I Just Commited Brand Su*cide

After a year and a half building OLLIN, I'm renaming everything. This is why.The short version: OLLIN was a placeholder born out of a dissolution I couldn't talk about, the pronunciation never worked, and the business had grown into something the name couldn't hold — a gym that isn't a gym, a building people don't want to leave, an online practice, a philosophy. One name finally fit all of it: Heavy Meta.In this video I walk through the decision — the name I almost used instead (and the Greek porch it came from), the conversation that killed my last excuse, why I'd rather own my platform than rent my followers, and where my focus goes from here: the website and a weekly newsletter built to a single standard — if I don't want to read it twice, I don't send it.Sign up for the newsletter: New homehttps://www.weareheavymeta.comCHAPTERS0:00 Brand suicide0:20 OLLIN was a placeholder1:21 The pronunciation problem I couldn't unsee1:41 The building nobody wants to leave3:44 What people actually want access to4:25 Stoa — the name that almost was6:07 The name that wouldn't let me sleep7:51 "It's a lot of work" is not a reason8:32 Just change the name9:33 11 years of the same thread11:57 Why Heavy Meta fits13:20 An invitation to build it with me13:41 Why I hate social media15:25 The platform I already own16:48 The email standard18:10 What people get wrong about marketing20:34 The newsletter21:36 weareheavymeta.com