Beast from the east, Siberian arctic ice storm, the blizzard to end all blizzards, the worst something since the last worse something. Also known as winter.
Serial entrepreneur, also known as failed small business owner.
Operating incident, previously known as a train crash.
And so on.
We can repackage, relabel, reimagine, pretend. But the hype doesn’t alter what things really are. All the hype does is allow us to hide, stay indoors, bamboozle others, avoid showing up.
We don’t need more hype, we need to be more genuine.