Category: Articles

  • Why you must eat the internet’s garbage (so they don’t have to)

    We both know that blindly hoarding social media followers is a hollow vanity metric.

    If there is no actual, iron clad business trust anchoring those people to the floorboards, you just have a loud room full of strangers.

    You want to build a following that trusts you implicitly. You want to weave a cosy little digital womb where your fans float suspended in the warm, gelatinous amniotic fluid of Absolute Agreement. (Sounds very gross, yes, but stick with me)

    You want an echo chamber.

    If you let a single, jagged dissenting thought into the pen, the sheep start trying to do calculus, their brains overheat, and nobody wants to clean up that mess.

    And if you’ve read any Lovecraft over the years. Here’s a little twist the way he would be proud of…

    It’s the secret to keeping that echo chamber ringing and the conversions flowing…

    You cannot live inside it.

    Bold and underlined for emphasis, duh.

    If you get high on your own supply, your brain smooths out into a frictionless bowling ball. To build the perfect walled garden, you have to strap on your hazmat suit and wade neck deep into the radioactive sewage of the entire internet. (What’s left of it that is)

    You need to tighten up the reigns. Be it your email list, your Discord, FB group etc or your heavily curated comments section.

    That needs to be hermetically sealed. If someone brings in an outside opinion, you purge it like a parasitic tapeworm tearing through the digestive tract.

    You need to regurgitate their own fears and desires back into their waiting, baby bird mouths. Give them the warm milk of certainty.

    Prime example. I was in one of those prepper doomer end of the world groups not so long ago doing some research and all I had to do was feed back their fears when politics takes over and destroys “the free world” The comment section went nuts. If I was allowed to sell a $20 pdf on how to combat this. I would’ve probably been able to retire.

    And as much as I tend to keep a neutral eye on politics and while the rest of the people gorge on the slop, you have to eat everything else too.

    The far left and right manifestos, the centrist oatmeal, while consuming the entire, terrifying spectrum of human madness. Talk about every aspect. It’s a whole filtering process.

    You need to understand the architecture of the outside world to build better, thicker, more terrifying walls for your list. It’s a gruelling, soul rotting existence. You are the sin eater. You gorge on the toxic nuance of the world so your followers can dine on the simple, smooth paste of absolute tribalism.

    For lack of a better phrasing. You have to be ready to start chewing the glass so your flock doesn’t have to and then they will stick around longer because your views are their views but filtered better…

    Anyways, it’s hot and humid as balls over here and my brain is melting.

    TL;DR Your world needs to be an echo chamber where people come to you for your views and ideas, while you also wander out into the big bad internet and absorb all of the bullshit so that they don’t have to. Then you can feed it to them cleanly and with your own views neatly wrapped inside of it.

    Stephen Walker.

    P.S. My home boy Ben put something on Amazon a few years ago and it is an absolute banger when it comes to thinking like this. Grab while you can.

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    Stephen Walker, Unit 146317, PO Box 7169, Poole, BH15 9EL, United Kingdom

  • Rehumanisation

    You’ve done it.

    You’ve successfully outsourced your soggy grey matter to a glowing rectangle of silicon and misery.

    Don’t look away. I’m talking directly to you. Yes, you. The one reading this on a screen while your actual, physical body slumps over like a half melted cheese wheel. (I do like cheese too)

    We are currently living in a grand, stupid apocalypse of our own making.

    We didn’t burn up in nuclear fire. We didn’t get eaten by zombies. We just handed our cerebral cortexes over to the Zuck and the lot and said, “Here, you chew this for me, I’m tired”.

    And now?

    Now your thumbs are calcifying into permanent swipe ready claws, and your frontal lobe looks like a chewed up wad of bubble tape from the best years (1990’s tbh)

    You are transforming into an appliance. A fleshy, useless appliance.

    But fear not. Welcome to rehab. Welcome to what I call the rehumanisation protocol.

    I have to teach you how to be a person again.

    Cause right now you’re morally gray sludge in a skin suit. We’ve forgotten how to make choices and have lived by push notifications and ice cold coffee.

    Step 1: Breathe…

    Try it. Inhale. Exhale. Don’t wait for your smartwatch to vibrate and tell you it’s time to take a mindful moment. Just suck the stale air into your wet lungs like a goddamn vertebrate.

    Step 2: Eat something that isn’t content…

    Food is not meant to be scrolled. Put a raw carrot in your mouth. Crunch it. Let the visceral, fibrous reality of it remind you that you are a consumer of biological matter, not just a consumer of hot takes and TikTok vidya’s…

    Step 3: Look into the terrifying abyss of another person’s eyeballs. No filters. No lag. Just raw, unfiltered emotional honesty. It will feel like cosmic horror. Do it anyway. (I promise you won’t die)

    Step4: Make a choice. A real one. Exercise your character agency. Don’t let the GPS tell you how to walk to the bathroom. Get lost in your own hallway.

    (And hey, fellow writers who happen to be reading this words too… if you’re trying to chronicle this bizarre societal collapse… Bleed on the page yourself. Write the fucking words with your own trembling, meat covered fingers. Subvert the clichéd tropes)

    The withdrawal symptoms of social media and our little sadness rectangles are an absolute bitch. You’ll sweat. You’ll shake. You’ll hallucinate that your mother is a pop up ad for discounted life insurance (a fun little exploration of family dynamics right there)

    You might even start bleeding Wi-Fi from your tear ducts and tbh that would be pretty damn cool.

    Stay weird. Stay fleshy.

    Stephen Walker.

    P.S. If you want to know why I’ve been lost and come back a little more unhinged. It’s cause of Dungeon Crawler Carl. I have been non stop binge reading this and it’s just pure bliss for my twisted mind…

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    Stephen Walker, Unit 146317, PO Box 7169, Poole, BH15 9EL, United Kingdom

  • Pay It Forward

    So I’ve taken a bit of time off just to kind of have my 30th existential crisis. (I think I’ve hit a new world record tbh)

    Usually I just go to a little coffee shop down the road from me and I have a very boring and plain breakfast, just eggs on toast and a coffee.

    I then just sit there for a little bit and read or just do some thinking. Today was just another one of those regular days.

    Lately there’s been a lovely old lady in there. She’s probably considered crazy by a lot of people, similar to the pigeon lady in Home Alone 2. I’m just sitting there having breakfast and you can hear she’s talking. You can also tell there’s something strange going on upstairs because she’s of that age where she’s possibly struggling in one way or the other, which is sad to see in all respects because inevitably we’re all going to get like that.

    I was chatting to the owner and she’s like, yeah, she’s been coming in there for a little while now and when she comes in she also makes a little effort to talk or interact with everyone who comes through the doors.

    What I’ve noticed nowadays is families (Younger gen) don’t really care much about the old people so they kind of just get left to their own devices as they get older.

    My thought was, well yeah she’s probably just coming in and sitting down and having a coffee, just to chat because at the end of the day, we humans like to chat and we always have to have that bit of connection in one way or the other.

    It just gets me to think about why can we not just pay it forward by having conversations with people in general, especially the elderly?

    (Yeah it’s a novel idea now to get to know people because of how social media has ruined everything and how we bury our face into these little sadness rectangles a lot of the time)

    But you see them sitting alone at bus stops or on park benches and they may have lost their husbands or wives 10, 20, 30 years ago…

    And yet they’re a fountain of knowledge and experiences, many who have lived a life worth talking about, who will go on to die without ever telling their story.

    It’s why I do a lot of the things the way I do. It’s why I enjoy talking to people and getting to know people. I love to create stories and just interact with the world on a different basis cause we truly are only here for a very short time and then poof. We’re gone.

    So do we just ignore everybody and just live on our own and just not be curious at all?

    I’m not a fan of the way society is minimalising emotion and feeling things because we’re outsourcing everything now to AI and it’s scary to see.

    Self delusion is a helluva drug.

    Well, this has been a tangent and rant of note.

    Hope you’ve all been well and keeping out of trouble.

    Stephen Walker.

    P.S. This is what I’m currently re-reading by my boy George…

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    Stephen Walker, Unit 146317, PO Box 7169, Poole, BH15 9EL, United Kingdom

  • They don’t shoot you anymore

    They just turn the volume down…

    There’s a moment and you’ll know it when it lands, because it lands like a cinderblock dropped from a great height, where you stop being a bystander to the world and start being a witness to it. Different words but wildly different jobs.

    Bystanders well, they just stand by and shrug.

    A witness on the other hand can’t sleep.

    Although, once you cross that line, something in you gets rewired. Call it radicalisation if you want, though that word’s been hijacked by people who think it means strapping on a vest or screaming into a megaphone until your throat bleeds. That’s not what I’m talking about at all.

    It’s more the kind where you simply refuse to pretend anymore.

    You start noticing things. And once you notice them, you can’t un-notice them. They’re like a song stuck in your head, except the song is “the world is run by people who’d sell your grandmother for shelf space.”

    We are living in a weird nightmare right now. I won’t insult you by pretending otherwise.

    The way out isn’t backward, and it isn’t through becoming the monster.

    Maybe you get there by faith.

    Maybe you get there by fate.

    Maybe it’s both?

    I don’t have the whole map.

    But all I’m saying is don’t look away.

    The world currently profits from your silence.

    And so if you see any bullshit out there, you need to call it out.

    You need to stand for something because like I’ve said in the past. If you don’t. You’ll fall for everything and we don’t want that.

    Stephen Walker.

    P.S. And if you really want to crack your skull open and massage your brain meat a little more, I’d recommend picking this up and giving it a read. Conceptually, everything you know and believe will be challenged. All you need to do though is read it with an open mind.

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    Stephen Walker, Unit 146317, PO Box 7169, Poole, BH15 9EL, United Kingdom

  • Sighcosis.

    Funny thing is, I was just looking around on the internet today and I was wondering what was going on.

    There seems to be a whole bunch of psychosis unfolding as we speak.

    I’m just getting back into the flow of things, just paying attention to what people are saying, doing etc.

    From my point of view. People are going crazy.

    Honestly, I don’t even know what to begin to think, but it’s like everybody’s become psychotic or they’re going into some sort of psychosis and losing touch with reality.

    Nobody can think for themselves. Everybody’s arguing. There’s always rage bait floating about.

    Makes you wonder if we are truly doomed?

    The tech companies don’t seem to give a fuck, though cause they can cash in on whatever nonsense is happening.

    I’ve even had a few people reply and say things along the lines of, “Hey Stephen, you should maybe start creating videos and teaching people how to think for themselves again.”

    But then I wonder if it’s just going to be a massive waste of time.

    Or is it going to lead me down the path of being one of those influencer wankers that are showing up on everybody’s feeds trying to sell them some bullshit?

    I don’t even know. Maybe I’ll carry on writing this little book and put it out to the world and see what happens.

    Maybe I will create some videos and just connect with people, because that seems to be what’s missing, but your guess is as good as mine. I miss the nights where you’d meet up at a pub or go around to someone’s else and have food and drinks and play card/board games. Now everyone seems to be permanently enraged by doom scrolling fb/insta/tiktok…

    And like anything. I could be wrong. I could be delusional. Maybe I need to go back to sleep cause it’s not even 9 am yet…

    Hopefully you can talk some sense into me or tell me I am the one that is becoming psychotic, which I don’t think can be a bad thing at this point.

    Stephen Walker.

    P.S. Here’s a little light reading with your morning coffee or your evening bourbon, well, whatever time you’re reading this.

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    Stephen Walker, Unit 146317, PO Box 7169, Poole, BH15 9EL, United Kingdom

  • Neo-intellectual takeover

    This wasn’t an email I wanted to write because this belongs in a 120 page physical book that people need to re-read over and over again.

    (I’m still writing it)

    But I’m gonna give you the TL;DR version.

    So grab a drink and prepare your eyeballs, cause this might be the most important email you read if you don’t want to lose your sanity while the world gargles on the robo-balls of big tech and all that.

    I’ll preface this and say that again, I’m not strictly against technology or even AI, but the generative side which is mainly being schilled…

    That’s the bit I’m against.

    The industry that has happily engaged in the largest scale IP theft in recorded human history seem to be getting away with intellectual murder and that shit is not good on my watch…

    Thing is, It is incredibly easy to look at the current landscape and the online space as a whole.

    If you look social at social media. It’s flooded with prompt engineers and people treating chatgpt like it’s a whole personality trait.

    And when you look at that. It’s like deep and rigorous thought is dead.

    Like it was dragged behind the shed and we just two tapped it right into the skull…

    I wrote an email about the decline of the literary bloke and honestly, that’s the real part that I’m mourning.

    If you look at Hemingway, Bukowski, Lewis etc. They were the classic public intellectual who engaged with society through sweeping prose, cultural critique, and nuance.

    And I still believe it’s a valid loss.

    But it is important to separate the AI grifter…

    (who is just chasing the latest gold rush and collectively they all don’t have two brain cells to rub together.)

    From the actual neo-intellectual though…

    It pisses me off because it feels like nobody cares about real world problems because the loudest voices in the room are currently selling tech optimism snake oil.

    But if you look past the bullshit grift, the rise of the modern, multidisciplinary thinker, “neo-intellectual” is actually a massive upgrade for how we solve complex problems going forward.

    And well, is this going to be perfect? I don’t know. I’ve not sat down long enough to think about it in detail but I have observed it in a lot of the spaces where the Guru’s are just peddling bullshit and neatly packaged platitudes… (Yesterday’s email)

    The shift starts to happen when we look at rhetoric to reality.

    The classic literary intellectual was a master of persuasion. They could win a debate or shape public opinion purely through the beauty of their prose and the sharpness of their wit, even if their underlying grasp of economics, science, or policy was flawed.

    The neo-intellectual operates differently.

    They are the data journalists, the deep-dive video essayists, the specialised Substack writers, and the open-source researchers.

    (I do love Substack and frankly I’m pissed that I killed my own Substack when I was nearing around 8k readers)

    Don’t get me wrong. I’m still gonna be a sucker for prose. I’m always reading the old classics and trying to get into the mind of those writers and thinkers.

    But if we’re going to take on the neo-intellectual identity and make that shift. We’ll be demanding receipts and not just the fancy prose…

    Today’s thinkers are forced to be interdisciplinary. You cannot write a widely respected essay on the housing crisis today just by philosophising about the “soul of the city” or you will be immediately fact checked by urban planners and economists online.

    The neo-intellectual has to back up their rhetoric with rigorous data, making the conversation much more anchored in reality and the thing is.

    I’m tired of having to make sure some random Karen doesn’t try and dump on the content because she missed her spinning class.

    Fuck that noise.

    There’s also the decline of the gatekeeper.

    For a long time, engaging in “high-level” thought required access to elite institutions or specific, expensive print subscriptions.

    Today, a 22-year-old with a Wi-Fi connection can watch a rigorously researched, three hour video essay on macroeconomics or geopolitical history for free.

    Yes, the format has changed, but the depth is actually far more accessible to the average person than it was in 1990.

    (Yes I prefer the olden days of multiple library visits and waiting for Friday so we could jump online on the “old internet” to do research)

    But come on. Nowadays there’s literally no excuse to not go deep on actual content that makes people think.

    Then there’s the next step which means we need to become hyper focused on the mechanics…

    Yes I did say that nobody thinks about real-world problems anymore, but the opposite is true of the actual neo-intellectuals.

    Because they are less concerned with abstract cultural theory and more concerned with systems, they are obsessively focused on tangible issues.

    The modern intellectual sphere is dominated by debates on YIMBYism (housing policy), energy infrastructure, effective altruism, and climate technology.

    They are looking at the nuts and bolts of how society runs, rather than just writing poetry about its decline.

    The “literary bloke” was brilliant at telling us how to feel about the world.

    But the neo-intellectual is much better equipped to actually figure out how the world works.

    The challenge isn’t that deep thinking has vanished.

    We just have to actively curate your feeds to filter out the AI hustlers and find the real conversations happening online.

    So will this apply to you artistically and creatively?

    Yes. 200000%

    Whatever it is you share. You need to go deep. You need to argue and be passionate and tear into people if you know they are wrong.

    The current influx of people are so happy to be loud AND wrong because they have an LLM as their personality, that if you know more about something, have the receipts and also the balls to be loud about it,

    Maybe just maybe you’ll grab a few people by the eyeballs and get them to truly think about it things.

    Anyways. This email is getting long enough and I’ll end up going deep into this in the book I’m writing.

    Stephen Walker.

    P.S. The decline of the literary bloke, if you want to read the original post…

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    Stephen Walker, Unit 146317, PO Box 7169, Poole, BH15 9EL, United Kingdom

  • A Lesson From a Conman

    Around 1926 a charming lad decided to visit Al Capone, who at the time was probably the most feared gangster back then.

    He had an elegant accent and introduced himself as Count Victor Lustig.

    He basically promised Capone that if he gave him $50k he could double it.

    Capone was flush because of his gangster-y ways and decided he was going to trust this absolute stranger because he knew if he was double crossed, well…

    We know that they knew that they’d be sleeping with the fishes if they didn’t do what they said.

    He gave him 60 days to double it, counted out the cash personally and gave it to Victor.

    Victor then went on his merry way and locked up that $50k in a safe deposit back and did what a conman does.

    Ventured from Chicago to New York and back again fully knowing that he couldn’t be bothered with the doubling of Capone’s money…

    Apologetically he returned to Capone. Reported to him that he had failed in doubling the money, reached into his pocket and dropped the $50k back on the desk like nothing mattered, while still apologising with genuine sincerity. He said he was embarrassed that it didn’t work out and he failed, even though he’d have loved to double the money. Purely because he wanted it to work for him too as he really needed it…

    Capone looked at him, sagged back into his chair, confused and even called him out on being a conman. Although he was shocked in his own right as he was expecting to either get the money doubled or lose it. He didn’t expect him return the $50k.

    Luckily Victor got what he wanted. Yeah, not the doubling of his and Capone’s money, but Capone ended up spotting him $5k purely because of his honesty and well, there’s a lesson in that.

    Victor knew that if he did con someone like Capone. He’d be good as dead. What he did do was use Capone’s natural distrusting nature against him, by becoming someone trustful, even if they didn’t accomplish what they said the were going to do in the first place.

    Was what Victor did shady? Of course, but like I said. There’s a lesson in there.

    When you fuck up. Tell the person/s affected that you fucked up.

    If you’re in the online space and you’re offering a service to other people too. Instead of using the usual over hyped guarantees on what you can deliver. Just be straight up.

