JOURNAL

Field notes, in writing.

Occasional issues from the practice — on positions, refusals, and the slow operations that make the work possible. Published when something asks to be put down. Not before.

— LATEST ISSUE2026

008

N°.008

MAY 2026A 6-MINUTE READ.

— ON THE COVER

You cannot copy a brand

Aim at someone else’s and you miss it — into your own.

A founder writes: make it like the one everyone admires — that bottle, that studio, that page. Bring it, I write back; we will start exactly there. What I do not say is the part worth writing down — you will not get that one, and the reason you cannot is the reason you do not need to.

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