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kayfabe
Kayfabe is a term used in professional wrestling to describe the act of portraying staged events as genuine
“When a fact begins to resemble whatever you feel is true, it becomes very difficult for anyone to tell the difference between facts that are true and “facts” that are not.”
Katharine Viner
“Alternative facts aren’t facts, they are falsehoods.”
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2025. My “prediction” is it will be the year of performance, or, the kayfabe year. This year has been creeping up on us for over a decade if not more. What I mean by that is decades ago someone suggested that perception was reality. From that point on that belief has been burrowing its way into the minds of people. And while reality is fairly resistant to perception performative efforts, perception is a stubborn motherfucker because it taps into feelings more than the rational brain. In addition, along the way the performative perception artists gained two allies. The first was the World Wide Web and social media. A relentless onslaught of fragmented truths and partial facts created a shifting ground of uncommon sensemaking. It was like a tectonic shift, all the time, in what the common public knew and understood. The second was a kind of purposeful passivity with regard to defending reality. What I mean by that is those of us who believe in reality felt like it was so obvious that perception would just bang its head against the reality wall time after time .. and get nowhere. The problem that I overlooked was that reality needed to be defended. It needed to fight back.
Which leads me to my prediction for 2025.
Perception has now roared to the head of the class and is attempting to teach everyone that reality isn’t reality and what you perceive is real and performance is more important than substance. Yeah. I believe 2025 will be the year of the performative grounded in perceptions. Let’s call it kayfabe. Kayfabe is used to create the illusion that professional wrestling is not staged. It’s similar to the suspension of disbelief used in other forms of entertainment, such as movies or soap operas. What this means is nothing can be ‘disbelieved’ and anything is possible.
Full disclosure. I have always disliked professional wrestling. Mainly because I imagine I was never able to accept the unspoken agreement between wrestlers and fans to pretend that wrestling events, characters, and stories are real.
That said. Used by performance artists, kayfabe – managing perceptions by defying reality – is all about making the people they need to believe; believe. In addition, you need others to not only believe, but ‘do.’ Yeah. In this version of a performative world while the performance artists are seeking something for themselves, they are also asking others to do things. It is within the ‘ask’ in which performance artists are most insidious. What I mean by that is they make things black & white, simplistic to a fault, in a world in which reality is more often found in the greys and nuance. They thrive in the black & white because in this world of judgement of actions “the perception is ‘x’, they didn’t deliver ‘x’, therefore ‘x’ is not reality.” Yeah. Real behavior is judged on perceptions. Upon a razor thin line perception and reality dangles.
Which leads me to politics.
To be clear, politics as I am referring to it also resides in business. What I mean by that is business has always had the ‘performance douchebags,’ the ones who acted confidently, spoke confidently, treated perceptions confidently, none of which matched reality. We have always had people in business who have not only been attracted to those douchebags, but actually followed them. And therein lies the problems of performance anywhere. This kind of politics begins to mix the fake world of perceptions with reality, bringing real tension (in an individual as well as in society) through a mindfuck of what might or might not be real; what is possible and what is probable. The mindfuck resides in all the people having to constantly figure out, and debate, what is real and what is not. This all gets exacerbated by the performance artists who view no perception as off-limits. In fact, it almost seems like the more outrageously non-real, the better because in this warped performative world it seems to create a higher likelihood the mindfucked people begin seeing it as, well, reality. To the performance artists its ‘better’ because in this blurry world of ‘I feel’ versus ‘reality’ no one can figure out if what they are seeing is real or not. Its dangerous for society because this performance politics, this kayfabe, is grounded in a slick configuration of muddied isolated factoids, half-truths, and unequivocal lies, all delivered with unequivocating confidence. Within this performative world everyone loses the ability to distinguish between what’s real and what isn’t. Reality gets deconstructed on a daily basis and performance trumps substance. As Hannah Arendt stated “the ideal subject of totalitarian rule is not the convinced Nazi or the convinced Communist, but people for whom the distinction between fact and fiction – the distinction between true and false no longer exist.” I bring in totalitarianism because there is not a single performance artist, in business or public life, who has the best interest of society or the public or the business in mind. They are in it for themselves and they seek power if not wealth.
Which leads me to the year of performance.
So 2025. As we, the people, decline to embrace reality for performance, on occasion it will be a year where things do not actually happen, but it will feel like they did. Reality will be distorted when discussing real issues therefore making the issues themselves unrecognizable thereby making real solutions impossible. It will get a bit worse. The real issues become harder to distinguish from performative perception management ultimately leaving society cognitively, dysfunctionally, paralyzed. Within this dysfunction there will be a large sense of uneasiness and a larger sense we, the people, need to do something to get out of this dysfunctional malaise. The problem is that ‘performance politicking’ (kayfabe) is difficult to ignore and difficult to combat. It’s difficult to ignore because if you ‘feel’ a sense of constant impending doom you will be drawn to scraps of performative doom to insure you don’t miss the real signs of doom. It is difficult to combat because it demands we learn to actually ‘see’ reality for what it is. It also demands, at least in today’s crisis driven social media world, we embrace kindness, hope and optimism. Nothing false, just a recognition that generally speaking the world isn’t a complete shithole to live in and most people are not shitbags.
