Nonidem

Nonidem

Field journal.

Eight pages from Theo’s notebook. Follow the thread.

Page N°01 · Date 07.10.2026 · Site nonidem.com

Your product has 300 twins

and they’re all cheaper

  • Copies arrive faster than ads can save you.
  • Price is the only thing left to compare.
A hand-drawn pie chart titled “Why it doesn’t sell, 2026”. Almost all of it is the same thing on Amazon for $9, the same thing on TikTok Shop for $7, and ads. A hairline slice is marked “your brand: this”.

Page N°02 · Date 07.10.2026 · Site nonidem.com

The −20% habit

a love story with no margin

  • Every sale teaches people to wait for the next one.
  • New never gets cheaper. The archive gets an honest price.
A staircase chart of margin going down, each step marked “Friday sale”. Beside it someone asleep in bed says “I’ll wait for Black Friday”. Below: discount ÷ (margin − discount), ouch.

Page N°03 · Date 07.10.2026 · Site nonidem.com

1799. They said it was fake

then they looked for stitches

  • The platypus was too original to be believed.
  • Be the platypus.

Page N°04 · Date 07.10.2026 · Site nonidem.com

Where your brand is right now

a cross-section

  • Under the copies there is still an original.
  • We dig it out and tie a tag to it.

Page N°05 · Date 07.10.2026 · Site nonidem.com

One brand a month

on purpose

  • One number a month, signed by Theo.
  • More brands would mean less Theo in each.
A month drawn as a grid of days. Every day is crossed out with “no”, “also no” or “no (politely)”. One day, the 14th, is circled many times.

Page N°06 · Date 07.10.2026 · Site nonidem.com

We say no a lot

not now is not never

  • Refusals come in 72 hours with a reason you can fix.
A torn checklist: lives on discounts, crossed. Founder not in it, crossed. Wants to look like the leader, crossed. Has something to say, ticked. Beside it a paper plane folded from a letter: “not now is not never”.

Page N°07 · Date 07.10.2026 · Site nonidem.com

A brand that doesn’t exist (yet)

Fake N°1

  • Every fourth number is a brand we invent and auction.
A floor plan titled “Small shop that does not exist”, every measurement marked TBD. A hand holds up auction paddle number 1: “sold to someone who will make it real”.

Page N°08 · Date 07.10.2026 · Site nonidem.com

Priceless to one person

Found N°005

  • Not everything has to be valuable to everyone. Sometimes it’s enough to be priceless to one.
A matchbox tied with thread. Its tag says “worth $0.02”, with the price struck through. An arrow: “not for sale”.