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.
“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?
“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?
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…
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.
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?
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
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?
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.
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.
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.
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.
In a world that worships tech, ‘can’t’ is heresy; but it defines our limits.
As we head into the unknowable future, I think discerning between Didn’t, Couldn’t, and Can’t is an increasingly important line of inquiry to pursue and skill to sharpen.
If something didn’t happen, is it because it couldn’t happen, or it can’t?
If a technology didn’t take off, is it because it couldn’t at the time, or that it can’t ever?
The importance of this question is obvious when you realize, in the techno/religious consciousness, there is no problem technology cannot be positioned to be the savior of.
There is no ‘can’t’ for technology or technologists. The ‘can’t’ way of thinking has to be eradicated. Can’t, can’t exist.
And if there is a Can’t we agree exists, we are very quiet about this heresy. But we all know it; that Can’t is definitively out there, in the Didn’t around the corner.
Setting the Frame for Can’t
I was wondering the other day, why I wasn’t creating, trading, and mining NFTs or selling them in the metaverse. Why didn’t that future arrive? Was it because it couldn’t arrive at that time, or that it can’t ever? Or is it something even deeper, or, perhaps simple and shallow?
In our technopoly-based society, ‘can’t’ is the closest thing we have to a sacrilegious word. Anything and everything is possible for the doers and dreamers. All the failures and “didn’ts” of the past are the result of lack of access, imagination, and grit. I write more about this in “The Myth of Fairness in the Sandbox”
To the techno-determinists, the reason some glorious future didn’t happen is because it couldn’t at the time. Never that it can’t happen.
The promises and pillow talk of the hucksterers and con men of the past and present, the armageddons that have come and gone, the gallons of urine that never alchemized into solid gold, the utopian visions that swelled up and died on the vine; the story of humanity hinges between failed breakthroughs and “just you wait.”
In an odd paradox, our culture of determination, striving, and hard work, has rewired the interpretation of most future-tech failures as “premature,” very rarely “impossible.”
When It’s Actually ‘Can’t’ (Not ‘Couldn’t’)
Defined and known natural laws, like thermodynamics, biology, gravity, make up the hard floor we build our dreams on. There’s also fluctuating quantum principles, philosophical considerations, and other “laws” that are implicit and veiled which also influence and define the limits we can act and think within.
Whether we take all this into consideration or not determines how far we’re able to take certain innovations or ideas.
The hard truth is, there are definitive ‘cants’ in the world.
Perpetual motion machines can’t work because they violate the laws of thermodynamics. You can’t get unlimited energy without input, ever.
The scarcityless scarcity of NFTs showed us scarcity is impossible on top of infinite reproducibility, this is simply supply and demand.
A universal metaverse as a life replacement can’t happen because VR spaces ignore human embodiment, social structures, and physical needs.
We’re not riding around in Segways, we’re not dodging level 5 autonomous flying cars, we’re not traveling faster than light, and we’re not teleporting to the grocery store.
But if I pay attention to my brain, there is a part of me that reads the above examples and quietly says, “not yet, but not never.” Why is that?
The Collective Pretend
In imaginary group play among children, anything is possible as long as everyone agrees to collectively pretend.
If kids can ignore that they’re in the living room, they can easily be in outer space. If they overlook the rug from Ikea, the floor can be lava. And, the more they lean into pretending, the more they experience depth and realism in play. At this point, it’s fun.
In imaginary group play among adults, AKA existence in society, the same rules apply.
Among many other social fabrics, money, law, religion are pretend, consensual hallucinations. They work only because everyone agrees they work, and they scale up through selective ignorance in the adult world in the same way lava floors do in kidland. And in opposite contrast to the fun of imaginary play, the pretending adults do turns into faith, families and friends, finance, and fiduciary reality.
And in both cases, the moment when someone stops seeing lava and sees a floor, or questions the flawed logic beneath the groupthink du jour, the impossible meets its maker. Some things (good and bad) only work if everyone agrees they work, others fail because no amount of agreement can fix the underlying fraud.
