Dirt Apple Land
Function And Form Had a Baby
Perfect Normal
The illusion of function.
Systems that perform the appearance of purpose, but don’t fulfill it.
Think: signage overload, loyalty programs no one uses, rules without teeth.
It’s not sinister. It’s inert.
It looks like a solution, but it doesn’t connect to human signal anymore.
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Thoughtful Consideration
The real work: decision-making that connects intent to outcome.
A person asking: “Does this achieve what we say it’s for?”
Requires presence, attention, friction, skill, care.
Rare, costly, invisible when done right.
It’s craft over process. Substance over protocol.
Add more signs instead of solving the confusionLaunch more apps instead of fixing the experienceFight longer wars instead of defining their purposePraise progress while gutting the decision-making muscle beneath it
And that entropy creates noise.
And noise has consequences.
Noise trains people to stop listening.
Noise erodes trust, clarity, and the ability to see what matters.
And the longer we stay in Perfect Normal,
The moreThoughtful
Consideration feels
like overthinking.
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