Billie isn’t exactly an obscure, indie brand. You can find their product line at Target. So while their brand messaging might hit with a Gen Z audience, they’re doing a little sleight of hand to sell it to us Olds. With the Chia Pet campaign, Bille has packaged progressive messaging inside familiar cultural touchstones, making challenging ideas feel comfortable and accessible to a Mom on a Target run.

"This constant churn does more than fill landfills—it fundamentally alters our psychological relationship with possessions. When objects are temporary by design, we form weaker attachments to them. We learn not to care deeply about things that are designed to be replaceable."

The census approach—gathering everything specifically written about a subject—gives you facts. Reading around gives you context. It's the difference between knowing what something is and understanding why it matters.

"The play is whatever the audience sees. Whatever comes out is the play and we'll all enjoy it." Finally, I was able to stop torturing myself about launching a newsletter.

Big ideas and daily routines offer the seductive illusion that with enough structure and self-discipline, we can somehow avoid having to grapple with anything messy, uncertain, or sad. Small ideas invite play rather than devotion. They spark curiosity rather than certainty. They make space for questions like "What if?" instead of confident declarations about How Things Are.