For NFTs to have taken off, we would’ve been required to agree to pretend and remain ignorant about the infinite scarcity aspect and plain-wrong economic principles. For us all to be in the metaverse, we would’ve been required to divorce from reality and ignore the embodied nature of human existence.
Point being: the reason these particular things didn’t take off is they required us to remain stupid.
And it’s because we really don’t like feeling stupid that silly ideas actually get as far as they do.
The Psychological Case for FOMO-sapiens
If you’ve ever had a secret kept from you, or found out something important too late, you know the feeling of missing out and you might over-correct and turn into a FOMO-sapien, living life based around avoiding the fear of missing out.
Along with ignorance, another reason our society keeps falling for hype and perpetual futures of “not yet” instead of “never” is the same reason we don’t want to miss out as individuals; fear.
There is a whole litany of companies and consultancies, like Gartner and McKinsey, and predictive technologies that are based around fear and preventing a critical miss. The industrialization of techno-optimism makes it difficult to escape the cultural inertia of fear.
The technopolists believe “can’t” is the mind killer that stops progress, but Frank Herbert’s definition of ‘fear as the mind killer’ is more appropriate and accurate.
Simplicants think contemplating the “can’t” is what kills momentum and dumbs us down, when it’s more likely the deep terror of being wrong that propels genuine smarts into the stupidest shit imaginable.
Smart-people-dumb-shit, is what I’ve called this. Idiocy isn’t just for the idiots!
Why We Can’t Afford to Ignore Can’t
I’m not gonna point fingers, but I don’t think I’m saying anything crazy by mentioning the bubble in AI, referencing the insanely poor business strategy, pointing to the scaling failures of the flagship LLMs, referencing the articles about workslop, the failure rate of AI projects, or listing the HUNDREDS of lawsuits these companies are embroiled in from governments, parents that have lost kids, publishing companies, and competitors.
I could list the fundamental laws, philosophical and religious principles, and legal & moral codes that clearly detail the unsolvable misalignment between humanity and AI, but these have all been ignored by the blase-faire. The richest men in the planet are toxically irreverent in the face of so many different kinds of “can’t” and the financial hope is that we remain ignorant and stupid and pretend the floor is lava.
Which is why we can’t ignore the cants anymore. But, we have to define them, in order to defend them.
Whether it’s science, law, religion, spirituality, philosophy, each of us can find and reestablish a grounding interpretation for the ‘cants’ in life. When we identify with principled thinking and rigorous reflection on one or many mental anchors of meaning, we can define our own thinking and interpret information more clearly.
The hope of the simplicants behind AI is that we will forget all cants and take a chance, unmoor ourselves completely from these principles and embrace the future without any hang up or hesitation. But the further we lean into the future, the more we’re vacant in the present moment.
We can’t let that happen.
In a blue-flame brilliant article from JA Westenberg, “I’m Done Future-Proofing My Life,” they articulate in fewer words what I’ve tried to lay out it in too many, so I have to share this chunk:
“We’re spending more time rearranging our ambitions around speculative graphs than doing the actual work in front of us. We’re outsourcing our sense of purpose (and any // all direction) to futurists who, if history and their own track record is any guide, will likely be wrong.”
The future is not a problem to be proofed against. The future is an inevitability that will break us, one way or another, whether we prepare or not.
My goal is this and only this: to survive tomorrow with some dignity, to keep faith in what I care about, to meet disruption without surrendering to its omniscience before it even fucking arrives. Simply put: I refuse to let the specter of the future rob the present of meaning.”
At the end of writing this, I suppose I’m making a case for negation as a positive force. We seductively think ‘can’t’ is the word of quitters, but it’s actually a guiding force to getting to what matters and what’s lasting, faster than chasing the can-cans.
