iiinova — where your digital self keeps evolving

Matt Tutt @matttutt.me · 16/06/2026

Learned of this great quote today. Should be seared to the forehead of any such white "liberals" who claim to care about ideals around freedom and liberty. "Shallow understanding from people of good will is more frustrating than absolute misunderstanding from people of ill will." 💯💯💯💯💯💯💯💯💯💯💯💯💯💯

Martin Luther King quote: I have almost reached the regrettable conclusion that the Negro's great stumbling block in his stride toward freedom is not the White Citizen's Counciler or the Ku Klux Klanner, but the white moderate, who is more devoted to "order" than to justice; who prefers a negative peace which is the absence of tension to a positive peace which is the presence of justice; who constantly says: "I agree with you in the goal you seek, but I cannot agree with your methods of direct action"; who paternalistically believes he can set the timetable for another man's freedom; who lives by a mythical concept of time and who constantly advises the Negro to wait for a "more convenient season." Shallow understanding from people of good will is more frustrating than absolute misunderstanding from people of ill will. Lukewarm acceptance is much more bewildering than outright rejection.

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Matt Tutt @matttutt.me · 11/06/2026

This post is dedicated to anyone who woke up today asking themselves "I wonder what a pollinated female Kiwi flower looks like when it begins to turn to fruit?" Quite happy as this is the first time I've seen kiwis (planted the vines around 4 or 5 years ago...)

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Matt Tutt @matttutt.me · 10/06/2026

Super sad to hear about Trevor Dietz who was the manager of Fontaines DC (one of my favourite bands); sounded like an all round great person - passionate about standing up for Palestine and other causes and was a massive part of the music scene in Dublin 🙏🙏🙏 www.instagram.com/p/DZXfSEPCBC...

Instagram post from Fontaines DC about Trevor Dietz: https://www.instagram.com/p/DZXfSEPCBCK/?img_index=1

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Matt Tutt @matttutt.me · 09/06/2026

Just Rutger Bregman being Rutger Bregman 🤷‍♂️🤷‍♂️🤷‍♂️

We need massive investments and fast permitting of data centers to keep up, or we’ll be digitally colonized. Anyone who’s not at the table will be on the menu.

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Matt Tutt @matttutt.me · 08/06/2026

Literally insane to see what is being published on the website of the White House 😅 I am also enjoying the picture of Trump out in the fields, sun beating down on him "separating the wheat from the chaff" (as if he's ever done a proper days work!!)

Whitehouse gov website page - https://www.whitehouse.gov/media-bias-publication/leftist-influencers/

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Matt Tutt @matttutt.me · 04/06/2026

Mildly interesting - DuckDuckGo launched a No AI version of their search engine - but they are blocking all other search engines from their site. This is how it looks like in Google currently. Intentional... or an accident? 🤔 #seo

Google SERPS for the query no ai DuckDuckGo

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Matt Tutt @matttutt.me · 03/06/2026

On a chat with Microsoft Ads support (yeah I know) - having gone through their AI support first and later selecting the live chat feature - I was doubtful about whether I was dealing with a human. I asked, they dodged the Q a few times, and finally said yes they are human... 🤔

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Matt Tutt @matttutt.me · 03/06/2026

Found one of my favourite flowers out on a walk yesterday - St John's Wort. Usually in flower around now (June) but a fairly short season at least where I am. Used as a treatment for anxiety and depression - two things clearly on the rise in a society obsessed with endless growth and consumption 🫠

St Johns Wort flower - 5 yellow petals in a star shape.

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Matt Tutt @matttutt.me · 02/06/2026

This is interesting as from my own investigation I have found evidence of US based organisations that do the same - on the outside they track "predators" on platforms like TikTok etc - but actually they seek to (also) carry out surveillance for their masters.

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Matt Tutt @matttutt.me · 02/06/2026

Today I have been working on a proposal for the No To Big Tech group - where we are figuring out what it is we seek to achieve as an activist group. I like to be open about our movement - if anyone wants a link to the full doc let me know!

