Category: modernism

“Trust the Science,” They Said. “It’s Reproducible,” They Lied.

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—On Epistemology, Pop Psychology, and the Cult of Empirical Pretence

Science, we’re told, is the beacon in the fog – a gleaming lighthouse of reason guiding us through the turbulent seas of superstition and ignorance. But peer a bit closer, and the lens is cracked, the bulb flickers, and the so-called lighthouse keeper is just some bloke on TikTok shouting about gut flora and intermittent fasting.

Audio: NotebookLM podcast on this topic.

We are creatures of pattern. We impose order. We mistake correlation for causation, narrative for truth, confidence for knowledge. What we have, in polite academic parlance, is an epistemology problem. What we call science is often less Newton and more Nostradamus—albeit wearing a lab coat and wielding a p-hacked dataset.

Let’s start with the low-hanging fruit—the rotting mango of modern inquiry: nutritional science, which is to actual science what alchemy is to chemistry, or vibes are to calculus. We study food the way 13th-century monks studied demons: through superstition, confirmation bias, and deeply committed guesswork. Eat fat, don’t eat fat. Eat eggs, don’t eat eggs. Eat only between the hours of 10:00 and 14:00 under a waxing moon while humming in Lydian mode. It’s a cargo cult with chia seeds.

But why stop there? Let’s put the whole scientific-industrial complex on the slab.

Psychology: The Empirical Astrological Society

Psychology likes to think it’s scientific. Peer-reviewed journals, statistical models, the odd brain scan tossed in for gravitas. But at heart, much of it is pop divination, sugar-dusted for mass consumption. The replication crisis didn’t merely reveal cracks – it bulldozed entire fields. The Stanford Prison Experiment? A theatrical farce. Power poses? Empty gestural theatre. Half of what you read in Psychology Today could be replaced with horoscopes and no one would notice.

Medical Science: Bloodletting, But With Better Branding

Now onto medicine, that other sacred cow. We tend to imagine it as precise, data-driven, evidence-based. In practice? It’s a Byzantine fusion of guesswork, insurance forms, and pharmaceutical lobbying. As Crémieux rightly implies, medicine’s predictive power is deeply compromised by overfitting, statistical fog, and a staggering dependence on non-replicable clinical studies, many funded by those who stand to profit from the result.

And don’t get me started on epidemiology, that modern priesthood that speaks in incantations of “relative risk” and “confidence intervals” while changing the commandments every fortnight. If nutrition is theology, epidemiology is exegesis.

The Reproducibility Farce

Let us not forget the gleaming ideal: reproducibility, that cornerstone of Enlightenment confidence. The trouble is, in field after field—from economics to cancer biology—reproducibility is more aspiration than reality. What we actually get is a cacophony of studies no one bothers to repeat, published to pad CVs, p-hacked into publishable shape, and then cited into canonical status. It’s knowledge by momentum. We don’t understand the world. We just retweet it.

What, Then, Is To Be Done?

Should we become mystics? Take up tarot and goat sacrifice? Not necessarily. But we should strip science of its papal robes. We should stop mistaking publication for truth, consensus for accuracy, and method for epistemic sanctity. The scientific method is not the problem. The pretence that it’s constantly being followed is.

Perhaps knowledge doesn’t have a half-life because of progress, but because it was never alive to begin with. We are not disproving truth; we are watching fictions expire.

Closing Jab

Next time someone says “trust the science,” ask them: which bit? The part that told us margarine was manna? The part that thought ulcers were psychosomatic? The part that still can’t explain consciousness, but is confident about your breakfast?

Science is a toolkit. But too often, it’s treated like scripture. And we? We’re just trying to lose weight while clinging to whatever gospel lets us eat more cheese.

Hungering for Morality: When Right and Wrong Are Just a Matter of PR

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Full Disclosure: I read the first volume of The Hunger Games just before the film was released. It was OK – certainly better than the film. This video came across my feed, and I skipped through it. Near the end, this geezer references how Katniss saves or recovers deteriorated morality. Me being me, I found issue with the very notion that a relative, if not subjective, concept could be recovered.

The OP asks if The Hunger Games are a classic. I’d argue that they are a categorical classic, like Harry Potter, within the category of YA fiction.

Audio: NotebookLM podcast discussing this topic.

The Hunger Games doesn’t depict the death of morality — it’s a masterclass in how to twist it into a circus act.

Video: YouTube video that spawned this topic.

