Progress is a waste of time

“Either we go together or not at all.” – Mr Krishnamurti

We are confined to the little box of knowledge that is accepted by the western world.

Whatever is taught outside our boundaries doesn’t exist at all. That is the case of peaceful events between cultures, beautiful acts of kindness or societies without fear and hate, living happily with nature. For us, those people don’t exist. Because they are not featured in the news. And even if we’d assume they do, we couldn’t imagine there could be more than a few scattered hermits living outside our bubble. Because until events happen inside our culture, things don’t exist – and therefore, we can’t call it progress. 

Developed societies are the minority but it doesn’t seem like that. To see it, turn off your TV, stop hearing the radio and step outside your comfort zone (tip: Festivals like Boom seem to be great examples of that).

Our ‘developed’ society calls progress to anything we haven’t thought of before. We love the idea of progress more than we love progress. If this isn’t true, why do we work separately from other cultures that have broader and better answers than us for certain problems we have? This applies to medicine, psychology, philosophy and even science.

Imagine we’re all living in a forest. Between our tribe and the other tribe, there’s a river. Our neighbours discover how to build a Canoe in 8200 A.C. Without knowing this, we spend 100 years dreaming about crossing the river. Finally we make it. A dream turns into an idea and an idea turns into a Canoe. What an achievement! We give it a name. Awards are given. Canoes are the new trend.

But my question is: Couldn’t we simply have asked for advice to the neighbours crossing the river, instead of putting effort building something from scratch that already existed? Unfortunately in our society our neighbour’s progress is not considered real progress. For us, progress can only start in our tribe. We sometimes fail to see the whole picture because of that. When ‘progress’ is made, after a more sustainable result has been achieved by another culture, it’s not called progress. It’s called a waste of time.

Let’s include the whole world in in the meaning of progress. We don’t live under different skies! All we need to do is listen.

P.S – A little example of our tribe crossing knowledge with other tribes and failing to listen:


Nai Soi Tribe (Long Neck Tribe)


Victoria Secret Show


The Truth About Advertising.

Everything in the world is advertising. The stories you tell yourself, the theories you comply with, the objects you love, the people you admire, the colours you see and the flavours you taste – all of them were mastered and sold to you in some form of advertising – some by you, some by me.

Because you see, advertising happens in the moment you agree that something is true. Like when you choose Coca-Cola over water because you’re thirsty, despite it being black, fizzy and sticky. In this moment, you agree that Coca-Cola is what you need. But who’s to blame?

Nature sold clients the possibility. Advertisers sold people the idea. People considered it and agreed it was true. Without your permission, there would be no advertising. There would be no one to convince that Coca-Cola is more satisfying that water. You are in charge.

I’m writing this to you because I understand the rules of the game. I’ve created campaigns for Coca-Cola to Greenpeace, BMW to Justin Bieber, and I’m aware it needs to stop. Not advertising, that will never end. Because even Yoga and Açaí are advertising (although I would totally recommend). What needs to stop is mindless shopping. And for that I need your help.

Like a chained Genie, we’re at your service. Think about it: the client doesn’t care what he sells. He just wants to sell. That’s his passion. If he doesn’t sell Nike, he’ll sell Green Tea. It doesn’t matter (e.g: the Coca-Cola Company now also sells Vitamin Water – which, by the way, is still bad for you).

We can only annihilate advertising by showing that it doesn’t have an effect on us. Don’t buy what you see in ads. Do your research. Shift to brands that… don’t have ads! Brands that leave the world a better place exist. And they need your help.

Here’s a nudge: Take 5 minutes to think of your Nike shoes (I know you have them on). Are they the best you can get? I heard they’re deforesting the Amazon, the biggest factor responsible for climate change. Hmm. So this is what I’m trying to say: It’s your world. We’re all just living in it. Do your research. Buy what you really want, not what you think you need. I promise you’ll feel even better.