Mid Ideas, Major Reach

Unpolished. Unbothered. Unshared.

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Recently, I wrote an article claiming that the truth doesn’t go viral.

I contemplated my own findings for a while. The hint of bitterness behind that statement perhaps stemmed from wanting truth to win without playing the game.

I call it the dirty game all content creators play online.

Which has often led me to wonder: do legitimate, authentic writers do this in the real world? At least the ones I respect? Probably not.

I suppose this could be my own ego-protection — and maybe it’s costing me leverage.

Packaged truth is palatable and just pretty enough to go viral.

However, I hold a personal disdain for the aestheticisation of truth itself.

To me, it’s really just performative truth.

But sure, I can put aside my own contempt for a few minutes so I can precisely see into why exactly the rest of the world digests this material.

Take the current social media popularity of Alan Watts, Naval Ravikant, Robert Greene, and Jay Shetty.

They’re just packaging real ideas into digestible, aesthetic and emotional formats.