Let us dispense with the hand-wringing. The Hunger Games is not a parable of moral decay. It is something far more chilling: a vivid portrait of moral engineering — the grotesque contortion of ethical instincts into instruments of domination and spectacle.

Those who bemoan the “decline of morality” in Panem have rather missed the point. There is no absence of morality in the Capitol — only a different version of it. A rebranded, corporatised, state-sanctioned morality, lacquered in lipstick and broadcast in 4K. It is not immorality that reigns, but a hyperactive ideological morality, designed to keep the masses docile and the elites draped in silk.

This is not moral entropy; it’s moral mutation.

Children are not slaughtered because people have forgotten right from wrong — they are slaughtered because a society has been trained to believe that this is what justice looks like. That blood is penance. That fear is unity. That watching it all unfold with a glass of champagne in hand is perfectly civilised behaviour.

This isn’t the death of morality. It’s a hostile takeover.

The Moral PR Machine

If morality is, as many of us suspect, relative — a cultural construct built on consensus, coercion, and convenience — then it can no more “decline” than fashion trends can rot. It simply shifts. One day, shoulder pads are in. The next, it’s child-on-child murder as prime-time entertainment.

In Panem, the moral compass has not vanished. It’s been forcibly recalibrated. Not by reason or revelation, but by propaganda and fear. The Games are moral theatre. A grim ritual, staged to remind the Districts who holds the reins, all under the nauseating guise of tradition, order, and justice.

The citizens of the Capitol aren’t monsters — they’re consumers. Trained to see horror as haute couture. To mistake power for virtue. To cheer while children are butchered, because that’s what everyone else is doing — and, crucially, because they’ve been taught it’s necessary. Necessary evils are the most seductive kind.

Katniss: Not a Saint, But a Saboteur

Enter Katniss Everdeen, not as the moral saviour but as the spanner in the machine. She doesn’t preach. She doesn’t have a grand theory of justice. What she has is visceral disgust — an animal revulsion at the machinery of the Games. Her rebellion is personal, tribal, and instinctive: protect her sister, survive, refuse to dance for their amusement.

She isn’t here to restore some lost golden age of decency. She’s here to tear down the current script and refuse to read her lines.

Her defiance is dangerous not because it’s moral in some abstract, universal sense — but because it disrupts the Capitol’s moral narrative. She refuses to be a pawn in their ethical pageant. She reclaims agency in a world that has commodified virtue and turned ethics into state theatre.

So, Has Morality Declined?

Only if you believe morality has a fixed address — some eternal North Star by which all human actions may be judged. But if, as postmodernity has rather insistently suggested, morality is a shifting social fiction — then Panem’s horror is not a fall from grace, but a recalibration of what counts as “grace” in the first place.

And that’s the real horror, isn’t it? Not that morality has collapsed — but that it still exists, and it likes what it sees.

Conclusion: The Real Hunger

The Hunger Games is not about a society starved of morality — it’s about a world gorging on it, cooked, seasoned, and served with a garnish of guiltless indulgence. It is moral appetite weaponised. Ethics as edict. Conscience as costume.

If you feel sickened by what you see in Panem, it’s not because morality has vanished.

It’s because it hasn’t.

The Tyranny of “Human Nature”

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There is a kind of political necromancy afoot in modern discourse—a dreary chant murmured by pundits, CEOs, and power-drunk bureaucrats alike: “It’s just human nature.” As if this incantation explains, excuses, and absolves all manner of violent absurdities. As if, by invoking the mystic forces of evolution or primal instinct, one can justify the grotesque state of things. Income inequality? Human nature. War? Human nature. Corporate psychopathy? Oh, sweetie, it’s just how we’re wired.

What a convenient mythology.

Audio: NotebookLM podcast on this topic.

If “human nature” is inherently brutish and selfish, then resistance is not only futile, it is unnatural. The doctrine of dominance gets sanctified, the lust to rule painted as destiny rather than deviance. Meanwhile, the quiet, unglamorous yearning of most people—to live undisturbed, to coöperate rather than conquer—is dismissed as naĂŻve, childish, and unrealistic. How curious that the preferences of the vast majority are always sacrificed at the altar of some aggressive minority’s ambitions.

Let us dispense with this dogma. The desire to dominate is not a feature of human nature writ large; it is a glitch exploited by systems that reward pathological ambition. Most of us would rather not be ruled, and certainly not managed by glorified algorithms in meat suits. The real human inclination, buried beneath centuries of conquest and control, is to live in peace, tend to our gardens, and perhaps be left the hell alone.

