I am pathologically honest. It’s a joke in my circle that I cannot tell a lie, which, of course, isn’t true. What is true is that lying almost never occurs to me. So it’s ironic that I built The Lies Agency.

But irony is the point.

My pet peeve is hypocrisy. Some brands genuinely exist to give back. Many others exist to solve problems, and that’s the bar we should set: to solve problems in a helpful way.

But let’s be real: this is capitalism, baby. People celebrate profit. There’s no shame in that. The shame is the sanctimony, the “we’re saving the world” bit when really, we’re chasing margin.

The Lies Agency crawled out of my brain one night when I got an ad on Instagram that struck my hypocrisy nerve. The company (to remain unnamed) was hawking tactics to other marketers about a “new way to sell” while using every old trick in the book. “Fucking liars,” I think I said.

What burned me wasn’t just the lie; it was the way they hijacked attention and sold it back as virtue. That disgust burrowed in. My project is to drag it back out, not to ruin the trick, but to give you back your sovereignty.

And sovereignty includes boundaries. I reject the cult of “authenticity” — the idea that you owe your raw, unfiltered self to anyone or anything. Just as I reject hypocrisy — selling one story and living another.

What matters is consent: you know it’s a show, I know it’s a show. The Lies Agency is what happens when you choose and set the stage.