be extremely useful and compression is efficient. But what happens to a culture that allows this clip-based mindset to perniciously take hold of popular consciousness, and persist and proliferate for decades? Say, thirty-five years. What would it produce?

The DNA of AFV

America’s Funniest Home Videos premiered as a one-off special in 1989. Since 1990, it has run continuously on ABC—36 seasons, more than 800 episodes—making it one of the longest-running primetime entertainment shows in television history.

When it first aired, I watched it along with everyone else. Early on, the footage was genuinely incidental. The families were unknown, the videos rough, the moments clearly found and not staged for broadcast. When people won prizes, they looked surprised and vaguely uncomfortable on camera. The appeal came from the sense that these were real, unplanned fragments of actual lives.

A few seasons in, something shifted. It became obvious that some videos were being shot for the show. The families looked rehearsed when they took the prize and the moments seemed framed with broadcast in mind. What began as found footage slowly turned into speculative content: people performing in advance for capture and incentive.

After enough ball punches and manufactured elation, I lost interest. However, as we’ve experienced, the format didn’t disappear but metastasized.

The clip-centric production line spread across pop culture: first through shows like Jackass, then through reality television, and eventually through social media.

At that point, we all lived through it, clips became an entire infrastructure.

AFV didn’t cause this trajectory on its own, but perhaps functioned as a mass-scale proof of concept. Studio heads probably zeroed in on the fact that AFV proved you could build durable entertainment through user generated content, without talent or authorship, hyper-compressing context, and letting incentivized capture replace intention and behavior.

The lesson became a genetic blueprint for media and offline life.

We Exist for Captured Clips

The idea that we perform for capture is no longer controversial. The only question is the degree.

Some people are “too online” while others are able to turn constant performance into a career. Most of us exist somewhere in between, clipping up our lives—consciously or not—to see if something might land, travel, or be featured.

Using AFV as a launchpad, we’ve already rocketed past the point at which authenticity gave way to incentive. Behavior online, and off, has shifted our perspective on lived moments, seeing them no longer for themselves but evaluated by how they might play back.

And if you think this is just an entertainment quirk of the terminally online, it’s not. It’s me, and it’s you, and after decades of clip-based conditioning, the result is a widespread (but consciously unrecognized, or perhaps willfully ignored) acceptance of an engineered reality, and acquiescence to our role as both its eternally starved consumers and its uncomfortably stuffed, content-rich producers.

Enjoy the dichotomy! I know I am!

When Producers Began to Outnumber Writers

One downstream result of AFV was reality television. When reality TV hit, audiences were apparently clamoring for “the real deal.” According to the rating numbers, it appeared as if audiences didn’t want to watch perfect celebrities and elaborately sculpted stories anymore, they wanted to see themselves in the raw.

Scripted shows with writers, arcs, and intention gave way to formats optimized solely for capturing clips.

In scripted television, the story is written before filming. In reality TV, footage is captured first and the story is assembled afterward. Clips are the life-blood of these shows, and any storytelling comes as an editorial artifact.

Where a sitcom might credit a handful of writers and producers, a reality show credits dozens (even 40+) of producers, multiple camera crews, and layered production teams. The labor shifts from process of authorship to extraction of product. Everything depends on gathering enough footage to manufacture a narrative later.

Social media scales this model perfectly and includes the audience at home, a jacked up version of AFV. Most users aren’t writing or producing original stories; they’re reacting, sharing, remixing, and lightly editing existing material. We consume clips and produce them, day in, day out. But when producers replace writers, there’s no intention guiding creation, action becomes reactive, performative, and incentive-driven. It is a production…literally.

After thirty-five years of this AFV-like infrastructure to media, it no longer feels strange or off. In a real way, America has become its own funniest home video.

So, why am I still talking?

Process vs. Product (The Skill We Gave Up)

After decades of living alongside a cultural engine built on AFV-refined outputs, what has it done to us? The clearest damage appears in our confusion between process and product, work and output, effort and recognition.

