Maxxed Out.

Last week, my aunt made some 7-Up cake. I hadn't had any in YEARS! Because, no shade, I don't trust your auntie's recipe. I trust my Aunt Vera's, from her kitchen in Tallulah, Louisiana. And that first bite? MY GOD! It felt special because it's something I know I can't get every day or anywhere.

That feeling is becoming rare. Because we're living in this age of maxxing. Sleepmaxxing, gutmaxxing, dopaminemaxxing. The more content we have tailored to us, the more we (supposedly) crave.

But let's go back to my Aunt Vera's kitchen right quick. Her cake hit BECAUSE I can't get it on demand. It came from a specific woman, with a history, and I was able to enjoy it in that kitchen with her telling stories as I ate my way to the itis.

In the same way, the joy of feeling seen by a brand doesn't come from oversaturation. It sneaks up on you in the moment until you finally recognize and savor it.

So maybe stop trying to optimize the feeling. And let your brand (or your aunt) create moments worth savoring.