Because if you love it, don't you just love it?
Why do you need anything from it?
Why do you need to explain it?
Why do you need to define it?
The only reason why you're looking to define it is because the world has convinced you that you need to give reason to it.
You see that in all forms of life, all forms of relationships, all forms of work, the thing that is so pure and genuine is now lost.
And it's lost because it's looking to be defined, looking to be named, looking to have maybe a brainstorming session around it.
It kills it in the womb. There's no opportunity for it to be unique or to grow or to truly manifest into something otherworldly because it's been killed by the subtle need for it to be something to satisfy what an audience.
Okay. A million people view your video.
A hundred million people view your video doesn't change anything.
Okay , the engagement is through the roof.
The KPIs are awesome.
Doesn't mean anything.
At the end of the day, it means nothing because it's not gonna transform you anywhere from where you are to anything next.
It's just the same bucket you're in.
