Seven Weeks into the Revival…

Last week, I nearly scrapped the whole project.

Not in a dramatic, throw-the-laptop-out-the-window kind of way.

More in a quiet, tired, “what’s the bloody point?” kind of way.

You know the type.

Safe to say — right now, the toys are well and truly shoved out of the pram.

The goal?

To beat summer 2020 by September 30th.

To make more noise, sell more gear, build something real.

How’s that going?

Well…

I read a quote the other day:

“A goal without a plan is a trap.”

And let me tell you — I’m trapped, chasing my own bloody tail.

Imagine a one-man interpretation of The Human Centipede, if you will.

Creative, chaotic, and entirely self-sabotaging.

So — let’s break it down.

The Good, The Bad, and The Ugly.

(Spoiler: there’s more ugly than bad.)

What’s Good:

The vibes are vibing.

Instagram’s breathing again. Engagement’s up. Followers are creeping in.

People are actually talking back in the comments — wild, I know.

I’ve had DMs from creators wanting to collab.

We’re bringing our manifesto to life, frame by frame, in video.

Momentum is real.

And for a minute there, it felt like maybe… just maybe… this thing still has legs.

So yeah — happy days.

The first part of the revival is doing well.

What’s Bad:

Sales are... well.

Let’s just say no one’s breaking out the champagne.

We’re behind target.

And sure, I didn’t think we’d conquer the internet in seven weeks —

but I did naively hope we’d at least cover our costs.

Right now? Not even close.

What’s Ugly:

This is so much more work than I budgeted for.

And the time I do have? It’s like I’m trying to juggle sand —

slipping through my fingers while I pretend I’ve got it under control.

Messy, chaotic, and mostly counterproductive.

I’m bottlenecking everything because I want it to be perfect… and perfection is slow.

Too slow.

I feel behind.

I am behind.

Losing money. Losing enthusiasm.

Feeling like I’m failing in real time — and paying for the privilege.

What I’m doing isn’t working.

You know that old chestnut:

“Insanity is doing the same thing over and over and expecting different results.”

Well.

I’ve been playing dress-up as a polished, well-oiled brand machine —

acting like I’ve got a content team, an engaged audience, and endless new shit to talk about.

The truth?

It’s just me.

Me, my iPhone, and a handful of loyal legends who’ve been quietly clapping from the sidelines.

I’ve been inconsistent for years.

There’s nothing shiny or “launch-worthy” to show right now.

Even my mates are probably bored of seeing the same three photos

get reposted with a slightly more unhinged caption.

I don’t blame them.

In this world, people vote with their thumbs — and right now?

I’m losing the election.

So I’ve spent this week licking my wounds and taking notes.

A few lessons learned this week:

Goals and expectations aren’t the same thing.
(And confusing the two will break your spirit.)
Everything has a cost — time, money, energy. What are you actually willing to pay?
Plan with intent. Otherwise, the hours disappear like socks in a tumble dryer.
Indecision costs more than failure. Big one. Sit with that.
The audience? They’re craving something real.

There’s loads more to unpack here — but in the name of get the bloody blog post up, I’ll save the deep dives for later.

But what if… this is exactly where I’m meant to be?

This is the part that matters.

The chasm.

That grim, grey middle bit.

Where most people bail.

Where good ideas go to die.

And maybe — just maybe — where the magic starts to show up.

Because if Drifters stands for anything…

…it’s this.

This gnarly, no-guarantees, “am I mad for doing this?” middle part.

The bit where you feel off-course — and decide to keep going anyway.