One Day, Everyone Will Have Always Been Against This
Lately, I’ve been thinking a lot about the stories we absorb, and how easily constant exposure to outrage and cynicism can shape the way we see what’s possible.
Over the past week, I started reading One Day, Everyone Will Have Always Been Against This by Omar El Akkad. Even in its early pages, it offers a sobering reflection on complicity, power, and the narratives we normalise. It’s the kind of book that doesn’t only comment on the moment we’re but holds up the mirror for us to examine our role within it.
What struck me most is how tempting it is to stay locked in critique. To just keep pointing out what’s broken. To argue against systems that clearly aren’t working. Necessary, of course - but deeply insufficient.
Real change rarely comes from fighting old structures alone. It comes from designing new ones.
From choosing to invest energy in imagination, in care, and in the kinds of systems - cultural, business, social - that make better futures easier to build. From moving beyond reaction, and toward intention.
That’s the work I’m interested in right now: helping teams and brands step out of the noise, reconnect with creativity, and start really building the future together.
Until Next Time…
I’ve been waking up with this in my head and so should you: blade bird by Oklu.
And ending on a high note, here’s a post I saved to notes and come back to often from Simon Squibb:
This is where the thinking begins. The real-world work happens when we make it truly actionable inside teams, systems and strategies that set the future in motion.
If you’re curious about applying this kind of thinking to your brand, check out how we work below.