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.
It's been the craziest year of my life, and for the past 10 months, I've wanted to write about it.
ESSAY21 AUG







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
BASETen years ago I pitched a client a concept I called the brand ecosystem. Nothing came of it. We were both too early.
BASEIt is the distance between talking and state.
LIVECH06 · EXPERIMENTThis 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 BASEPositioning has been the most important idea I've understood this year.
BASEOver 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
BASEIt 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.
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 APRAnd 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
ESSAY16 MARI 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
FILMWhat 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 FEBThe 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
ESSAYJUL 2025The 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
BRANDHOSI TechnologiesTrusted data, confident decisions. A brand system carried from the welcome box in your hand to the billboard at distance.
ESSAYMAR 2025I 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 2025How 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
ESSAYOCT 2024Some 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
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 2024By 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,
ESSAYMAR 2024As 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
ARCHIVECH06 · EXPERIMENTA 26-glyph alphabet drawn by hand in 2013, a one-to-one cipher for the Latin alphabet. Type in it here.
RUN IT ESSAYJAN 2024As 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 2024I 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 2023A 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
FILMLife With LollyWinning 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 2023As 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 2023So 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
ESSAYDEC 2022The other day I was on TikTok (I know, bear with me as I gag for a bit 🤮). But I came across this clip that I found useful and got me thinking more about this concept of leading and lagging indicators. This idea has its
ESSAYDEC 2022For most of my teens and 20s, I had little interest in video games. Sure, I played a fair amount as a kid but something about getting stuck on the DMC3 Cerberus boss fight as a teen really just put me off the whole thing
ESSAYNOV 2022If you have been a long time follower of my projects or content, you would know I’m prone to abruptly taking time off for up to months at a time. I used to think this was an issue, but lately, I have come to look at it a
ESSAYNOV 2022I stopped trying. Life has never been better. And that is so fucking weird. I mean, on one level, it feels strange not doing anything, or not having to do anything. Not feeling like I have to run on the treadmill. And it
THE WHOLE RECORD →Founder of Base X Studio. I make ideas into infrastructure. Here I write about brand, life by design, and working with agents.
All the weird stuff I like to make.
I’ve been posting for 16 years. Sometimes I go AWOL for a while.
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 ↗
Ten years ago I pitched a client a concept I called the brand ecosystem.
Get my blog posts and other exclusive content delivered directly to your inbox.


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
“I’ve been building this pantheon of agents and this mythology of agentic work.”
Get my blog posts and other exclusive content delivered directly to your inbox.