Introducing Simby: fighting the smartphone zombie apocalypse

Humans are social animals. We have an innate need for connection. There are good evolutionary reasons for this (you stray from the pack, you die). Or if you prefer, psychological reasons (security, validation, affection). Or even spiritual reasons (shared metaphysical truths). 

Product designers have ruthlessly exploited this need to feel connected. It may have started out rather innocently when we learned how to design good websites. But for a decade or more it has been intentional. To maximize retention, engagement, ad sales, to keep you always on.

As an industry we have let the dopamine loops of smartphone apps slowly replace social proximity and living in reality. But that dopamine reward is temporary, ephemeral - it creates addicts. So your hand strays to your phone countless times a day.

The average smartphone user picks up their device 80 times a day. And scrolls 6 miles a year. Higher than Mount Everest. An infinite loop of mostly worthless content engineered to keep you addicted.

We're fiends, junkies, addicts, users. It is making us more lonely. Less connected. Less healthy. Poorer. And it is by design

The tech industry is harvesting your distraction and monetizing the personal data they generate from it. And they have zero incentives to let you out of the hamster wheel.

We invested in a company last year that's trying to change this. Trying to put you back in control of where you look first thing in the morning. What you think about when you have a minute to spare. How you interact with technology in your life. To get you back to living in reality. 

That company is called Simby and it goes against everything that the tech industry today is built on. And so they're raising an army. 

You can read more about Simby here. Or you can find out what they're up to by signing up for their launch on

Please join me.

Credit: Steve Cutts