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CMO+co-founder teonan.com + thegoodshroom.co. Conscious capitalism, human-centered branding+marketing, psychedelia, art, nature etc. In sterquiliniis invenitur.

A “new old” wellness paradigm which can empower our overall philosophy towards wellbeing.

This is, of course, the “preventative approach” to health, and although it’s a cornerstone of nearly all traditional healing philosophies, it’s something lost on our Western, pharmaceutical-based medical system.

To be clear: I am not a science-basher at all. I am formally educated in the natural sciences and I believe, when used as a tool along with an understanding of it’s limits, the scientific method is one of…


Why are natural medicines always said to have no “real” scientific proof supporting their use?

Introduction

One of the most common critiques levelled against functional mushrooms is the lack of scientific evidence supporting its efficacy. And truth be told, it’s kinda true. But, like many truths, it’s only half true. You see, the real question to ask first is — exactly what type of evidence are you referring to? Because there is a lot of scientific evidence supporting the efficacy of functional mushrooms. It’s just that it lacks one specific type of evidence, one which our medical system has elevated to the status of being “the gold standard”.

In this article I’ll unpack the four types…


I didn’t get to choose the values instilled in me — it got shoved down my psyche, sans consent, since day 0. But perhaps, with effort and guidance, I can rewrite them.

“El Baile de Van Damme”. Source: Wikimedia Commons

It’s time to come clean. One of my guilty pleasures of late is kicking back on a Saturday afternoon to watch an unapologetically simplistic action movie from the 80s or early 90s. And when it comes to this special brand of junk food cinema, nobody in my opinion reached the heights of the man, the myth, the master of splits — JCVD.

I recently rewatched the classic Double Impact, and though I enjoyed it for what it is, something else really stood out for me — and not in a good way. In the movie JCVD plays identical twin brothers…


To imagine, to create, to affect — entrepreneurship (aka art).

Get ya hands dirty, fool! Photo by Amauri Mejía on Unsplash

First off I have to admit: I don’t identify with the word at all — artist. For some reason it kinda makes me cringe when most people call themselves that. To paraphrase the Tao Te Ching: Those who art don’t call themselves artists, those who don’t art call themselves artists. Or something like that.

But I’m just being a cynical snoot because the truth is I’m probably still burnt from when I was in the 7th grade, when my dad and headmaster sat down and decided that instead of taking art in high school, I should take metalwork instead. “We…


A birds-eye view of the benefits of functional mushrooms — including immune support & more.

A cluster of mushrooms in a greenhouse.
A cluster of mushrooms in a greenhouse.
Photo by Phoenix Han on Unsplash

Mushroom-based functional products and supplements have grown increasingly popular in recent years, and even more so in the wake of the pandemic that shall not be named. That’s for a simple reason, with roots both in traditional medicine as well as peer-reviewed science, functional mushrooms are one of the safest and most effective natural immune support agents available. However (and it’s a BIG however), even though the spotlight now specifically shines on immune support does not mean they don’t have loads of other benefits, too!

In this article, I’m going to provide a birds-eye view of how functional mushrooms are…


That’s it! The perfect tagline to increase sales by a projected 5 to 10 percent! MUAWAHAHAHAHAHA!

“By the way if anyone here is in advertising or marketing, kill yourself.”

A wave of laughter.

Bill nods his head in a mock-polite manner, thanking the audience.

“Just a little thought, I’m just trying to plant seeds. Maybe one day they’ll take root, I don’t know. You try, you do what you can. Kill yourselves.”

A short pause, and then, “Seriously though, if you are, do.”

This rambles on for another couple of minutes, soon veering into that strange space Bill was a master of taking us to, eliciting laughter that’s both natural and uncomfortable. …


I don’t feel the sickness yet, but it’s in the post. That’s for sure. I’m in the junkie limbo at the moment. Too ill to sleep. Too tired to stay awake, but the sickness is on its way. Sweat, chills, nausea. Pain and craving. A need like nothing else I’ve ever known will soon take hold of me. It’s on its way.
— Mark Renton, Trainspotting.

This article draws a parallel between two fields of enquiry in order to better understand how it is that addiction casts such a powerful spell over an individual. No other phenomenon comes to mind…


“So, what’s your purpose?”

I take a moment, not because I need to think, but really just because the pause is part of my answer.

“My path is the path of no path. My purpose is no purpose. My life is to be well lived, to spend as much time I can with those I love, doing things I enjoy, and to ultimately be able to let go of it all without white knuckles.”

Ahhhhhhh yes. Purpose, destiny, raison d’etre, your mission, your passion, your path, that single shiny thing you were (supposedly) put on Earth to do. That’s the…


This is the third article in a series on psychedelic chemistry for the layman. This article will explain why unlike its other tryptamine brethren, psilocin/psilocybin has oral activity.

Photo by Erik-Jan Leusink on Unsplash

In the previous article I explained that, even though DMT and 5-MeO-DMT lack oral activity, chemistry wizards are able to change that. By making one of a variety of simple alterations to their structure they may be changed into analogs (“research chemicals”), which each possesses their own unique subset of characteristics. In some cases a simple change to a non-orally active molecule can give it oral activity. That’s because the three-dimensional configuration of the molecules was changed in such a way that the lone pair of electrons situated on the amine’s nitrogen (Figure 1) became shielded, thereby preventing their degradation…


Mushroooooms….. MMMMMMMMmmmmmm.

This is the second article in a series on psychedelic chemistry. In the previous article I introduced the tryptamine class of psychedelics, and we discussed five well-known examples: DMT, 5-MeO-DMT, bufotenine, psilocybin, and psilocin. While the latter two, primary psychedelic constituents of Psilocybe mushrooms (Figure 1), are orally active, neither DMT, 5-MeO-DMT, nor bufotenine are. In this article we will explore two types of alterations that synthetic chemists can make to those molecules to bestow oral activity upon them. …

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