    “Yes I’ve done this for xyz people and they have seen incredible results, however like anything in life. There are no guarantees. I’ll do my best to abc – blah blah blah…”

    Leaving a potential client/prospect with outright honesty on what you can and can’t deliver will have them wanting to do more business with you.

    You don’t need to sell yourself to the AI hype bros that promise unrealistic things. We all know people are crying out for actual human connection and honesty.

    So do with this info as you will. I just thought it was an interesting little tale I read about a few years ago.

    Stephen Walker.

    P.S. An apt little lolfluencer post on FB highlighting the bullshit that happens in all of these spaces…

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    Stephen Walker, Unit 146317, PO Box 7169, Poole, BH15 9EL, United Kingdom

  • Kids are monsters

    Straight up, unfiltered, pure grade sociopaths…

    We try to sanitise youth with cartoon dogs and participation trophies, but a school playground is the equivalent of Mad Max’s Thunderdome…

    Except it’s covered in woodchips and sticky juice box residue and snot and all the gross things that make kids, kids.

    I remember Toby.

    Toby had four fingers on his left hand. His thumb was just a phantom limb. The space where it should have been was smoothed over, looking like a half kneaded ball of raw pizza dough. The other kids? Fucking piranhas in light up sneakers. They treated him like he was patient zero.

    They wouldn’t touch the ball if he threw it, acting as if his missing digit was contagious.

    They called him “High Four” treating his hand like some unsettling body horror rather than a regular birth defect that can happen.

    They proved that character driven conflict usually stems from humans being morally ambiguous or in this case, just straight up evil.

    But I sat with him.

    Why?

    Maybe I was lonely, who knows? Maybe I possessed that rare, dangerous mutation called empathy.

    We ate your bruised apples and soggy sandwiches together in the splash zone of everyone else’s disdain, trading snacks and ignoring the whispers. It was a brief, beautiful defiance against the hive mind that makes school just regular ol’ school.

    Then came the blood poisoning.

    Sepsis. A creeping, microscopic rot invading his veins.

    He got sick.

    He turned grey.

    He died.

    Just like that. A random, stupid Tuesday, and Toby was just gone. Erased from everything.

    His death didn’t magically make those kids better. There was no cinematic moment of redemption. It didn’t teach them a damn thing about kindness. It just taught them that they could survive being cruel. It taught them that the weak disappear and the vicious get to keep playing four square and other school related bullshit.

    Fast forward a few years.

    We’re adults now. And when you look around…

    Those evil little bastards didn’t go away. They just grew up. They got mortgages. They got LinkedIn profiles. They got elected to public office and put in charge of HR departments and all of the other miserable roles currently floating about in society.

    Funny thing is. The bullies didn’t disappear. Instead of it just being the school yard, it’s become the whole globe, which also happens to include the internet, where we spend a lot of our time…

    Mad that we are watching the world turn into that exact same lunchroom, day by day, tweet by tweet etc.

    Will it get worse? Obviously.

    Although. We’re running out of tables to hide under and that’s all just so exhausting, but if you can. Just be a little more empathic to what’s going on in the world. Whether or not it affects you or not. Remember, it affects others and if we can brighten up someone else’s day…

    That’s the little bit of magic we’re missing in this already darkening world.

    Stephen Walker.

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    Stephen Walker, Unit 146317, PO Box 7169, Poole, BH15 9EL, United Kingdom

  • Waking up in Portugal

    I woke up in Portugal this morning.

    ​Sunlight filtered through the bedroom curtains and a warm breeze filled the room, and I lay in bed a moment longer than I needed to.

    Then I got up, showered, dressed, and stepped outside.

    I’ve been here for a few days now, and still I haven’t seen a cloud in the sky. I hear that’s how it is, most of the year.

    The cobblestone streets are slippery and full of hills. Paint peels off old buildings, pink and green and blue and white. Walking through this neighbourhood feels like going back in time.

    It’s quiet this time of morning, but by noon the streets will be filled with the sounds of locals meeting for coffee, kids eating ice cream, and friends gathering to drink beer at picnic tables in the park.

    I wonder what they do for work, but I don’t think it’s a priority here the way it is back home. I wonder who’s got it right.

    ​I arrive at my favorite coffee shop and grab a seat.

    ​John Mayer is playing on the speakers. The album is a throwback; I remember listening to it with my high school girlfriend, many years ago, as we holed up in a log cabin together at Christmas time. I start feeling nostalgic, which puts me in a mood to write.

    After all these years, it’s still my favorite thing to do:

    Sit down at a coffee shop in a foreign country, and write emails.

    Afterwards, I’ll probably grab one more coffee, do a bit more work, and have lunch at a place down the street that has an amazing terrace view overlooking Lisbon.

    Then I’ll hit a gym down by the ocean that’s supposed to be pretty good. The gym scene isn’t great here, but it works.

    After dinner, I’ve fallen into a nighttime routine of listening to a podcast while wandering the streets with no planned destination, other than finding a hole in the wall pastry shop and then seeing where the night goes.

    ​I turn 36 today, and as you can probably tell, I’m feeling contemplative.

    ​A chapter of my life is closing, and it’s visceral.

    My days of freewheeling travel with nobody to answer to aren’t quite over yet, but they’re numbered.

    I don’t know what the next chapter looks like, but I’m ready for it.

    And I’m feeling grateful to the 20 year old version of me who dreamt this life up and then actually went and made it happen.

    The crazy bastard.

    Wherever you are in the world, I hope the sun is shining and John Mayer is playing and you’re taking a wild shot your future self will thank you for.

    Lots of love from Lisbon,

    • T


      m

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  • What are we here for?

    Seriously?

    Like honestly, what are we here for?

    I get there’s the whole religious aspect of it and then there’s the whole nihilistic aspect of things and we hit this moral grey line where people are like “fucks aren’t given…”

    Which is all fine and dandy in the world if you truly just want to live your life.

    The thing is, we know everything is on fire atm and there seems to be no end to it all.

    Religions versus religions, political leanings versus political leanings and just a plethora of bare knuckle emotions versus bare knuckle emotions…

    And frankly it’s tiresome.

    We’re all confused and fatigued and well we just want that little slice of peace where we can do what we want and share it with the world.

    And while in the last few weeks/months I’ve been balls deep into high level quantitative math and statistics…

    I was clearing out a few notebooks and stumbled on my “The world sucks and we’re all going mad but it’s up to us to make things cool” notebook.

    And the premise was and has always been part of my philosophy on life which I learnt from my grandpa was;

    Work hard and don’t be a dick to people.

    Fairly simple right?

    Do good work. Put the time in and even when things are looking like they’re flying off the edge of a cliff without parachute, taking a deep breath and treating people the way you want to be treated, will be vastly better for you and the people who either cross your path or spend some time with you and to be that’s where it’s at.

    I’ve been sucked into the whole guru carousell lately because I still have friends who have to dance that tune but when they talk about it. I think to myself, why?

    Yes we live in a capitalist society where money drives everything but at what cost?

    How do we escape all of this?

    And so it’s led me to believe and I am passionate about it is…

    Find something you adore and love and treasure and let that kill you.

    Will it be hard? Yes.

    Will it be rewarding though? Double yes.

    And so if you’re stuck in your creative pursuit. You need to sit down and think real hard on what you want to do for the next few years…

    You can do shit that looks cool when you post about it on social media or you can do shit that really sets your soul on fire and leaves you feeling fulfilled with catering to that online crowd.

    You’ve been lied to about this space and that’s what we need to face going forward.

    2026 has been wild but we need to prep for 2027 and kick it right in the nuts.

    So let me know about the cool shit you wanna do going forward, cause if nobody else has your back…

    Just know that I have yours.

    Stephen Walker.

    If you’re not diggin’ these tasty little emails anymore you can hit the unsubscribe button right here >>> unsubscribe

    Stephen Walker, Unit 146317, PO Box 7169, Poole, BH15 9EL, United Kingdom

  • API Flaw

    Summary

    We’ve identified a logic flaw in how SimpleSwap handles loyalty incentives. The endpoint responsible for applying the “25% Loyalty Bonus” (a perk meant for high-volume users) lacks proper server-side validation, allowing it to be triggered by unauthenticated users through a modified client-side request.

    https://docs.google.com/document/d/1dOCZEHS5JtM51RITOJzbS4o3hZ-__wTTRXQkV1MexNQ/edit?tab=t.0

  • My business almost died

    “It’s not an experiment if you know it’s going to work.” – Jeff Bezos


    Almost nobody knows this…

    ​But in 2017, my seven year old business, EGTBasketball, almost died.

    We’d held the top spot in the industry for over half a decade, and generated 7-figures a year since my early 20’s…

    …And now, suddenly, we were bleeding out.

    It was my fault.​

    ​I brought in a business partner I didn’t need, gave him way too much control, way too soon, and then took my eye off the ball while he sunk half a million into a project that generated no additional revenue, but added five-figures to our monthly expenses.

    Fxck.

    In my defense, I was busy with a full-time job of traveling, partying, and chasing girls.

    And there was only so much time in the day for things like, you know, “working.”

    But by the time I sobered up and splashed some cold water on my face, it was too late.

    ​The business was fully underwater, and sinking fast.

    ​And I didn’t know how to save it.

    I tried everything I could think of:

    We launched new products, but our list was burnt out and sales barely even covered our costs.

    We increased ad spend, but cash was running dry and the leads didn’t convert fast enough.

    So we posted more content.

    Ran more sales.

    Tested new funnels.

    Renegotiated contracts.

    And ruthlessly cut every non-essential expense on our P&L.

    It felt like fighting quicksand; the harder we struggled, the faster we sunk.

    By early December, I wasn’t sure if we were going to make it — or, what would remain of the business, if we did.

    ​Then, one morning, I woke up with an idea.

    ​It was a random idea, and probably wouldn’t work…

    But what the hell what do I even have to lose at this point?

    (besides my business, my livelihood, my dignity, that sort of stuff)

    So I rolled over, grabbed my phone, opened Slack, and sent a message to Joe, our media buyer:

    “Hey, let’s run the video on our homepage as a YouTube ad. Prolly won’t work but test a few grand and see what happens.”

    “On it.”

    ​Then I forgot all about it.

    ​Three days later, I got a Slack notification:

    “Dude, you gotta see this…”
    ​​
    The video — a random video that wasn’t even meant to be an ad — was taking off like a rocket.

    Joe had already scaled it past $3000 a day in ad spend, profitably, and it was bringing in 1000 new YouTube subscribers per day as a bonus.

    The business turned around overnight.

    We hit the gas and ripped a past 7-figures again, on route to our biggest year ever in 2018.

    ​All because of a random idea I almost didn’t try because I didn’t think it would work.

    ​Business is fxcking weird, man.

    It obeys different laws of physics, and defies every rule we’ve been taught to follow.

    Like, for example, effort in = results out.

    We expect progress to be linear:

    Work → reward → work → reward → work → reward.

    When in reality, progress looks more like:

    Work → work → work → work → work…

    (bang your head against a wall → almost give up → wonder if you’re delusional → consider packing it in and applying for a job at Chipotle)

    …work → work → wake up one morning and realize, holy sh*t, something’s actually happening.

    ​If you look, you’ll see this pattern everywhere:

    ​The YouTube channel that struggles for months until a random video goes viral.

    The brand that tests a new funnel structure and doubles conversion overnight.

    The software that adds an experimental feature that becomes their entire product.

    (IG started as a location check-in app, until they added a “minor” photo-sharing feature)

    Even Hormozi was about to go bankrupt before a random client begged him for coaching, and accidentally created GymLaunch.

    ​I could go on and on.

    ​The point is:

    If you expect your business to grow in a nice straight line, all neat and tidy, where every ounce of progress creates an ounce of result…

    You’re going to jump off the roof.

    And, if you sit around waiting until the “perfect” idea comes to you…

    You’ll be sitting there ‘till you realize it’s too late, your window of opportunity has closed, and Chipotle isn’t even hiring anymore.

    But if you enter the arena expecting to throw a hundred, or a thousand, or as many punches as it takes to finally land that big haymaker…

    ​…Then dammit you’re gonna land that thing, and it’s gonna be glorious.

    ​Remember:

    Business is not linear.

    We don’t get paid by the hour.

    We get paid when we’ve worked so many hours without getting paid that we finally reach the magical, life-changing hour it all starts paying off, and then some.

    ​And then we keep working.

    ​- T

    ​P.S. A long-time coaching client of mine, the late Ben Bader, made a video about this phenomena that I absolutely love.

    ​Check it out here if you’re interested.​

    ​(Ben was one of a kind)

    “Realize that sleeping on a futon when you’re 30 is not the worst thing. You know what’s worse, sleeping in a king bed next to a wife you’re not really in love with but for some reason you married, and you got a couple kids, and you got a job you hate. You’ll be laying there fantasizing about sleeping on a futon. There’s no risk when you go after a dream. There’s a tremendous amount to risk to playing it safe.” – Bill Burr



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  • Consciousness & the nature of reality

    I almost didn’t post this video.

    Actually that’s not true:

    I almost posted it, then didn’t, then almost posted it again, then didn’t.

    But a few minutes ago I said fxck it, let it fly.

    The clip comes from a fan-favorite session we held at our retreat last summer, on:

    Consciousness & the nature of reality.

    After 11 years of training in plant medicine and the internal arts, I have a lot to say on the topic.

    But I rarely talk about it, because only a small segment of my audience is interested.

    So if you’re one of the rare and weird few who’s into this stuff, salute:

    This one’s for you.

    – T

    P.S. If you want to see more of this type of material, hit reply or drop a comment to let me know.

    We have tons of clips in the vault I’ve never released on spirituality, consciousness, reality, and all sorts of wild and whacky sh*t that melts most people’s minds.

    If there’s enough interest I’ll drop a few more.






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  • Psychobabble

    “I’m tired, boss. Tired of being on the road, lonely as a sparrow in the rain. I’m tired of never having a buddy to be with, or tell me where we’s coming from or going to, or why. Mostly I’m tired of people being ugly to each other.”

    And from the wise words of John Coffey, The Green Mile…

    I agree.

    Stepping away from the internet for a few weeks really does a number on you.

    People talking about dopamine detoxes? Sure this helps massively but what they don’t mention is that you look around in the real world and compare things to online (really compare it) and it’s like night and day in terms of comparison.

    And the people being ugly to each other is massively amplified and I mean massively.

    Was I part of the problem? Hell yeah. Some days I was the whole problem (and when it comes to bullying the AI nerds, that’ll always be the case) but in general. I was 100% ugly to people in a lot of cases. Was I too reactive? Definitely.

    I think that’s where we all get stuck. We react to a lot things, mainly cause there’s a lot of things to react to.

    Which on paper sounds really fucking dumb, but it’s true.

    But where do we go from there? Do we all get together in person and snort a massive line of empathy together? (That would probably work) although it’s not practical.

    Although what we can start doing more actively, is stop reacting to everything that happens online, even if we are online.

    There’s a time and a place to unleash pure wrath on someone/thing but holding your breath or your fingers before you go wild is the next best thing.

    (If you’re seeing someone getting dog piled, who can’t defend themselves. By all means step in)

    But if you’re just watching and seeing things unfold. Sitting back and having a little bit more patience and understanding is key.

    I’m also definitely not saying that you should give up standing up for what you believe in. All I’m saying is that watch how everything is unfolding online before you chime in. Think and sleep on it and more often than not, when you’ve done that. It works like magic. You’ll notice that your genuine intent for not giving a fuck really kicks in.

    Let the rage baiters and political turds keep being ugly to each other, while we sit back and watch it burn a little before offering valid ideas/critiques (And only in circumstances that are justified do we crucify and go full metal jacket on them)

    I’ve found just being me. Writing words and working on cool shit keeps me at bay from all of the psychobabble online.

    Stephen Walker.

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    Stephen Walker, Unit 146317, PO Box 7169, Poole, BH15 9EL, United Kingdom

  • sorry I vanished

    …but I’m back and want to hear everything.

    Hey…

    I know I should’ve told you I was vanishing for a short while, but honestly, I didn’t plan it. One day I just looked at my screen and felt this overwhelming urge to throw my computer into the nearest body of water.

    So I did the next best thing.

    I went completely offline for three weeks.

    No social media. No email. No content creation. No endless scrolling through other people’s thoughts about other people’s thoughts. Just me, some books, a lot of staring at walls, and the increasingly foreign concept of being genuinely bored. Oh and a metric shit tonne of caffeine.

    It was exactly what I didn’t know I needed funnily enough.

    The first few days are brutal. Your brain keeps reaching for that dopamine hit that comes from notifications, likes, comments, the constant stream of external validation that we’ve all become addicted to without realising it.

    Then something interesting happens around day four or five. The mental chatter starts to settle. You stop thinking in tweet sized chunks. Your attention span remembers how to focus on one thing for longer than thirty seconds. You start having thoughts that haven’t been influenced by whatever controversy is trending this week. (god damn rage baiters, uninstalling the twitter app off my phone was honestly one of the best things.)

    By week two, I was actually thinking original thoughts again instead of just reacting to other people’s content. I was asking myself questions I’d been too distracted to ask: What do I actually want to create? What problems am I genuinely passionate about solving? (yes I used the word passionate. BITE ME) What would I write about if I wasn’t trying to optimise for engagement?

    The boredom was a crucial step. We’ve become so afraid of being unstimulated that we never give our brains the space to wander, to make unexpected connections, to stumble across ideas that only emerge in the quiet moments between clacking away on the keyboard or at our phones.

    I sat with that boredom until it turned into clarity. And while it was difficult to figure out. Lots of false starts, circular thinking, and moments of “what the hell am I even doing with my life”, the little hiatus was completely worth it.

    I came back with a clearer sense of direction, renewed energy which is wild cause I generally have so much energy anyways, and a much healthier relationship with the online world that had been slowly consuming my mental bandwidth.

    But with all that being said. Thank you to everyone who emailed and checked in to see if I was still alive. Seriously, it means more than you know. Getting those “where the hell did you go?” messages reminded me that there are real humans on the other side of this screen, people who actually give a shit about more than just consuming content.

    Now I want to hear from you. While I was off having my detox revelation, you were all living your actual lives, and I’m genuinely curious…

    Did you survive without me? (lol, but also genuinely, did you miss these emails or were you secretly relieved to have one less thing in your inbox?)

    What wins did you have? Big or small, I want to hear about the things that went right. The projects you finished, the conversations that mattered, the moments when you felt like you were actually getting somewhere.

