Evidently, someone curious enough … or lost … wandered, perhaps on a whim, into a cockamamie world with interests in individuality, lifestyle and tech.

Welcome.
You must have many questions. So, lets begin with the most obvious... Why am I standing on a ledge?

I need you to recall the clone world as we all see it.

There's a dense fog rolling in. Feel it?
It brings the death of individuality with it.
A fog of meaninglessness settling over our work, our sense of self, our digital lives.

Somewhere along the way, we bent the knee. Swore quiet fealty to systems that reward sameness. We produce at scale spiritually flatlined, non-trustworthy, forgettable work.

I know—my manners escape me. I'm sorry to begin this conversation complaining, but is it just me, or is there another word for "human" as of 2026?

A synonym, if you will:

"Interchangeable."

We're becoming spare parts. Plug me out, plug you in … the great Entrepreneurship Machine hums on, none the wiser.

I wonder: Would the world miss a beat if we didn't torch what makes us gnarly? What if we were all different? Individual? Uniquely human? Uninterchangeable?

What if our creative work mirrored our lived experiences?

Remember doom scrolling Youtube late last night?
Notice every other thumbnail broadcasts the same sat-on-a-fork face, following the Mr Beast playbook to Clickville Valhalla™.

Or perhaps boredom had further nefarious plans for your thumb, death-scrolling Instagram instead.

Is it me or does every other IG account seem highly art directed and artificially superficial?

Clothes are oversized. Oversized and logo'd if you're loud.
Oversized and aggressively plain if you're "quiet luxury" and want doom scrollers to know you paid more to look like you paid less.

Society basically shoved a script into our faces...

Here's your standard issue smartphone.
Here's your social media account.
Here's your athleisure, or jorts.

Here’s your language (facts, lfg, bro, goat, cap)

We dress, think, speak, and create the same. We bludgeon our work with the same font. Same filters. Shout the same opinions. Someone else’s opinion.

We've optimized our work, taste, our identities to our detriment, slowly evolving into mass-produced clones. Clones of clones.

Am I suppose to feel upbeat about A.I joining the party as we sledge through this Sea of Sameness like Atreyu's horse Artax.

Here's the twist in this decades-long horror show. The curveball my great enemy conformity didn't account for.

I'm a terrible cog.

Call it a crisis, but meaning is thinning out. Trust is evaporating.

And I refuse to let what makes us uninterchangeable disappear without a fight.

Shape

📌 I'm a small army of one, independent contractor on a mission to create soul fulfilling meaningful work.

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📌 I do brand strategy mostly for tech, fashion and lifestyle brands. I might be available for hire. Email me: [email protected]