Nothing forced.
Good choices stand out.
No noise needed.
The Muse
January 16, 2026
What Will Matter in the Next 10 Years
Last year, we took a moment to think about what won’t matter in ten years - the noise, the pressure, the urgency that often feels bigger than it really is....
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August 10, 2025
Not Everything Trending Is Worth Trending
It started with a challenge. One moment, Mariana Barutkina, just weeks after giving birth, is balancing on a canister in stilettos. A stunt that felt more about the algorithm than...
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July 13, 2025
Beyond the Hype: Understanding Matcha’s True Nature
These days, it’s hard to scroll your feed without seeing a perfectly frothy, jade-green matcha latte. Thanks to platforms like TikTok and Instagram, matcha has skyrocketed into global fame, pushing...
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