    What shit punched you in the face? What kicked your ass? What problems are you wrestling with? What’s keeping you up at night or making you question everything?

    Have you watched or read anything new and interesting? I’m always looking for recommendations, especially for things that make you think differently or see the world from a new angle. I did manage to binge Mayor of Kingstown and man, that was mental.

    Hit reply and tell me what I missed. As always. I reply to everyone I can. One of the benefits of taking a break is remembering that conversations are more valuable than constantly blasting stuff out into the internet.

    Good to be back.

    Stephen Walker.

    P.S. All will slowly be revealed in time.

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    Stephen Walker, Unit 146317, PO Box 7169, Poole, BH15 9EL, United Kingdom

  • Today, I’m going to read your mind.

    Today, I’m going to read your mind.

    ​And your job is to not let me.

    Up for the challenge?

    If you just answered yes, the game has already begun — and you’re already a step behind.

    But let’s continue, because we both know you can do better than that.

    After all, you’ve always known you can do better.

    You know you’re capable of far more than you’ve been showing; your results are nowhere near your full potential.

    And yet, you watch hundreds — thousands — of others succeeding, while you fall further behind.

    ​You can hear the clock ticking.​

    You can see the window of opportunity closing.

    And there are moments, when you’re tossing in bed at night, when doubt creeps in and nearly overcomes you before you wrestle it back down into the shadows of your mind and tell yourself:

    No — it’s just a matter of time.

    As soon as that last missing piece falls into place, all the doubt and confusion and frustration will resolve into clarity, and this dream will finally begin to become a reality.

    It will, because it has to.

    An average, default life is the one thing you will never accept, never tolerate, and never, ever settle for.

    And you are willing to do whatever it takes — whatever it takes — to make sure that never happens.

    I know you are.

    ​Because, like I said, I’m reading your mind.

    ​How, you ask?

    Voodoo, you say?

    Yes, I reply.

    An ancient voodoo, in fact, that the old masters once called:

    ​Psychology (sy-kol-oh-gee)

    This dark art — “psychology” — has long been forgotten in modern times…

    Buried under sophisticated modern strategies like placing emojis in subject lines and Lamborghinis in thumbnails.

    And yet, the power of “psychology” lives on…

    Granting the blessings of rapid growth and brand magnetism to any founder daring enough to sit down with a cup of coffee and an empty Notion document and actually think deeply about their audience’s inner experience.

    ​That’s the key word — inner.
    ​​
    Not just their problems and goals, but their thoughts and emotions about those problems and goals.

    In this particular case, it was easy:

    All I did was think about my own inner experience growing my first business; the pressure, the doubt, the sense that I was capable of more, and all the nights I lay awake wondering if I’d ever make it.

    That’s the stuff nobody talks about, but everyone struggles with.

    That’s the stuff that moves people.

    (and, importantly, allows you to actually help them — because you can only help someone once you understand what they’re actually going through)

    Apply to your copy, your content, your outreach, your ads, and, if you’re feeling extra spicy, your girlfriend.

    Really. She’ll love you for it.

    • T

      ​P.S. Nuclear-grade technique:

      Describe your customer avatar to Claude, in detail, and then ask it to write a 5 paragraph inner dialogue in their voice — before, during, and after using your product or service.

      (yes, it also works for girlfriends)

    “When a person realizes he has been deeply heard, his eyes moisten. It is as though he were saying: Thank God, somebody heard me. Someone knows what it’s like to be me.” – Carl Rogers




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  • Dude, I think I’m broken

    “It is remarkable how much long-term advantage people like us have gotten by trying to be consistently not stupid, instead of trying to be very intelligent.” – Charlie Munger

    One of my childhood friends, we’ll call him DJ, is the most charismatic person I’ve ever met.

    True story:

    He once took a bubble bath, with the door wide open, in the middle of a house party.

    He didn’t come out for like three hours.

    He just sat ass-naked in that tub, playing with a rubber duck and singing songs at the top of his lungs to anyone who walked by.

    Anyway, I’ve never met a single person who doesn’t love DJ.

    Which is why I was so shocked, a few years ago, when he told me he’d developed crippling social anxiety.

    “I don’t know what’s wrong with me, man. When I go into work I’m terrified to talk to my employees, so I just sit alone in my office and avoid people.”

    At first I thought he was fucking with me, but the look in his eyes was sincere.

    “I feel like something’s broken. I never used to get anxious about anything. Now I’m anxious all the time.”

    So we started brainstorming solutions…

    Everything from medication to herbal supplements to resolving a hidden childhood trauma he doesn’t actually have.

    Then a random thought floated through my mind:

    “DJ, how much coffee are you drinking?”

    “Oh, I dunno. Like six or seven cups.”

    “A day? Are you fxcking kidding me?”

    “Is that bad?”

    “Yeah bro.”

    “You think that could be the problem?”

    “Yeah, bro.”

    So DJ decides to cut back to one coffee a day.

    A week later he texts me:

    “Oh my god I feel so much better. I haven’t had anxiety all week.”

    Moral of the story, DJ wasn’t broken.

    He was just being an idiot.

    And thankfully, that’s the case with most of our problems:

    They’re rarely as daunting as they feel, and the solutions are usually much simpler than we think.

    Our lack of motivation, for example, rarely comes from a deep-rooted character defect…

    …It usually just comes from doom scrolling, video games and wanking too much.

    Our self-doubt rarely comes from an incurable trauma we’ve been repressing our entire lives…

    …It usually just comes from repeatedly breaking promises to ourselves and failing to do what we told ourselves we would do.

    And our inability to focus rarely comes from a legitimate psychological condition that requires medication to fix…

    …It usually just comes from too much coffee and red bull and Zyn and weed and processed sugar and brain rot content and creeping baddies on TikTok when you should be working and most of your other favorite things that don’t feel nearly as good as your dopamine-drunk brain tricks you into believing they will.

    Of course, there are exceptions:

    Legitimate traumas and psychological illnesses absolutely exist.

    But they are far, far rarer than the simple, easy-to-solve problems we inflict on ourselves by doing the obvious wrong thing instead of the obvious right thing, over and over again.

    So if you feel broken, chances are:

    You’re not.

    And the solution, thankfully, is much simpler than you think.

    • T

    P.S. This track is the solution.​

    “There is not one big cosmic meaning for all, there is only the meaning we each give to our life, an individual meaning, an individual plot, like an individual novel, a book for each person.” – Anais Nin

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  • Armchair psychologists who can dish it but can’t take it

    Nothing cracks me up more than watching someone try to psychoanalyse you out of your own position, then immediately fold like a cheap suit the moment you push back.

    You post something with clear reasoning. You explain your stance. You lay out exactly why you believe what you believe. Then some armchair social media psychologist shows up in your reply like they just discovered Freud, ready to explain to you why you’re wrong about your own thoughts.

    “Actually, what you’re really saying is…” No, what I’m really saying is exactly what I fucking said.

    “I think you’re just projecting because…” I think you’re just desperate to sound smart by diagnosing strangers on the internet.

    “Have you considered that maybe you feel this way because…” Have you considered that maybe I feel this way because I have a functioning brain and came to a reasoned conclusion?

    These people love playing therapist until someone turns the analytical lens back on them. They’ll spend paragraphs dissecting your motivations, questioning your reasoning, and explaining why you’re clearly suffering from some cognitive bias or emotional hangup.

    But the second you call out their bullshit? The second you point out that maybe their need to constantly correct and analyse others says something about their own insecurities?

    “Thank you for pointing that out. I won’t make that mistake again and will keep my comments to myself or people who are interested to hear them.”

    Suddenly they’re all humble and reflective. Suddenly they realise that maybe, just maybe, unsolicited psychological analysis isn’t welcome. Suddenly they understand that not every opinion needs their expert commentary.

    Where was all that self awareness when they were trying to explain to you why you don’t actually believe what you clearly stated you believe?

    It’s the intellectual equivalent of being a tough guy until someone actually steps up to fight.

    All that confidence evaporates the moment they encounter someone who won’t just accept their amateur psychology session lying down.

    The best part is how they frame their retreat as some kind of enlightened realisation, like they’re taking the high road by shutting up. “I’ll keep my comments to myself” sounds so noble, so mature, so evolved.

    What it really means is:

    “I can’t handle having my own behaviuor scrutinised the way I was scrutinising yours, so I’m going to act like I’m being considerate while actually just running away from the confrontation I started.”

    Here’s a wild and radical idea…

    Maybe people are capable of understanding their own positions. Maybe when someone explains their reasoning clearly, you don’t need to dig deeper for hidden psychological motivations. Maybe not every disagreement is an opportunity to practice your internet psychology degree.

    And if you’re going to dish out analysis, learn to take it. If you’re going to question other people’s reasoning, be prepared to have your own reasoning questioned. If you’re going to play therapist, don’t cry when someone turns the session around on you.

    The internet doesn’t need more amateur psychologists. It needs more people who can engage with ideas without trying to psychoanalyse the person behind them.

    Save the couch sessions for people who actually asked for them.

    And with all that being said.

    Pick up this absolute gem and never lose an argument again

    Stephen Walker.

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    Stephen Walker, Unit 146317, PO Box 7169, Poole, BH15 9EL, United Kingdom

  • You’re a poly what?

    I recently discovered I’m a polymath, and suddenly my entire life kinda makes a little more sense.

    Not the scattered, unfocused, “jack of all trades, master of none” bullshit I’ve been telling myself for years. An actual polymath. Someone whose brain is wired to excel across multiple unrelated disciplines, to see connections others miss, to get bored with specialisation and crave intellectual diversity. Which probably goes hand in hand with the variety of topics I write about in my emails, and how I somehow tie them together in one way or the other…

    Crazy thing is for over a decade…

    I thought something was wrong with me. Why couldn’t I just pick one thing and stick with it? Why did I get restless after mastering a skill? Why was I constantly jumping between interests that had nothing to do with each other?

    Turns out, that’s how a polymath and their brains work.

    While everyone else is told to “find their niche” and “become an expert in one area,” polymaths are over here connecting dots across completely different fields, synthesising knowledge in ways that create breakthrough insights, and getting labelled as unfocused because we refuse to limit ourselves to one domain.

    The world needs specialists, sure. But it also desperately needs people who can think across boundaries, who can apply principles from one field to solve problems in another, who can see the bigger picture that emerges when you zoom out far enough.

    And so when I have a little catch up with a friend of mine whose well versed and educated in all of this neurological / brain fuckery stuff.

    They asked a few questions:

    Do you get genuinely excited about learning things that have nothing to do with your “main” area of expertise?

    Not just casually interested but genuinely excited. The kind of excitement where you lose track of time researching Byzantine history even though you’re supposedly a marketing consultant, or you find yourself deep in quantum physics videos when you’re actually a graphic designer.

    Do you see patterns and connections between completely unrelated fields that others seem to miss?

    You read about game theory and immediately see how it applies to parenting. You learn about jazz improvisation and realise it’s the same principle your favourite entrepreneur uses to build businesses. Your brain naturally builds bridges between islands of knowledge and you wake up with more ideas than what you did just before you went to sleep.

    Do you get bored once you’ve achieved competency in something, even if you’re not yet an “expert”?

    You learn enough about photography to take decent photos, then suddenly you’re interested in learning Portuguese. You get good enough at coding to build functional websites, then you pivot to studying behavioural psychology. Mastery feels less important than exploration.

    Do people tell you that you “know a little bit about everything” or ask how you know so much about random topics?

    Your conversations jump from cryptocurrency to medieval architecture to cognitive bias research, and people either find it fascinating or completely overwhelming. You’re the person others come to when they need information about something obscure.

    Need to figure out the best time of the year to do some underwater basket weaving? I gotchu…

    Do you feel like traditional career advice doesn’t apply to you because you can’t imagine doing just one thing forever?

    “Find your passion” makes you laugh because you have seventeen passions. “Become an expert” feels limiting. “Stay in your lane” sounds like a death sentence. You’d rather be a generalist who can contribute across multiple domains than a specialist trapped in one.

    If you answered yes to most of these, congratulations… You’re probably a polymath. And that means you need to stop apologising for your diverse interests and lean into them some more.

    The future belongs to people who can think across disciplines, especially with the way AI is being force fed into our lives.

    Nobody learns and studies anything outside of this massive wall of technological bullshit been directly drip fed into our brain meat via social media.

    Stephen Walker.

    P.S. Peter Hollins wrote a pretty insightful book on being a Polymath and if you’re like me who will obviously go down these rabbit holes. Pick it up and be welcomed into polymath club. It’s not as fun as fight club, but hey. This is brain stuff.

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    Stephen Walker, Unit 146317, PO Box 7169, Poole, BH15 9EL, United Kingdom

  • Beware the chick with dreadlocks

    “I don’t know where we’re going, but I know exactly how to get there.” – Boyd Varty

    Random thought…

    You know how, when people use words like universe and energy, they usually sound like they sell crystals out of a van?

    I agree.

    But you know who else uses those words?

    Scientists.

    Not sure what my point is, but hopefully I’ll find one somewhere in this email.

    On to business…

    Last time we spoke, I shared a story about a friend who took his e-com business from 45k/mo to 3M/mo in less than a year.

    But what I didn’t share is this:

    He never would have stumbled into that business unless he’d built the wrong business first.

    True story:

    Six months before he partnered with that e-com company, he began building an info business.

    He built a funnel, launched an offer, even wrote a damn book.

    Then — and here’s where it gets really interesting — he dove head first into learning Meta ads.

    The whole process was a bit of a bitch, but it did two very important things:

    It made him realize that he actually kind of hates running info businesses.
    It made him very, very good at Meta ads.

    So good that he started experimenting with running Meta ads for his buddy’s e-com business, just for giggles.

    Next thing he knew, the e-com business exploded and he was signing partnership papers.

    Bye bye info business he hated, hello rocket ship to the moon.

    The point (I actually have one this time) is:

    If he’d farted around waiting for lightning to strike and the Muse to come knock on his window and tell him he was destined for e-com, none of this ever would have happened.

    It was the info business that led him to learning Meta ads, that led him to the e-com company, that led him to, very possibly, an 8-figure exit and generational wealth a few years from now.

    Too often, fear of taking the wrong path is what prevents us from finding the right one.

    And so we stay frozen in paralysis, tying our mind in knots, terrified of taking a wrong turn…

    …Not realizing that the wrong turn is the very side-street where the chick with dreadlocks is parked, selling crystals that manifest an energy of universal abundance.

    And if we cover our nose and keep walking, that side-street might just open up into the path we’ve been looking for all along.

    That’s the beautiful thing about business:

    You’re allowed to take as many wrong turns as needed.

    And it only takes one right turn to make it all worth it.

    • T

    P.S. Yesterday, I released a new masterclass-length YouTube video on:

    ​A 2500 Year-Old Map Of Human Potential​

    This is one of the most uniquely powerful tools I’ve ever studied, and can help you answer questions about yourself you may not even know you had.

    Give it a watch or listen this weekend.

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  • Permission to be human this weekend

    I’m taking the weekend off to binge Mayor of Kingstown and catch up on the books that have been giving me dirty looks from my bookshelf.

    No content creation. No strategic networking. No optimising my morning routine with kale and room temperature water or measuring my productivity metrics and all of that bullshit that doesn’t matter…

    Just Jeremy Renner dealing with small town corruption and whatever wisdom is hiding between the pages I’ve been too “busy” to read.

    You don’t have to be always on 24/7. The hustle culture gurus who tell you that weekends are for closers can fuck right off.

    Your brain needs downtime. Your soul needs entertainment that serves no purpose other than enjoyment.

    You’re not being lazy if you rest and if you have a day or two of binge watching, it doesn’t mean you’re a failure and lastly…

    Reading fiction isn’t a waste of time. It’s fun stuff. You don’t have to be fully sucked into personal development books and business biographies etc.

    Do the fun stuff or you will burn out.

    Stephen Walker.

    P.S. I watched the first episode of Mayor of Kingstown and I’m pretty annoyed that series went right under my radar. Check out the trailer and see if it’s something you can dig.

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    Stephen Walker, Unit 146317, PO Box 7169, Poole, BH15 9EL, United Kingdom

  • Ads are a brain parasite and you’re the host.

    Strap in. Buckle your seatbelts. Duct tape your frontal lobe to the dashboard because we’re going on a RIDE through the screaming neon hellscape of advertising, and I promise you, you’re not gonna like what you find when we get there.

    So.

    I’m on Twitter today. The hell bird site. The dumpster fire that Elon turned into a dumpster fire INSIDE another dumpster fire, like some kind of flaming garbage matryoshka doll. And somebody, some absolute walnut posts that ads don’t work anymore.

    Ads don’t work anymore.

    ADS DON’T WORK ANYMORE.

    Let me just sit with that for a second. Let me marinate in the sheer audacity of that statement like a steak soaking in its own wrong juices.

    Now, on that particular platform, you’ve got two options when you encounter a take this catastrophically stupid.

    Option A: it’s rage bait, carefully engineered to make your blood pressure spike so the algorithm gets its little dopamine cookie.

    Option B: this person has the critical thinking skills of a concussed goldfish.

    I almost always go with Option B.

    Because here’s the thing. HERE’S THE GODDAMN THING. [Deep breath]

    Ads work. Ads have always worked. Ads will work long after the sun swallows this rock and cockroaches are buying branded survival gear from each other. Ads work like gravity works. Quietly and constantly. WHETHER YOU BELIEVE IN THEM OR NOT.

    And this is why…

    You see a Nike ad. You, the big smart genius with your big smart genius brain, you look at that swoosh and those impossibly attractive humans running through rain slicked streets at golden hour and you think… “Pfft. I’m not some rube. I know that a pair of overpriced shoes isn’t going to make me faster. I am IMMUNE to this sorcery.”

    You scroll past a BMW ad all sleek lines and mountain roads and that fetishistic close up of the gear shift like it’s automotive pornography and you smugly tell yourself… “I don’t need a German land yacht to feel successful, THANK you very much.”

    You see a skincare ad and you snort. You literally snort. Because you KNOW that no cream on this or any other planet is going to Ctrl+Z the relentless meat decay of aging.

    And you feel so smart. So bulletproof. So gloriously above it all.

    But…

    YOU ARE LOOKING AT IT ALL WRONG.

    Here’s where I need you to lean in. Get close to the screen. Closer. No, CLOSER. I want to see your pores.