Screenshot from CryptPad showing text that reads "I propose the actual goal here is not to defeat Big Tech, but to find a way to channel societies general apathy/anger/distrust in Big Tech - and to push that into healthy outlets which aim to create tech that serves humanity, not tech that enslaves humanity"

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Matt Tutt @matttutt.me · 01/06/2026

Reading a bloody good book (pardon my language): Ivan Illich: Tools for Conviviality. 1st published 1973 (!) - I especially like this part: "As the power of machines increases, the role of persons more and more decreases to that of consumers." Remind you of anything going on in the world? 🤔🤔

Convivial Reconstruction book chapter photo

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Matt Tutt @matttutt.me · 28/05/2026

Books that I very much look forward to reading: Techno-Negative A long History of Refusing the Machine by Thomas Dekeyser.

Front cover of a book Techno-Negative A long History of Refusing the Machine by Thomas Dekeyser. - showing burning images.

Back cover of Techno-Negative A long History of Refusing the Machine by Thomas Dekeyser.

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Matt Tutt @matttutt.me · 26/05/2026

Quite the page turner here: Concrete Destruction - Costs and Damages of the Concrete and Cement Industry and the Future of Construction - Responsible for 8-9% of all global CO2 emissions 🔥 Hard to get people engaged with concrete (if you pardon the pun!!!!!!!!!!) www.rosalux.de/fileadmin/rl...

Concrete is everywhere. ANd that's the problem. Study from https://www.rosalux.de/fileadmin/rls_uploads/pdfs/Studien/Studien_5-26_Cement_en-web.pdf

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Matt Tutt @matttutt.me · 25/05/2026

Had an email recently which almost brought a tear to my (relatively hard and crusty) eye 🥲🥲🥲

a nice email i once received which says "Hello Matt,I have been missing your posts on LinkedIn until I read on your website that you have left.
Now I am writing to you hoping you will stay in touch with me as I want to have you in my network - of any kind. I might need your services.

I wish you lovely trees and endless forests"

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Matt Tutt @matttutt.me · 22/05/2026

I wrote a little piece on why I think Rutger Bregman is a nice example of where we've been going wrong - mislead by bad actors. There's nothing really new in my piece, I am largely regurgitating the brilliant work of others - but I do this because I want to amplify their work. A lot of people...

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Matt Tutt @matttutt.me · 21/05/2026

When you read a 1 star book review on Amazon and it CONVINCES YOU that it is the book for you!!! (obviously not buying from Amazon, just doing my research) 😎

Amazon book review 1 star with text "Bought this book after hearing one of the writers on Radio 4 with Michael Rosen. Unfortunately, the references and texts cited throughout tend to be extremely woke and skewed. With the exception of a brief mention of Jonathan Haidt’s work. It was a shame I thought to let down what might have been an interesting piece of work by being overly obsessed with intersectionality and White privilege and all the usual nonsense. Shame."

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Matt Tutt @matttutt.me · 21/05/2026

Loving the level of media dedication to the Spygate storm these days. Genuinely was trying to figure out which kind of tree the spy was standing behind (previous photo wasn't clear, was it Alder, Alnus glutinosa, I was doubtful, they like a lot of water) Finally it was revealed to be a... Pine!

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Matt Tutt @matttutt.me · 20/05/2026

Bumblebee (I think a Common Carder Bee?) on a Mexican sunflower (Tithonia rotundifolia). #WorldBeeDay

Bumblebee on orange flower (Mexican sunflower)

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Matt Tutt @matttutt.me · 19/05/2026

In my garden I grow a lot of fruit - I planted kiwi vines about 4 years ago, recently I noticed the first buds, and then flowers... quite cool! If they fruit they are usually picked around December/January time :) These (I think) are Male flowers - you need both if you want kiwis! 🙂

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Matt Tutt @matttutt.me · 15/05/2026

I make quite a passable dandelion flower "beer" every year and it has not killed me... yet...

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Matt Tutt @matttutt.me · 15/05/2026

I do some bits with the IDN (International Degrowth Network) and I love this section... & think it is super applicable to those in the sustainability space, or those who proclaim to care about inequality. I think you are a bad actor if you care about climate change but not tackling inequality.