Here is a quick reference framework to differentiate between didn’t, couldn’t, and can’t:
Didn’t happen: Social or infrastructural misfire (e.g., electric cars in the 90s).
Couldn’t happen (yet): Awaiting breakthroughs in tech or cost curves (e.g., reusable rockets before SpaceX).
Can’t happen: Violates physics, economics, or human nature (e.g., perpetual motion machines, scarcityless NFTs with speculative value).
We don’t have to be less interested and curious and imaginative about the future, but we need to be more precise about what’s possible. Otherwise, we’ll keep mistaking nonsense for destiny, can’t for couldn’t, and the absence of life for living.
It’s something that John McClane says in “Die Hard,” after he throws the body of a terrorist, many stories from the embattled Nakatomi Plaza, onto the patrol vehicle of Sgt. Al Powell, a witless LAPD detective that is now, “in the know.”
Up until this moment, and ultimately after the terrorism, the story is about re connection and family. An off-duty NYC cop meets his wife and kids in California for the holidays, but is waylaid at a party that turns into a hostile takeover, McClane springs into action, the LA cops are called, Sgt. Powell responds, he’s sent off by the terrorists, and then the invitation to the party falls onto (and destroys) his squad car.
“Welcome to the party, pal.”
I think about this quote a lot, and then this morning, I started wondering why… I think we’re all looking for our, ‘welcome to the party, pal’ moment.
We’re all McClane, facing our own internal Nakaotomi Plazas; figurative hostile takeovers happening within, what is supposed to be, a peaceful space of reconnection. We’re crawling around our own unique airshafts. We’re fighting our own authorities. We all have our own Hans Grubers to face.
And this is offline.
One of the side-effects of the algorithmically curated, cubist reality we call life online, is a lot of the hostility and terrorism is curated on screens in social feeds and news headlines, framed to stop scrolls and hearts, content only we see, so we’re alarmed, and when we feel like we’re being ignored, we want to throw something out the window and ask someone/anyone/everyone to join us in the fight.
But here’s where it twists in the online, hyper personalized and fractured world; it’s now, “welcome to MY party pal.”
DieHard McClane needed people to know about a general problem everyone was facing.
Digital McClane is asking for anyone to know about the specific problems they are facing.
One is reacting to life as it happens, the other might be reacting to algorithms aimed to amplify anxiety and existential angst.
So before we launch another assailant out of a digital window, the real question to ask when we feel like we’re in a DieHard situation might be, “welcome to whose party, pal?”
Also – take back the Nakatomi Plaza of your soul. Yipee-kay-yay, MFers.
Marketing is perceived less as a tool and more as a tell, a sign of weakness, struggle, or even social desperation. Could this be related to class?
Spend time with Veblen’s ”Theory of The Leisure Class” and “The Culture of Contentment” by JK Galbraith, and you’ll see there’s something iconically wrong with American idealism around wealth and leisure. Both seminal works reveal wealth’s strangest effect: how it creates a kind of reality distortion field where the rich, cushioned from consequence, mistake their insular worldview for objective wisdom.
I think, a kennel club kinda snub-nosed thinking around marketing has been bred into the upper echelons, which makes up the executives who then bring this strain of thinking to advertising/business, and it’s essentially summed up in this quote from a corn ghost in the 1989 film, “Field of Dreams”:
“If you build it, they will come.”
In a conversation online the other day, someone mentioned that the C-Suite views marketing as a “dark art,“ summoning sales out of a crop circle. But I wonder, among certain strains of the “business class,” if marketing is seen as a pricey thing you have to do if you don’t have a corn ghost and you’re unpopular? The thought is, do as little as possible because if you try too hard, you look like you’re struggling.
Marketing is sales leaving the body.
Marketing is a sign of weakness if you’re not surrounded by marketing. Are rich people watching a bunch of ads, or are they paying to avoid them? They famously don’t know the price of milk. You don’t see a bunch of flyers in the hallways of a country clubhouse.
