Praise to the unknown unknowns of transcendence beyond the digital world.

I was laying in bed, sleepless late at night at Shangri-La Hotel in Singapore, Tower Wing. At that point, I felt so frustrated. I just realized that I could not solve everything with an app.

But let me begin from the start. It was 2009.

Well ,that meant a lot to me. In the advertising, I clearly understood that ‘Everything was already associated to an app‘. The statement implied that Apps would offer a different way to experience-solve every possible event occuring in my life. The voice – so promptly – implied that I could have every need solved through an app, even needs I could not imagine the existence of.

Totally engaged in the promise, I could not wait to enjoy this new superpower. Strangely I was more attracted to the potential linked to the solution of unknown needs coming from the Apps superpower more than the actual satisfaction of known needs, you know. In that sense, I felt invulnerable against perils I could not even imagine, in an omnipotent condition of pre-satisfacted events for all my lifetime. I could do everything possible. In that sense, in a life where every need can be satisfied, there is an existence of no-needs. Ultimately boring but exalting at the same time, right?

I was very excited.

But that same very night, Donald Rumsfeld – Vice President of the United States of America – got into my hotel room TV with his most famous press conference, giving to me a different perspective on my own capability to identify and understand what’s possible – and not possible.

In that 4 quadrant monitor of reality around what’s known and what’s unknown – which evidenced my poor capability to understand what’s beyond the obvious – I realised that Apps were both a superpower and a trap.

Only by the fact the unknown unknowns space exists, I can define – and overcome – the bias space: the unknown knowns space. Because only if I can consider the existence of an unattainable space of unknown mystery I can bear the material limitations defined by the known knowns, also I can enjoy the most exalting ludic experience of the what-if, might-be research, the exploration of alternative occurrences given by the exploration of the known unknowns space.

I got my all powerful condition reduced to null: if there’s an App for everything, there is one to explore the unknowns, transforming the unknown unknowns into known unknowns and then into known knowns. Destroying mystery, this god-like aura would destroy all the need I have to understand. It would automatically seek-and-destroy all the motivation to move on to explore, research, and meet new unknowns.

Differently from the Zen, this materialistic way of being would not grant bliss, It brings you into a state of perpetual instantly-solved struggles, bringing understanding through instant explanations. Needs will come, but they will be solved immediately with the use of material enablers, the App. In the transcendence culture, needs are part of the existence as everything else. In the transcendence state, you are deeply beyond the need to understand, in a way in the Apps super powered existence is giving you a tool to overcome the need to understand by avoiding it, not contemplating it. When you simply can avoid to understand because an app is doing it at your place, you easily become a mind-slave, lashed to the idea that your freedom depends on to the capability of choosing between different apps, different websites, through a search engine that could solve every need.

In other words: while intrinsically bonded to the systematic all-powerful capability of the post-internet environment, you loose the motivation to go beyond your own existence.

Post-pandemic world, I am my shelter

January 2020. In the Chinese province of Wuhan, a different virus is first discovered to cause bad cold and severe acute respiratory syndrome (SARS). The virus belongs to a new corona type, whose human immunity system isn’t prepared for. Only two months later: in March 2020, the World Health Organization declares a Global Pandemic state.

The city of Milan, Italy, it’s the most affected city outside China, as the plague expands fast to the rest of Europe, the Americas, and Africa. While the Chinese government locks down the whole province of Wuhan, a few weeks later Italian Prime minister of Italy forces social distance and preventive quarantine for every citizen. It is the first western head of state to make use of restrictions on personal freedom, which become even tighter by the middle of March 2020 when Italy introduces total shut-down inside the national border, soon followed by other countries: Germany, Spain, United States first.

Milan, 22 March 2020

Tribal Principles

We could sum up that life is a quest for competencies. Evolution urges the nature of life. In the art of survival, you have to understand how to weaponize knowledge. You need to understand how competencies are tools of excellence in your environment. Competences are more than fundamental, they are the actual survival kit.


Competencies have social origins. They are not just a matter of individual advancements and research, as we naturally exist only as a byproduct of our group of references. The size and the reach of the group are not based on the contextual physical presence. We do live in the age of the internet and the hyper-distributed network is the social construction we refer to.

. The size and the reach of the group are not based on the contextual physical presence. We do live in the age of the internet and the hyper-distributed network is the social construction we refer to.

A new generation of tools to build values and competencies are needed at this age when social values that grow in the communication space without physical connection do shape how we connect physically. We are under a perpetual storm of a meme in a light-speed media environment that makes our senses continuously turning. We need a continuously new way of learning, of understanding. So we re-define at the fastest rate the rankings in social reputation. In this climate, the compulsion to belong has grown far stronger than the compulsion to understand. We need to continuously find new ways to shift-and-enhance our capabilities, while the work we do becomes obsolete faster and faster, resources are available for the masses as the quality falls, geographical borders are blurring, if not disappearing while political-ideological borders are already broken.

Which are our point of references? Which competencies do we need to hold in order to breathe above the whirlpool?


Consider the right and wrong. In the era of perpetual stimuli and visual language dominion, in the virtual clash of cultures: in which way we can do it right when it’s so difficult to know the way we could get wrong? It’s like to be in an ever spinning tribal ritual, where when everything is impossible to understand, salvation resides in the attitudes that stem from strong loyalty to one’s own tribe or group like our ancestors did.

We form our post-internet tribe first by shaping the projections to which our imagination belongs to. We need to grasp the lowest instincts as they are the strongest point of certainty of our physicality when the immaterial space is dominated by the digital flow, that is the technological sense. The brands, luxury brands – for example – along the 2000s underwent this tribal revision made of golden-toothed rappers, bad words, display of violence, and squandered wealth.

It’s the age of Tinder fast casual sex encounters approaches, and Amazon’s hyper-shopping capabilities: it’s the age heralded by Facebook, by the super-gossip engine for the masses Facebook. No wonder that fake and true news collide there: social media are not supposed to spread the truth, they are there to spread the consent.

Tribal principles for the internet age

The First Tribal principle is for self-commitment and self-referentiality.

The Second Tribal principle is for consent and measurement of social rankings as a bond.

The Third Tribal principle is for sensual enjoyment and consumption.

The Fourth Tribal principle is for rituality and devices fetishism.

The Fifth Tribal principle is the exaltation of pain and denial of death.

The Sixth Tribal principle is the ostentation of goodness and happiness formalism.

The Seventh Tribal principle is the respect of the Law as the Rule of the Crowd and Family Ties to include friends-for-life and temporary connections as well.

New tribal principles and new tribal competencies. Meme and Influencers feed the new ethnic values, as the skills of make-believe have become far more important than real reporting. Photoshop has become the most important survival tool, as our image has become more real than us.

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