Look. Every generation has always thought these were the ‘worst of times.’ Its almost like we ignore the full concept of “it was the best of times, it was the worst of times.”
“It was the best of times, it was the worst of times,
it was the age of wisdom, it was the age of foolishness,
it was the epoch of belief, it was the epoch of incredulity,
it was the season of Light, it was the season of Darkness,
it was the spring of hope, it was the winter of despair,
we had everything before us, we had nothing before us ….”
Charles Dickens (Tale of Two Cities)
Performative people will certainly suggest the world is ending, civilization is crumbling and we are in some shithole (small or big). And performative people have mastered the art of their performance by hijacking the24/7 smartphone world which is a fragmented perception-based world. But. The truth is we cannot look away. There is no real “unhooking” because we are all connected and someone, somewhere, within your sphere is getting pummeled by performance politics and getting sucked in. Truly, the only way to navigate the year of performance is to better distinguish, and engage, with reality. The only way to beat back the year of performance is to defend reality and attack perceptions. To be clear. 2025 will not be for the faint of heart. This year will demand you fight the whole idea of “perception is reality” and “what you feel is real.”
Which leads me to ‘the fight against performance.’
The reality is, well, those of us who are grounded in reality also need to embrace some aspects of performance. Not the kayfabe version, but a performative attitude.
“We’ve been looking for the enemy for several days now. We’ve finally found them. We’re surrounded. That simplifies our problem of finding these people and killing them.”
Chesty Puller
Chesty Puller stated this when surrounded by the Chinese in the Korean War. He bent reality without changing reality. It is an attitude. Yeah. Fighting performative perceptions is tricky. I often believe it is all about part attitude and a lot of behavior. Managing perceptions is a combination of communicating what will be; and delivering what is. Let’s call it leveraging reality to showcase the future. As Blake said “if the doors of perception were cleansed everything would appear infinite.”
In other words. If you manage perceptions; anything is possible.
In other words. If people start thinking about reality, i.e., what is; they start thinking about what could be.
In the end, let us be very clear on two things:
1. Let me repeat that while I call it performative politics, it is performance within business as well as public governance.
Business and public governance have a symbiotic relationship. I believe this has become even more true with the rise of a performative business person like Trump. Business will mirror politics. If politicians push the extremism of performance, and warping of perceptions, more business people – at all levels in a business – will push the extremism of performative shit. It has always existed in business, but it is gonna get exponentially worse n 2025.
2. Let me repeat some basic Truths.
– Alternative facts live only in an alternative universe.
– Perception is not reality.
As someone who has dabbled in marketing professionally “perception is reality” truly galls me. It is an ugly lie. And it is even uglier because in an untrained, inexperienced mind, or a misguided lack of moral individual, it can be used to defraud people – unintentionally or intentionally.
Perception is perception. Reality is reality. And perception is reality only, and ONLY if you permit it to be so.
As we all head into 2025 let me state a fact. Perception is hollow unless it is truly a reflection of reality. How do we know this? If you puncture perception, it deflates to whatever reality is. That is a ‘full, honest, perception.’ Let me be clear, when you float on the superficial surface of a “perception-based Life” you can only get away with it until people get interested enough to actually interact because interaction is when the piper gets paid. James Carse said it the best: “conversations are the smallest units of change.” Performance artists know this which is why they never stop talking bullshit – day in and day out, hour after hour. Maybe my point here is that in 2025 silence just ain’t gonna cut it for reality. Reality needs loud, concise, clear, voices engaging in the conversations. Small unit after small unit deflating a performance, perception, based world. Kayfabe only exists if we permit it to, but, kayfabe will attempt to rule 2025. Ponder.


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depth and breadth of tariffs on all countries, not just China, including our allies, and then they turned around to subsidize many of the American industries to help them compensate for having to pay those tariffs. That warped methodology had two consequences. First consequence was it ballooned the debt and the deficit without a corresponding economic growth. What I mean by that is that we spend a lot of money simply to overcome a horrible policy and not to spur growth. The second consequence was while the Trump Administration always argued that the heavy tariffs would encourage an America first manufacturing boom, it didn’t occur. And while there were many reasons, I will just focus on this particular part of the policy in that there was no incentive for American companies to invest in building out because they were receiving government subsidies to maintain the status quo and reap the profits. If that sounds as stupid a policy as it sounds; it is. So, there was no particularly great economic growth, there wasn’t any particular business expansion, and while most Americans were relatively comfortable because we maintained the financial status quo, American lives certainly weren’t progressing.