Is it so far off to think, some of this thinking is gonna leak into the business brain?
Why Marketing Could Be Seen a Sign of Weakness
In a land of top-shelf brands and luxury labels, it’s hard to make the case that the upper crust doesn’t believe in the power of marketing and persuasion. Scott Galloway has famously and numerously stated that advertising is a tax on the poor. I think the view of marketing as weakness comes from a few things:
Paying to avoid ads.
Wealth buys distance from marketing. You pay for ad-free platforms, private clubs, exclusive access. This creates a class-based empathy gap. If people aren’t experiencing marketing like the gen pop does, they start to devalue its necessity or misjudge its utility.
Thinking great products “sell themselves.”
Wealthy folks (especially those who’ve inherited or bought into growth machines) tend to conflate visibility with inevitability. (read: “The Product Delusion”) If something is good, it will succeed. If it needs marketing, there must be something wrong with it.
Marketing is associated with struggle.
To advertise is to admit you’re not in demand. There’s a whisper of “if you were really that good, people would come to you.” Which is, of course, a fantasy, but a disastrously powerful one.
There’s a performative power in effortlessness.
In luxury culture and the leisure class, trying too hard is taboo. And that thinking leaks into how business is done. Flashy marketing feels try-hard. Quiet exclusivity feels “earned.”
This Belief Trickles into the Business Class
When marketing is seen as something only needy brands or weak businesses do, the entire strategy gets deprioritized, especially by those in control of the purse strings. Because of the whispers of the corn ghost, the directive is:
“Don’t look desperate.”
That’s the aestheticization of success and hard work, not the actual practice of it, again, a theme that is hammered into a class-based truth by Galbraith. And it is deeply at odds with the real mechanics of brand growth, which we know from Ehrenberg-Bass and marketing science research:
Visibility matters.
Familiarity breeds favorability.
Mimesis (people copying others) is the foundation of culture and purchase behavior.
Step Up To The Plate
Stop waiting for a corn ghost to tell you to build the perfect thing, and stop thinking advertising is just expensive sign twirling for clowns. You don’t need to market like you’re struggling, but you do need to market like you exist. You have to reframe marketing as a memory game, not a shame game:
You’re laying breadcrumbs for future relevance, not begging for attention.
It’s not “trying too hard” if you’re building a mental and physical presence for the light buyers who won’t care about you until they do.
Rich people may avoid ads—but even rich people buy things they’ve seen before, especially if other rich people are using them. That’s mimesis. That’s marketing.
💡 What This Means Practically
If you’re working inside or with a business where this stigma around marketing exists, here’s your approach:
Reframe marketing not as a cost, but as insurance. You don’t buy fire insurance because you’re on fire. You buy it because you don’t want to be.
Appeal to risk mitigation, not enthusiasm. Don’t pitch marketing as a bold dream. Pitch it as prudent, proven, protective. Brand salience smoothes out sales cycles.
Respect the status-seeking nature of business elites. High-status people copy other high-status behaviors. That includes the brands they adopt. Marketing is mimesis; it’s biology.
From a certain vantage point, marketing can look like weakness—but in truth, not marketing is the actual liability.
The only way brand marketing can ever take off is by building a proper runway for memorability.
Walk backwards from “The Close”….people won’t buy your brand unless they’re convinced, they aren’t convinced because they have no brand preference, they don’t know if they like you or not because the majority aren’t even aware you exist.
Market dominance is always going to beat out “favoritism,” and yet we’re convinced that being someone’s “favorite” is the way to dominate a market. Most people’s “favorite” choice is a commercially dominant default that’s been drummed into their head as being the “smart move.”
Just like the mantra behind Catch and Release Marketing says; let your marketing be easy to see, easy to try, and easily thought worth it. That’s not weakness. That’s how you actually play the game.
This story starts from a divot on a golf course, and ends in a sandbox built on a cloud.
