When everyone around us is busy fighting battles, then fighting battles starts to feel normal.
When the culture celebrates winning at any cost, then manipulation, shallow tactics, and massaging words to sound right begin to feel acceptable.
Our society, economy, and institutions are all built on a framework of more.
More GDP. More consumption. More waste management.
More income. More products. More services.
This vicious cycle keeps everyone busy.
Consumers are encouraged to consume.
Producers are supported to produce more.
And we all get swept up—producing and consuming, chasing and acquiring.
Along the way, we’re conditioned to believe we deserve more—
More money, more power, a better house, a better partner.
And we’re told it’s okay to never settle.
So, we keep fighting battles.
And stay endlessly busy.
Never stopping. Never arriving.
But one day, we’ll find ourselves lying in bed, with little energy left, realising we’re done.
Maybe surrounded by family—busy fighting their own battles for more.
Maybe with all the possessions we spent a lifetime chasing, now sitting quietly around us, suddenly feeling useless.
And in that moment, we may look back and ask the one question that truly matters:
What for? Only to realise we are asking it too late.
