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Wtf is F**k Business As Usual?
Nothing is normal – and yet we are expected to act as if it is.
We are expected to continue our business, our launches, our sales pitches as if nothing is happening, and not even acknowledge the many crises facing us – from the climate collapse, to wars and genocides, to the rise of fascism, not to mention economic instability that inevitably accompanies all of the above.
We are also expected to stay politely silent on important issues for fear of alienating our audience, or losing representation, of jeopardising our incomes, for fear of not knowing what to say, for fear of saying the wrong thing, for fear of… being human.
And you’re a human who cares deeply about the world, you are finding it increasingly difficult to keep up with the charade… and yet you also have to work and earn money to survive all the above.
But what if we said, “f**k this, let’s imagine otherwise!”? What if we reimagined what business could be?
And who the fork am I?
I’m Antonina Mamzenko – an artist, an educator, a creative business owner, and a fellow human trying to navigate this world without losing my mind.
F**k Business As Usual was born out of my own frustration with how things are, my new understanding of the polycrisis that we are in, and the desire to do better.
After years of learning and unlearning, I started to see how deep the rabbit hole goes, how everyday and seemingly innocuous business and marketing practices turn out to be quite problematic, if you just look at them from a different perspective.
I don’t have all the answers for you. I don’t think anyone does – and anyone who says they do are only repeating the same old patterns that we are trying to get away from here.
But what I do have is belief that it is possible to run an ethical business, to market it without coercion or making anyone feel bad about themselves, and to make a difference and make a living in the process.
F**k Business As Usual is your starting point on this journey.
