Rage Against The Machine

Trained in Graphic Design and a Copywriter by trade, Larner has worked for some of the world’s biggest agencies, including WWAV Rapp Collins and TMP Worldwide. He’s enjoyed spells as Creative Director at The Black Hole and ripe design(UK), leaving one agency after its best financial returns in its 16 year history and the other having won the UK’s best independent agency in its sector. Larner now freelances, offering copywriting, conceptualising and branding services to a wide variety of agencies and direct clients throughout the UK and internationally. His personal blog is at http://www.ouchsharpcopy.blogspot.com/

We shouldn’t drink too much. But we do.

http://thedrum.co.uk/blogs/larnercaleb/2011/02/08/rage-against-the-machine/responder/

We shouldn’t speed too much. But we do.

Shouldn’t covet shiny and new. But we do.

Shouldn’t get up too late. Wish days away too early.

Shouldn’t start smoking. Ever stop believing.

Shouldn’t stop hoping. Or carry on deceiving.

But we do.

We should always take care. But we don’t.

Should never say it’ll do. But we don’t.

Should always know the score. But we won’t.

We should hold our children longer. Let grudges go sooner.

Buy less love. Pay more attention.

Stop inflating egos. Burst surface tension.

But we don’t.

Because we’re human. Beings who are slaves to our fickle wants; the ebb and flow of our affections and the rise and fall of our desires. Some want to fit in. Some want to fat out. We become tired. Then inspired. Some crave change. Others happy to burn £50 notes to light cigars.

No two of the species are exactly the same.

Which is why the human can build the machine that creates the algorithm which draws the other human in, but cannot ever hope to have the humanity to persuade that person to act.

Further reading related to this topic can be found here, right here and here.

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