The Enthusiast Weekly – October 10, 2025
This past week has been interesting and exhausting. I’ve spent most of the last seven days focused on social media content for our Cortex Brand products. As I mentioned last week, my friends at Yuzu Studios were over in London so we could shoot photos and videos to promote our products over the next few months.
The goal was to highlight the thinking and decisions that led to our products being made the way they are. We even spent some time at one of our manufacturers to showcase some of the tools and processes that go into creating our Sidekick products.
I’ve found the past week to be creatively refreshing. Over the last six months or so, other areas of my work have needed more of my attention, and that’s pulled me away from product design. In that time, I’d started to feel a little detached from the products. Spending this week fully immersed in them – talking through how I think about and use them – has really invigorated me.
It feels great to revisit the details I chose when designing something like the Sidekick Pocket, and it’s reminded me how much I love this part of my work. Right now, I’m putting the finishing touches on a new journal product that I’m hoping to release in the next few months. It may be the most ambitious product we’ve made yet, so it’s been an uphill battle. It’s nice to approach it with a fresh perspective.
I also want to take a moment to have zero chill. In his Google Pixel Fold review this week, MKBHD opened his podcast app, and I could see that he had subscribed to and was listening to Cortex. This was very exciting for me. I’ll be honest: I always look whenever Marques shows his podcast app to see if any of my shows are in there. It’s quite an honour to see it. I really respect Marques’ taste in content creation, so knowing that he might be enjoying the episodes I’ve been making is pretty thrilling.
This week I want to make just one recommendation, because it’s something I really want you to watch. There’s been a lot of talk about the AI-generated videos coming from OpenAI’s Sora 2. Hank Green made a three-minute video where he very loudly and clearly shares his view on this type of content. He says everything I wish I could have articulated about how I feel on the topic.
Have a really awesome weekend!