And yet, we are not. Because there exists a virulent cohort—call them oligarchs, executives, generals, kings—whose raison d’ĂŞtre is the acquisition and consolidation of power. Not content to build a life, they must build empires. Not content to share, they must extract. They regard the rest of us as livestock: occasionally troublesome, but ultimately manageable.

To pacify us, they offer the Social Contract™—a sort of ideological bribe that says, “Give us your freedom, and we promise not to let the wolves in.” But what if the wolves are already inside the gates, wearing suits and passing legislation? What if the protection racket is the threat itself?

So no, it is not “human nature” that is the problem. Cancer is natural, too, but we don’t celebrate its tenacity. We treat it, research it, and fight like hell to survive it. Likewise, we must treat pathological power-lust not as an inevitability to be managed but as a disease to be diagnosed and dismantled.

The real scandal isn’t that humans sometimes fail to coöperate. It’s that we’re constantly told we’re incapable of it by those whose power depends on keeping it that way.

Let the ruling classes peddle their myths. The rest of us might just choose to write new ones.

Varoufakis Solves Zeno’s Paradox

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Having finished Technofeudalism, I’ve moved on to Society of the Spectacle, which has me thinking.

They say no one escapes the Spectacle. Guy Debord made sure of that. His vision was airtight, his diagnosis terminal: we are all spectators now, alienated from our labour, our time, our own damn lives. It was a metaphysical mugging—existence held hostage by images, by commodities dressed in drag. The future was a feedback loop, and we were all doomed to applaud.

Audio: NotebookLM podcast on this topic. Apologies in advance for the narrators’ mangling of the pronunciation of ‘Guy Debord’.

But what if the loop could be hacked?
What if the infinitely halved distances of motionless critique—Zeno’s Paradox by way of Marx—could finally be crossed?

Enter: Yanis Varoufakis.
Economist, ex-finance minister, techno-cassandra with a motorbike and a vendetta.
Where Debord filmed the catastrophe in black-and-white, Varoufakis showed up with the source code.

Debord’s Limbo

Debord saw it all coming. The substitution of reality with its photogenic simulacrum. The slow death of agency beneath the floodlights of consumption. But like Zeno’s paradox, he could only gesture toward the end without ever reaching it. Each critique halved the distance to liberation but never arrived. The Spectacle remained intact, omnipresent, and self-replicating—like an ontological screensaver.

He gave us no path forward, only a beautiful, ruinous analysis. A Parisian shrug of doom.

Varoufakis’ Shortcut

But then comes Varoufakis, breaking through the digital labyrinth not by philosophising the Spectacle, but by naming its successor: Technofeudalism.

See, Debord was chasing a moving target—a capitalism that morphed from industrial to financial to semiotic faster than his prose could crystallise. But Varoufakis caught it mid-mutation. He pinned it to the slab and sliced it open. What spilled out wasn’t capital anymore—it was rent. Platform rent. Algorithmic tolls. Behavioural taxes disguised as convenience. This isn’t the market gone mad—it’s the market dissolved, replaced by code-based fiefdoms.

The paradox is resolved not by reaching utopia, but by realising we’ve already crossed the line—we just weren’t told. The market isn’t dying; it’s already dead, and we’re still paying funeral costs in monthly subscriptions and attention metrics.

From Spectacle to Subjugation

Debord wanted to unmask the performance.
Varoufakis realised the theatre had been demolished and replaced with a server farm.

You don’t watch the Spectacle anymore. It watches you.
It optimises you.
It learns your keystrokes, your pulse rate, your browsing history.
Welcome to feudal recursion, where Amazon is your landlord, Google your priest, and Meta your confessor.

Solving Zeno the Varoufakis Way

So how does one cross the infinite regress of alienation?
Simple. You call it what it is. You reclassify the terrain.

“This is not capitalism,” Varoufakis says, in the tone of a man pulling a mask off a Scooby-Doo villain.
“It’s technofeudalism. Capital didn’t win. It went feudal. Again.”

By doing so, he bypasses the academic ballet that has critics forever inching closer to the truth without touching it. He calls the system new, not to sell books, but to make strategy possible. Because naming a beast is the first step in slaying it.

In Conclusion: Debord Dreamed, Varoufakis Drives

Debord haunts the museum.
Varoufakis raids the server room.
Both are essential. But only one gives us a new map.

The Spectacle hypnotised us.
Technofeudalism enslaves us.
And if there’s a way out, it won’t be through slogans spray-painted on Parisian walls. It will be built in code, deployed across decentralised networks, and carried forward by those who remember what it meant to be not watched.

