Marketing Code-X

Never Settle

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Serena Williams

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

Note that signs on their own, while sometimes interesting, only become truly revelatory and useful once they’re sorted 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.

HP

NEVER SETTLE” NORM: Don’t just make a change to your life — embrace constant change as the best way to live.

Nike

NEVER SETTLE” FORMS: Intensely ambitious, un-satisfiable people. Intense. “We are the reinventors.” “Want it all.” “You to the power of you.”

From a 2018 study of the IT’S UP TO YOU space, defined as “When making a big change, you’ll need to rely on yourself.

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