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We pay attention to what a trend says it can fix, reveal, unlock or finally explain.
Editorial principles
Sharp about the business. Gentle with the people.
We cover therapy culture, pop psychology and the self-help industry with curiosity, context and a deliberately well-aimed raised eyebrow.
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How we look at it
Follow the language. Find the incentive.
Our jokes have a target: the ideas and businesses that make a market out of ordinary human complexity.
Ask who profits
When self-knowledge becomes a product, we follow the business model as closely as the vocabulary.
Keep people human
People seeking support are never the punchline. Our satire points toward the machinery selling certainty.
A useful distinction
A label can be a lens. It should not become the whole person.
Psychological language can help us talk about experience. We are interested in what happens when those words get stripped of nuance and sold back as a complete map of the self.
More about Trickcyclists
People are not products. The business built around their feelings can still withstand a joke.
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