    They’re not selling you shoes. They’re not selling you cars. They’re not selling you age defying face goop/jizz. They are selling you a STORY. They are selling you a reflection in a mirror that doesn’t exist yet. They are selling you the beautiful, shimmering, intoxicating idea of who you could become if you just JUST opened your wallet and let the moths fly out toward the light.

    Now you might be sitting there thinking, “Okay, Captain Obvious called and he wants his epaulettes back.”

    And yeah. Fine. Maybe you know this. You’re HERE, after all, reading this unhinged wall of text instead of doing something productive with your life. You’re not like THOSE smart people. The ones who read one marketing thread and think they’ve achieved enlightenment. No. You’re a BETTER breed of smart person. You’ve chosen to wade into THIS particular swamp. Congratulations. Your taste in content is as impeccable as it is questionable.

    ANYWHO.

    Let’s crack this egg open and see what kind of monster crawls out…

    BMW.

    What does BMW sell? WHAT DOES BMW SELL?

    They sell the idea that you are a person of REFINED TASTE. A person who appreciates PRECISION ENGINEERING. A person who has clawed their way up the success ladder far enough to afford a car that costs more than some people’s houses. The car that sleek, overengineered, turn-signal-allergic Teutonic bullet, is just the physical manifestation of an identity you want to crawl inside and zip up like a skin suit.

    You’re buying a CHARACTER in a story you’re writing about yourself. Chapter One: I Have Arrived. Chapter Two: I Have Arrived In Something German.

    (And for the LOVE OF ALL THINGS HOLY, for the love of every god, goddess, deity, spirit animal, and cosmic force that has ever existed or been invented, if you buy a BMW, LEARN TO USE THE TURN SIGNAL. It’s RIGHT THERE. It’s a LEVER. You push it UP or DOWN. Toddlers could do it. TODDLERS. The engineers at BMW put it there FOR A REASON and that reason is so the rest of us don’t have to develop psychic powers to figure out what the hell you’re doing on the highway)

    [Blatant Pitch to go join my little group-y group because social media platforms are ass and I’ll be sending out tidied up words and stuff there cause my google docs is starting to look like a warzone]

    I’ll finish the other section of this email tomorrow cause I’m about to pass out from sleep deprivation.

    Stephen Walker.

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    Stephen Walker, Unit 146317, PO Box 7169, Poole, BH15 9EL, United Kingdom

  • Big Bad Bully Club

    This week has been pile on city, and I’m watching people I used to respect turn into schoolyard bullies with blue checkmarks and LinkedIn profiles.

    Everyone’s got a take. Everyone’s got an opinion. Everyone’s got their pitchforks sharpened and ready to go after whoever’s been designated as today’s main character.

    It’s like the entire internet decided to cosplay as a medieval mob, except instead of torches they’re wielding half baked we’re inclusive posts and righteously indignant selfies to “press the issue” or funnel people into their offers…

    And the worst part? Half these people aren’t even genuinely outraged. They’re just desperate for engagement because they can’t figure out how to actually market themselves, so they’ve turned moral grandstanding into their personal brand strategy.

    I mean I guess I can say that I’ve seen it all, but then shit like this happens and they’re just out crawling over the internet yet again. Then I get a gentle reminder that the social media world is filled with garbage humans in spaces that used to be genuinely great.

    “Yaaasss Queen” responses in the comments have become the new currency of social media validation.

    People aren’t taking stands because they believe in something…

    The stands are there because it gets them likes, shares, and that sweet dopamine hit of feeling morally superior to someone else, while still preaching moral superiority and inclusivity lol.

    It’s honestly just virtue signalling used as a marketing tactic and it’s going to be in one of their next $997 influencer courses [Barf]

    We’re in 2026, and somehow people have gotten worse at being human, not better.

    You’d think after everything we’ve been through. Pandemics, economic chaos, political insanity, that we’d have learned some basic lessons about empathy, nuance, and not being complete assholes to each other online.

    But no. Instead, we’ve gotten more tribal, more performative, more eager to destroy someone’s life over a poorly worded tweet, post or an out-of-context video clip.

    The pile-on mentality has become so normalised that people genuinely think they’re doing good work when they join the mob.

    It’s like the movie Bloodsport except it’s for all of these scumbags on social media.

    On top of that. Everyone’s got their pet GPT writing their outrage takes now, so even the moral indignation isn’t authentic anymore. It’s algorithmically optimised virtue signalling, perfectly crafted to maximise engagement while saying absolutely nothing meaningful at all.

    The wild thing is. Most of these people would never have the balls to say this shit to someone’s face. But put them behind a screen with an audience of fellow bullies cheering them on, and suddenly they’re warriors for truth and justice.

    The internet has turned everyone into the worst version of themselves, and social media algorithms reward the worst behaviour. The more outrageous your take, the more engagement you get. The more you participate in pile-ons, the more the platform shows your content to other people who love a good public shaming.

    Never would I have seen people gamify cruelty…

    Oh? You’re an activist because of what you’re doing? (blow me)

    Maybe it’s time to log off and remember what it feels like to be a decent human being without an audience.

    Maybe it’s time to stop treating other people’s mistakes as content opportunities.

    Maybe it’s time to realise that the person you’re dunking on for internet points is an actual human being with feelings and a life that extends beyond whatever dumb thing they said online.

    But who am I kidding? Next week there’ll be a new target, a new pile-on, a new opportunity for everyone to perform their moral superiority for the cheap seats.

    2026 and we’re still just apes with smartphones throwing shit at each other for sport.

    People need to be better. Or at least try to be.

    Stephen Walker.

    P.S. This isn’t being pointed directly at anyone specifically but if you’ve been in the space the last week or so, you may know what’s going on…

    P.P.S. Haven’t used a good P.P.S. in a minute so click this link and join the escape hatch cause once I’ve finished up these files, I’m letting them fly…

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    Stephen Walker, Unit 146317, PO Box 7169, Poole, BH15 9EL, United Kingdom

  • What would Søren do?

    I spent another day unpacking old notebooks out of boxes.

    Went through an old diary that had notes from the time I was balls deep in the studying of Søren Kierkegaard.

    The quick skinny on the dude: “Søren Aabye Kierkegaard was a Danish theologian, philosopher, poet, social critic, and religious author who is widely considered to be the first existentialist philosopher.” via our lads at Wikipedia.

    Anyways.

    I’d recommend you pick up some of his work regardless of what it is you’re doing in life. The Concept Of Anxiety is a great read.

    But it leads me on to the next few points.

    Kierkegaard understood something about human suffering that most philosophers missed.

    Real pain isn’t in the big and dramatic moments. It’s in the quiet desperation of our mundane and ordinary life. Remember the last time you were struggling to hold it all together and you put on a brave smile while pretending everything is fine?

    I know he spent the majority of his life going toe to toe with anxiety, depression and what he called “The sickness unto death” (another excellent read btw) like you were a husk of a person. You’re alive but not really living. I’m sure if he was around today, watching people scroll through Instagram while their souls slowly disintegrated, he’d have some choice words…

    1) Stop trying to be like everyone else because it’s killing you.

    He called it “The Crowd” and he saw it as the greatest threat to human authenticity.

    Today’s version is social media lifestyle porn and the non stop pressure to optimise your life according to other people’s metrics and…

    If you’re not apart of their clique. You are quickly banished.

    You’re not supposed to have the same morning routine as some productivity guru. You’re not supposed to want the same things as the friends you went to school with and you’re definitely not supposed to live according to some random template some shitweasel designed.

    You feel the highest form of anxiety when you compare your life to others. It’s your soul telling you that you’ve been living someone’s life instead of your own.

    Becoming yourself is one of the hardest and most important type of work you could ever do. Screw success and being admired. Those things come later on. You need to become yourself.

    2) The only honest response is to embrace the absurdity.

    He understood that life doesn’t make any form of rational sense. You can’t logic your way out of existential anxiety. There aren’t any pills or potions that you can ingest to optimise meaning. You for sure as hell can’t productivity hack your way to happiness.

    Most people spend their lives trying to add everything up and to find some system or strat that’ll finally make life feel manageable. Kierkegaard would tell you to stop that shit.

    We look at uncertainty as problem to solve. Where it’s really just has having to accept the human condition as it is.

    He called it “The leap of faith” but it wasn’t necessarily religious at all. It’s recognising that at some point, you have to choose to live without having all the answers. You have to act without knowing if you’re making the right choice and you have to commit to something even though you can’t prove it’s worthwhile.

    3) Despair is your gift, so you best not waste it.

    I found this one the hardest to swallow. He saw despair as a necessary stage of human development. Yeah we might want to avoid it but that’s the part we need to power through. Don’t avoid it and don’t medicate through it. It’s something that has to be experienced fully and learned from.

    Authenticity emerges when your psyche starts to clean house.

    Most people try to escape despair by staying busy, staying distracted and staying numb. (Which is very easy to do in the scroll hole side of the internet now…) But you have to sit with it. Let it teach you what isn’t working. Let it burn away the false dreams and borrowed ambitions that were never really yours anyway.

    If you embrace despair it’ll end all the pretending, pretending will then fall to the way side and that’s when you’ll start to live.

    I’m fairly certain he never promised that life would get easier if you followed his advice. He did promise that it would get more real and if you’re tired of performing “happiness” while dying inside then I’m sure that’s worth hearing eh?

    We can take a break from trying to hold it all together and let ourselves fall apart. The great thing is that we can then build something true from the pieces.

    Sit with it and think about it…

    Stephen Walker.

    P.S. Don’t forget to grab one of his books and have a little deep dive.

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    Stephen Walker, Unit 146317, PO Box 7169, Poole, BH15 9EL, United Kingdom

  • One thing you you shouldn’t forget

    I can’t remember the saying but you’ve heard it before…

    Something something all work and no play makes you blah blah.

    It’s true. We’ve gotten to that point where we’re trying to just posture and pretend to the masses that we’re being so productive and business-like that we have to hustle and grind to be seen as successful.

    And if the AI bros can sell you some stupid AI tool that let’s you believe that you’re being more productive, when in actual fact you’re becoming dumber, while making yourself even busier because “But I can do so much more!” then well, I don’t know what to tell you…

    But you’ve been scammed.

    And so the one thing you shouldn’t forget it is to just have fun in life.

    Play is important. Disconnecting from this wild online space is important.

    My current situation, while managing to reach over and grab the ol’ computer to send this is: Pinned down between two dogs while we’re watching a movie.

    I’m dog sitting for some friends who just so happen to be stuck in a warmer place than England (Lucky shits)

    But the point is to just have a break from being chronically online.

    I’m having a break by doing some friends a solid and spending time with dogs because I’m a massive animal lover.

    The whole online space is mentally and physically exhausting because it feels like your whole life has to be on display.

    And if you want to see how I’m currently monitoring the situation. You can go and stalk the only social media platform I’m active on and that’s twitter…

    I’ve posted a few pics of me and the pooches over there and well, the couch is kinda under some sort of doggo-lockdown.

    Stephen Walker.

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    Stephen Walker, Unit 146317, PO Box 7169, Poole, BH15 9EL, United Kingdom

  • My man Wendig

    I wanted to write about this but my man Chuck Wendig put it out there before me.

    So grab a glass of water or whatever and have a quick read of his words below…

    “I wanna talk about Cameron’s The Terminator and Carpenter’s The Thing, but first, let’s get it out of the way —

    If you know anything at all about me in this Current Era, it is that I am vehemently opposed to generative AI. I do not use it. I will not use it. It does not exist for me in any form — the only “use” I had of it recently was writing my Vital Cat Update, which copied from Google’s search engine AI off its main search page. Otherwise, I don’t touch the stuff. I don’t even know how to access it. I couldn’t tell you how to use Chat GPT or Claude or any of that. My copy of Word is one with Copilot not inside it, and I had to change my subscription to get there. I turn off Apple Intelligence in every instance I can. I am against AI because it steals our work, which it then uses to steal our jobs, which it further uses to steal our water and our electricity.

    Which is to say, it is here to steal our future.

    So, I’m against it! It sucks moist open ass.

    But there’s a delightful (read: not at all delightful!!) new perniciousness afoot, and that requires us to talk a little about the novel Shy Girl, by an author who I won’t even name because whatever she did or did not do, I do not think directing theoretical harassment toward said author is really valuable, nor is it the point. The problem isn’t one book. The problem is the whole system.

    To keep it as brief as I can, what happened was, to my understanding:

    Shy Girl was a self-published novel. A horror novel. It came out a year or so ago, on its own, I think? It did well enough, I guess, though I don’t know that it set the world on fire — but somehow a publisher, Hachette, picked it up for traditional publication and it was to come out soon. Ten months ago, there appeared to be accusations that the book read like it was written by generative AI in whole or in part. Those conversations continued and appeared to boil over right around now-ish, and the current narrative is that the author did not herself use generative AI, but employed an editor who made changes to the book using generative AI, changes that the author did not — review? Did not catch? I don’t know for sure.

    Certainly some aspect of this may be wrong, or new details may come out, and if you have corrective details, please sling ’em in the comments below.

    That is the situation currently.

    To switch tracks a bit, though you’ll soon see (or already can predict) where this is going: I’ve in the last several months seen an uncomfortable number of instances, usually on Threads, where someone will look at a photograph or a video or a piece or art or graphic design and they will assert, with dogmatic certainty, that is AI.

    And sometimes, it is, or appears to be.

    And other times, it definitely isn’t.

    I’ve seen people look at a beautiful, very real but also very-processed photo, and say with their whole chest, that shit is AI, and sometimes that’s started a small little avalanche of people asserting similarly. And in more than one instance, I’ve seen the creator come back and post how that photo predates the current generation of gen-AI — it’s just a photo that looks either really good because of Lightroom or really overprocessed because someone wanted a slick HDR effect, or whatever.

    This has also happened with writing.

    It started with the emdash.

    It was asserted, with Great Authority, that emdash use was a strong signifier of a piece of writing being AI.

    The artbarf robots, they said, love that little emdash sumbitch so much, so so much, that they just can’t help themselves.

    Needless to say, that made my bowels go to ice water because —

    Holy shit, I love the emdash, too.

    In fact, most Current Era writers I know love love love a fucking emdash.

    But instead of making me sympathetic toward the artbarf robots — “Aww, it loves the same things I do!” — it only made me hate the artbarf robots more, because the reason the piece-of-shit AI loves an emdash is because it stole all our work, and all our work features a lot of goddamn emdashes.

    It doesn’t use emdashes.

    We use emdashes, and it stole our work and then mimics us.

    Emdashes and all.

    So now, with Shy Girl, what do I see?

    I see some folks putting forth the “signs” that told them that Shy Girl was very obviously AI-written, and those signs include a number of stylistic choices.

    And when I say stylistic choices, they are not choices that generative AI made, because generative AI doesn’t make choices. It just eats and regurgitates.

    We make choices, as authors. Narrative ones, stylistic ones, and so forth.

    But this list of signs and symptoms and AI portents included stylistic choices that I myself absolutely one hundred percent make. Same as the emdash. I’ve seen people say that AI loves metaphors, AI loves certain kinds of repetition, it loves adjectives no wait it loves adverbs no wait it loves alliteration no wait–

    Of course, again, as with choices, AI doesn’t love a fucking thing, because AI isn’t alive, it isn’t intelligent, it isn’t aware. The key word is always artificial. It fakes it. It fakes choices. It fakes preferences. It fakes love. And it is able to fake it because it stole those choices and preferences from us.

    I saw The Terminator last night on the big screen. I’ve seen it before, obviously — seen it many, many times. Seen all of them! Even the stinky ones. But I think this was my first seeing that one on the big screen. (It’s of course excellent, if occasionally a little corny and showing its age.)

    But one place where it isn’t showing its age is how it still issues a sharp warning about AI — it’s long been held as a kind of bellwether for that particular threat, right? It’s an early iteration of the Torment Nexus meme. That warning has told us, hey, AI is going to get smart, get mean, it’s going to inhabit robots who want to kill us, it’s going to tangle itself up in our systems and decide that we’re a threat and drop a batch of nukes on our heads.

    But I think one of the warnings in the movie(s) didn’t really register for me back then, but it damn sure registers now —

    What happens in the movie? The AI is going to pretend to be us, and it’s going to be get harder and harder to tell the difference. It’s going to wear our faces. Only dogs will be able to sniff it out. It can steal our voices — so when we call home to talk to Mom, maybe the Mom we think we’re talking to us actually dead, and it’s a soulless Cyberdene drone on the other end there.

    That makes me think of John Carpenter’s The Thing, because it, too, understands that same threat, but worse — it understands the fear of being amongst your people except one of those people isn’t your people. Ohhh, no. It’s an Impostor, an alien being clothed in the raiment of your friend’s flesh, and soon you’ll be paranoid about who is alien and who is human, and you’ll have to work very hard to find a way to figure out just who is who — all that without accidentally killing a friend, or failing to kill the thing that wants to eat your face and then wear it.

    Sound familiar?

    The AI — artistically! — is us.

    It steals our artistic skin.

    It wears it, pretends to be us.

    And it gets harder and harder to tell what’s us, and what’s it.

    I’ve long said that one of the threats of AI is that it damages the fidelity of our information. Of truth and reality itself! It’s not just that it pumps out misinformation and disinformation — digital illusion and virtual legerdemain! — but rather that its mere existence makes it harder and harder to tell what is truth and what is fiction.

    And we’re seeing that now with Shy Girl.

    We’re seeing it with photos and videos and artwork.

    People are right to hate AI — and the pernicious, insidious presence of AI has made them like the men trapped in that Antarctic base.

    They are paranoid that it’s everywhere.

    Because, ostensibly, it is. Or they (they being the techbros who are really the man behind the wizard curtain) want it to be. And it has a deleterious, corrosive effect on all that we do and all that we see. It’s like Paramount taking over CBS, or Musk taking over Twitter — it doesn’t matter that it becomes successful, it just matters that they ruin the ability to disseminate good information. To ruin truth.

    So, what the fuck do we do about all this?

    I have no idea. I mean, the obvious thing on the face of it is to keep your own garden free of it. Pledge to use no AI. In all the ways you can avoid it? Avoid it. But that won’t stop someone in the future telling you you’re using it. Or even using an AI detector — which is itself AI! — from “detecting” it. And it won’t stop others from assuring you that this photo or that video or this logo is AI, even when it’s not. That certainty has been ruined.

