21 — The Danger of Confusing Quality with Quantity
Social media amplifies everything we do. The question is: are we creating meaning, or just more noise?
Issue 21 — Brussels, 25th September 2025
Social media is full of “gurus” who collect followers without a single real experience to back them up.
People who, to be clear, have never “lifted a finger.”
My philosophy is simple: build first, then communicate.
I’ve spent years building a company, a portfolio, and sharing my real experience.
And I feel fortunate, but like any entrepreneur… I’ve had a hell of a time.
I’ve also been on the verge of throwing it all away… like any employee who can’t stand their boss anymore.
But looking back, I’ve earned it.
Day after day, for more than 20 years.
You’ve worked for it too, haven’t you?
Because we all know that…
There are no shortcuts to learning.
And that luck always seems to happen to the neighbor’s kid.
But today it seems the rules have changed.
We see voices succeed who’ve never launched a project or hired a single person, but are experts in building massive audiences with viral messages, often generated by AI.
Meanwhile, they promote their message from a tax haven like Andorra.
And yes, we all feed this bubble.
I’m part of the problem too.
I write here and on other networks every day.
AI gave me superpowers to flood the world with even more content.
But… with so much noise and so much copy-paste, everything starts to sound the same, doesn’t it?
Kim Kardashian is launching product lines with a level of sophistication few expected. As of 2025, her net worth is estimated at $1.7 billion, according to Forbes, with the majority coming from her shapewear and apparel brand, Skims, valued at $4 billion in 2023.
A WHOLE NEW GAME
Kim Kardashian has built an empire worth billions following that model, and I have nothing against it. She’s incredibly smart, she used the right tools (including her butt here) at the perfect moment, when social media was mature enough.
She was the personal assistant to our dear Paris Hilton, who arrived too early, when social media platforms weren’t ready, much like the Apple Newton, an innovative product that might have succeeded a decade later.
My third newsletter explained the model here:
I have nothing against doctors, nutritionists, or other professionals who, grounded in real experience and backed by strong communication skills, have become successful influencers after long careers.
I respect them completely.
I also advise my peers, clients, founders, and company leaders to become the most valuable asset of their own companies, because people usually follow people, not brands.
My critique is aimed only at the copy-paste crowd, the ones who add no value and only create noise.
But the bubble is going to burst. When it does, only two things will really matter:
( 1 ) Your personal opinion and unique vision.
What you think, unfiltered—not what an algorithm tells you.
( 2 ) Your path and track record.
What you’ve built with your hands or your brain. The experience that AI can’t write.
What does this mean for you?
— Build first, publish later. Don’t waste time posting just to post. Invest in your real experience.
— Be honest. Share what you’ve truly learned or where you’ve failed.
— Be selective. Don’t consume noise—seek content that gives you real perspective.
— Be consistent. Make compound interest your only religion.
When the bubble bursts, authenticity will be the only real value.
And you?
Which bubble do you want to see burst?
My projects:
www.erretres.com
www.design4growth.net
www.erretresopenlab.com
www.nordic-bikes.com
www.wayfndrs.com
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