The Ledger
Every statement that passed quotation and attribution checks. Mix any filter with any other: certainty 1/5, debate potential 5/5, or both at once.
why aren't all 7 resolved? a statement only gets an assessment when the public record can support or contradict it. opinions and what-ifs never can, and 0 checkable ones are still open, waiting for their date. predictions held up or didn't; assertions are supported or contradicted. on every card: ▮▮▮▮▮ certainty · ▮▮▮▮▮ debate potential. speakers are clickable
Whaley: Major brands like Coca-Cola are simply artistic raw material
“There are brands and entities in culture that we perceive as cultural material, the same way artists looks at their material as, like, paint or sculpture or marble or whatever. Like, for us, Coca-Cola is material. Give us that. And we'll make something new wit…”
Whaley: The marketing focus on product drops is entirely misplaced
“The focus on the drop is, is misplaced. Drop is just a delivery mechanism for something new. What these guys are actually looking for, like what they actually want at the end of the day is how do you break through the noise?”
Whaley: Brands overspend on execution because they fear untried ideas
“What you typically see a lot of brands do is they're afraid of good ideas because good ideas have not been done by definition. So they lean more on the execution and you see like large budgets and like, Huge bloated teams and production.”
Whaley: Good ideas slap in one sentence and harder in three
“The line that we use here is, a good idea should slap in one sentence, and then slap even harder in three. And that just means there are layers, right? Like, you appreciate it for the headline, but if you, like, really dig into it, you're like, wait up, is thi…”
Whaley: Great creative ideas must slap in one sentence and three
“The line that we use here is a good idea should slap in one sentence and then slap even harder in three. And that just means there are layers, right?”
Whaley: MSCHF never wins as a first mover
“Like it's mischief doesn't win as a first mover. If you look at all of our work, it was never about being the first to react to something or the first to like make use of a format.”
Whaley: Social media shifted from novelty-based sharing to vanity-based content
“Platforms, if you really think about it, they started as a way to share things that you found were interesting. And now they are mostly ways to share photos and videos of you talking about things that you find interesting. It's kind of become like less novelty…”