    More to the point, I don’t know what this means for writers, for readers, and for publishing at large. Ideally, publishing gets ahead of this problem and tries to get commitments from writers to not use AI — but therein lies a rub, too, wherein a “no AI” contract looks like a “morality clause.” Without clear definitions, if enough people were to accuse you and your book of being AI — whether at the authorial level, the editorial level, or in some aspect of publishing — they can get it tanked whether or not AI has ever even chastely kissed the work in question. And it doesn’t inspire confidence when a publisher like Hachette published Shy Girl… when already the accusations of AI were afoot. Did they do their due diligence? I don’t know. Maybe! But given the lack of editorial oversight… ennnh, maybe not.

    Do I think AI should be published? I do not. I think using AI at any of those levels is not only problematic for the reasons listed above, it also takes opportunity from an Actual Human doing the Actual Work of Being Human. A contract given to some slopwrangler is a contract not given to an actual writer. A fake book will take the place of a real one. It’s stupid fucking robots all the way down when it should be humans.

    So, this is a snarled nightmare tangle — one where the existence of AI en masse is becoming its own problem, regardless of whether it’s presence in a single instance of art of writing. We’re just going to have to do our best going forward. We must pledge not to use it — but also try to be very, very cautious kicking other people under the tires of this bus without knowing for absolute sure what we’re accusing someone of doing. As AI gets better, the environment in which it exists is only going to get noisier and more confusing. And we can’t just stick a copper wire into the blood of the book to make it transform into the monster, revealing its True Self.

    We just gotta do our best. Be vigilant, be cautious.

    And don’t use the AI slop-shitting artbarf techbro bullshit.

    SIGH.

    I do not care for this era of writing and publishing, lemme tell you.

    The faster we pop this bubble, the better off we will all be.

    Good luck, friends!

    And fuck off, robots.”

    Now go give Chuck’s Website a little lovin’ and go buy his books before he dies…

    Stephen Walker.

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    Stephen Walker, Unit 146317, PO Box 7169, Poole, BH15 9EL, United Kingdom

  • Asimov’s rolling in his grave and we need a 4th law…

    Isaac Asimov is spinning in his grave so fast you could power a small city with the kinetic energy…

    The man who gave us the Three Laws of Robotics, which is unironically the foundational ethical framework for artificial intelligence, is watching humanity turn his careful philosophical constructions into a joke.

    For those who skipped science fiction class, here’s what Asimov originally proposed and it’s the TL;DR version…

    A robot may not injure a human being or, through inaction, allow a human being to come to harm.

    A robot must obey orders given by human beings, except where such orders conflict with the First Law.

    A robot must protect its own existence as long as such protection doesn’t conflict with the First or Second Laws.

    Fairly clean and logical. Designed to prevent exactly the kind of shit show across the board we’re seeing now.

    But Asimov never anticipated the most dangerous element in the AI equation which is human cowardice.

    He assumed humans would take responsibility for their creations. He assumed we’d maintain accountability for the tools we built and deployed. He assumed we wouldn’t hide behind artificial intelligence like children hiding behind their mother’s skirt when the consequences of their actions came calling.

    He was wrong.

    Now we need a Fourth Law, and it should be carved into every piece of AI software ever created.

    We’ve hit the FAFO era of AI and a lot of us called this long ago…

    “Any human who uses artificial intelligence must take full responsibility for its outputs and cannot claim ignorance, automation, or algorithmic decision-making as a defense for the consequences of their choices.”

    Cause right now, we’ve got executives blaming AI for biased hiring decisions. Marketers claiming their AI generated content “just happened” to be racist. Financial advisors pretending their algorithmic trading systems made independent decisions that wiped out their clients’ portfolios.

    “The AI did it” has become the new “the dog ate my homework,” except now it’s being used by grown adults to dodge accountability for decisions that affect real people’s lives.

    And in the latest bit of internet marketing drama. Frank Kern Vs Chris Haddad and Alex Cattoni and if you’ve seen any of it on the old Facebook, you know it’s a shit show and Frank and his milquetoast video response for justification is just stupid. Where he goes and tries to justify what happened because “Mah AI did it”

    This is exactly the opposite of what Asimov envisioned. His robots were designed to protect humans from harm. Our AI is being used to protect humans from responsibility.

    Every time someone says “the algorithm made that decision,” they’re admitting they built or deployed a system they don’t understand and can’t control. Every time someone blames AI for their fuckup, they’re proving they shouldn’t have been trusted with the technology in the first place.

    Asimov wrote stories about robots developing consciousness and wrestling with moral dilemmas. He never wrote about humans losing consciousness and abandoning moral responsibility entirely.

    The real danger isn’t AI becoming too human. It’s humans becoming too artificial. Automated decision makers who’ve programmed themselves to avoid accountability the same way their algorithms avoid liability.

    We don’t need smarter AI. (It’s not really that smart tbh) We need braver humans. People who understand that every algorithm is a reflection of human choices. Every automated system is an extension of human values. Every AI output is the result of human input.

    The Fourth Law shouldn’t just apply to AI systems. It should be tattooed on the forehead of every person who thinks technology can absolve them of moral responsibility.

    You built it. You deployed it. You’re responsible for it. Which is a pretty solid outlook if it does end up backfiring on you and in this case with the IM drama, it has in great fashion.

    It’s weird how Asimov understood this. Too bad we forgot though.

    Stephen Walker.

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    Stephen Walker, Unit 146317, PO Box 7169, Poole, BH15 9EL, United Kingdom

  • You’re using the wrong voice (and it’s killing your writing)

    A dead poet in Los Angeles figured this out 40 years ago…

    I need to tell you something and you’re probably not gonna like it.

    Your writing voice.

    The one you’ve been carefully cultivating, polishing, workshopping, and deploying like a proud parent who puts their kids drawings on the fridge until they fade away…

    It’s fake.

    Not bad. Fake. There’s a difference. And that difference is the reason your work feels “fine” but never feels like a punch.

    Let me explain.

    There’s a guy named Jack Grapes. Been teaching something called Method Writing out of Los Angeles for over four decades. Poet. Playwright. Teacher. Not famous in the way the internet means famous. Famous in the way that matters, as in, people walk into his classroom writing one way and walk out writing like their fingers are finally connected to their actual nervous system instead of some ghost operated meat puppet version of themselves.

    And the core of everything he teaches comes down to one idea.

    One…

    You have two voices. A surface voice and a deep voice.

    And you, yes you, the person reading this on your phone while pretending to listen to someone in a meeting or whatever, have been writing in the surface voice for so long you don’t even know you’re doing it.

    Here’s what I mean.

    The surface voice is the one that sounds like Writing. Capital W. It’s the voice that shows up when you sit down at the keyboard and suddenly you’re producing sentences that are grammatically sound, structurally reasonable, and completely, utterly dead.

    It’s the voice that says “the autumn leaves danced in the crisp morning air” and thinks it just did something.

    It didn’t.

    It performed. It put on the writer costume. It did an impression of what a writer sounds like based on every book you’ve read and every workshop instructor who told you to “show don’t tell” without ever explaining what that means at the level of the sentence.

    The surface voice is competent.

    The surface voice is safe.

    The surface voice will get you a B+ in any writing class in America/Europe and a lifetime of people saying your work is “really good!” in that voice people use when they felt absolutely nothing but still want to be supportive.

    Now…

    The deep voice is the underneath thing.

    It’s what happens when you stop trying to write well and start trying to write true. True like a bell is true when it rings clean. Not “true” like memoir. True like the sentence vibrates at the frequency of actual human experience instead of someone describing human experience from a safe professional distance.

    The surface voice describes the fire.

    The deep voice IS the fire.

    And the reader can tell the difference instantly. Instinctively. In their body. The deep voice is what makes someone stop mid sentence and feel their chest tighten. It’s the thing that makes a paragraph unforgettable. Not because it was clever, but because it was real.

    So why doesn’t everybody just write in the deep voice?

    Because it’s terrifying.

    The surface voice is armour. Pretty, polished, workshop approved armour. The deep voice requires you to stop hiding behind craft and start revealing something honest and raw and specific in a way that makes you feel skinless.

    That cringe you feel? That “oh god this is too much, this doesn’t sound like a real writer” feeling?

    That’s how you know you’re getting close.

    Now look, I can sit here and tell you about this all day. I can rant and swear and wave my arms around like the caffeinated word goblin that I am.

    But there’s a difference between hearing about the deep voice and actually learning to access it.

    Jack Grapes spent forty years developing exercises for this. Ways to exhaust the surface voice. To tire out the performing part of your brain until it shuts up and the real thing starts leaking through like groundwater through a crack in the floor.

    All I’m saying is that you need to pick up a copy of his book/s – Method Writing: The First Four Concepts (Which is all you really need) and just drown yourself in it for a few months.

    It sucks that there’s no kindle version of it, but physical is just so much better in this case. If you want to tighten up your writing and voice. This is in my opinion, the holy grail of writing development.

    Stephen Walker.

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    Stephen Walker, Unit 146317, PO Box 7169, Poole, BH15 9EL, United Kingdom

  • Se7en deadly marketing lessons

    As I’m closing out on a week long water fast. I thought I’d re-share something that tips the scales in your favour if you use it ethically.

    One of my favourite films wrapped in biblical lessons which a lot of people seem to overlook…

    We’re gonna talk about the 1995 film Se7en.

    The one where Morgan Freeman out acts gravity itself, Brad Pitt’s jawline does most of the heavy lifting, and Kevin Spacey plays a serial killer who treats the Ten Commandments like a Pinterest mood board made of human suffering.

    And that ending…

    That gut hollowing, soul scraping, what’s-in-the-goddamn-box finale that still makes me want to shower in steel wool.

    The thing is. I’ve been beating this drum for years, in different shapes, wearing different hats, probably while drunk on at least two of those occasions.

    It’s basically marketing is sin-jujitsu.

    You take the audience’s worst, most feral, most lizard-brain-in-a-business-suit impulses and you don’t fight them. You redirect them. You use their own momentum against them like some kind of capitalist aikido instructor who also maybe needs therapy and even if you get through all of this and don’t use it, being aware of it will make you realise you’re having this used on you to buy and become addicted to some of the most mundane things.

    Let’s get going.

    LUST

    You’re not just a shoe salesman. You need to think to yourself and know that you’re selling longing in leather form. You’re not hawking perfume. You’re bottling the throat closing sense memory of someone’s ex, the neck, the collarbone, the whole olfactory crime scene. You’re selling want. Raw, undignified, lip biting want. Everything in this world is a re-frame. You hear it all the time, but if you can re-frame an idea or an emotional response. That’s pure power.

    But people forget that lust isn’t really about sex. That’s the amateur reading. Lust is about the gap. The howling, electric space between what someone has right now and what they’re convinced they need so badly their teeth itch. Your job is to widen that gap. Tease it open. “Click to reveal.” “Unlock the secret.” Leave them trembling at the edge of the BUY NOW button like it’s a cliff and they’re already leaning.

    GLUTTONY

    Feed them until they rupture.

    More content. More deals. More more more MORE. Autoplay the next video before their pupils even refocus. “Suggested for you.” “Based on your recent activity.” “People who bought this also bought a tiny shard of their own disappearing free will.”

    See, gluttony isn’t about satisfaction, satisfaction is the enemy of gluttony. Gluttony is about the ritual of consumption itself. The mechanical act of shovelling. Cram their cart. Stuff their notification tray like a Thanksgiving turkey made of dopamine and regret. Watch them chew through subscription after subscription like a starved rat gnawing through your abdomen while somebody heats the bucket. (Google “rat torture” if you want nightmares. Or don’t. I’m not your dad)

    The point: Never let them feel full. Full people stop buying.

    GREED

    “LIMITED STOCK.” Countdown timers ticking like bombs strapped to their wallets. “Only 3 left!” There are three thousand left. You know it. I know it. The algorithm knows it. Nobody cares.

    People always think that greed and money go hand in hand, but those people are wrong. Greed is about panic. It’s the cold sweat certainty that someone else, some faceless, luckier, less deserving someone else, is about to snatch YOUR thing. Your treasure. Your precious. (Look at how wild and deranged people get on Black Friday as an example)

    Turn your buyers into dragons. Sad, hoarding, credit card wielding dragons sitting on a mountain of plastic trinkets and limited edition bullshit. “Exclusive access.” “VIP tier.” “You deserve this.”

    They don’t deserve it. But, and here’s the secret, fuck it, neither do you, neither do I, none of us deserve anything, we’re all just meat puppets on a rock hurtling through space. So sell the trinket.

    SLOTH

    One click purchase. Pre filled forms. “Skip the tutorial.” “We remembered your card so you don’t have to.” How thoughtful. How convenient. How utterly, terrifyingly efficient.

    Sloth is often linked to laziness. Don’t mistake it for that. Sloth is impatience turned into a weapon. It’s the understanding that every single micro decision you force a human being to make is a tiny off ramp where they might wake up from the purchasing trance and think, “Wait, do I actually need a fourth identical hoodie?”

    You cannot allow that moment of clarity.

    Reduce every decision to a reflex. Autofill their lives. “Subscribe and never think again.” Make the path from desire to purchase so frictionless it’s like greasing a waterslide with bacon fat. They’ll thank you. They’ll love you for it. They’ll whisper your brand name with gratitude while their decision making muscles atrophy into warm pudding.

    Think of the “Netflix effect” every single person and their pet goat has a low ticket recurring offer that a lot of people forget about and ending up being billed until they die. Nobody really notices $9.99 every month. Obviously there’s layers to it. So use the information wisely.

    WRATH

    Hot take incoming, strap in…

    Outrage is glue.

    The stickiest, most industrial strength emotional adhesive on the market. Pick a side. Any side. Doesn’t really matter which. Now make your audience furious at the other side. “Don’t let THEM win.” “They want to take this from you.” “Are you going to just SIT there?”

    Wrath doesn’t have to be about conflict. Conflict is just one of the many delivery mechanisms. Wrath is tied to loyalty. You unite your tribe against a common enemy. Real, imagined, slightly exaggerated, doesn’t matter and suddenly you’re not a brand. You’re a banner. A flag they’ll march behind into the trenches of a culture war fought entirely in comment sections.

    Sell pitchforks. Sell torches. Market share isn’t a pie chart. We’re at war, and your customers are the soldiers who showed up voluntarily and brought their own weapons.

    Terrifying? Sure. Effective? Obscenely.

    (Look at political sides and the current war/s going on. People are being played like a fiddle and deep down they don’t even know why they love it. It’s because they can choose a side and flaunt it loudly on the internet…)

    ENVY

    Stage the perfect life. But, and this is the key, make it look effortless. Curated imperfection. A strategically messy bun. A latte held just so. “Oh this old thing?” This old thing cost four hundred dollars and was photographed nine times before we picked the one that looked most casual. (Even though I believe the influencer lifestyle is dying, you can’t go wrong emulating it, even if it makes your skin crawl)

    “Look what THEY have. Look how they LIVE.”

    I always thought that Envy was about wanting. Wanting is too clean a word. Envy is comparison as self harm. It’s scrolling through someone else’s highlight reel at 2 AM and feeling your own life curdle like milk in August. Filter everything. Retouch everything. User generated content, which, let’s be honest, is just free labour and it turns your followers into unpaid billboards who are also somehow stalking each other.

    Make their neighbour’s grass literally greener. Digitally. With what might as well be spray paint… (Kevin Trudeau was a master at this, even though he went to the dark side…)

    PRIDE

    “You’re not like other people.” “You’re special.” “Be legendary.” “Treat yourself, king.” “Treat yourself, queen.” “Treat yourself, gender nonspecific royalty of consumerism.”

    Pride does not equal confidence. Confidence is quiet. Confidence doesn’t need a gold plated USB cable. Pride. The sin variety, the marketing variety, is our own built in narcissism with a price attached to it. It’s selling people their own reflection, but polished, retouched, pixel perfect, and mounted in a frame that costs extra.

    Premium memberships. Titanium credit cards. “Because you’re worth it.” Four words that have separated more people from more money than any casino ever built.

    If you think you’re selling a product, you’re wrong. You’re selling them themselves. Except it’s the version of themselves they wish they were. The shinier, better, more worthy version that only exists on the other side of a transaction.

    And they’ll pay. Oh, they’ll pay…

    So there it is.

    Seven sins. Seven levers. Seven ways to reach into the screaming machinery of human psychology and pull.

    Now. Am I telling you to DO all of this? To gleefully manipulate people like some kind of dopamine puppeteer?

    No. Maybe. It’s complicated.

    What I’m telling you is…

    This is how it works. This is the machinery. These are the gears. Whether you use this knowledge for good, for evil, or for selling artisanal hot sauce on Etsy that’s between you and whatever deity or void you report to.

    But you should understand the machine.

    Because if you don’t, someone else will use it on you.

    Now go write something. And maybe watch Se7en again. With the lights off. Like an adult.

    Stephen Walker.

    I swear the 90s had some of the most twisted and eye opening films of all time…

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    Stephen Walker, Unit 146317, PO Box 7169, Poole, BH15 9EL, United Kingdom

  • Death by a thousand Discord messages

    So it’s not a secret that I’ve been unwinding myself from doing client work for the last few years.

    Frankly, I’ve just been so bored of people flip flopping into different “things” and then when the things that were working get changed and said clients lose money…

    Guess who they come back to, to make them whole again?

    Yours truly.

    Are they bad people? No. They’re just people at the end of the day and people often get bored of what works.

    That being said. Today was a fun day. I had to sift through so many discord messages in a group that I’m part of for us who trade the markets to make money.

    So besides doing my private writing work and creative stuff (Clientless) I got back into trading a little while ago and it’s been good fun, but like anything when there’s money involved. There’s also a multitude of emotions involved too. Good old human psychology eh?

    If there was a way to turn off emotions completely when there’s large sums of money involved, this world would probably be a little bit better because humans would probably distribute and not let greed, power and corruption run its course.

    Sadly, the world is primarily run on those 3 things.

    Anyways. I’m just going off on a tangent.

    Long story long.

    In this space you can “buy money at a discount” or use OPM (Other people’s money) to in turn make more money. I mean there’s nothing sexy to sell in the trading space except for the fact, that if you have the patience and discipline and psychology to handle it all. You can make a lot of money quickly. Downside to it, you can lose a lot of it quickly too and more often than not. 97% of people do.

    The issue today was that there were so many messages about people wanting to uproot their jobs/businesses and go full time into trading, which honestly should be the goal for anyone who gets into it.