Take education for example…

The outcome process of education is learning how to teach yourself. The output product is a diploma, which is often mistaken for the point.

This confusion between process & product hardened, about two decades into having AFV in our DNA, when reality TV and social media hit, and audiences stopped being audiences and started thinking like producers.

In television, production replaced authorship. It’s become more important to learn how to produce and compile clips than actually tell a story. In music it’s more important to have stage presence rather than work hard to earn and deserve to be on one. In art it’s about affect and aestethics more than learning how art evinces these effects in yourself and others.

We didn’t lose respect for process outright, but culturally absorbed just enough producer language to believe outcomes could exist without it. That belief has hollowed out both the work and the people consuming it.

When a culture only consumes products, it stops producing people who understand process. Everyone wants to arrive; no one knows how to set off. Everyone wants the spotlight; no one knows what sustains the light.

A culture that worships and idolizes products will end up forgetting how to make them. A culture that tries to forge meaning solely through procedural outputs, is at extreme risk for forgetting how to process and live life itself.

Or is this just a thick slice of bullshit? About that….

Thin vs. Thick

Luke Burgis, drawing on René Girard’s mimetic theory, describes thin and thick desires in his book Wanting. The distinction is useful here.

Thin desires are lightweight and imitative. We want them because we see others wanting them. They attach easily to trends and disappear just as quickly.

Thick desires form slowly. They are rooted in values, relationships, and long attention. They endure because they are cultivated, not copied.

A culture saturated with finished products and visible outcomes makes thin desires abundant and thick desires rare. When process disappears, desire itself becomes procedural—magnetizing us toward what looks desirable rather than what is worth wanting.

Thirty Years of Thin and the Missing Thick

Thin programming—AFV-style clips, memes, junk content—isn’t inherently bad. The problem is scale, dominance, and evolution. Thin content increasingly pretends to be thick. But it ain’t.

If you start with something vapid and thin, its only evolution is exaggeration. It becomes more pornographic, more violent, more absurd, more meaningless. You can’t arrive at thick, cerebral depth by intensifying thinness. That path only loops back on itself—a self-referential ouroboros, endlessly consuming its own output.

After thirty plus years, the results are visible. No argument is required. Unless, you’re in the thick of it and have figured it all out. Tell the monks we said hello!

I don’t care what you watch or listen to, and I’m not claiming thin content lacks redeeming qualities. But you can’t stack thin sheets into a load-bearing wall. Thin content serves a purpose, but it never swells into thickness. When it dominates, it actively devalues anything that requires time, attention, or patience.

Thick content isn’t defined by seriousness or artiness. I think it has a few, distinct properties:

  • it takes time to make and time to receive

  • it is weighted with values and relationships

  • it implies a worldview without announcing it

  • any clip taken from it must point back to the whole, even a thin slice carries the flavor of its thick source

Thin content is shaved from thick material, and that thickness must be maintained. If we don’t defend it, thin content begins slicing from itself. Eventually, it becomes thin cuts taken from nothing at all.

And a culture fed on meaningless bullshit forgets not just how to discover and make meaning, but how to sustain it.

For a full deep dive into the thin/thick dichotomy and for answers on how to address and confront this seriously epistemological concern, check out Eaon Pritchard’s “Chairman of the Bored”

Land the plane man!

America’s Funniest Home Videos still airs every Sunday night. The show hasn’t changed much, and neither has the audience response. We still laugh, clap, and reward clips.

The difference is that AFV is no longer a show we watch, but a culture we inhabit. We no longer submit clips but submit to them, live inside their sliced up logic.

We perform, capture, edit, and evaluate ourselves in real time, exchanging meaning for visibility and reaction for value.

AFV once extracted thin moments from thick lives. Now we extract thin moments from one another, and increasingly from ourselves, and ultimately from nothing at all.