Preamble for an unfair world
After a drive that missed the green and ended in a divot where he couldn’t see the hole, my friend’s younger golfing partner for the day, smacked his teeth and said, “it’s unfair.”
The game, as this guy (Sean, let’s say) saw it, was unfair. Not the way he played it, or his equipment, or anything specific, the whole of golf was unjust.
When Sean asked my friend why he played the game, the response was that golf was a great “problem engine.” The reason my friend liked golf was the very same reason Sean hated it; the game is a series of unplanned, in-and-out-bound problems that you willingly give yourself to solve.
This got me thinking about one of the places where we learn fairness in its earliest form – play.
And then I started to think about how games like Minecraft and other open-ended, world-building games have taken off in the last few decades, and what that may have done to the popular conception of “fairness.”
And then I pondered the vibe-coded, limitless-possibility renaissance that is taking place with AI as stated in this article I read from a VC, depicting a future of software as a service that is actually service as a software, turning reliable products into composable canvases, sandboxes; essentially, MineCraft for businesses.
Somewhere between hazards, playground rules, pixelated worlds, and vibe-coded sandboxes, our idea of fairness, and what success in business and life is supposed to be, and how it’s most likely attained, might be being overwritten.
On Play and Creative Resilience
For 13 years, I worked as an educator with kids in summer camps, schools, and science museums, and in that time I learned how to play from the masters of the art. Play is critically important to development and learning, and has a functional role in a fully flourishing, thriving life.
My children love to play and I’m often right in there with them, and the biggest issue I’m seeing lately is fairness, “that’s not fair they get this” or “that’s not fair I have ice powers, but not water powers” (a real concern).
What I noticed is that “fairness” is deeply considered and argued endlessly over, not while playing games (like our pal Sean on the links), but specifically while they are engaged in open-ended, imaginary play.
As a jazz musician, poet, artist, and confident improviser, I love to play, and there’s a time and place to get silly and pointless. But I also have learned creative, genius, out-of-the-box thinking in play, comes from well-defined boundaries.
Like I explain in this clip from “The Cheap Genius Theory,” creativity isn’t something you’ve never heard before, but something that mixes novelty and cliche. There’s a difference between free jazz and swing.
Open ended, imaginary, illogical – these are the traditional hallmarks of brilliance and creativity, something kids should be encouraged to explore – but as a creative artist, these terms make me scared.
If every idea is on the table, you’re not headed anywhere, you’re a hoarder. If there’s limitless possibilities, you don’t develop a knack for what plausible genius is.
If everything is out-of-the-box, there’s nothing inside to compare it to. The box is gone! So are you!
On Games
I took my kids to visit their grandmother recently, and she put out an old-school game for the kids, “Pick Up Sticks.” The game is simple; you take a handful of sticks, drop them in a pile, and use one stick to continuously reclaim others from the pile without disturbing the surrounding sticks, if you do, you lose a turn. It’s simple, but challenging.
Every time you play Pick Up Sticks, you are playing a new version of it. The sticks won’t always fall like they did the last time. No quantum computer could handle this game, because, what worked last time might help you, but not more than fully showing up to the current pile of sticks. The skill here comes from embodied experience and mindful, flexible presence within well-defined structures.
Games have definite rules and regulated ways of playing. 5-card draw doesn’t work with an infinite deck. Tetris isn’t open to switching the shapes, you fit what you’re given. Freeze tag is only freeze tag if you freeze when you’re tagged. Mario isn’t going to float in mid-air to the flag, you gotta hit your head on some bricks.
If you hit your golf ball into a divot, it’s not unfair – it’s called playing golf. Maybe the concept of unfairness comes from work ethic, or grit?
On Grit
In the last 20 years, there was a spate of grit-based philosophies that sprouted up in the educational circles I interact with, the narrative given to kids was that we use grit and really work problem solving into skills which turns into achievement. Just work really hard, grind it out, and skills show up later.
Recent research proves that grit has little to do with overcoming learning barriers and achieving outcomes.