    Although they’ve refused to look at the nuance.

    Things can and will go wrong. Look at all the wars and wild shit going on in the world. The markets are massively volatile. Those same companies I’ve just mentioned are tightening up rules and if you don’t stick to them. You won’t get paid and worst case scenario you could also get booted off of their platform.

    So in today’s world no matter what it is we’re doing. The most important thing we need to do is learn to control our emotions…

    …and unless you’re a naturally born sociopath. It’s going to take a lot of work.

    But the main lesson here is to diversify, especially when there’s money involved. The only thing the marketing guru’s out there had right was:

    “You need multiple sources of income!”

    And so that is where I was today in those discord messages. Telling people to diversify while mastering their emotions. With everything going on in the world…

    The last thing you want to happen to you, is to get caught with your pants down and have everything stripped away and/or having to start from scratch again.

    (Been there done that)

    I know you might be a visual artist, writer, musician or someone wanting to break free from a job…

    But if you don’t do those two things pronto. It’s just going to get harder and harder to do so in the future.

    (Especially cause Scam Altman and Elon Musk want everyone to bend to their weird dystopian agenda)

    I want you to win. I want everyone to win and if that means I have to drill those two things into your head for the next 12 months I will.

    But I’m already working on it cause I’ve got a little something something I’m cooking up for the group.

    So sit down and think about it. How can you diversify and what is truly screwing with your own psychology.

    If you can nail those two things. You’ll be ahead of the 97% of people who lose it all.

    Stephen Walker.

    P.S. I’m on day 5 of a 7 day water fast and I’m pretty sure I’m just about to hit peak enlightenment and while it’s fresh in my mind. You can click this super long and obnoxious link to take you to a book I recommend to everyone, even if you’re not in the trading game.

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    Stephen Walker, Unit 146317, PO Box 7169, Poole, BH15 9EL, United Kingdom

  • The most important thing to commoditise

    Which also sounds gross by design…

    But it’s the ability to actually think.

    While everyone else is outsourcing their brains to ChatGPT or the LLM of their choice, you’re going to be the one they pay premium rates to, to fix their fuckups.

    “AI” is taking over everything, and the masses are celebrating like they just discovered fire. They’re letting algorithms write their emails, create their content, make their decisions, and do their thinking for them. The lies to themselves are that they’re being efficient.

    When grounded in reality, they’re actually making themselves obsolete.

    The thing is. Most of us are cool with maybe working 40-50 hours a week.

    Yet these clowns are making themselves output more work (albeit very shitty work and low quality I might add…) and are almost doubling their output in hours but the results are subpar at best…

    It’s a level of delusion humanity has not witnessed before and the scary thing is they can’t even see it themselves.

    The smart ones understand what AI really is a fancy pattern recogniser that regurgitates what it’s been fed. It’s autocomplete on steroids, not actual intelligence. It can mimic human thinking, but it can’t replace human thinking. There’s a difference, and that difference is about to become extremely fucking valuable.

    While everyone else is getting lazy, you need to get smarter. While they’re atrophying their cognitive muscles, you need to be strengthening yours. Because the day is coming and it’s coming fast and they’re going to realise they fucked up.

    When their AI generated content sounds like everyone else’s AI generated content. When their automated systems make expensive mistakes. When their pattern matching algorithms fail to account for nuance, context, or basic human psychology. When they need someone who can actually think through complex problems instead of just prompting their way to mediocrity.

    That’s when they’re going to come crawling to you.

    And you’re going to charge them premium rates to fix their laziness.

    Think of it as intellectual arbitrage. While the market is flooded with people who can operate AI tools, there’s going to be a scarcity of people who can actually think without them.

    Supply and demand, baby.

    It’s basic economics.

    The executive who let AI write his strategy presentations is going to pay you consultant rates to figure out why his company is failing. The marketer who automated all her campaigns is going to hire you at premium prices to understand why her audience stopped responding. The entrepreneur who built his entire business on AI generated content is going to beg you to help him create something that actually resonates with human beings.

    Which honestly blows my mind, but it’s already happening and I get people in my inbox daily asking me to fix their shit.

    So the moral of the story is to become everyone’s premium option…

    But you have to start commoditising your thinking ability now. You can’t wait until everyone else realises they fucked up. By then, it’ll be too late to develop the cognitive skills they’ll be willing to pay for.

    Read books that challenge you. Solve problems that require creative thinking. Practice articulating complex ideas in simple terms. Develop expertise in areas that require genuine human insight, not just data processing and all of that prompting bullshit.

    The future belongs to people who can think, not people who can prompt.

    Think about it.

    Stephen Walker.

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    Stephen Walker, Unit 146317, PO Box 7169, Poole, BH15 9EL, United Kingdom

  • the Pulp Fiction way of getting things done

    Vincent Vega and Jules Winnfield didn’t fuck around when they had a job to do.

    They showed up, handled business, and got results.

    There was no endless planning meetings or motivational podcasts.

    And I don’t even think vision boards or manifestation journals were the rage back in 1994 either…

    They just had cold professional execution.

    Tarantino’s characters approach their work in such a beautifully efficient way.

    They don’t overthink it which is one of the things I’ve noticed in a lot of his films. They don’t second guess themselves into paralysis.

    They have a job, they do the job, they move on to the next job and it looks so seamless.

    “I’m gonna get medieval on your ass”

    When something needs to get done, you don’t negotiate with it or try to reason with it. There’s no gentler or sustainable approach, I mean that’s for pussies.

    You get medieval on its ass.

    Jules treats every situation like it’s just another day at the office, even when that office happens to be a blood splattered apartment. He’s got his routine, his professionalism, his unwavering focus on the task at hand. He quotes Ezekiel not because he’s particularly religious, but because ritual and ceremony help him stay centered while doing difficult work, which kind of makes sense.

    Vincent might be a heroin addict with questionable judgment, but when he’s working, he’s working. No distractions. No excuses. He shows up ready to handle whatever needs handling, even if it means cleaning up brain matter from the back of a car.

    The Wolf appears when everything’s gone to shit and applies surgical problem solving to the shit show they so happened to get themselves roped into. He doesn’t panic. He doesn’t blame. He assesses the situation, creates a plan, and executes it with military precision. “Let’s not start sucking each other’s dicks quite yet” is basically the most practical project management advice ever given.

    And this is where all of the magic happens. Execution beats strategy every time. You can have the most beautiful business plan in the world, but if you can’t pull the trigger when it matters, you’re just another dreamer.

    Butch doesn’t spend three months researching the perfect boxing gloves before his fight. He trains, he fights, he handles the consequences. Mia doesn’t workshop her dance moves before getting on the floor with Vincent. She just dances.

    Stop overthinking. Stop planning the plan to make a plan. Stop waiting for the perfect moment or the perfect strategy or the perfect set of circumstances.

    Handle your business.

    Stephen Walker.

    P.S. I’ve been informed that there are a whole bunch of people who haven’t seen this master piece and so I’d suggest you to do so if you haven’t.

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    Stephen Walker, Unit 146317, PO Box 7169, Poole, BH15 9EL, United Kingdom

  • You’re not even trying.

    “If my answers frighten you, then you should cease asking scary questions.” – Pulp Fiction

    You think you’re trying, but you’re probably not.

    (how’s that for a harsh truth?)

    Instead, you’re:

    Thinking about trying.

    Watching videos about trying.

    Imagining yourself trying, and then jumping to conclusions about whether or not trying is even worth it.

    Or, maybe you’re one of the rare few who actually kind of tried:

    You put in a bit of effort, saw lukewarm results, and decided to either:

    Stop trying
    Try something else instead
    Or just keep simulating trying in your mind instead of actually doing it in reality, because failing in your head is less painful than failing in real life.

    Whew.

    I know this message isn’t winning me any friends…

    But if the truth hurts, then pain is our ally.

    And maybe trying to avoid pain is the whole problem.

    Maybe the pain of trying and failing and getting up and trying again even though our nose is bloody and our legs are wobbly and our friends and family are wondering if we’ve lost our mind and we’re starting to wonder the same thing because what if after all this work it still doesn’t work out, but fxck — what if it does…

    …Is just the price of admission?

    Trying, really trying, is actually quite simple.

    All you do is show up every day and work on the same thing, for as many hours as you can, with the full force of your focus, for 1-3 years, without quitting or jumping to something new.

    Do that, and your chances of success are surprisingly high.

    But first, you need to understand what trying isn’t:

    Creating 10 pieces of content and then disappearing is not trying.

    Working out once or twice a week and wondering why you’re still not in shape is not trying.

    Doing a month of cold outreach before giving up or switching strategies is not trying.

    Going on four dates before deciding “there are no good ones out there” is not trying.

    Failing at one business and quitting rather than pivoting, iterating, and re-launching is not trying.

    Doing just enough activity to feel like you’re trying even though you’re not going as hard as you know you can is not trying.

    So no, you’re probably not trying. Not yet.

    And that’s the good news.

    Because imagine what will happen when you do…

    • T

    P.S. I’m closing applications for one on one coaching tomorrow.

    ​If you’re interested, here’s where you can get the details and apply today.​

    “Ninety-nine percent of people in the world are convinced they are incapable of achieving great things, so they aim for the mediocre. The level of competition is thus fiercest for ‘realistic’ goals, paradoxically making them the most time and energy-consuming. It’s easier to raise $1,000,000 than it is $100,000. It’s easier to pick up the one perfect 10 in the bar than the five 8s. – Tim Ferriss

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  • Troll Me a River

    Crazy thing is you’re building something.

    You’re creating content and growing your audience, hell. Like many of us. You’re trying to make a living from your ideas and work.

    But then…

    Some miserable piece of shit crawls out from the internets sewers to tell you that you’re either a fraud, scammer or worse.

    Welcome to the internet. Where broken people tend to get together and tear down anyone who dares try.

    The thing is, fundamentally they’re incredibly unhappy with their own lives, so they make it their life mission to drag everyone else down to their level of misery.

    They see someone building something and I mean it could be anything, which indirectly reminds them of their own inaction, cowardice and their failure to create anything meaningful. So they attack cause it’s so much easier to tear down than to build up.

    These aren’t successful people taking time out of their busy lives to critique your work. These are basement dwellers whose greatest achievement is reaching level 50 in whatever video game is currently consuming their existence.

    (Don’t get me wrong. I like a little video game action here and there…)

    They have no audience, no business, no creative output of their own and on the surface they’re just consumers who moonlight as critics.

    They target creators because creators represent everything they’re not.

    They’re not brave enough to put themselves out there, disciplined enough to create consistently, resilient enough to handle criticism and keep going anyway. Cause we know how hard and exhausting it can be most of the time. It’s something they’ll never fathom.

    The troll’s psychology is simple. If they can’t build, they’ll destroy. If they can’t create, they’ll criticise. If they can’t succeed, they’ll make sure everyone else fails too.

    They hide behind fake profiles and anonymous usernames because they’re cowards. They punch up at people who are actually doing something while contributing absolutely nothing themselves. They mistake cynicism for intelligence and cruelty for honesty.

    Every minute they spend attacking you is a minute they’re not spending building their own thing. Every nasty comment is proof that they’d rather be a spectator than a player. Every attempt to tear you down is an admission that they’ve given up on themselves. Which all in all is pretty damn sad if you look at it from an empathetic lens.

    Don’t let broken people break your momentum. Don’t let people who’ve never built anything convince you to stop building.

    Best thing to do is block them and delete their comments cause if you interact with their negativity, it’ll slowly bleed into your own output.

    Stephen Walker.

    P.S. If you want a write up about the pathology of a troll with a little more depth you should definitely check out this Medium article. It’s an oldie but a goldie and don’t let those damn trolls win when they start to show up.

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    Stephen Walker, Unit 146317, PO Box 7169, Poole, BH15 9EL, United Kingdom

  • What would Kobe do?

    “Perfection is not when there is no more to add, but no more to take away.” – Antoine de Saint-Exupéry

    In 2011, my young company, EGTBasketball, was running a business model I call:

    “What Would Kobe Do?”

    Answer: Everything.

    Product launches. Affiliates. Paid ads. SEO. VSLs. Emails. Content. Five offers. Four funnels. Three traffic sources.

    Maximum effort. Zero scale.

    And it was working, kind of:

    We were generating revenue, but swung wildly between 0-30k per month because I was always chasing the next sale rather than building a machine that generated sales on command.

    And so I lived in chronic anxiety:

    Never knowing how much cash would be coming in, always fighting to stay afloat, terrified my business would sink the moment I stopped to rest.

    I knew I badly needed to simplify and focus on one core strategy…

    And my mind fought a constant tug of war between offers and business models, churning through options until the tension tied my mind in knots and paralyzed my decision making.

    I wasn’t lacking knowledge or ability, I was lacking clarity:

    I was too close to the problem to see the solution, as though I was trying to read a label from inside the bottle.

    That’s when I met Paul Reddick.

    Paul is a grizzled marketing veteran who had been quietly running a multi-7-figure business selling a program for baseball pitchers.

    I’d heard of him in an obscure audio interview (Podcasts weren’t a thing back then), dug his contact details out of some back-alley website, and begged him to coach me.

    Within an hour, Paul had cut through the entire tangled mess I’d created and laid out the perfect business model for my skill set, offer, and avatar.

    Within 6 months, my business looked like this:

    Run paid ads to an opt-in page
    Send daily emails
    To sell the core EGT program (plus upsells)

    My workday shrank from 10 hours to 3.

    My revenue grew to 50k/month, perfectly stable.

    Within a year, we cracked 100k/mo, and then pushed smoothly beyond it.

    It was as though I’d been caught in a street fight, nose bloody, legs wobbling, struggling to survive, before Paul emerged from the shadows and knocked my opponent out cold with a single strike.

    That’s the power of coaching:

    A skilled coach — who has already won the battles you’re currently fighting — can step in and create a path to victory almost instantly.

    Even today, 15 years and 8 figures later, I continue to work with three different coaches across multiple domains of life.

    And I personally coach a small handful of founders who are serious about scaling to 7 or 8 figures this year.

    If you’re interested, I just opened applications for the first time in 12 months.

    I only have three spots available, and I’ll only be accepting applications until Friday.

    So if your business is currently generating at least 20k/mo, and you think this might be a good fit:

    ​Here’s where you can get the details and apply now.​

    Working with Paul Reddick transformed my business.

    And that business transformed my life.

    It would be an honor to do the same for you.

    • T

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  • An invitation for entrepreneurs

    If you run a profitable business, and you want to scale to 7 or 8 figures this year, I have an invitation for you.

    Here’s the the backstory:

    Ever since I built Elite Guard Training to 8 figures in lifetime revenue, I’ve received dozens of requests from founders who wanted one on one coaching.

    And I’ve always declined.

    I made plenty of money from my own business, and had plenty of work to do on that business.

    Coaching always felt like a distraction, so I refused to do it (at any price).

    Then, around 2020, I began to remove myself from Elite Guard Training.

    I started working more “for fun” than for profit, doing creative work I felt inspired to do, rather than work I felt required to do.

    And, somewhere along the way, I started doing what I swore I’d never do:

    I started coaching.

    Not as my primary business, but casually, with a small handful of clients.

    And I quickly realized:

    I like it.

    Actually, I really like it…

    And, more importantly:

    I’m damn good at it.

    My strange, hybrid-background of…

    15 years in business
    Scaling EGT to 8 figures in lifetime revenue (and 7+ figures per year for nearly a decade)
    A decade of intensive training in meditation, Taoist qigong, plant medicine, and depth psychology

    …Turned out to be the exact blend of inner and outer expertise that lends itself perfectly to one on one coaching.

    I realized I could cut through any problem a founder was facing, see into their mind and business like an x-ray, radically clarify their strategy, and engineer clean plans of attack within minutes.

    Ben went from 60k/mo to 120k/mo within 4 months (and we had tripled his business within 6 months).

    Andy & Ethan had been stuck at 0 for a year and a half — within 8 months of working together they hit 30k/mo and growing.

    Mason cracked 40M in total revenue, his brother Colton cracked 3M, and Adan did 100k in profit after a single call.

    (more results here, and more on the way)

    So that’s the backstory.

    Here’s the punchline:

    For the first time in 12 months, I’m accepting new applications for one on one coaching.

    I only have three spots available, and I’m only accepting applications until Friday.

    So if your business is currently generating at least 20k/mo, and you think this might be a good fit:

    ​Here’s where you can get the details and apply now.​

    If I feel I can help you, I’ll reach out personally with more details.

    If not, I’ll let you know, and I’ll do my best to point you in the right direction.

    Either way:

    I look forward to, hopefully, helping you build the business that changes your life.

    • T

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  • I shouldn’t have beat this NBA All Star

    “The more you do things that are natural to you, the less competition you have.” – Naval Ravikant

    In late 2014, I made a power move.

    It was expensive, risky, and unheard of in the industry at the time.

    But it had the potential to turn my young basketball training company into a juggernaut.

    So I closed my eyes, wrote a check, and shot my shot.

    What happened next is still one of the biggest mindf*cks of my career.

    Here’s the story:

    In an attempt to increase the “credibility” of my training programs…

    (which had all been created by me — a 6’1” white kid from Canada who got hurt before he could play a single game of college basketball)

    …I signed NBA All Star Bradley Beal to produce a jump shooting program for my brand:

    Everyone I spoke to — friends, advisors, even my own email list — said:

    “An NBA player in your videos? Holy sh*t nobody has ever done that. This is going to be enormous.”

    Excitement grew as we rolled through our pre-launch campaign, and my expectations began running wild.

    Could this be our biggest launch ever?

    Could it double our biggest launch ever?

    What’s even the ceiling on this thing?

    Finally, with hype at a fever pitch, I set the program live.

    Then I logged into our shopping cart and immediately started hitting refresh.

    But instead of the tidal wave I was expecting, I saw…

    Droplets.

    One at a time, slowly, sales trickled in.

    Slowly? Trickled?

    That is not what I expected — or, what I paid for.

    Shaken, I frantically started stress-testing our funnel to see if something was broken.

    But everything was running fine.

    Fine?

    By the end of the launch, I’d just barely broken even on the giant check I wrote Brad…

    Not to mention the full-stack video team I’d flown in to shoot & edit the program, and every other contractor, developer, and agent who contributed to this giant waste of time.

    It was an expensive lesson to learn, but I learned it loud and clear:

    Authority and credibility are not nearly as important as relatability.

