Soup

The Secret Soup Company by @bonecondor

[Soup @secretsoupco]

Cracking

[Soup @secretsoupco]

This is my whitepaper btw

[Soup @secretsoupco]

@strangestloop perps boxing event tonight

[Soup @secretsoupco]

Reminder that this is what it’s all for

[Soup @secretsoupco]

The TLDR is this: as AI slop destroys public digital spaces, people retreat to gatekept, curated networks of value creation - the group chat. Once everyone decentralizes into their group chats, your digital marketing playbook breaks. Product metrics break. Soup has the solution.

[Soup @secretsoupco]

@mattleefc @Bonecondor @charlicohen damn. i fixed this

[Soup @secretsoupco]

did you guys know it’s really hard to run your business’s social media while also trying to run your business

[Soup @secretsoupco]

Soup needs contributors to Zine V1. Soup also needs peptide trip reports. If you are interested in participating in culture or have taken any sort of peptide, please reach out.

[Soup @secretsoupco]

fuck it soup zine

[Soup @secretsoupco]

In other words, y’all need the soup

[du @thedulab]

One of my strongest beliefs right now is that "friendship as a service" will give you the greatest shot at AI proofing yourself. In other words, offering or building something where the majority of the value is intangible, where the moat lies in your ability to nurture connection

Help someone perform a task more quickly, accurately, or efficiently? You're competing against code that can run 24/7 without getting tired. As long as success is able to be quantified through hard metrics such as ratios and percentages, Claude will perpetually eat your lunch

But if someone just finds themselves enjoying your presence for some inexplicable reason? You immediately shield yourself from the threat of competition because the value of a genuine connection is unable to be tangibly quantified, and this especially rings true with how robotic and artificial the world is starting to feel

These tools, those products, they can all be compared amongst one another based off of which ones can save someone the most money and time. You can never win this game from a features standpoint. So instead, what can you intangibly provide, or how can you provide something tangible but with an intangible twist? All goes back to relationships

Maybe you started a business teaching people how to do something. Couldn't they just learn it themselves by watching a tutorial video or talking to ChatGPT? Of course, but what if you showed up to their house to do it in person? Maybe even brought some food to share? Gave them your number and allowed them to text you about other tangentially related things? Just so refreshingly "non transactional" in energy that they couldn't help but bring you up around others?

Could you create a situation where with the people you work with, you consistently leave them feeling more excited, assured, inspired after every session or touchpoint? How could you provide value in a way where the value would significantly decrease if it wasn't specifically you who was providing that value?

This is how I'm thinking about all of this. And yes, thinking about it like this doesn't necessarily maximize "scale," but I would argue that the unscalable is exactly what most people are overlooking because it seems like you're "slowing down" in a society that constantly forces you to get ahead. This is my "zig when they zag" bet, and only time will tell whether I'm directionally correct or not

[Soup @secretsoupco]

@Junaid35844 No

[Soup @secretsoupco]

soup explicitly thinks otherwise

[venture anthropologist @0xBalloonLover]

a series of schemes does not make an investable company

[Soup @secretsoupco]

Unicorn Vending Machine. Electronic plant concert. Meta DJ DJ meta set.

[Soup @secretsoupco]

Soup earned media works differently than an agency. Our methods are effective but strange.

[Chairman Birb Bernanke @Bonecondor]

My birthday party made the New York Times🔬🧪 💗

https://t.co/9xE3WPW9p5

[Soup @secretsoupco]

In a video game, right before a boss fight usually, you get a chance to save your progress. A checkpoint of sorts.

We made that idea physical. Each object has NFC stickers that trigger a text to a secret number

… and then we played with them across NYC on New Years.

Soup

[Chairman Birb Bernanke @Bonecondor]

Thanks for saving your progress last night. It’s safe to proceed into 2026 now.

[Soup @secretsoupco]

@parmita @Grimezsz incredible work

[Soup @secretsoupco]

Merriam-Webster is talking about how “soup” means to be injected with something that improves your life. Kind of like a peptide.

Huh.

[Merriam-Webster @MerriamWebster]

‘Soup’ was a slang term for drugs that were injected into a horse to make it run faster.

A racehorse that was on PEDs was said to be ‘souped up.’

We now use the term to refer to anything that is enhanced.

[Chairman Birb Bernanke @Bonecondor]

thank you for your attention to this matter!

[Soup @secretsoupco]

This month, Soup led a chaotic online-first strategy. The week leading up to the Rave, we pushed hard in all channels. Then we kept much offline. Coverage continued organically for a week, culminating in an Odd Lots episode reveal. The psyops will continue until Morale Improves!

[Soup @secretsoupco]

this is explicitly the thesis playing out

[Cam @harleybaghdad]

It does feel like generative AI is just going to make the internet unusable to a degree that pushes a lot of us off of it and back into the real world