Ethan Pidgeon (@pidgethan) header
Ethan Pidgeon (@pidgethan) profile picture

Head of Brand @ Merciv / Helping brands understand consumers / prev. Otherlife, Pentagram

New York, NY
Joined August 2020
Photo by Ethan Pidgeon (@pidgethan)Photo by Ethan Pidgeon (@pidgethan)Photo by Ethan Pidgeon (@pidgethan)Photo by Ethan Pidgeon (@pidgethan)Photo by Ethan Pidgeon (@pidgethan)Photo by Ethan Pidgeon (@pidgethan)Photo by Ethan Pidgeon (@pidgethan)Photo by Ethan Pidgeon (@pidgethan)Photo by Ethan Pidgeon (@pidgethan)
Ethan Pidgeon retweeted
augmenting human intellect when i started making software, i wasn’t dreaming of a factory. i loved that something on a screen could become an extension of my mind. a place to put a thought before i understood it. to move things around until new connections appeared. to make little systems that worked the way i worked, even if it made no sense to anyone else. the computer wasn’t interesting because it could do work without me. it was interesting because of what i could do with it. the early lineage of computing was built around this possibility. in 1962, Engelbart described augmenting human intellect as helping a person understand complex situations and find solutions that were previously out of reach. his starting point was the human being, not the autonomous machine. he wasn’t describing a faster black box. he was looking at the whole relationship between a person, their tools, their language, their methods, and what they could learn to do with them. the capability belonged to that whole system. somewhere along the way, we started telling a much smaller story about a much more powerful technology. more automation. more agents. more software producing more software. more output from fewer people. more growth. more numbers to prove that something is happening. and less attention to the person any of this is supposed to be for. i don’t want to pretend computing had a pure innocent beginning. replacing human labor was one of its ambitions. even in 1960, Licklider distinguished human-computer symbiosis from systems where the remaining people mainly served the machine. he wanted computers to participate in the formation of ideas, not only execute problems already defined. that distinction feels important – does the system help you discover what you mean? or does it only want you to submit a request, and wait outside while it works? sometimes waiting is exactly what i want. please do the search. move the files. take away the repetitive work. but not everything difficult is overhead. sometimes moving the pieces around is how you understand them. sometimes making the thing changes what you wanted to make. sometimes you need to see the wrong version, touch it, take it apart, and discover a better question. i want tools that leave room for that relationship. in his 1981 paper on Smalltalk, Ingalls described a system meant to support everyone’s creative spirit. personal mastery mattered: an individual should be able to comprehend the system, rather than remain dependent on something permanently beyond their reach. he also argued that computer models should fit the human mind, rather than demand the reverse. not one perfect workflow for everyone. systems that different people can inhabit differently. someone who thinks through pictures. someone who needs to write. someone who understands a problem by building a simulation. someone whose way of organizing their life doesn’t resemble a SaaS dashboard. a system you can reshape as your understanding changes. this is what i want AI to make possible. not just pumping out software, but having a living relationship with it. being able to ask why something works this way. change one part without surrendering the rest. see what happened. undo it. learn enough to make the next change yourself. the machine can become more capable without making the person smaller. but that won’t happen just because we make the models better. we have to care about it. design for it. notice when we are making someone more dependent while calling it empowerment. i don’t want to measure the future only by how much work happens without us. i want to know what becomes possible for the person who couldn’t participate before. what can they understand now? what can they express? what can they change without asking permission? when i say augmenting human intellect, that is what i mean. not a world that no longer needs us. a world we have more ability to shape.
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What are they putting in the coffee at Shopify and where can I get some
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Gave a talk yesterday to a design class for a former professor of mine — here are the spark notes! So much to be excited about as a designer right now
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I think most designers are mostly motivated by the desire to impress other designers
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Homepage updates & a fun footer 🛠️
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I fell in love with branding and design because of @RonnieFieg. I was obsessed back in the day 😭
My conversation with @RonnieFieg, founder, CEO and creative director of Kith. At 13, Ronnie turned down an envelope of cash at his bar mitzvah and asked for a job instead. He started the next day in a sneaker stockroom and spent the next 15 years learning every part of the business before launching Kith in 2011. Today, Kith puts out more than 5,000 styles a year across apparel, footwear, kids and accessories, and has lines outside its stores from New York to Seoul. It has no outside investors, doesn’t wholesale and doesn’t license. Until recently, Ronnie was still the fit model for the product. Ronnie describes himself as a world builder, and this conversation is the best explanation I’ve heard of what that means. 0:00 You can’t work backwards from money 4:43 “Keep the envelope. I want a job.” 10:25 Why the CEO is also the fit model 18:43 The childhood shoe that launched his career 20:52 The Wall Street Journal, a line down the block and a visit from Adidas 26:48 Get rid of the crap 31:09 What luxury should actually mean 32:40 Why Kith doesn’t wholesale or license 38:24 Building the opposite of an arrogant sneaker shop 40:39 The Italian crook who registered Kith’s trademark 52:02 How a $20 deli experiment became Kith Treats 55:11 Serve your customers, don’t chase new ones 59:35 Always give people more than they pay for 1:02:41 Seeing 15 years of work laid out on the floor 1:12:00 Growing up before the algorithm 1:25:46 How a padel obsession created Kith Ivy Includes paid partnerships.
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💰
Merch Intelligence Report 9/25: - Fal & @adamho GMC Tote Bag - @pidgethan and Merciv Jacket Sample - Gemini Audio hoodie & hat kit - 1X Knit Sweater & Tote Fall looks from the techwear scene.
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Ethan Pidgeon retweeted
Merch Intelligence Report 9/25: - Fal & @adamho GMC Tote Bag - @pidgethan and Merciv Jacket Sample - Gemini Audio hoodie & hat kit - 1X Knit Sweater & Tote Fall looks from the techwear scene.
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The @cursor_ai app literally tells me to update it every 30 seconds
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I don’t think I’ve ever had a good idea without having a bad one first
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Maybe not strict, but still some kickass brand guidelines design.cash.app/
We don’t have strict brand guidelines at @CashApp Work like this is why. We flex the brand to fit whatever we’re building. This was for kids accounts. Keep a few things consistent. Logo, green, type. Everything else can move.
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Calling a set of tokens and styles from a website a brand system is a gross oversimplification. It also assumes 1) the website was good, 2) it’s representative of the best version of the brand, and 3) all the decisions on the website were intentional brand/design decisions, not a marketer whipping up a templated landing page.
We've been working with the top frontier labs to improve their design model capabilities. Today we're bringing that to your agents. Introducing our first agent tool: the Brand API. As the cost of creation goes to zero, and slop floods around us, the challenge is creating things worth existing. Agents need the right tools to craft great things. This helps gen AI agents solve 3 problems: - Extract: produce on-brand assets when users already have a brand - Search: find and retrieve brands for inspiration, from our curated index - Verify: check their own work against, see what's off brand and how to fix it Anyone can try it for free today at tastelabs.com/api Check out the full blog, and case study with @intelligenceco below.
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Before working at startup: 8 hour day feels like 12 hours After working at startup: 12 hour day feels like 15 minutes
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As a brand/design team, success isn’t about masking anyone else’s lack of taste; it’s about raising the bar for everyone in unison and bringing them along on the journey.
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What am I missing?
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What are we doin
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Image treatments contd. 👨‍🔬
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AI writing dead giveaway of the day: straight vs. curly quotes. LLMs process text as numerical tokens and therefore don’t use curly quotes. When you’re typing, curly quotes (or smart quotes) are used by default.
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Best change I’ve made this year is reading more fiction. A good novel just hits different.
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