And when the clips become the foundation rather than a byproduct of a fully lived and meaningful life, what’s funny isn’t the slip and fall, but how little remains standing afterward.

Unless, you’re in the thick of it….if so, hold the line and keep adding layers.

Portrait of Oscar Moore, Nat King Cole, Wesley Prince, New York, 1946

The Seductive Snare of Pre-Fab Imagination

From backyard battlefields to AI-generated worlds, an essay on how toys & tools that promise creative freedom destroy it and dictate how we’re allowed to imagine.

As the connection to headquarters suddenly cuts off, Night Viper realizes the Arctic wastelands are playing havoc with his electronic components. It’s fine, he’s trained without them. Besides, he has bigger problems.

He knows he has only moments to reach a rise out there in the drifts—his only chance to break line of sight and escape the assailants launching missiles from the rear. He fires his jet pack and looks back with a smirk.

The smirk doesn’t last. It collapses into a grimace as the pack sputters and dies in the cold.

He smash-lands far short of his target. The odds that his attackers would hit theirs—and end the mission—just tripled.

At that moment…Mom told me to come inside.

Cinematic Play and the Blurred Boundary

I used to play with GI Joes the way Spielberg cuts a movie.

That exact scenario above unfolded in my front yard with this exact toy.

When I was on my hands and knees, staring into a kind of bokeh trance: the four-inch mercenary was sharp and enormous in my imaginary foreground, while the reality of me arranging plastic figures blurred into the background. I wasn’t a nine year old watching the story. I was inside it.

My hands were the same wind under the missile and the slipstream the jet pack was cutting through. My mind was a mash of sound and light—SFX, music beds, internal dialogue, trench grunts, radio chatter. Damage landed in multivariate ways and characters moved freely. Emotions registered, monologues maintained, stakes shifted effortlessly.

The stories themselves were simple, and pointless. I wasn’t interested in campaigns that began formally and ended formally. What mattered was motion. I stacked scenarios sideways and vertically, endlessly. They could go somewhere or nowhere. It didn’t matter. The act of imagining—of sustaining momentum—was the point.

When Toys Started Telling Me How to Play

I’m describing how it felt to play as a kid, because I want to convey how it felt when I began to notice the toys I used my imagination to activate, started to be sold with preloaded imagination activations of their own; battle damage, real projectiles, and SFX.

I can’t remember if it was this He-Man battle damage figure that first set me off, but it’s a perfect starting point, because suddenly imagination had a “right” way to operate, a way positioned as better because it was more real. He’s hurt. But hurt by what, I remember thinking? The damage has to match the story. The story’s gotta bend to the scuff. The battle damage-reversal didn’t control the play, but it narrowed it enough to feel restrictive, limiting, and pre-scripted.

The same thing happened with the first GI Joes that actually fired projectiles. Mildly exciting, until you realize you had to design battles at distances the weak missile could reach. Again, this was supposed to unlock imagination with a preloaded feature. Instead, it fenced the play into the toy’s limitations.

And particularly when the toys started being sold loaded with SFX, I felt the manacles of pre-fabricated imagination being thrown onto me the heaviest.

The battle sounds and catchphrases felt like plasticine prison cells. When playing with these “talking” toys, you had to wait for the perfect moment, or specifically and always artificially, manufacture one, where certain sounds or catchphrases like “let’s party” made sense. The SFX of explosions came from the toy, not from where the missile landed. I remember being beside myself about this (I was a weird kid) aware that us kids were being sold imagination, but all I saw was limitation after limitation.

Royalty-Free Imagination

In reality, the battle scene at the top looked like this….

In my head, it was an arctic wasteland ravaged by war. And in the spirit of “show, don’t tell,” I considered using GenAI to create an image of my imagination, but skipped it—and funnily enough, while searching for “snowy battlefields,” I came across a royalty-free GenAI image below that looked close, clearly fabricated, and dropped the central puzzle piece of this essay right into my lap.

