You can't hack humanity

I can tell you how to increase your engagement.
I can tell you how to hook people.
I know the formulas. I know the funnels. I know the systems.

It’s my job to know them.

But I don’t really use them.

Honestly, I can’t get myself to. Maybe it’s because I have a hard time following through on that kind of stuff. Or maybe it’s because I don’t totally believe in them.

The truth is, I don’t like them.

Because at some point, all that “formulaic” stuff starts to feel like manipulation. Like trying to trick people into liking you. And that’s not what I’m interested in.

I’d rather do things that are fun, kind, lovable, and weird. I’d rather make something that feels like us than something that’s engineered to perform.

I’m not anti-strategy. I just think the best ones start with a little honesty and a gut feeling that says, yeah, this feels right.