From the essay: Your brand is something you do. basexstudio.com/thinking/your-brand-is-something-you-do
Where I’ve been (Pt 2) - Positioning
So, it’s the beginning of the year. Things are changing and evolving, and life is coming at me fast. I need to fix the business and figure out my path.








NOTEBASE NOTE15 OCT
AI is a daemon, not an oracle
I think most people use AI as an oracle. I use it as a daemon.
Where I’ve been (Pt 1) - Move
It's been the craziest year of my life, and for the past 10 months, I've wanted to write about it.
LIVECH06 · EXPERIMENTThe Future of Work Is Agentic AF
This experiment is an expression of the things I've felt all year, the stuff I've written about all year, the tools I have built all year.
RUN IT ESSAY21 AUGFeeling Strange(r) in a Strange Land
ESSAY16 JULCan You Encode Taste?
AI didn’t make me lazy. It handed me my own subconscious. Right now I’m eating turkey pepper soup at my work desk, and I have multiple jobs running with AI. One agent is taking a client project from brief to restructured
BASENOTEBASE NOTE16 JUN
Ten years to get ready. One shower to build the pitch
Ten years ago I pitched a client a concept I called the brand ecosystem. Nothing came of it. We were both too early.
Playlists
ALL 31 →NOTEBASE NOTE13 JUN
An Agentic OS Is Not a Dashboard
It is the distance between talking and state.
BASENOTEBASE NOTE02 MAY
On Positioning
Positioning has been the most important idea I've understood this year.
BASENOTEBASE NOTE28 APR
Working on things that scale
Over the past 6-8 weeks, I've been spending most of my waking hours designing workflows, systems and apps more than actual design artifacts. Even though it's slowed me down on client work, this season
FILMThe Art of Locking In
BASENOTEBASE NOTE24 APR
AI is really just templatised knowledge
It dawned on me the other day, that AI is simply templatised knowledge or templatised thinking to be a bit more accurate. And this is something we have always done as human beings.
BASENOTEBASE NOTE20 APR
Language as the new interface
Working with Claude this whole week, I realised that text and voice are the new interface. I've been designing, generating, and creating all week, and most of it has been through prompting — typing, t
ESSAY11 APRI’ve built 8 apps in the past 6 weeks
And I don’t even know how to code There is a revolution happening right now. At the very front lines, things are pretty insane, new tools, frameworks and lines of attack open every day. Entire workflows and production li
BRANDHOSI TechnologiesHOSI Technologies
Trusted data, confident decisions. A brand system carried from the welcome box in your hand to the billboard at distance.
ESSAY16 MARI’m not hiding anymore
I have always lived with this tension between honesty and performance. To an extent, we all do. I don’t know exactly when it started, but it has always been there subconsciously, colouring my work and my lived experience
ESSAY04 FEBWork Diaries: January Dump
What have I been working on this week? This is a new series I’ve decided to start, something a bit more informal and relaxed. But a good way to document what I am working on and thinking about. — January has been off to
ESSAY02 FEBHow to Move Fast without Losing Yourself
The faster you do the hard things you want to avoid, the faster you will receive the good things you actually want. Do you ever get that thing where you are conversing with friends and suddenly a word or phrase jumps out
The books
The Caves We Fear to Tread
The magic you’re looking for is in the work you are avoiding – Joseph Campbell. I have been thinking quite a bit about caves in narratives. I recently rewatched ‘Dracula Untold’, a movie where the protagonist, Vladmir ha
ESSAYMAR 2025Cultivating a Creative Life
I have always wanted to lead a creative life. The idea of spending most of my time immersed in the art, act and process of making sounds like the most appealing life to me. Not fame or incredible wealth, but creativity.
ESSAYJAN 2025The Art of Locking In
How to Achieve Anything You Want in 2025. It is the start of a fresh new year and if you are like me, you are probably eager to get things started. You have the goals you want to tackle, obstacles to face and problems to
ARCHIVECH06 · EXPERIMENTThe X Script
A 26-glyph alphabet drawn by hand in 2013, a one-to-one cipher for the Latin alphabet. Type in it here.
