The CODE-X series catalogs a vast codex of source codes (aka “signs”) extracted from past audits.

The object of study in semiotics is not the signs but rather a general theory of signification; the goal of each “audit” is to build a model demonstrating how meaning is produced and received within a category or cultural territory. Signs on their own, therefore, only become truly revelatory and useful once we’ve sorted them into thematic complexes, and the complexes into codes, and the codes into a meaning map. We call this process “thick description”; the Code-X series is thin description.

“NO BULL” NORM: Skeptical of marketing claims, telling it like it is — the unvarnished truth.

“NO BULL” FORMS: Unadorned, raw, all pretense stripped away. Purposely amateurish, “bad” marketing. Man-to-man. “What you see is what you get.”

From a 2018 study of the Strong & Stoic space — defined as doing your duty, toughing it out, self-sacrificing, uncomplaining.