Good day all.
I’m Chris Williams aka C.Will and I’m Director of Culture at The Mighty Shed.
This week, I wanted to share with you something that I’ve been thinking about for a while: the optimisation paradox.
We live in an era of hyper-optimisation, smarter tech, faster solutions, and data-driven precision. Everything is getting better… right?
Yet, consumers are increasingly choosing the unoptimised, the unpredictable, the slow, the beautifully imperfect. Spotify curates the perfect playlist, but vinyl sales are soaring. Google Maps ensures every journey is seamless, yet the demand for "off-grid" travel is rising.
This raises a crucial question: Will happier, more contented lives come from more optimisation—or more human imperfection?
Enjoy the read, and hit reply to let me know what you think.
C.Will
P.S. All of the below signals have been sourced from our innovation tool Future Possible®
Signals
Here’s a selection of brands navigating the optimisation paradox, striking a balance between cutting-edge technology and the raw, unpolished beauty of human experience.
©NAQI
NAQI Neural Earbuds: Thought Control for Everyday Life
NAQI's Neural Earbuds represent a leap in personal optimisation. They allow users to control devices through subtle facial movements and head tilts. This noninvasive technology promises to enhance accessibility and efficiency in daily tasks, potentially revolutionising how we interact with our environment.
©Snug
Tailored-fit Condoms
In the realm of sexual wellness, one size does not fit all. Recognising this, Snug Condoms has introduced a product line specifically designed for individuals who require a smaller, more secure fit than standard condoms provide
©Terra
AI and Haptics Guided Walks
TERRA reshapes how we navigate our world. This AI-powered device, resembling a pebble, replaces phones to encourage mindful exploration. Users plan their journey digitally by specifying interests and time constraints, and then TERRA takes over, using haptic feedback to guide paths without the distraction of screens.
©IlMakiage
Il Makiage Woke Up Like This Foundation: Personalised Foundation
Il Makiage Woke Up Like This Foundation blends technology and simplicity. It uses AI to provide users with a personalised foundation that adapts to their individual skin tones.
