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My brand image is, admittedly, diffuse and weak. My Twitter bio is “saboteur of narratives,” and few people can say for sure what I’m about, other than vague things like “thinker” or “dumb fuck.” And that’s how I like it. My vagueness makes me hard to pigeonhole, predict, and capture.

For this same reason, I’m suspicious of those with strong, sharply delineated brands. Human beings are capricious and largely formless storms of idiosyncrasies, so a human only develops a clear and distinct identity through the artifice of performance.

Try watching the transformation of Nikocado Avocado without extrapolating it to everyone on social media.

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