Never mind that “royalty-free AI” is legally incoherent. The phrase gives the game away. It reveals a mindset: extract value without compensating creators—and more insidiously, erase the provenance, labor, and supply chain of imagination itself.

We usually think of AI in terms of replacing individual roles—photographers, illustrators, writers. But GenAI stock imagery makes the deeper shift to production itself obvious.

If the work isn’t yours, harvest it. If you can’t harvest it, fabricate it and usurp the entire supply chain.

Royalty-free AI generated stock image sites don’t just suggest, but directly point to the deeper shift: GenAI companies aren’t here for the content, but already are working to replace the product, producer, and production of imagination entirely.

Playing With Fixed Toys Keeps Imagination Fixed

The Disney–OpenAI deal snapped all of this into focus for me. Here was the newest chapter in the evolution of toys with pre-loaded imagination activations.

Everyone is allowed to play with the toys—but only certain ones, and in certain ways, and only on a certain platform. Characters and players both are trapped inside lore and canon, endlessly recombining what already exists, bouncing self-referentially within a closed system.

In this new sandbox world, players are required, but brand-new characters or games or universes invented off the platform, are not.

It feels like freedom, but isn’t this just more pre-fabrication?

If this technology truly expands imagination, shouldn’t it help us move beyond it rather than deeper inside it? Wouldn’t that be real imagination?

Or are we only allowed to pre-imagine—imagining what’s already been made manageable? Switching out imagination with highly managed imaginings?

Is there a deeper myth hiding in the sandbox?

Pushes button – “Let’s Party!”

The Illusion of Imaginative Freedom

I get it, it feels like GenAI gives you creative wings. But ask yourself: who built the sky you’re flying in?

If your ideas only take shape when they happen in and conform to a tool’s expectations, are they yours? Or are they being shaped in a platform-based feedback loop that edits creative ideas before you get to feel what it’s like to have them?

GenAI might seem to expand imagination, but often it replaces the messy, ambiguous, nonlinear act of imagining with the polished outcome of having imagined.

It’s not expanding your imagination but expanding the efficiency of expressing things that look like imagination.

GenAI is to imagination what pre-loaded activations were to my noisy GI Joes. They are sold to feel like an enhancement to imagination and creativity—until you realize they dictate the scenario, restrict the range of interpretation, and clumsily script what should be spontaneous. Over time, and ultimately and inescapably simply because it’s a closed-system, players are nudged toward predictable play.

The Cost of Effortless Imagination

I didn’t write this because AI is useless—it has real power, especially with clean data sets. I didn’t write it to dog on anyone who loves GenAI; have at it. I wrote it because I recognize a familiar trick: something offering to help, to enhance things we should want enhanced, while quietly shifting the boundary of where effort, uncertainty, and ownership used to live.

Cognitive hijacking doesn’t announce itself. It arrives as convenience, as the latest hotness. And by the time you notice it, you’ve already adjusted. The battle damage was always those same scars, the sounds were always brittle and distant, the scenery was always royalty-free, the play easy, effortless, unowned—and forgettable.

In a closed system optimized to replace offline imagination with online activations, to remove creators from creation, producers from production, and production from supply—generating endless demand from recycled air—we should at least ask where the fresh oxygen will come from, find out how to step off the machine long enough to catch our breath, and get back into our own minds and reclaim the power of imaginary play and creativity.

Rewriting The Mythology of Blame and Shame In Marketing

An honest look at how blame and shame distort marketing, what happens when teams confuse control with responsibility, and what we can do to change the story line.

If you’ve never been on a marketing team that has operated under:

  • panic
  • magical thinking
  • misleading metrics
  • scapegoating
  • unrealistic expectations

…then this article isn’t for you.

Similarly, if you’ve never felt the following as a marketer:

  • guilt & shame
  • imposter syndrome
  • perfectionism
  • fear of failure
  • over-apologizing
  • taking accountability for things outside your control (e.g., “We didn’t go viral!”)

