Brumation 2020

Until the time is right again.

November 23, 2020

You probably know where this is going, I'm taking a break from my newsletter until 2021. I'd call it hibernation, but there's a better term that describes what will actually happen: brumation.

It's the reptilian substitute for the warm-blooded's winter slumber. But, unlike hibernation, brumation does not consist of sleep. Instead, the brumating creature sits patiently waiting for things to heat up. They slow-down, certainly, but sleeping? Certainly not.

Why the distinction? Well, I'm still around just not as active. So please, feel free to reach out if you need some design direction, are gearing up for something big in 2021, or are simply looking to connect with another human.

Have a Happy Thanksgiving, a Merry Christmas, and an awesome start to the New Year 🤘😎

- Zach

More you say?

Fast and Good

You cannot wait for lightning to strike.


Design seems to have a drawn out and lengthy process. I don't know about you, but I really don't like it. Especially if you're working with startups that need to move fast. How do you fix it? You work together, show the ugly, and focus on getting a bunch of guesswork eliminated.

If you can move fast, you're good at what you do, and you can coach people through the process, this shouldn't be an issue.

This applies to everything. Logos, websites, apps, collateral. Hammer out as much of the details in low-fidelity form as possible.

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F Word 3: Forthright

Look in the damn mirror.


Without a genuine and honest view of ourselves and our visions, we cannot expect to move forward.

Our culture abhors imperfection. We alter beautiful people in photoshop to achieve god-like standards. We post pictures of our significant other during our vacation to Fiji on Instagram, but neglect the brokenness of the relationship. We lie to preserve a false sense of perfection.

Fuck that and damn it to hell.

That is not the path of rebellion. That is conformity. That is a fearful shell of what could be and shifts one's focus to what others might think instead of what one can do.

Why forthright?

/ˈfôrTHˌrīt/ direct and outspoken; straightforward and honest.

Being forthright doesn't beat around the bush. It means stating simply whether something is good or bad. Yes and no, not maybe. Being forthright demands that you speak up and stake a claim.

This is most important when looking inward. A rebel must be honest with herself if any improvement is to be made. It is honesty that allows her to notice what could be better and act upon it earnestly. Even on a grander scale, it allows her to examine the impact of her vision and whether or not it is truly valuable to the world.

A rebel must be forthright.

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