Welcome to Synthetic Mess— which, in existential marketing speak, roughly translates to: “Yeah, I know it’s a total mess, but at least now it’s a mess with a fancy name.”

This isn’t really a blog. It’s a clumsy attempt to give a home to the 47 browser tabs I opened back in 2022 and still haven’t had the heart to close. It’s where the notes I scribble at 2:14 a.m.—convinced I’ve just cracked product management, behavioral economics, and the meaning of life—end up. Then I read them the next morning and think, “Luca, who even asked you?”

Why “Synthetic Mess”?

Because that’s exactly how my brain works: First I hoard an archaeological disaster of half-baked insights, “read later” articles, deranged Figma files, crying Slack threads, three different frameworks for the same problem, and chronic guilt over that 2019 side project I still haven’t finished.

Then, when the noise becomes unbearable, the synthetic phase kicks in: I stare at the pile like a drunk archaeologist, spot three decent patterns, force them into a Notion template, throw in some well-crafted prompts—and suddenly something emerges from the manure… and it actually works.

Synthetic Mess is that liminal space: the blurry line between fertile chaos and the impostor syndrome whispering “why are you even doing this?” And yet, right in the middle of the disaster, every now and then something strangely useful pops out. Strangely beautiful. Strangely alive.

What are we even doing here (allegedly)

Three half-serious missions:

1. A portfolio that doesn’t look like a portfolio So when people ask “what have you even done with your life?” I can just send the link and pray they figure it out before they close the tab.

2. A lab for stuff I’ll probably never finish But at least it’s online now—proof that for five consecutive days I genuinely believed in it.

3. Curation of cool stuff + half-baked thoughts Beautiful articles, wild tools, jaw-dropping insights, and my usual “what if we just did things the way we’ve always done them… but with AI quietly judging us from the corner?” rants.

Current obsession: AI as the cheat code for broke people

The more I think about it, the more convinced I am that artificial intelligence isn’t just a productivity booster. It’s a brutal democratizer of complexity.

Before, solving certain problems required:

• 14 people
• $2.3 million budget
• 18 months
• a dash of divine arrogance

Now?

• one bitter coffee
• a decently written prompt
• a deadline that hates you and in three afternoons you’ve got a prototype that would’ve won awards five years ago.

AI doesn’t make everything easy. It makes starting easy. And for a lot of creative people without resources, that’s the difference between “cool idea, shame I’ll never do it” and “holy crap… am I actually doing this?”

So yeah, I’ll probably spend the next few months banging my head against how to use these new toys to dismantle 20-year-old habits, make processes a little more human, a little faster, and—why not—a little more fun.

This is just the beginning. Or maybe it’s just another tab I opened and will never close.

We’ll see what happens.

Welcome to the synthetic mess. Get comfortable—nothing’s getting tidied up around here.