Which leads me back to the economy.
In the end, Trump has always been a grifter and always has believed in ‘government by organized money (the wealthy)’, therefore, Trump needs all the alternative reality ju jitsu he can muster because (a) he must convince blue collar America he is for them, (b) he must scrape up every possible voter with some grievance and (c) convince people the economic reality doesn’t exist. He will never reach a 50% majority. His ceiling is maybe 36% of adults (47% of voting adults). He will certainly lose the popular vote by millions as he did in 2016 and 2020. The only way Trump can win is by inflaming people into believing losing is losing to some alternative universe evil through some ju jitsu where fellow citizens are evil and the America we see today is in some economic shithole. Ponder.
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Labor, as in ‘work’, is one of those topics of which it is almost getting absurd to think about. Between work-from-home, quiet quitting, trophy generation, Purpose, and, well, at least a dozen other things I could argue we are losing sight of what work is all about – diligent labor.
include creating new rules. I state that because many rules are constraints and fluidity often demands new rules. Anyway. Successful labor depends in large part on diligence and the ability to adapt — to proactively shape changing events to our advantage as well as to react quickly to constantly changing conditions. This can sound exhausting, but the cadence of labor in fluidity fluctuates from periods of intense activity to periods of information gathering and reflection. This actually means diligent labor is found in the competitive rhythm, i.e., conflict, between entropy (or desire to replicate and standardize) and emergent fluid organizing intent to optimize events to suit the purpose of the business (and the individuals). In addition, this is fluidity between self-interest (impact) and collective interest (impact) and generated value. This fluidity feeds diligent labor at an individual level. That is, well, work.
The last point above is very important. Flow can be asymmetrical and it can also contain a variety of speeds. I often refer to
enlightening infinite games, i.e., not all infinite games are created equal. The sooner you can recognize what is finite and what is infinite in labor, the sooner you can be more diligent in how you apply your labor and the sooner both fluidity and flow can be optimized (or functionally applied). And, yes, diligent labor is not just about ‘work applied’, but also functionally attaining some progress or meaning. Not that I need to remind you, but it was Victor Frankl who said “The ultimate meaning in life is ‘to carry out a concrete assignment which demands fulfillment’.” Regardless. Much of the discussion about work and labor these days, if you are not careful, is an infinite suckhole of mental masturbation. We must be, well, diligent in our discussions of what is meaningful labor. This is important. Its important because freeing business potential, freedom to be the best it can be, is a bounty which could only be harvested by diligent labor. I end with that thought because I would bet you will not hear one ‘future of work pundit’ say anything like that. And maybe that is why you should think about what I just wrote.
Google ‘poverty of concepts’ and you will get ‘about 292,000,000 results (0.21 seconds).’ The problem is almost all 292mm results are discussing, well, poverty. My poverty, today, has to do with thinking and concepts; and ethics I imagine. I added ethics because they are important when it comes to concepts because they offer the guardrails as a concept races down time’s highway. It was Bernard Williams who said ‘our ethical life is too untidy to be captured by any systematic moral theory.’ Well. How about that? Too untidy. That’s an important thought as I share the difference between a poverty of ideas and poverty of concepts. Let’s just say, in my opinion, we have an abundance of ideas and a scarcity of concepts in today’s world; not just on ethics but in business, politics, and, well, everything. Ideas are a dime a dozen. So let me spend a minute discussing the difference between ideas and concepts. Ideas have characteristics of a moment of stillness; of nonmovement. An idea is usually bounded by time and space. On the other hand, a concept is resilient in motion. What I mean by that is that while a concept may have fixed principles, they are fluid not only during their development but within time and space. The concept will always have something that will hold them fast – an idea or some facts at the beginning – but none of those things that hold them fast will impede its successful motion and evolution throughout time and space. Maybe what I’m suggesting is that concepts are ideas that successfully mature. All I really know is that movement is the only constant and ideas always run the risk of not being able to keep up; while concepts thrive in keeping up.
Which leads me to thick and thin concepts.


We make about 30,000 decisions a day. Every single one of us. That said. The weight of those 30000 decisions varies from person to person. This isn’t to suggest 30000 decisions is EVER weightless, just that the weight will vary by person and by situation and by role. For example. If you are a single mother with a minimum wage job or a president of a company with 400 employees almost every single decision, all 30000, tend to be scrutinized and weighed daily. And, yes, I just put those two side by side to make a point. That said. While I do believe far too many of us get chewed up by trivialities, it is also true that context, your situation, can make the trivial seem overly, well, not trivial. And, in fact, a context can make the trivial actually quite non-trivial. Deciding between a brand bread and a generic bread to save 10 cents, do you approve a trip or do you not approve a trip, all seem trivial amongst the 30000 decisions in the day and, yet, they demand some attention and demand some energy and they certainly demand inevitable consequences.