…you can close this tab.

And finally, if you’ve never felt like you’ve had a role (even a small one) in the problems in your life and work, you can not only stop reading but take a winning lap.

You’ve won life!

For everyone else, hi, I’m Jake Sanders, and in the past 11 years in this industry, I’ve been blamed for bad sales numbers when the only marketing budget was my salary, I’ve felt ashamed I couldn’t hold a ranking amidst inscrutable Core Updates. I’ve been made to, made myself, and made others feel like absolute dogshit based on poor results for things I thought could, but fundamentally can’t, be controlled.

I have felt this invisible blame and shame. I’ve manufactured it. I’ve handed it out.

If you’ve gotten to this point on the page, that means maybe you have too.

I’m here to rattle the bones of an emotional skeleton in our professional closet – the fact that blame and shame invisibly, palpably, negatively, and in most instances, pointlessly impact marketers. We have to unveil and fix the death shroud of blame and shame, and that work starts by acknowledging it’s real, admitting to and smoothing out some wrinkly truths we navigate daily because of it, and asking ourselves one single question: what can we actually control?

The Psychological Role of Control in Marketing

Let’s be honest, in full technicolor – do you think me, you, or the Joe and Jane marketer out there has any meaningful amount of control over these things, and, be for real:

  • Algorithms
  • AI
  • Competitors
  • Economic conditions or stock markets
  • Platform decisions
  • ‘The buyer’s journey’
  • Impression quality
  • Consumer attention
  • Cultural momentum
  • Legal, regulation or compliance

How many event ballrooms, LinkedIn hot takes, whitepapers, webinars, and pay-to-learn schemes have we attended/downloaded/seen promising to help marketers master navigating the above?

Still feels like I’m wrong though, doesn’t it? Deep inside.

I know I bristled while writing the list above. I still feel in my romantic heart that ‘one great ad’ can change the algorithm, a single drop of soul-shaking creativity could flood the market, one military-grade playbook would hack it, with enough money, with enough tech, one silver bullet would shoot my werewolf.

Maybe. You and I know better. Or, we’re getting there.

So, what is in control (ideally) of marketers?

  • Strategy
  • Creative quality / Distinctiveness
  • Positioning
  • Distribution/Cadence
  • Customer Experience
  • Budget Allocations
  • Internal culture and discipline
  • Measurement frameworks

Again, there are mountains of content and advice on enhancing, optimizing, and improving these controllable aspects of marketing, all fine and good – but if they’re being used with false confidence that they’ll increase control of the uncontrollable, it’s gonna fail.

Sounds like a hater perspective again, doesn’t it? Feels like it to me.

Let’s keep cooking…

The biggest issue, the titanic impact the marketing industry is facing, is a psychological one – not a business problem or a math problem or a strategy/framework problem, but a matter of mental perspective and discernment around CONTROL.

If someone doesn’t know the difference between what they can and can’t control, their mindset, ego, their whole identity pivots around a misconception, which ends up inverting their faith, cognitive functioning, and entire way of thinking.

What we can’t control often masquerades as what’s most measurable.

What we can control looks fuzzy and out of reach by comparison.

Said more simply…

We mistake visibility for control

The things marketers can’t control—impressions, clicks, reach, conversions, algorithmic performance, attribution models—are the things that show up cleanly in dashboards. They’re quantified, refreshed in real time, and framed as levers, so they feel actionable. Measurement creates the illusion of mastery.

Meanwhile, the things marketers can control—strategy quality, creative distinctiveness, positioning clarity, consistency, internal discipline, long-term brand signals—are harder to see, slower to validate, and messier to measure. They don’t update every morning. They require judgment instead of dashboards. So by comparison, they feel vague, subjective, and “out of reach.”

So the inversion happens:

  • The measurable looks controllable (but isn’t).
  • The controllable looks immeasurable (but is).

Marketers control the inputs—strategy, creativity, consistency, distribution, and brand signals.