I’m speculating, but perhaps our young Sean on the golf course may have been told about grit in school, and tried to apply it but found out it wasn’t quite the ticket. That is unfair.
But I think this Unfair World outlook might connect back to games, more specifically, open-ended games like Minecraft.
Fields of Dreams
Minecraft was a smash when it launched in 2009. No missions, no story – just build, explore, and mod. The community defined the rules and the value of the platform. It was a multiple of the Field of Dreams “if we build it, they will come”
And people showed up. Minecraft is the best-selling video game of all time, and it really isn’t a game, but a sandbox. Players can play a story mode, but the popular traction seemingly comes from the “Creative” mode of play, where you can gather resources, craft, and engineer whatever your heart desires.
Whereas games in the past put you on a determined course with limited resource and you had to play and improvise within explicit confines, open-ended games empower players to make their own rules, adjust fairness to taste, and with barriers removed, they never have to feel the friction of their out-of-the-box ideas, because there is no box.
This is creativity incarnate. This is true freedom, ya?
Looking at this through the lens of “The Cheap Genius Theory” the popular assumption that Minecraft is an engine of creative thinking misses a few points;
Players are most likely to copy what they see, not make what’s never been seen
The game rewards finishing builds, not reflection
Creativity gets flattened into speed-running recipes
Trapped within physics and lore it’s hard to dialogue with disciplines beyond it
It’s self-contained, so no interpretive layer can discern mimicry from mastery
It’s a great venue for practicing tinkering, but a poor place to train the connective tissue that turns tinkering into world-changing ideas.
Service As A Software
The main reason I’m bringing all this up is the “trillion dollar” shift in SaaS (software as a service), made possible with AI Agents, to SaaS (service as a software). Much better than “agents as a service,” which is AaaS.
The thought here is that rather than ship a final product, like software that works 100% of the time, the high-composability in AI technology and agentic coding applications, allows us to now continuously mod and build software that is always evolving.
“The traditional “deploy and maintain” model has become “deploy and continuously re-engineer,” says this article from Foundation Capital, an investment arm that has no reason to shake your hand funny when they deliver these words.
“In the new AI world, buyers don’t purchase software; they purchase the outcomes it delivers,” they tell you. And this sounds empowering, but it actually brings fairness into play.
Old software gave everyone the same finished product—shared wins, shared glitches.
Today we all get the same sandbox kit; fairness stops at equal parts.
Connecting this back to the theme at hand, the idea that enterprise software should mirror Minecraft, a sandbox where users invent value, is seductive but flawed.
Most people don’t want open-ended freedom; they satisfice, picking the least-worst option, not the most creative one. The myth of “cheap genius” celebrates spontaneous invention, but real creativity depends on deep, often invisible knowledge and a cultural context that makes novelty legible and valuable.
When companies release tools expecting users to define their purpose, they attract mimics, not makers, and end up with templates instead of innovation.
Minecraft worked because it was a game that came with a culture, syntax, and feedback loops. If there is to be a future for service-as-software, it can’t just rely on blank canvases. Guided recombination, structures that nurture emergence, and scaffolding that turns chaos into meaning is the only way to bubble up real innovation.
Land the plane man…
So we return to that divot on the golf course, where Sean declared the game unfair. What he could’ve been saying, was that golf refused to be Minecraft. It wouldn’t let him reshape the terrain, adjust the physics, or redefine success on his terms. The divot was just a divot, demanding he play from where his ball landed, not where he wished it had.
That’s the paradox of the litterbox lottery moment: we’ve mistaken constraint for cruelty and structure for limitation, when in fact the opposite is true. Real creativity, the kind that builds bridges between disciplines, that turns tinkering into transformation, emerges not from limitless possibility but from the productive friction of well-defined boundaries.
The future belongs not to those who can dream up anything, but to those who can make something meaningful within the material, majestic, and maddening constraints of the world as it is.