Everybody is chasing content - trying, with degrees of desperation, to bring relevant content to their websites. Admittedly, Nomadic Ground is no difference but with the caveat that content for the sake of content isn't content! The goal is to bring relevance; coffee, (I can't believe I'm about to type this:) is, after all, a cup of coffee. Yes, qualitatively, I can wrestle anyone to the ground on what makes a good bean and cup but we are living in this crass economy where product brings legitimacy. The shelf. The ever important shelf. Nomadic Ground is standing on top of production to couple ideas with product. It is a struggle to not just wallow in production - where a lot of brands are perfectly content. We at Nomadic Ground know what happens to free standing ideas in a capitalist economy. How can ideas gain traction in a society where everything is commodified? Good standing, unprofitable, ideas from regular people that don't have the academy or a profession, or legacy wealth to legitimize them quickly trickle down to the gutter.