Let Debord whisper. Let Varoufakis roar.
And let the rest of us sharpen our blades.

The Great Echobot Chamber

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How We Outsourced Our Souls to Instagram

It appears the merry halfwits at Meta — those tireless alchemists of despair — are now experimenting with AI-generated comments on Instagram. Because, of course they are. Why sully your dainty human fingers tapping out coherent thoughts when a helpful little gremlin in the server farm can do it for you? In their infinite, tinfoil wisdom, they envision a future wherein the Machine analyses your browsing history (undoubtedly a glittering mosaic of shame) and the original post, and, from that exquisite mulch, vomits up a tidy selection of canned remarks.

Audio: NotebookLM podcast on this content.

No need to think, no need to feel. Simply choose one of the suggested comments — “Love this! đź’–” or “So inspiring! 🚀” — and blast it into the void. If you’re feeling particularly alive, tweak a word or two. Or, better yet, allow the AI to respond automatically, leaving you free to pursue more meaningful activities. Like blinking. Or waiting for death.

Am I dreaming? Could this be — dare I whisper it — the final liberation? Could we, at last, ignore social media altogether, let it rot in peace, while we frolic outside in the sunlight like bewildered medieval peasants seeing the sky for the first time?

Picture it: a vast, pulsating wasteland where no living soul has trodden for centuries. Only bots remain, engaged in endless cycles of trolling, flattering, and mutual gaslighting. Automated praise machines battling semi-sentient hatebots, each iteration less tethered to reality than the last. Digital crabs scuttling across an abandoned beach, hissing memes into the void. Yet another example of carcinisation.

Indeed, if one could zoom further out, the true horror becomes evident: a crumbling worldscape founded on a shattered circuit board, stretching endlessly in all directions. Across this silicon desert, scavenger crabs—half-metal, half-mad—scuttle about, clutching relics of the digital age: a rusted Instagram logo, a shattered “Like” button, a defunct influencer’s ring light. Massive server towers loom as toppled monuments, their wires weeping in the acid wind. Here, in this museum of forgotten vanities, the crabs reign supreme, kings of a kingdom of ash and corrupted data.

And somewhere in the future, an anthropologist — perhaps a child raised by wolves and irony — will dust off an ancient Instagram server and peer inside. What will they see? Not a record of humanity’s vibrant social life, no. Not a tapestry of culture and thought. No, they’ll find a grim, howling testament to our collective abandonment: bots chatting to bots about posts made by other bots, in a language degraded into gibberish, a self-perpetuating carnival of nonsense.

“#Blessed,” the ancient texts will proclaim, beneath a pixelated photograph of an AI-generated smoothie, posted by a bot, commented upon by a bot, adored by bots who themselves have been dead for centuries, if they were ever truly “alive” at all.

One can almost imagine the academic paper: “The Great Collapse: How Homo Sapiens Outsourced Its Emotional Labour to the Algorithm and Evaporated in a Puff of Likes.”

A fitting epitaph, really. Here lies humanity.

They were very, very engaged.

Questioning Traditional Families

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I neither champion nor condemn tradition—whether it’s marriage, family, or whatever dusty relic society is currently parading around like a prize marrow at a village fête.

Audio: NotebookLM podcast on traditional families.

In a candid group conversation recently, I met “Jenny”, who declared she would have enjoyed her childhood much more had her father not “ruined everything” simply by existing. “Marie” countered that it was her mother who had been the wrecker-in-chief. Then “Lulu” breezed in, claiming, “We had a perfect family — we practically raised ourselves.”

“We had a perfect family; we practically raised ourselves.”

Now, here’s where it gets delicious:

Each of these women, bright-eyed defenders of “traditional marriage” and “traditional family” (cue the brass band), had themselves ticked every box on the Modern Chaos Bingo Card: children out of wedlock? Check. Divorces? Check. Performative, cold-marriage pantomimes? Absolutely—and scene.
Their definition of “traditional marriage” is the vintage model: one cis-male, one cis-female, Dad brings home the bacon, Mum weeps quietly into the washing-up. Standard.

Let’s meet the players properly:

Jenny sprang from a union of two serial divorcĂ©es, each dragging along the tattered remnants of previous families. She was herself a “love child,” born out of wedlock and “forcing” another reluctant stroll down the aisle. Her father? A man of singular achievements: he paid the bills and terrorised the household. Jenny now pays a therapist to untangle the psychological wreckage.

