10min Original

During a client call, they show me a competitor’s website.“We want something like this,” they say.I click, I scroll… and there it is — the moment the Force trembles. (If…

The air in this town always feels different when the wind shifts. Not the dry desert wind that kicks up dust, but the subtle, corporate wind that changes the vibe…

Hilton’s got another five “brands” on the way; Radisson’s got an explainer for their own explainer. This desperate pursuit of another name for a building – another “bed block” –…

Today’s personal rant: let’s finally clear up my complicated relationship with WhatsApp voice notes.Here’s my theory — voice messages are like Schrödinger’s cat. Until you open them, the person on…

I’ve been stewing on this for a while, this infuriating tendency in our industry to build walls where we should be building bridges. Don’t fence me in. It’s a classic…

I’ve never been a foodie. I don’t worship chefs, and I feel zero awe when someone presents a dish like it’s some sacred relic. I eat like a kid, and…

The word “Experiences” has been cheapened. It’s plastered on every brochure, website, and PowerPoint slide, a lazy substitute for actually delivering something memorable. I see it and I’m left wondering,…

Bordeaux. Forty-two degrees in the shade. I stumble upon a café proudly calling itself “Earth-friendly” because it doesn’t use air conditioning. As if forcing people to sweat through their shirts…

I want to talk about “time”. The ultimate commodity, the one thing we can’t buy more of, and a concept we seem to have utterly lost control of in our…

This hotel hasn’t even opened yet. And yet—here we are. Google is already showing guest reviews. Verified ones, with shiny little stars. The funny thing? Nobody has ever stayed there.…