They cannot control the closed systems, the probabilities, or the behaviors that ultimately decide outcomes.

But they can engineer them better if they play the right odds.

So this first part is critical. You have to be wise and courageous to definitively differentiate and accept what you can control and what you can’t.

Acceptance is NOT Resignation

I’ll say it again – Acceptance is not resignation.

Sit with this one.

Reflect on your feelings – doesn’t the word, “acceptance” bring to mind passivity. It feels weak, right? Feels like you just have to accept it. Right?

But how do you feel when you’re “accepted?” That’s massively different, isn’t it?

Real acceptance isn’t settling or compromising, but recognizing the ‘just-so’ nature of something or someone as a fact. We are loathe to do that, because it connects to CONTROL. Which means, we have a massive problem confusing acceptance and resignation because we are not wise or courageous about control.

Until you fully accept what you can’t control, you’ll never have the power to change anything.

The Impact of Blame & Shame in Marketing

Let’s bring blame and shame onto the stage, and describe briefly how they play out across the controllable and uncontrollable aspects of marketing—where they get misdirected, where they get absorbed unfairly, and where they shouldn’t exist at all because they create no value and distort reality.

Marketers often aim blame outward, at algorithms, platforms, or consumers. “Meta deprioritized us” or “people just don’t get our value prop” becomes a comforting narrative, but algorithms don’t owe you stability and consumers don’t owe you attention. Even predictable issues like programmatic waste or media under-delivery get framed as shocks rather than environmental conditions and strategic/financial limitations the team chose to operate within.

Inside organizations, the blame naturally reverses direction. Marketers absorb pressure for things no one can truly influence: quarterly sales swings, the cultural roulette of creative performance, the inherent and more than natural brokenness of attribution, or the chaos of black-box platform changes. They’re even held to account for problems rooted upstream in product, pricing, and distribution, treated as if communications & promotions alone can guild a lily and magically force the market to behave.

And then there’s the unhelpful emotional layer we slather, get slathered with, and slough off; shamed over creative underperformance when budgets are thin; shamed for not mastering the myriad parts of ad-tech (which are moved around every night by vampires, like in Dark City); guilt around imperfect audience understanding (we can’t understand some of our family members, but we know how consumers think?); or pressure to “optimize” weak strategy into success (the oldest and rankest tale in marketing’s emotional library).

Blame and shame collect wherever marketers, brands, and the business world clings to the illusion of control—pretending uncertainty is certainty, treating probabilistic systems as predictable, or using small levers to mimic mastery over forces they can’t steer. The result is a tangle of inflated expectations, warped accountability, avoidant leadership, burnout, and a culture that rewards performance of confidence instead of actual clarity.

The work gets better the moment the blame & shame train stops and grounded sense replaces senseless flagellation.

How do we knock this unhelpful shit off?

The Myth of Blame-O & Shame The Dog

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I created Blame-O and Shame the Dog by accident while exploring the history and mythology around Paul Bunyan. I wrote an article about the research, and it’s worth quoting here for context;

“When Paul Bunyan (a pure content marketing play) was popularized in early 20th century literature by advertising executive WB Laughead, from the Red River Lumber Company, to mythologize and gin up public support for deforestation (particularly of protected Ojibwe lands), they didn’t really focus too much on his history, because the nation was young and without history. Fuzzy references to a before time, murky parentage, a crib 200 feet high, and untamed lands.

So the urge for Bunyan to do his thing and create the country, is not necessarily coming from anywhere, or answering to anything – it’s a clean slate myth, or it’s a myth that cleans the slate by its own steam (hot air).

A modern American myth might require a bit more backstory – but is it because Bunyan lacks precedence that his legend was so impactful? You don’t have to understand much anything else than awe and wonder to have these stories work on you. In fact, ignorance is a great canvas to paint a myth on. This isn’t to say smart people can’t get mythological, or that myths are suited for dumbasses, but the expansion of myth rests on audiences having a fuzzy grasp on facts.