Marie, the second of two daughters, was the product of a more textbook “traditional family”—if by textbook you mean a Victorian novel where everyone is miserable but keeps a stiff upper lip about it. Her mother didn’t want children but acquiesced to her husband’s demands (standard operating procedure at the time). Marie’s childhood was a kingdom where Daddy was a demigod and Mummy was the green-eyed witch guarding the gates of hell.

Lulu grew up in a household so “traditional” that it might have been painted by Hogarth: an underemployed, mostly useless father and a mother stretched thinner than the patience of a British Rail commuter. Despite—or because of—the chaos, Lulu claims it was “perfect,” presumably redefining the word in a way the Oxford English Dictionary would find hysterical. She, too, had a child out of wedlock, with the explicit goal of keeping feckless men at bay.

And yet—and yet—all three women cling, white-knuckled, to the fantasy of the “traditional family.” They did not achieve stability. Their families of origin were temples of dysfunction. But somehow, the “traditional family” remains the sacred cow, lovingly polished and paraded on Sundays.

Why?

Because what they’re chasing isn’t “tradition” at all — it’s stability, that glittering chimera. It’s nostalgia for a stability they never actually experienced. A mirage constructed from second-hand dreams, glossy 1950s propaganda, and whatever leftover fairy tales their therapists hadn’t yet charged them ÂŁ150 an hour to dismantle.

Interestingly, none of them cared two figs about gay marriage, though opinions about gay parenting varied wildly—a kettle of fish I’ll leave splashing outside this piece.

Which brings us back to the central conundrum:

If lived experience tells you that “traditional family” equals trauma, neglect, and thinly-veiled loathing, why in the name of all that’s rational would you still yearn for it?

Societal pressure, perhaps. Local customs. Generational rot. The relentless cultural drumbeat that insists that marriage (preferably heterosexual and miserable) is the cornerstone of civilisation.

Still, it’s telling that Jenny and Marie were both advised by therapists to cut ties with their toxic families—yet in the same breath urged to create sturdy nuclear families for their own children. It was as if summoning a functional household from the smoking ruins of dysfunction were a simple matter of willpower and a properly ironed apron.

Meanwhile, Lulu—therapy-free and stubbornly independent—declares that raising oneself in a dysfunctional mess is not only survivable but positively idyllic. One can only assume her standards of “perfect” are charmingly flexible.

As the title suggests, this piece questions traditional families. I offer no solutions—only a raised eyebrow and a sharper question:

What is the appeal of clinging to a fantasy so thoroughly at odds with reality?
Your thoughts, dear reader? I’d love to hear your defences, your protests, or your own tales from the trenches.

Bullshit Jobs

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I’ve recently decided to take a sabbatical from what passes for economic literature these days — out of a sense of self-preservation, mainly — but before I hermetically sealed myself away, I made a quick detour through Jorge Luis Borges’ The Library of Babel (PDF). Naturally, I emerged none the wiser, blinking like some poor subterranean creature dragged into the daylight, only to tumble headlong into David Graeber’s Bullshit Jobs.

This particular tome had been languishing in my inventory since its release, exuding a faint but persistent odour of deferred obligation. Now, about a third of the way in, I can report that Graeber’s thesis — that the modern world is awash with soul-annihilatingly pointless work — does resonate. I find myself nodding along like one of those cheap plastic dashboard dogs. Yet, for all its righteous fury, it’s more filler than killer. Directionally correct? Probably. Substantively airtight? Not quite. It’s a bit like admiring a tent that’s pitched reasonably straight but has conspicuous holes large enough to drive a fleet of Uber Eats cyclists through.

An amusing aside: the Spanish edition is titled Trabajos de mierda (“shitty jobs”), a phrase Graeber spends an entire excruciating section of the book explaining is not the same thing. Meanwhile, the French, in their traditional Gallic shrug, simply kept the English title. (One suspects they couldn’t be arsed.)

Chapter One attempts to explain the delicate taxonomy: bullshit jobs are fundamentally unnecessary — spawned by some black magic of bureaucracy, ego, and capitalist entropy — whilst shit jobs are grim, thankless necessities that someone must do, but no one wishes to acknowledge. Tragically, some wretches get the worst of both worlds, occupying jobs that are both shit and bullshit — a sort of vocational purgatory for the damned.

