Since 2020, and expecially since October 7th, 2023, I have been feeling a level of betrayal and grief I’ve never experienced before. Something vast and horrible is happening, but those perpetrating it — as always — see themselves as saving the world.

I just had what I think is a pretty eloquent outburst on Slack, at least by Slack standards. It started as a conversation about brand and design materials, but immediately veered into dark depths. Obviously it is ridiculous to talk this way at work, but I do believe I have — and not for the first time — become careericidal and unconcerned with what happens to me.

Here’s the lightly edited and redacted transcript. I’m S, A is Arjun, P is Parc:

S: Brand is a phantom intentional object of an organization.

S: Everything we experience directly and indirectly causes an idea of some “thing” to congeal in people’s minds, with which we have some kind of relationship, now and potentially

S: The reason brand is so seductive and magical seeming is 1) they are ideas of something that transcends the person perceiving and conceiving it… but 2) the specific way we must think in order to make clear sense of brands is outside most people’s philosophical range

P: So the material of brand design is what? Ascribed meaning?

S: I love this question!

S: This is where it is so terribly important to be clear on (to use the popular formula) “when we talk about materials, what are we talking about”?

S: I’d say that intentional object — and ascribed meanings — is NOT the material of branding. It is an outcome of it.

S: The material is that which we directly shape in order to get to that meaning or intentional object

S: Intentional object is a phenomenological concept. Not sure if y’all are familiar with it, or not.

S: So, everything a person experiences has an object of that experience. When we see, there is what is seen: an object of sight. When we hear we hear a sound. Same with thought. We think thoughts, and the thoughts — the content — is the intentional object of the thinking.

S: To put it simply: there is no perception, conception, or experience that isn’t a perception, conception or experiece of something. That something is the intentional object.

S: People who finally “get” phenomenology sometimes report a deep disorientation, like a religious conversion. Husserl talks about this in his last book.

S: To actually inhabit life phenomenologically changes literally everything all at once.

S: People resist it.

A: I think there is overlap with Advaita.

S: It is the same

A: Oh then I am familiar. Swami Sarvapriyananda talked about when he was in ATL. I will share a good talk for others to hear an example from him.

S: That’s why I take religion so seriously.

S: Religious people understand the world phenomenologically.

S: So, to finish my TED talk here — our metaphysics is our ultimate intentional object — the object of all our experiences combined which gives us the world as we know it.

S: Common sense is our everyday life as the intentional object of our living.

S: Brands are the intentional object of an organization in the minds (and bodies) of those who encounter them.

S: And like all intentional objects, they don’t match what we experience when we inspect them close up. Nothing ever does.

S: Branding is an organization’s attempt to manage that intentional object.

S: Dig, daddy-o?

A: I think similar to what we were chatting about the other day. You can influence how a moment is experienced via the materials – but that still leaves open for debate things like touchpoints – there is both an absolute form and an experienced form. Are those materials?

S: If you examine your ideas of things, they will not bear much scrutiny at all. The more distant the phenomenon, the more we ourselves fill in gaps and try to make them into other, more familiar things

S: Reality and phenomenon are nowhere near alike. Knowing this as mere fact does zero to help us overcome it.

S: To think you are no longer naive realist because you’re aware of naive realism makes you an even worse naive realist. To think you have overcome bias because you are aware of some of your biases and corrected for them leaves your deepest biases unchecked.

S: To be able to empathize with others only where your own group says empathy is needed, and to feel free to diagnose and condemn wherever your own group claims that’s a good thing to do — that is not empathy at all, but exercise of an ideology.

S: I believe the only thing that will help the world come out of its tribal prejudices and hate is not imposing ideological prescriptions (which are themselves tribal) but to go radically phenomenological

A: I think similar to what we were chatting about the other day. You can influence how a moment is experienced via the materials – but that still leaves open for debate things like touchpoints – there is both an absolute form and an experienced form. Are those materials?

S: I know what you mean. But there is no absolute form. There are forms we all can align around more easily.

S: If we want to bring Advaita into it, we could frame this in terms of prakriti and purusha. In fact, I do. Prakriti and purusha are not really different in absolute terms. They are aspects of a single reality, unified beyond our usual conception of things. It is a relative dualism, not an absolute one. Am I getting this right? I’ve only read a few books on Advaita, by one author who was actually a Sufi.

S: And he was claiming a transcendent unity of all esoteric traditions, so that his sufism was an expression of the same inexpressible truth as advaita, taoism, kabbalah, christian mysticism, etc. He may have mangled or force-fit it

S: These universal “givens” of experience — those experiences we can assume to hold in common with all other people — those are what I tend to want to call materials.

S: Those things that we ourselves make of what we are given, our interpretations, our understandings, etc… those i want to separate from materials. Those are the experiential outcomes that we try, through materials, to inspire, induce, convey, etc.

S: Frankly, I only care about design because it is such a wonderful way to engage this kind of truth. When design does not put me in touch with it, I become bored, miserable and totally unmotivated.

S: So thanks for allowing me a few seconds of pleasure. They’re further and further apart all the time in this weird political climate of pervasive political and religious fundamentalism.

S: People confuse religion with fundamentalism. Fundamentalism is what happens to religion when it falls under the control of people who cannot or will not understand phenomenologically. The blind lead the blind. Fundamentalism is not religion taken to extremes — it is extremism caused by an appropriation of religious symbols by people who confuse their own tribal beliefs for the Transcendent.

I bet your mother would know EXACTLY what I’m saying here and would agree with it.

S: Wisdom is awareness of what is unknown and unknowable and living in relation to it. But it takes time, horrible mistakes and pain to develop this awareness. It takes years and years, and up to that point, you are the smartest, most self-aware, most moral kind of person who ever existed. Afterwards, you’re none of these things, but at least you’re wiser. “Sadder and wiser.” They go together.

S: Please be sure to include that last bit in what you send to your mother.