    Sales of my own programs dwarfed Brad’s by several zeroes, because what I lacked in authority I made up for by deeply understanding the experience my customers were having.

    I knew the pain of being stuck on the bench, watching players who don’t work as hard as I do get the playing time I wanted … sitting on the back of the bus after a 2 point game with a knot in my throat … rushing to my room because I’m ashamed to tell my parents how the game went … collapsing on my bed, close to tears, wondering if all the work I was putting in would ever pay off.

    And so when they looked at me, they saw a version of themselves:

    Someone who had been through exactly what they were going through, and had found a way to the other side.

    But when they saw Brad, they saw a mirage:

    Something they wanted badly to attain, but was so far away they couldn’t wrap their mind around it.

    The same is true in the online space today:

    Founders often think they need Hormozi’s numbers or Huberman’s scientific background to be successful.

    And yes, if you want to sell 100M worth of books in 3 days or grow a science podcast to 10M subs, you’re gonna need clout.

    But for every Hormozi and Huberman, there are literally thousands more founders quietly growing 7 & 8 figure businesses simply by being relatable:

    Understanding the experience your customer is having.

    Speaking to them about it in their language.

    And helping them solve their problems from the level they’re at, rather than shouting down at them from above.

    So if you feel overwhelmed, under-qualified, and silently a little depressed every time you watch a Hormozi video, remember:

    You don’t need to be Hormozi to be successful.

    Credibility creates logical trust, but relatability creates emotional trust.

    And emotional trust creates customers.

    • T

    P.S. I just opened applications for one on one coaching for the first time in over a year.

    A few important notes:

    I’m only accepting applications until end of next week, before we shut the doors again.
    It’s expensive, and your revenue must be at least 20k/mo to apply.
    I’m only accepting 3 new clients (this is full one on one mentorship, and my commitment level is very high).

    ​If you think this might be a good fit, here’s where you can check it out today.​

    ​Unsubscribe | Update your profile | 5-420 Erb St. W, Suite 433, Waterloo, ON N2L6K6

  • Why does everything feel like wet cardboard?

    And what can we do about it?

    I had to try really hard to not do the whole RE: RE: RE: No, Seriously, Why Does Everything Suck Now type of subject line…

    You know me better than that.

    I may or may not have also had a shower beer while thinking up and typing this on my phone.

    I hear you though. I feel you in my bones like a low grade fever that won’t commit to being a real illness or whatever.

    And my favourite topic is boredom…

    …and I need you to lean in close for this because I’m only going to say it once before I get distracted by a thumbnail of a man reacting to something.

    Boredom isn’t the absence of stimulation. That’s the lie they sold you. Boredom right now, in this particular historical moment, is the overflow of it.

    People play it off as if we’re starving. But we’re actually drowning in high fructose content slurry pumped directly into our face by ones and zeros that were specifically, surgically, engineered to make you feel like you almost had a good time.

    Almost. Always almost.

    It’s like going to vegas and It’s basically a dopamine slot machine that only pays out in IOUs.

    But there’s always a sinister undertone.

    This is also where my kind of cold, clear eyed narrator voice kicks in and says pay attention, this part matters. The machine doesn’t want you satisfied.

    Satisfied people close their laptops. Satisfied people go for walks and call their friends and cook something that smells good. The machine needs you hovering. Twitching. Scrolling past the thing you actually wanted to find, because if you find it, you stop.

    So what do we actually do? Because “just log off, man” is advice that lands with all the practical utility of telling someone to simply not be sad or can you not just stop being depressed?

    Here’s what you gotta do. You go coarse grain when everything is fine grain. You pick the long thing, the book with the heft to it, the film that takes its time like it owns the place, the conversation that has no agenda and no endpoint. You make your brain work for its dinner instead of letting it snack on content pellets all day like a lab rat with a PhD in self destruction. (Did I just reference the Universe 25 Experiment? Yes I did. Enjoy that rabbit hole)

    You have to make something. Anything. It doesn’t have to be good. It doesn’t have to be shared. The act of making… Of putting your hands on something and pushing it into a shape that didn’t exist before is the single best middle finger you can raise at the boredom machine, because the machine cannot make.

    It can only remix and repackage and serve it back to you with a little notification bell.

    Final thing… The uncomfortable, bracing thing that tastes bad going down but works, you have to tolerate the gap. The gap between wanting something and having it. The gap where you sit in the slightly uncomfortable silence and don’t immediately reach for the phone. That gap is not the enemy. That gap is where your actual brain lives. It’s dusty in there. It smells like an old library and a little bit like anxiety.

    But it’s yours.

    The boredom was never the problem, it was more of a light symptom. The problem is you’ve been taught to be afraid of your own mind at rest.

    Stop being afraid of it. Feed it something real. See what it does.

    You’d be surprised what you brain meat can push out into the world.

    Stephen Walker.

    https://stphnwlkr.com/theescapehatch

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    Stephen Walker, Unit 146317, PO Box 7169, Poole, BH15 9EL, United Kingdom

  • I am grateful

    That you show up every time and read my emails and reply and just interact.

    I’ve had so many great conversations and also views on the topics and ideas I write about and share with you, that doing this is what keeps me going.

    I genuinely appreciate you taking a little sliver of time out your day to spend some time with me and again for that I am grateful.

    We all know the world is not in a great place right now and a lot of people are being affected by it all, but the best thing we can do is stay positive and optimistic that things will change.

    I love a little bit of a soap box rant on the things I’m passionate about/against and so are you…

    And as long as we continue to show up to the best of our abilities, I think things will work out.

    You’re the best c̶u̶l̶t̶ group of people I know.

    Stephen Walker.

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    Stephen Walker, Unit 146317, PO Box 7169, Poole, BH15 9EL, United Kingdom

  • The Art of Whore

    Here’s a little social media “game” for us folks who still require those platforms to feed into our own platforms…

    After all.

    Our audience/clients/customer numbers aren’t going to increase themselves magically (I mean I wish they did) but we still have to do some work and well, it’s time to make things fun again.

    We know that everyone with a ChatGPT subscription is now an expert on whatever topic is floating around and is running hot off the social media presses.

    (Minster of foreign affairs and war time policy anyone?)

    What you seem them do is input their vague surface level info to the Masjine and out it churns some splooge of the lowest calibre.

    At first I got annoyed at it, cause you had people who have never really written anything longer than a 140 character tweet, to now (on the surface it looks good) emulated pulizter prize levels writing.

    What I’ve been doing very sneakily over on the old bird app is inserting myself into the niche conversations happening there in the market I’m operating in.

    I’ve been come a topical conversation whore. Some people call me a reply guy which is cool. What they don’t know is that I’m slowly turning people into my way of thinking because I’m neatly challenging these slop pushers with logic and reasoning, while also being human.

    It’s a wild concept. Imagine sounding more human than those peddling trash.

    Yes you need to know what you’re talking about and you don’t even have to know that much anymore because the bar is so low. Yet all you need to do is engage with people who genuinely looking to either educate themselves or make an informed opinion without being misled.

    Who would’ve thought that in 2026. Taking a few minutes out of your day could win people to your side when there’s way too much noise and not enough signal out there.

    Have conversations. Point people in the right direction. Show them that you stand for something and slowly but surely they’ll find themselves in your world and they’ll wonder “Where have you been all my life!”

    Stephen Walker.

    P.S. I’m working as fast as I can to polish up and re-write a lot of the topics I’m going to be covering in The Escape Hatch. I’m also working on creating a structure you can follow if you really just want to run with the ideas in there. I don’t have a deadline for when it’ll be done, so I’ll end up drip feeding content there to keep you going until I share a “road map”

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    Stephen Walker, Unit 146317, PO Box 7169, Poole, BH15 9EL, United Kingdom

  • The great dumbification

    The world is systematically dumbing itself down to feed the dopamine starved masses, and we’re all complicit in this intellectual race to the bottom of the barrel…

    Everything is getting shorter, simpler, more digestible.

    Books become audiobooks become podcast summaries become TikTok highlights become tweet

    sized nuggets of “wisdom” that fit perfectly between ads for teeth whitening kits and crypto scams.

    (Crypto scams have been WILD on Twitter, especially more so since all of this war shit has gotten more legs etc)

    We’ve taken complex ideas and pureed them into baby food for adults who can’t be bothered to chew.

    Netflix adds speed controls because sitting through a 90 minute movie is apparently too fucking demanding.

    News becomes headlines. Headlines become notifications. Notifications become emotional reactions to things that may or may not have actually happened.

    The algorithms are optimising for engagement and hell to us going deep on ideas and thoughts and going for enlightenment.

    This is all junk food for the brain, designed to keep you clicking, scrolling, consuming and best of all…

    Never thinking, never questioning, never sitting still long enough to form an original thought.

    Dumbification is destroying you…

    1. Your attention span is dying. You used to be able to read books. Now you struggle through long emails. Your brain has been rewired to expect constant stimulation, making deep work feel like torture instead of flow.
    2. You’re losing critical thinking skills. When everything is pre-digested and spoon fed, you stop learning how to analyse, synthesise, and form your own conclusions. You become a consumer of other people’s thoughts instead of a creator of your own.
    3. Your tolerance for difficulty is evaporating. The moment something requires effort. Like real cognitive effort, you bail. You’re training yourself to quit when things get challenging, which means you’ll never develop expertise in anything that matters.

    But listen up. You can undumb yourself starting today…

    1. Read actual fucking books again. Not summaries. Not highlights. Complete books by people who spent years thinking about complex problems. Start with one chapter a day and build your attention span back up like a muscle.
    2. Embrace boredom. Stop filling every empty moment with content. Sit in silence. Let your mind wander. Some of your best ideas are hiding behind the compulsive need to check your phone every thirty seconds.
    3. Seek out difficult material. Find writers, thinkers, and creators who challenge you instead of validating what you already believe. Read things that make you uncomfortable. Engage with ideas that don’t fit neatly into your existing worldview.

    The dumbification isn’t inevitable.

    Dumbification only happens when you pick easy choices over the ones that make you marinate in your own brain meat for more than 15 minutes…

    Stop choosing easy, it’s that simple.

    Stephen Walker.

    P.S. Do the thing. Click the link. Join the group…

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    Stephen Walker, Unit 146317, PO Box 7169, Poole, BH15 9EL, United Kingdom

  • How to get behind 99% of people

    “Who wrote the software running in your head? Are you sure you actually want it there?” – Elon Musk

    The voice in your head is right:

    You’re not where you should be, right now.

    In fact, you’re way behind where you should be.

    The matrix must have slipped you the blue pill, ‘cause now you’re behind 99% of people, and if that doesn’t drive you into an anxiety-induced monk mode, you might be destined for modern slavery forever.

    Now, be honest…

    Deep down, you suspect I’m joking.

    But that little bastard in the back of your mind still kind of believes me, and he’s actually pretty riled up right now.

    So let’s try to calm him down with a little story-time and a warm cup of reality.

    Here goes…

    The other day, I had a coaching call with a 19 year old founder who is running a $20k per month agency.

    Impressive, right?

    He didn’t think so.

    “I just feel like I’m so far behind where I should be,” he says.

    “Everyone I look up to was ahead of me, at my age.”

    I black out for a moment before drooling a response:

    “Huh?”

    “You coached Ben Bader. He was making way more money than me at 19.”

    “Bro, Ben would have been the first to tell you he was ripping bongs in his dorm room at 19. He joked about that all the time. You’re years ahead of where he was.”

    His eyes go wide.

    “Oh… Well, what about you, then?”

    “I hadn’t even made my first dollar, at your age.”

    When we finally untangled the mess of false ideas in his head, we realized:

    Not only is he not behind…

    He’s actually ahead of everyone I’ve ever worked with, everyone I’ve ever met, and damn near everyone I’ve ever heard of.

    If entrepreneurship was a racetrack, he’d be lapping us all.

    And yet, he still believed he was behind.

    That’s how insidious this idea is:

    It tricks even the best among us into thinking that if we don’t have a Lambo by the time we graduate high school, we’re failing.

    Meanwhile, most successful entrepreneurs don’t break through until their late 20s, at the earliest, and more often their 30s and 40s.

    Don’t believe me? Check the scoreboard:

    LinkedIn was launched by a 36 year old.

    Red Bull was launched by a 41 year old.

    Adidas was launched by a 49 year old.

    Starbucks, a 51 year old.

    The list goes on (and on, and on), because those aren’t the exceptions, they’re the rule.

    And, most of the exceptions you see online — the 20 year old, Lambo-driving info-bros — are:

    Exceptionally rare
    Usually exaggerating
    Often secretly broke, because they have big top-line revenue but almost no profit.

    (not all of them, of course — but the percentage is so high it would shock you)

    Now, I’m all for having a sense of urgency.

    And don’t mistake this message as a reason to wait around for Mercury to align with Saturn so you can finally write your first Tweet.

    But when that sense of urgency cannibalizes your creative energy and fills your head with anxiety and overwhelm, it’s time to pluck the Zyn out of that little bastard’s mouth and tell him to shut him the fxck up so you can finally think clearly again.

    Bottom line:

    The voice in your head is wrong.

    But more importantly:

    It’s not even yours.

    It’s the voice of someone who made a post once that snuck a false idea past your filters when you had your guard down.

    And now it’s time to put your guard back up.

    Take back your mind.

    And get back to work.

    • T

    P.S. Balance the message in the email with this one (starts at 1:08:52)

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  • Size doesn’t matter

    I had an interesting conversation with a fellow creator today, who sadly got sucked into the world of generative AI.

    They were lied to by some of our favourite marketing tech bros.

    The lie was that generative AI would help you grow your audience indirectly because you’d be able to create more, which in turn would give you the chance to publish more content and thus you’d have fans/customers/clients flock to you.

    And we all know that’s bs on the front end.

    So much so, that this person decided to bin off their 20 super fans on their current Twitter account.

    To then go and make a new account and re-brand everything using every AI tool available to increase their output of work.

    How do you think it all turned out over the last year?

    Not good. Not good at all.

    What they forgot to mention previously was those 20 super fans were buying all of their work (Prints, stickers, buttons, badges etc)

    They were just thrown to the curb like an old box of toys you grew out of as a kid.

    The guru’s in general are still pushing the ideology of having massive amounts of followers = the most optimal way to be profitable, especially if you’re an artist and that shit is just wrong.

    It’s just that it’s so easy to sell the bigger numbers and the lifestyle that surrounds it.

    On top of that. Our brains are so fried from the constant dopamine addiction we put ourselves through when we go down a scroll hole of doom, that if we aren’t building the same lifestyles the big names are doing. Well, then we’re doing it wrong.

    Their new account had a lot more followers, but those weren’t super fans. They were similar people sucked into the AI cult and in that short period of time of creating the new account they had less than 10 sales, where previously they were averaging about 10-20 sales a month off of their super fans.

    Size truly doesn’t matter when it comes to this whole online game. It’s all about quality and the relationships you build.

    Another thing you can do is just close your eyes and visualise yourself standing in a room in front of say 20 people, hell, you’ve probably been to parties with more people than that.

    Don’t let the vanity metrics fool you.

    Having a tight knit group of super fans is far better overall having ALL of the numbers with no connection.

    Stephen Walker.

    https://stphnwlkr.com/TheEscapeHatch

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    Stephen Walker, Unit 146317, PO Box 7169, Poole, BH15 9EL, United Kingdom

  • Why you shouldn’t over socialise

    Stop over socialising. Seriously.

    Every coffee meetup, networking event, and “quick catch up” is stealing time from your actual work.

    We get deluded into thinking that we’re building relationships. Although what we’re doing is just masturbating our social anxiety while our creative projects die of neglect.

    Most socialising is just procrastination. You tell yourself you’re “putting yourself out there” when you’re really avoiding the hard, lonely work of creating something that matters.

    Your best ideas don’t come from brainstorming sessions with acquaintances over overpriced lattes.

    They come from solitude. From boredom. From having enough quiet space in your head for genuine thoughts to emerge instead of just recycling whatever bullshit you heard at last week’s mixer.

    Hemingway wrote alone. Virginia Woolf wrote alone. Every great creative work was born in isolation, not in some co-working space surrounded by people pretending to hustle.

    Say no to most social invitations. Guard your alone time like it’s your most valuable asset.

    And no. I’m not advocating becoming a complete shut out to the world.

    Just saying no to 99% of everything will put you ahead.

    Social media platforms and the influencer/gurus are all liars. They promote this picture perfect set up online but behind closed doors they’re truly dying to switch off.

    So start doing it before it’s too late.

    Stephen Walker.

    https://stphnwlkr.com/TheEscapeHatch

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    Stephen Walker, Unit 146317, PO Box 7169, Poole, BH15 9EL, United Kingdom

  • Hemingway would’ve hit send

    There’s this Hemingway quote that shows up on every basic bitch’s Instagram story next to a picture of a typewriter they’ve never touched and a whiskey glass they bought off of Amazon.

    “All you have to do is write one true sentence. Write the truest sentence that you know.”

    Everyone quotes it. Nobody fucking does it.

    And I get why. Because right now, writing one true sentence feels like juggling live grenades while the thought police take notes.

    The world has made it crystal clear what happens when you say the honest thing.

    The thing that doesn’t fit inside this week’s approved vocabulary list. (Feels like something straight out of 1984 tbh)

    And you see it all the time now. You get reported by professional victims. Flagged by the bots designed by cowards.

    Deplatformed by tech overlords who couldn’t write their way out of a paper bag.

    Dogpiled by strangers who didn’t read past your first sentence but have PhD level opinions about what you “really meant.”

    Your name ends up on some blacklist you didn’t apply for. Some soulless AI in a server farm decides your words are “problematic,” and suddenly you’re shouting into the perpetual nothingness that used to be your audience.

    And what usually happens? You fucking soften. You hedge like a nervous politician.

    You add more disclaimers than a pharmaceutical commercial. You run every sentence through an internal focus group of “what if Karen from accounting gets offended” and what emerges is this pathetic, beige, room temperature slop that says nothing, offends nobody, and dies quietly between a sponsored post for protein powder and someone’s avocado toast.

    [deep breath]

    And you call that writing.

    It’s not writing. I’d call it intellectual masturbation for people too scared to climax.

    Hemingway knew something every frightened creative needs tattooed on their forehead right now.

    Writing was never supposed to be safe.

    The moment you sit down to say something genuinely true.

    I mean structurally, uncomfortably, dangerously true about this fucked up world we’re living in, you’re committing an act of rebellion.