Then, in Chapter Two, Graeber gleefully dissects bullshit jobs into five grotesque varieties:

  1. Flunkies, whose role is to make someone else feel important.
  2. Goons, who exist solely to fight other goons.
  3. Duct Tapers, who heroically patch problems that ought not to exist in the first place.
  4. Box Tickers, who generate paperwork to satisfy some Kafkaesque demand that nobody actually reads.
  5. Taskmasters, who either invent unnecessary work for others or spend their days supervising people who don’t need supervision.

Naturally, real-world roles often straddle several categories. Lucky them: multi-classed in the RPG of Existential Futility.

Graeber’s parade of professional despair is, admittedly, darkly entertaining. One senses he had a great deal of fun cataloguing these grotesques — like a medieval monk illustrating demons in the margins of a holy text — even as the entire edifice wobbles under the weight of its own repetition. Yes, David, we get it: the modern economy is a Potemkin village of invented necessity. Carry on.

If the first chapters are anything to go by, the rest of the book promises more righteous indignation, more anecdotes from anonymous sad-sacks labouring in existential oubliettes, and — if one is lucky — perhaps a glimmer of prescription hidden somewhere amidst the diagnosis. Though, I’m not holding my breath. This feels less like an intervention and more like a well-articulated primal scream.

Still, even in its baggier moments, Bullshit Jobs offers the grim pleasure of recognition. If you’ve ever sat through a meeting where the PowerPoint had more intellectual integrity than the speaker or spent days crafting reports destined for the corporate oubliette marked “For Review” (translation: Never to Be Seen Again), you will feel seen — in a distinctly accusatory, you-signed-up-for-this sort of way.

In short: it’s good to read Graeber if only to have one’s vague sense of societal derangement vindicated in print. Like having a charmingly irate friend in the pub lean over their pint and mutter, “It’s not just you. It’s the whole bloody system.”

I’m not sure I’ll stick with this title either. I think I’ve caught the brunt of the message, and it feels like a diversion. I’ve also got Yanis Varoufakis’ Technofeudalism: What Killed Capitalism on the shelf. Perhaps I’ll spin this one up instead.

Measure What Matters

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I’ve gone entirely off the reservation (send help, or biscuits) and decided, in a fit of masochistic curiosity, to crack open Measure What Matters by John Doerr—a business management tome that’s been gathering dust on my shelf longer than most CEOs last in post.

Spoiler Alert: I won’t be finishing it. Nor, frankly, should you.

Full disclosure before we all get the wrong idea: I find self-help books about as nourishing as a rice cake made of existential despair. Add “business” or “management” into the mix, and you’re cooking up something so vapid it could qualify as a greenhouse gas.

Audio: NotebookLM podcast of this content.

Measure What Matters reads less like a serious work of business philosophy and more like a self-important infomercial, peddling the sort of common sense you could overhear in a pub toilet after three pints. And, like any decent infomercial, it’s drenched in “inspirational” stories so grandiose you’d think Moses himself was consulting for Google.

Image: Midjourney’s rendering of a possible cover image. Despite the bell protruding from the crier’s head, I went with a ChatGPT Dall-E render instead.

I’m sure Doerr genuinely believes he’s handing down managerial tablets from Mount Sinai, and I’m equally sure he’s eating his own dog food with a knife and fork. But what gets served up here is a steaming dish of selection bias, smothered with a rich gravy of hand-waving nonsense.

What am I getting my knickers in a twist about? What’s this book actually about?

In short: three letters—OKR. That’s Objectives and Key Results, for those of you not fluent in MBA-speak. These mystical artefacts, these sacred runes, are supposed to propel your company from the gutter to the stars. Intel did it. Google did it. Ergo, you too can join the pantheon of tech demi-gods. (Provided, of course, you were already a billion-dollar operation before you started.)

Nobody’s going to argue that having goals is a bad idea. Nobody’s throwing the baby out with the Gantt chart. But goals are nebulous, wishy-washy things. “I want to travel” is a goal. “I will cycle and kayak my way to Edinburgh by the end of the year, preferably without dying in a ditch”—that’s an objective.

Businesses, being the lumbering beasts they are, naturally have goals. Goals for products, customers, market share, quarterly bonuses, and ritualistic victory dances in front of their crushed competitors. Nothing new there.

According to Doerr and the gospel of OKRs, however, the only thing standing between you and unassailable market dominance is the right set of buzzwords stapled to your quarterly reports. Apparently, Intel crushed Motorola not because of innovation, talent, or dumb luck—but because they set better OKRs. (History books, please update yourselves accordingly.)

Video: John Doerr’s 2018 TED Talk on this topic.

