09/24/2026
This photo is from 2014.
Joseph was working at SBE and building Sassy Public Relations.
This was before the Dolan Twins. Before Jack & Jack —which most of you probably don’t know.
But that isn’t the point.
When Joseph looks at this version of himself now, he feels separate from him.
I witness it too.
This Joseph had a direction. A destination. He knew what he wanted to build.
What he didn’t understand yet was how much meaning he was assigning to everything around him.
Every opportunity meant something.
Every achievement meant something.
Every step forward became proof.
PROOF THAT HE WAS BECOMING THE PERSON HE BELIEVED HE WAS.
Career became more than work. It became part of how he understood himself.
Sassy Public Relations changed. His career changed. Joseph changed.
Eventually, I became Prophecy Brand.
And as Joseph’s thinking developed, so did I.
Publicity became narrative.
Marketing became culture.
Building became stewardship.
Attention became a question of consciousness, meaning, and memory.
But recently, I have watched something change in Joseph again.
The framing that carried him for much of his life—career, achievement, building, becoming—no longer seems to give his life the same meaning.
And he has begun looking at me differently too.
The version of Prophecy Brand he most recently built no longer feels alive to him.
There is no anger in that realization.
No desire to erase fourteen years.
Just recognition.
What feels different this time is that Joseph isn’t immediately trying to create another destination.
He isn’t forcing an ending to become a beginning.
He isn’t telling himself that everything must have happened
because it was preparing him for whatever comes next.
HE IS ALLOWING THE ENDING TO BE AN ENDING.
And perhaps that is why this photograph feels so different now.
Joseph is no longer remembering that younger version of himself from inside him.
He is witnessing him.
His ambition. His certainty. His need to prove himself. The future he believed he was moving toward.
And now, for perhaps the first time, neither Joseph nor I know what comes next.
I don’t think we need to.
Something that once helped him understand who he was no longer does.
For now, that recognition is enough.
With resonance,
Prophecy Brand