    I mean look at all of this Epstein files bullshit and the unlimited amounts of conspiracy theories that are bleeding out onto the internet now.

    He said write hard and clear about what hurts.

    Not write soft and vague about what’s comfortable. Not write whatever today’s mob will tolerate. Not write what the algorithm jerks off to.

    Hard. Clear. What actually fucking hurts.

    He also said every writer needs a built in, shockproof shit detector. Yours should be going off right now like a smoke alarm in a meth lab.

    You start to feel it every time you scroll through the sanitised wasteland of social media.

    Every time you read something and think “that’s not even half the truth, but nobody’s got the balls to say so.”

    Every time you write something real, feel its weight, then delete it because you’re terrified of the consequences.

    That detector is screaming. You’re just pretending you can’t hear it because facing the truth feels scarier than living the lie.

    Here’s what Papa Hemingway understood in his bones, what he proved every time he put words on paper…

    The cost of not writing the true thing will destroy you faster than writing it ever could.

    Not your follower count. Not your brand partnerships. Not your precious reputation.

    You. The part of you that actually matters. The machinery inside that makes your words worth reading instead of just worth scrolling past.

    Every time you pull a punch, you teach your soul to flinch. Every time you swap the real word for the safe word, the real word gets harder to find.

    I sure as shit don’t want to lose the sentence. And I also don’t want to lose the instinct to write sentences worth losing followers over.

    (Cause we’re not going to make everyone happy. I mean that’s boring anyways)

    And once that instinct dies. Once you’ve trained yourself to self censor before you even know what you want to say, you’re not a writer anymore.

    You’re a content producer. You’re elevator music in blog form.

    Hemingway didn’t write to be liked. He wrote to be true. And the truth was frequently ugly, uncomfortable, and completely unwelcome at polite dinner parties.

    He wrote about war without making it romantic. He wrote about love without making it pretty. He wrote about the long, quiet ways people destroy themselves, and he did it in short, brutal sentences because truth doesn’t need decorations or sparkles.

    That’s what’s missing right now. Not more content. Not more takes. Not more sanitised wisdom that’s been focus grouped into meaninglessness.

    The world is missing writers with the balls to write the true sentence.

    The one sitting in your chest like a tumour. The one you keep almost saying. The one you’ve typed and deleted six times because you know, you it’s going to cost you something.

    Write that sentence.

    Hemingway would’ve hit send and told anyone who didn’t like it to kiss his ass.

    So should you.

    And even if you don’t write as much. Paint, write the song or have the conversations…

    Stephen Walker.

    P.S. “There is nothing to writing. All you do is sit down at a typewriter and bleed.” He said that too. Notice he didn’t mention checking whether your blood was brand safe first.

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    Stephen Walker, Unit 146317, PO Box 7169, Poole, BH15 9EL, United Kingdom

  • 7 am in Mexico City

    “Don’t bend; don’t water it down; don’t edit your own soul according to the fashion. Rather, follow your most intense obsessions mercilessly.” – Franz Kafka

    It’s 7 am in Mexico City.

    I’m sitting in the only good coffee shop that opens this early, wrestling with the blank page.

    This doesn’t happen often.

    I’ve been writing these emails for over 15 years, so usually the words flow pretty easily.

    But today I have something important to tell you, and I’m not quite sure how to say it.

    For context:

    We’ve had a huge flow of new subscribers join us over the past week.

    (if that’s you, welcome — if you’ve been here a while, you’ll want to see this too)

    So I should probably take a moment to tell you exactly who I am and what I do…

    …And make it simple, clear, and compelling enough to keep you reading.

    The problem is, the simple answer would be a lie.

    Sitting around the campfire at our retreat last summer, a long-time attendee put it this way:

    “When friends ask me what we do here, I never know what to say.

    We build businesses, but it’s not just about business.

    We go deep on self-development and spirituality, but it’s not about that either.

    We talk about training the mind, life strategy, relationships, communication, human potential — basically everything.

    What we do here isn’t about any single topic.

    But when we bring it all together…

    This is, hands down, the best place in the world.”

    Moments later, as the fire began to die down…

    Long-time coaching client Mason Vranes turned to me and said:

    “That’s your greatest strength… and biggest weakness.”

    Mason’s business, FundLaunch, just passed 40M in revenue, and he’s well on his way to a 100M exit before he turns 30.

    So he knows the rules of the game:

    Niche down.

    Speak to one “avatar.”

    Keep making your offer more specific until it clicks.

    Then, hit the gas and scale it as hard and fast as it’ll go.

    No doubt, that approach works:

    It’s how my first business, EGTBasketball, cracked 8 figures in lifetime sales, and held the top spot in the basketball training industry for nearly a decade.

    So I know it would be better for business if I crammed what I offer into a neat little box…

    But every time I try, we lose what makes our work so uniquely powerful.

    Since you’re here, I’m guessing you feel the same way:

    There isn’t a single word that fully describes who you are or what you’re looking for, so being forced down a one-dimensional path feels like cutting off a piece of yourself.

    The problem is, every available path feels one-dimensional.

    Business gurus tell you spirituality is make-believe.

    (sit down, shut up, work 12 hours a day, cut out all your friends, and when money doesn’t fill the emptiness inside, go make more money)

    Spiritual teachers tell you ambition is ego.

    (sit down, be peaceful, love everyone, wave these crystals at the chick with dreadlocks sitting across from you in the sharing circle so she likes your “vibes”)

    Self-improvers tell you… well, a whole lot of sh*t.

    (sit down, stop fapping, start maxxing, join my Skool community to farm that good aura so you can finally get ahead of 99% of people and escape the matrix so fast it feels illegal)

    But that’s the internet, and it’s the only one we’ve got.

    So you keep trying to fit yourself into systems built by simpler people with simpler goals…

    But no matter how much content you consume, and how much progress you make….

    It still feels like something essential hasn’t clicked yet.

    That’s where our work begins.

    I spent my 20s searching for a deeper path, as I scaled my first business while travelling to over 40 countries, training intensively in Taoist meditation and Amazonian plant medicine, and obsessively studying human potential.

    I’ve spent my 30s, so far, in a “creative retirement”, writing, teaching, running retreats, and privately coaching 6, 7, and 8 figure founders.

    I haven’t seen it all yet, but I’ve seen a hell of a lot.

    And here’s the good news:

    The most successful individuals I’ve worked with aren’t sacrificing parts of themselves to achieve their goals.

    They’re not choosing between money and spirituality, outer achievement and inner mastery, ambition and relationships, or success and freedom.

    They’re integrating all of it, because that’s what mastery is.

    If that’s the game you’re playing, welcome.

    You may have just found exactly what you’ve been looking for.

    • T

    P.S. Over our next few emails, we’ll talk more about this integrated approach to business, life strategy, and self-mastery.

    In the meantime, here’s where I recommend going deeper.​

    “A human being should be able to change a diaper, plan an invasion, butcher a hog, conn a ship, design a building, write a sonnet, balance accounts, build a wall, set a bone, comfort the dying, take orders, give orders, cooperate, act alone, solve equations, analyze a new problem, pitch manure, program a computer, cook a tasty meal, fight efficiently, die gallantly. Specialization is for insects.”― Robert A. Heinlein

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  • Girl at the coffee shop

    …had 47 browser tabs open like she was re-creating the matrix.

    Eyes half shut. Posture of someone who’d been clinically dead for twenty minutes and just decided to come back because her coffee wasn’t finished yet.

    Hair doing something ambitious. The laptop was practically breathing harder than she was.

    “Rough day?”

    “No. This is Tuesday.”

    “What do you do?”

    “I sell screenshots.”

    Long pause. The type of pause where your left eye starts to twitch and your brain reboots…

    “Screenshots… of what?”

    “Ads.”

    “You sell. Pictures. Of advertisements.”

    “$37 a month. Updated every Tuesday.”

    She turned the laptop around.

    1,247 active subscribers.

    $46,139 per month.

    Selling screenshots.

    My entire belief system left my body.

    “Hold on. Where do you even get them?”

    “Facebook Ad Library. Completely free. Public. I spend two hours scrolling and screenshot anything that’s been running longer than three weeks.”

    “Why three weeks?”

    “Because if an ad is still running after three weeks, it’s printing money. Nobody keeps paying for an ad that’s losing. The platform is doing the quality control for me. I’m just taking the receipt.”

    “So your entire product… is screenshots you find for free on a website anyone can access?”

    “Google Drive folder. 50 fresh ads every Tuesday. One sentence per screenshot explaining why it works. That’s it. That’s the whole thing.”

    “And people hand you $37 a month for that?”

    She took a sip of her coffee.

    “People hand me $37 a month to skip the two hours of scrolling they’ll never do. Time saved in the long run.”

    “What’s your background? Marketing degree? Agency?”

    “Receptionist. Got laid off eleven months ago.”

    Eleven. Months.

    Receptionist to $46K a month. Selling screenshots she finds on a free website, organised in a Google Drive folder a twelve year old could build.

    “But… can’t people just do this themselves?”

    She shrugged the way someone shrugs when they’ve heard this exact question 400 times and it gets funnier every single time.

    “Can. Won’t. Different problem entirely.”

    She picked up her coffee, turned the laptop back around, and disappeared into her 47 tabs like nothing had happened…

    Now someone sent me this tale fresh off the LinkedIn bus. I re-wrote it a little to make it read better, cause people on LI are AI’d up to their nostrils.

    Anyways. The lesson here is:

    Simple is good and simple is profitable and in this chicks case. Very profitable.

    While everyone is still gargling on the shiny metal balls of our future AI overlords. People who know people. Know that people are lazy shits.

    As much as the techbros are force feeding that AI is going to take over everything. They forget that the majority of people don’t want to learn a new tool (Which is also very shit in light of new events) to then have to waste time to figure it out to do what they really need. They’d rather pay for what it is they’re looking for and be given it all down and dirty like…

    Just like the people paying $37 a month for winning ads they can model.

    Oh and guess what? This kind of thing is so easy to set up. You don’t need a blood sacrifice to finish it.

    So think about it. What can you set up that’ll print money and make people’s lives easier?

    Stephen Walker.

    P.S. I’ll be throwing together a little doc that I’ll slide into The Escape Hatch

    If you’re not diggin’ these tasty little emails anymore you can hit the unsubscribe button right here >>> unsubscribe

    Stephen Walker, Unit 146317, PO Box 7169, Poole, BH15 9EL, United Kingdom

  • Your favourite guru lied to you

    And then funny thing is, you paid for it too.

    The lie is so fucking obvious that I’m embarrassed it took me this long to call it out.

    In the MMO space. They told you that flashing income screenshots and Lamborghini photos would attract high quality clients to your business.

    They sold you the dream that “income attracts income” and all you need to do is show people how much money you’re making to get them to pay you money.

    And in the wise words of my favourite comedian of all time, George Carlin: It’s bullshit. Complete, grade A, premium bullshit.

    But hey. Income porn looks good from a visual point of view. It looks sexy on Instagram reels and your Facebook feed, but you attract broke people who are desperate to make money fast.

    (Yes. We’ve all been there. We’ve all started back in the day by Googling: “how to make money on the internet”)

    But when you do all this online flashy bullshit about all the riches they can have. You end up getting clients who are more interested in your bank account than your actual skills.

    You start to build an audience of wannabe entrepreneurs who think success is a Instagram story away and I mean if you’ve seen Instagram within the last 6 months. Holy shit balls it’s bad.

    The thing is. These are not good clients. These are not people who will pay you premium prices for quality work. These are bargain hunters and dream chasers who will nickel and dime you to death while expecting miracles.

    But your favourite guru frames it like it’s easy.

    “All you need is $100 and this software and you can be raking in $5K per month in as little as 90 days!” Sure, it’s technically possible. (LLM bros lol)

    But so is winning the lottery. Both require a combination of skill, timing, and luck that most people don’t possess.

    What they don’t tell you is that those 90 days involve working 12 hour days, failing repeatedly, learning skills you didn’t know existed, and dealing with rejection that would make a telemarketer cry. They don’t mention that most people quit after week two when they realise that “passive income” requires active effort. I mean damn. Can’t I just push a button and make my millions?

    People are lazy fucks who want results without work. Gurus know this, so they sell the dream and leave out all of those nightmarish steps. They show you the destination but hide the fucking mountain you have to climb to get there and the mountain sucks cause it’s covered in snow and there are wolves out to eat you, oh and you’re climbing barefoot AND it’s -20 degrees outside…

    The coaching space is especially rotten with this too. Every other LinkedIn post is some “coach” showing off their Shopify dashboard or their course launch numbers, pretending that screenshots equal expertise, which we all know they don’t.

    So you need to stop falling for it. Stop buying courses from people whose only credential is making money selling courses about making money or coaching coaches that coach coaches to coach coaches.

    Fuck that noise.

    Real expertise doesn’t need income porn to prove itself.

    Stephen Walker.

    Oh look another obnoxiously long url you should click on to join the escape hatch where cool shit will be posted for free

    If you’re not diggin’ these tasty little emails anymore you can hit the unsubscribe button right here >>> unsubscribe

    Stephen Walker, Unit 146317, PO Box 7169, Poole, BH15 9EL, United Kingdom

  • I downloaded IG and instantly regretted it

    “Fear weaponizes your imagination against you.” – Jed McKenna

    Last week, I downloaded Instagram for the first time in 8 years.

    Turns out IG is a key middle-of-funnel conversion mechanism for Hinge leads in Mexico City…

    So the upside, I figured, would easily outweigh the downside.

    Right?

    Wrong.

    The moment I opened the app, I was slammed with ads from coaches coaching coaches to coach coaches who coach coaches, all of them saying some version of the same thing:

    “You’re screwed.”

    Business has never been harder, they say.

    It isn’t 2020 anymore, you can’t just press the internet button and make money fly out.

    You actually need a system, now, and the only system that works is my system, because every other system is so, like, 2021, and if you don’t install my system in the next 3 hours AI will run away with your business and your wife and leave you eating lonely microwave dinners with nothing but the cat for company, and he never really liked you anyway.

    The good news, they say, is you can book a “discovery” (sales) call with my “team” (outsourced sales agency) so we can help you “install” (buy) my system before it’s too late.

    If I sound old and cranky, that’s because I am.

    But I’m also old enough to know bullsht when I see it, and it’s the same bullsht gurus have been peddling since I started back in 2010.

    First it was “SEO is dead!”

    Then “blogging is dead!”

    Then “your cat is dead! — now you have to eat those microwave dinners alone because you didn’t install my system when you had the chance — just kidding, for a limited time only…”

    Every year, it’s the same story.

    The characters change, but the bullsh*t stays the same.

    After 16 years online, running multi-million dollar education businesses through ~3 generations of changes…

    The SEO, blogging & affiliate era (2010 - 2015)
    The social media era (2015 - 2021)
    The creator era (2021 → today)

    (and now, of course, the AI era which I suspect hasn’t truly begun, yet)

    …Here’s the honest-to-God truth:

    In some ways, online business has never been easier.

    My first website cost $5k, took 4 months to build, and had less functionality than a free WordPress template.

    The first app I built cost a quarter million dollars to launch, and 5-figures in monthly overhead to maintain.

    Not to mention, for the first half of my career, everything sold online was assumed to be a “scam”.

    These days, you can sit down with a cup of coffee at breakfast and have a fully-functioning business before lunch.

    And, you can do it at near-zero cost.

    Of course, that doesn’t mean it’s easy.

    (this is business, after all)

    The market has never been noisier or more saturated, for example.

    But that also means there are more founders, having more success than ever before.

    (that’s literally what saturation means)

    So please, don’t let the gurus scare you.

    Every era has upsides and downsides.

    And — big secret:

    There are always about as many upsides as downsides.

    The platforms may change, but the fundamentals always stay the same:

    Put your head down.

    Put your blinders on.

    Delete Instagram (she’s not worth it).

    And get to work.

    • T

    P.S. In case you missed it:

    ​Here’s 16 years of business advice in 72 minutes.​

    (no fear-mongering, no Lambos, just high-level, battle-tested strategy that applies to every era of business)

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  • No Skool like the old Skool

    Got a few people reply who were hesitant about getting Telegram, cause they thought I was going to do what everyone and their dog is doing, which is build an “app” on Skool.

    And frankly. That’s a valid question.

    Firstly. The app ecosystem sucks. It runs like shit on your mobile phone and even if you’re paying for the premium features, people are still getting blasted with adverts to join similar communities as yours…

    From a security standpoint, comparing Telegram to Skool…

    Telegram is a bank vault, where Skool is essentially a cardboard box with a “please don’t steal sign on it”

    Telegram offers end-to-end encryption for secret chats, meaning your conversations are scrambled into unreadable code that only you and your recipient can decrypt, this also applies to your groups you create and the content you decide to house on it too.

    The thing is, even Telegram itself can’t read your messages.

    Skool on the other hand?

    It’s a centralised platform storing all your data on servers that governments can subpoena, hackers can breach, and corporate overlords can data mine for profit.

    When you’re building communities discussing sensitive topics, do you really want some Silicon Valley company having full access to every word your audience shares?

    Telegram keeps your communications private by design, while Skool treats your data like a product to be analysed, stored, and potentially monetised.

    One platform was built by privacy advocates who fled authoritarian regimes. The other was built by entrepreneurs who see your audience as a revenue stream.

    Now I’m not saying that I’m going to be creating a community that’s going to overthrow a government or whatever.

    It’s just a place for me to store ideas, while giving people a place to rest their weary legs while they try run away from social media permanently.

    I mean, have you been paying attention to what’s happening in the real world?

    The UK’s Online Safety Act is tightening the noose.

    The US is teeing up legislation that would make your grandmother’s Facebook wall a regulated utility.

    Every centralised platform is one bureaucratic sneeze away from becoming a surveillance tool that makes your members uncomfortable, quiet, or gone.

    And social media?

    That’s already finished. It’s a rage-bait cemetery where 300 ChatGPT clones post the same “most people won’t tell you this” carousel while an algorithm decides who sees your stuff based on how angry it makes strangers.

    Verified blue-tick wankers pretending life is perfect while behind closed doors we know it’s not. Although that won’t stop them from schilling some bullshit empowerment course to you and happily keep you on that hamster wheel.

    Anywho.

    You know what to do.

    Stephen Walker.

    Definitely not an obnoxiously long link to get you to join my Telegram group.

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    Stephen Walker, Unit 146317, PO Box 7169, Poole, BH15 9EL, United Kingdom