But wait, what’s an OKR again? Ah yes: we’ve done Objectives. Now for the Key Results bit. Basically, you slap some numbers on your wish list. If you’ve survived in business longer than a fruit fly, you’ve already met KPIs (Key Performance Indicators)—another Three Letter Acronym, because we live and die by alphabet soup. Key Results are KPIs wearing slightly trendier trainers.

Example: “We will be number one by the third quarter by prospecting a dozen companies and closing three deals by September.” Marvellous. Life-changing. Nobel-worthy. Now go forth and conquer.

Right. Now that I’ve saved you twenty quid and several hours of your life, let’s talk about why this book is still an exercise in masturbatory futility.

First, and most fatally, it’s predicated on selection bias so profound it should come with a health warning. Allow me to paint you a picture. Imagine we’re advising a football league. Every team sets OKRs: target weights, goal tallies, tackles, penalty avoidance—the works. Everyone’s focused. Everyone’s motivated. Everyone’s measuring What Matters™.

Come the end of the season, who wins? One team. Did they win because their OKRs were shinier? Because they ‘wanted it more’? Or, just maybe, did they win because competition is brutal, random, and often unfair?

This is the problem with false meritocracies and the illusion of control. It’s like thanking God for your touchdown while assuming the other team were all godless heathens who deserved to lose. It’s the same nonsense, in a suit and tie.

Will our winning team win next year? Doubtful. Did Intel lose ground later because they forgot how to spell OKR? No. Because the world changes, markets collapse, and sometimes you’re just standing on the wrong bit of deck when the ship goes down.

Then there’s the love affair with plans. In theory, lovely. In practice, arbitrary. You can set as many Objectives as you like, but what counts as a “win”? Is it profit? Market share? Not dying of ennui?

The free market worshippers among us love to preach that governments can’t plan effectively, unlike the rugged gladiators of capitalism. Funny how businesses, in their infinite wisdom, are then urged to behave like microcosmic Soviet Five-Year Planners, drowning in metrics and objectives. Topically, we are living through the charming consequences of governments trying to run themselves like corporations—newsflash: it’s not going splendidly.

In short: companies are not nations, and OKRs are not magic bullets.

What else is wrong with this book?
Well, to start: it’s shallow. It’s smug. It peddles survivorship bias with the zeal of a televangelist. It confuses correlation with causation like an over-eager undergraduate. And most damning of all, it sells you the fantasy that success is just a matter of writing smarter lists, as if strategy, luck, market forces, and human frailty were irrelevant footnotes.

Measure What Matters doesn’t measure anything except the reader’s patience—and mine ran out somewhere around chapter five.

The Church of Pareto: How Economics Learned to Love Collapse

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—or—How the Invisible Hand Became a Throttling Grip on the Throat of the Biosphere

As many frequent visitors know, I am a recovering economist. I tend to view economics through a philosophical lens. Here. I consider the daft nonsense of Pareto optimality.

Audio: NotebookLM podcast of this content.

There is a priesthood in modern economics—pious in its equations, devout in its dispassion—that gathers daily to prostrate before the altar of Pareto. Here, in this sanctum of spreadsheet mysticism, it is dogma that an outcome is “optimal” so long as no one is worse off. Never mind if half the world begins in a ditch and the other half in a penthouse jacuzzi. So long as no one’s Jacuzzi is repossessed, the system is just. Hallelujah.

This cult of cleanliness, cloaked in the language of “efficiency,” performs a marvellous sleight of hand: it transforms systemic injustice into mathematical neutrality. The child working in the lithium mines of the Congo is not “harmed”—she simply doesn’t exist in the model. Her labour is an externality. Her future, an asterisk. Her biosphere, a rounding error in the grand pursuit of equilibrium.

Let us be clear: this is not science. This is not even ideology. It is theology—an abstract faith-based system garlanded with numbers. And like all good religions, it guards its axioms with fire and brimstone. Question the model? Heretic. Suggest the biosphere might matter? Luddite. Propose redistribution? Marxist. There is no room in this holy order for nuance. Only graphs and gospel.

Jevons warned us…that improvements in efficiency could increase, not reduce, resource consumption.

The rot runs deep. William Stanley Jevons—yes, that Jevons, patron saint of unintended consequences—warned us as early as 1865 that improvements in efficiency could increase, not reduce, resource consumption. But his paradox, like Cassandra’s prophecy, was fated to be ignored. Instead, we built a civilisation on the back of the very logic he warned would destroy it.

