Nobody walks up to a mountain spring anymore. Nobody cups their hands under clean water and drinks. That instinct is gone, or close to it. What replaced it is a logo, a bottle, a story about glaciers or electrolytes or some alpine village that may or may not exist. You don’t drink water. You buy a relationship with a brand and then you drink that.
This is not a conspiracy. It’s just what happens when every human necessity gets routed through a commercial interest before it reaches you. Food, water, shelter, medicine, the air you breathe if someone could figure out how to bill you for it they would. We were born into this so it feels like weather. It feels like the way things are. It never occurs to most people to question it because questioning it would require imagining something outside of it, and we can’t picture that anymore.
My industry is no different. The wellness space is drowning in buzzwords, bad science, and deliberate confusion. Some of it is cynical. Some of it is just people who don’t know what they’re talking about running companies and hiring other people who don’t know what they’re talking about. Incompetence and malice produce the same result for you, the person standing in the aisle trying to figure out what to put in your body.
My bet is simple. Make things that are actually good for people. Tell the truth about what they are. Trust that over time, that’s enough. If I’m wrong, I’m wrong. But if I fill the air with noise and invented concepts and false urgency, I’m not just failing commercially. I’m working against every principle I built this thing on. Every force in nature lines up against that. I’d rather lose clean than win dirty.