RUN IT ESSAYOCT 2024Collapsing the Space Between You and What You Want
Some weeks ago, I was listening to some YouTuber wax on some esoteric concept or the other, and he made an off handed comment on his way to making another more salient point…about how sometimes, we don’t get the things w
ESSAYJUL 2024The Philosophy of Curation
The concept of curation* has been on my mind for at least the past 2 years. Slowly coalescing over time as I have been fixated on the idea of defining and creating specific spaces and experiences around me. This is a nat
ESSAYAPR 2024Why You Need a Second Brain
By nature, building a Life by Design requires a perpetual sense of intentionality. Getting clear about what you want, where you are, what is standing in your way, and what action you can take. To process these questions,
FILMLife With LollyBrand Strategy, Design, Entrepreneurship and Personal Mastery with Oto Bassey.
ESSAYMAR 2024Deepening the Texture of Your Life
As you walk down the path of intentional living, you will end up refining, curating and building a life tailored to your soul. Your routine, your habits, and your environment all working together to move you to the place
ESSAYJAN 2024Sometimes, Progress is Continuing Old Plans…
As we get things going in the New Year, I have found myself in reflection, as we all do at this time. The key questions on our minds are – what do we want and what will we do to get it? If we have been doing this for a w
ESSAYJAN 2024It’s a New Year, Now What?
I know, I know, It’s been a while. But hey, it is a new year and yes, I am here again, back on my bullsh*t about how this is gonna be a great year for my content and all of that. No lies, I really did have the best of in
ESSAYMAR 2023End by Doing it Perfectly
A couple years ago, I wrote this piece – Start by Doing it Badly. Inspired by a Jordan Peterson video by the same title, it is a powerful concept that can be used to free you from the shackles of perfectionism and serve
ESSAYFEB 2023How to Get Things Done When You Don’t Feel Like It
Winning the war against the Resistance Around the end of last year, a friend asked me a question. He had two websites to get done before he was done for the year, but he was finding it tough to muster up the motivation t
ESSAYJAN 2023These 8 Bad Habits Could Help You Succeed
As a person who has been obsessed with the ideas of personal development and self growth for a long time, I have espoused many times the usual mantras of hard work, putting in the time, waking up early, and so on. In my
ESSAYJAN 2023Some Ideas to Keep in Mind as the Year Begins
So it has been about two weeks into the new year. Things are getting into full swing. With school and work opening again, we are all easing back into our normal lives and routines. If you are reading this, you have proba
THE WHOLE RECORD →Otoabasi Bassey
Thinker. Designer. Maker.
Founder of Base X Studio. I make ideas into infrastructure. Here I write about brand, life by design, and working with agents.
Essays, random thoughts, playlists, books, videos, experiments.
All the weird stuff I like to make.
PLAYLISTS 031
BRANDS 01
BOOKS 02
FILM 04
EXPERIMENTS 03
Posted, whenever, however.
I’ve been posting for 16 years. Sometimes I go AWOL for a while.
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OPEN AS MENU →The feed.
THE FULL FEED →
Where I’ve been (Pt 2) - Positioning
So, it’s the beginning of the year. Things are changing and evolving, and life is coming at me fast.
AI is a daemon, not an oracle
I think most people use AI as an oracle. I use it as a daemon.
Don’t miss a thing.
Get my blog posts and other exclusive content delivered directly to your inbox.
Design.
ALL WORK →
The Unstable Era Series.
ALL 31 COVERS →
031 HyperReal
In a mediated context, an artificially created copy that is perceived as somehow more real than the real thing, or too real to be real: modelled on reality but with an exaggerated intensity. For Baudrillard, that which has gone beyond the real, supplanting or erasing it. #TheUnstableEraSeries
Now running.
ALL EXPERIMENTS →The future of work is agentic AF.
“I’ve been building this pantheon of agents and this mythology of agentic work.”
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