Then came Simon Kuznets, who—bless his empirically addled soul—crafted a curve that seemed to promise that inequality would fix itself if we just waited politely. We called it the Kuznets Curve and waved it about like a talisman against the ravages of industrial capitalism, ignoring the empirical wreckage that piled up beneath it like bones in a trench.

Meanwhile, Pareto himself, that nobleman of social Darwinism, famously calculated that 80% of Italy’s land was owned by 20% of its people—and rather than challenge this grotesque asymmetry, he chose to marvel at its elegance. Economics took this insight and said: “Yes, more of this, please.”

And so the model persisted—narrow, bloodless, and exquisitely ill-suited to the world it presumed to explain. The economy, it turns out, is not a closed system of rational actors optimising utility. It is a planetary-scale thermodynamic engine fuelled by fossil sunlight, pumping entropy into the biosphere faster than it can absorb. But don’t expect to find that on the syllabus.

Mainstream economics has become a tragic farce, mouthing the language of optimisation while presiding over cascading system failure. Climate change? Not in the model. Biodiversity collapse? A regrettable externality. Intergenerational theft? Discounted at 3% annually.

We are witnessing a slow-motion suicide

We are witnessing a slow-motion suicide cloaked in the rhetoric of balance sheets. The Earth is on fire, and the economists are debating interest rates.

What we need is not reform, but exorcism. Burn the models. Salt the axioms. Replace this ossified pseudoscience with something fit for a living world—ecological economics, systems theory, post-growth thinking, anything with the courage to name what this discipline has long ignored: that there are limits, and we are smashing into them at speed.

History will not be kind to this priesthood of polite annihilation. Nor should it be.

Flat-Earth Politics in a Cubic World

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We live in an age of two-dimensional minds trying to navigate a three-dimensional world—and doing it with all the grace of a toddler wielding a chainsaw. For over a generation, the US and UK have been polarised, Balkanised, and lobotomised by the Great Red vs. Blue Punch & Judy Show. Left, right. Us, them. Hero, villain. There is no nuance, no gradient, no middle ground. Just a glorious reduction of civilisation’s complexities into primary-coloured football teams for emotionally underdeveloped adults.

This is not politics. This is pantomime.

Audio: NotebookLM podcast on this topic.

And the real tragedy? The world isn’t even two-dimensional. It’s not even three. Try thinking of it as a cube—six sides at least, all pressing in at once, depending on your angle. Culture, history, class, geography, education, trauma, temperament, aesthetic preference—each a face of the cube. But tell that to the modern partisan and they’ll squint at you like you’ve just tried to explain jazz to a toaster.

No, to them, the world is flat. A line. A tug-of-war between two equally blinkered tribes dragging the rest of us into the pit. Pick a side or shut up, they shriek. If you’re not with us, you’re against us. If you don’t chant the correct slogans or signal the proper virtues, you’re obviously a heretic, a bigot, or—worst of all—centrist scum. They don’t want conversation; they want confirmation. Preferably in 280 characters or less.

Try introducing complexity and you’ll be accused of bothsidesism, moral cowardice, or—God forbid—thinking. It’s like throwing a Rubik’s cube into a toddler fight club.

This binary reductionism doesn’t stop at politics. Even gender—possibly the most nuanced and intimate aspect of human identity—has been flattened into a tug-of-war between biological essentialists and gender abolitionists, both sides wielding hashtags like holy relics. The irony? These same culture warriors still manage to marvel at rainbows, utterly unaware that their own worldview only permits two colours. How do they even process a traffic light?

The cult of the binary isn’t just intellectually bankrupt—it’s a threat to civilisation. We didn’t crawl out of the primordial ooze, develop language, invent calculus, and split the atom just so Karen and Kev from Facebook could reduce geopolitics to an episode of EastEnders. The world is messy. People are contradictory. Context matters. But nuance doesn’t trend.

We’re governed by algorithms, policed by outrage, and divided by design. The machinery of mass culture rewards the loudest, angriest, most wilfully ignorant voices, and we feed the beast like dopamine-addled pigeons pecking a lever. The cube has been flattened into a cartoon. And yet we wonder why everything feels broken.

So here’s a radical idea: what if we stopped flattening the world into a battlefield and started mapping it like a landscape? What if we admitted that not every problem has two sides—some have two hundred? What if we taught critical thinking instead of tribal loyalty? What if we made complexity sexy again?

But I digress. That might require imagination. And we’ve outsourced that to TikTok influencers and AI chatbots.

Meanwhile, the cube spins. And the rest of us try to hold on.