It just seems nutty to me talking about a recession. Nutty because we have a healthy labor participation rate, unemployment is less than 6% (which historically we would be applauding), the overall growth is well over 2% and estimated to remain at 2% or above. It’s nutty to me because inflation continues to ease while corporate profits remain at an astounding high. The implication to that would be is there some room, if corporations had it in their good hearts, to actually lower some prices and still maintain some healthy profits. That eases some price point pain for people (and they spend more and the economy grows and, well, … yeah …). It’s a bit nutty to me because while people will point to sell offs in the stock markets the reality would be is the majority of the businesses seeing a sell off just reported positive earnings and positive growth. It’s just that their earnings and growth weren’t ‘enough’ for an insatiable market (and , yeah, the share valuation was a bit nutty in the first place). It’s nutty to me because I envision what it would be like facing this when we had free (money when interest rates were at zero). That would have been bad. The reality would be is that we actually have some flexibility to be able to address some of the market concerns. It’s nutty to me because the fundamentals of the US economy are about as solid as they have been in almost two decades. And generally speaking it’s nutty to me because it’s almost like we are asking to be in a recession. What I mean by that is while we talked about the nuttiness of the ‘vibecession’ and how a healthy economy was being portrayed as imminently going to become bad, we now appear to be seizing upon individual data points to give us the reason to believe we deserve to be in a recession. That is nuts.

Trump is not only consistently horrible; he has normalized being horrible. While being horrible used to be in the purview of the hallways of business, it has now gone mainstream with Trump. With trump we are trapped between our respect for the institution of the presidency and a man who has no respect for the institution. I’ve competed against asshats like him my entire career. He elevates tertiary benefits implying they are more important than a primary benefit. He attempts to make everything liquid so a pebble seems solid as iron. He relentlessly diminishes and destroys everything around him so that even as a mental midget he stands taller than anything else. He thrives on being mentioned in the same breath as you because it somehow legitimizes his illegitimacy. He is so consistently horrible in his rhetoric it has become a feature of who and what he is.
That is a dictator/cabal and not a “business leader.”
Just to wrap this last thought up. 
Business institutions had less and less wistful conversations. Not because they actually raised their prices, but because the Trump Administration went out of their way to cut corporate taxes, offer incentivized subsidies to keep cost of goods affordable, and did a variety of things which enabled businesses to increase their profits, not their sales, without ever having to raise their price one penny. Let me reiterate that the Trump Administration also did everything they could possibly do to subsidize everything (things that effected cost of goods) to keep inflationary pricing down. The consequence of this was soaring federal level deficits, but for the most part the everyday schmuck like you and I didn’t really care because prices remained fairly stable and the headlines didn’t look any different than they had always looked in the past – pointing out day after day the soaring corporate profits. We all felt like the system was rigged, the corporations were gouging us, but we didn’t really see it at the shelf or in our pocketbooks. So, we just hated business, but didn’t hate the economy.
In addition to that the pandemic market had shown many of the businesses the price elasticity and inelasticity of their products and services. For example. My geographic market prior to the pandemic. It would not be rare to see that you could buy a two-liter bottle of Coke or Pepsi on promotion for $1 (actually 99cents) and the everyday price was always below $2 (maybe $1.99, maybe $1.89.) During the pandemic of course all prices went crazy. Coke and Pepsi’s two-liter bottle prices soared above $2 every day (usually $2.99 everyday). Uhm. Post pandemic the everyday price for a two-liter bottle is now $2.50, or above, and promotions never drop below $1.25 per 2 liter. The demand has remained exactly the same and Coke and Pepsi are getting, at minimum, $0.25 gravy, at maximum, $1.00 gouging, on every single two-liter bottle purchased. Just to complete the math on this. If they sell 1 million 2-liter bottles, they make anywhere from $250,000-$1,000,000 additional profit. Uhm. And they sell billions. Anyway. This isn’t to just pick on Coke and Pepsi, Coke and Pepsi are indicative of business. The problem is most people aren’t thinking about this the way I just finished describing it. All they see is what groceries are costing them every single day, without promotion, a dollar more per 2-liter bottle. And as they wander the supermarkets, they see the same thing. In some industries the prices have certainly decreased and, generally speaking, the majority of the pandemic pricing has decreased aligned with the realities of whatever their cost of goods increased or decreased. But when you go to the supermarket you don’t focus on the prices that lowered closer to prepandemic, you focus in on the prices of the goods that you want that you’re tired of paying pandemic pricing for. And I word it that way because that’s not inflation. That’s pandemic pricing in non-pandemic time.