I think it would behoove us to start mining some new myths that work for us, from the bottom up, or we’re gonna keep getting top-down myths that work on us.“

You can learn all about Blame-O and Shame the Dog’s origin story, but their function is to work first as physical manifestation of, then as a mirror of, and finally as a repository for, the dysfunctional behaviors and thinking associated with blame and shame, that has up until now been invisible.

Without a scapegoat for the insanely complicated tapestry of shame and blame that blanket our professional lives and smother our personal ones too, we’ll just keep piling on layers and won’t realize we’re the one’s doing the suffocating.

If we can blame Blame-O instead of ourselves or others, we stop using our finger to point and we put it on the pulse of what’s real and in our control.

Blame-O is a mythological symbol of honesty, accountability, clear measurement, evidence-driven and long-term thinking.

Blame-O not only illustrates the uselessness of blame, but identifies and dispels bad assumptions, magical thinking, or unscientific logic.

If we can shame Shame the Dog instead of ourselves or others, we start to recognize and prioritize what’s real over what we think we want to feel.

Shame the Dog is a mythological symbol of psychological safety, realistic benchmarks, ethical marketing, self-respect, and standing tall.

Shame the Dog not only illustrates the pointlessness of shame, but helps to identify and eradicate the instances where teams are over-owning things that have nothing to do with fault.

How to Use Blame-O and Shame The Dog

These characters are not the solution to all problems, but a metaphorical mechanism to manifest a mindset for actually doing work and coming up with solutions to solve them more effectively.

The easiest way to utilize Blame-O and Shame the Dog in marketing is to create two documents; an excuse board, and an anxiety board.

If you can write down all the excuses and anxieties you have around a project or job, and discuss it with your teammates, you instantly establish a transformative place to reflect, commiserate, and properly locate & dispel any shame or blame before it happens, grounding yourself, your team, and everyone on board in science and not self-punishment.

Blame-O and Shame the Dog are teaming up with the Marketing Accountability Council in the new year—expect more cartoons, tools, and training to follow.

Bringing Blame and Shame Home

As I’m trying to finish this and bring it home, I realized, we really need to talk to the people I dismissed at the top. The people who don’t see the blame or feel the shame like we do; we gotta talk to the clients and bosses and leaders that fundamentally believe they can control the uncontrollable, not because they are sociopaths, but simply on account that they’ve never questioned the difference.

How might you bring this up? Tell someone that they might maybe kinda be 100% delusional?

This conversation is difficult because it’s not about tactics but identity and how people understand competence.

Many leaders, ourselves included, learned that being “in control” is what makes them effective, so pointing out limits can feel like questioning their judgment and capabilities, not just their information.

That’s why the goal can’t be to correct or inform them, but to shift the frame. A useful move is to focus on alignment and risk, not blame:

“I want to make sure we’re setting goals we can actually stand behind. Can we separate what we directly control in marketing from the conditions we have to respond to?”

This keeps the conversation collaborative rather than corrective, though I imagine this question alone could get awkward and twisted, so tread in a team spirit kinda way, and lightly.

From there, the goal would be to distinguish between internal levers (strategy, creative, positioning, budget, measurement) and external forces (algorithms, competitors, economic shifts, buyer behavior). The insight lands more cleanly if they’re involved in the sorting themselves.

You can then name consequences without blame: when goals are anchored to controllables, performance compounds, when teams are judged on external forces, results get noisy and frustration rises.

The reframe ideally ends up as: marketing can’t control the environment, but it does control how intelligently and creatively we can respond, which is where real accountability and true advantage live.

Blame and shame thrive wherever we confuse influence with control. With help from Blame-O and Shame the Dog, we tame that confusion and take back the power—inside teams, across organizations, and within ourselves.

The work gets lighter, clearer, and better the moment we stop punishing people for perceived realities, and start holding ourselves accountable for how we behave in this one.