I hate gyms, I 'd rather be outside or in water, but I have been in them from time to time.
One of the species of gym bunny I used to find amusing was all the all the gear no idea types.
You know, high on expensive kit, light on actual exercise - usually doing groovy new faddy workouts with little effect.
I see the same species out on the road when I'm cycling.
The most advanced bike, the most technical kit, not able to actually climb a hill.
I see it in all sorts of diet fads based on pseudo science, so people can feel good about not actually doing much.
And if you look around, you can see it everywhere in marketing.
Soothing new evaluation models to get out of having to sell anything.
Amazing brand babbling theory to get out having to grow a business.
Lots of Purpose to avoid marketing having an actionable goal.
Clicks instead of creativity.
It's never been easier to run to stand still.
On the other hand, there's never been a better time to know what you're doing.
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