Transformative Learning Circle: From Comfort to Responsibility
The Global North carries specific political responsibilities and there is a need to move from analysis and dialogue toward sustained political organising and material solidarity. Focusing on sustainability while leaving global systems of inequality and extraction largely unchallenged risks keeping degrowth transformations depoliticised. Particularly, degrowth spaces in the Global North can unintentionally reproduce global inequalities when they remain mainly academic or NGO-based, focus primarily on individual lifestyle changes, or avoid confronting structural issues such as coloniality, militarism, unequal trade systems, and global finance. Even when Global South perspectives are seemingly included in such spaces, they are often not accompanied by a real redistribution of agenda-setting power or resources.

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Matt Tutt @matttutt.me · 14/05/2026

I reckon we should all have a whip around and see how much we can raise between us. I mean, that's what we all want, right? A $900 billion valued AI company... this is what society needs right now, isn't it? $30 billion more invested into this? Who's in - maybe we should setup a GoFundMe?

Anthropic raise $30 billion from Bloomberg

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Matt Tutt @matttutt.me · 14/05/2026

This deffo won't end up getting abused!

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Matt Tutt @matttutt.me · 14/05/2026

Search engines used by world leaders & politicians - based on some *very* comprehensive psychological profiling of the aforementioned politicians. Sorry that these are all a bit skewed (white & male) but perhaps that also says something about the current world order, and all that is wrong with it?

search engines according to world leaders
google = trump
yandex = farage
ask jeeves = keir starmer
ecosia = zack polanski
duckduckgo = jeremy corbyn

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Matt Tutt @matttutt.me · 12/05/2026

Trying to leave a (useful) comment on a blog post and keeping getting this... bit harsh!!!

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Matt Tutt @matttutt.me · 12/05/2026

Wednesday at 18:00 BST I'm taking part in a webinar with XR alongside the incredible Rania Youssef of the Tribe-X NGO, dedicated to decolonizing technology. We'll be talking about Big Tech - and how to fight back through non-violent direct action. Link to join: actionnetwork.org/event_campai...

Disobey big tech event with Matt Tutt and Rania Youssef on Wednesday at 18:00 BST

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Matt Tutt @matttutt.me · 11/05/2026

The Undiagnosed White Supremacist* Starter Pack 🙂 What have I missed?? How much anger can one starterpack create?! *this might be a tad harsh. other ideas were "criminally ignorant"

the undiagnosed white supremacist starter pack - with owns an EV, gets all their news from BBC, buys clothes from Patagonia, is a member of the National Trust, loves Rutger Bregman, thinks charities can save the world, and shops at B Corps.

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Matt Tutt @matttutt.me · 08/05/2026

Times like these I am reminded why I am a believer of Anarcho-Communism. There are many other alternatives (or branches), this is the one I like most, based upon my reading. I do not ever see a mainstream political party working. The establishment needs removing if we are to ever make progress.

anarchism tree diagram with various branches representing different variants of anarchism

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Matt Tutt @matttutt.me · 07/05/2026

I haven't posted about SEO (what the day job is) for a while now, so here is something that is on my mind a lot. The self-imposed "dumb-ification" of the work that we are being encouraged to do. By those who are obsessed with AIO / AEO / GEO or whatever you want to call it.

seo then / seo now meme of the strong dog template - "your website needs great content that the user will find super useful" vs "we need to summarise everything in bullet points for the LLMs"

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Matt Tutt @matttutt.me · 01/05/2026

Bit of a longshot - am I connected to any scatologists? 💩 Recently some unidentified beast entered my green house and went on the rampage, digging up a lot of my avocado plants (I have 88...) and throwing the stones out. There are bites marks in some. They left me this "treat". What could it be?🤔

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Matt Tutt @matttutt.me · 24/04/2026

No To Big Tech talk taking place currently - you can watch online at the link below :) Shout out to contributor Artemis Bear for doing this talk! 💚 www.youtube.com/watch?v=-6o5...

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Matt Tutt @matttutt.me · 23/04/2026

I have recently started an ambitious new project - fighting back against climate change & rising inequality by growing avocados at a local level! It might sound a *bit* mad... but this is the plan: - I am teaching people how to grow (and graft) avocados. - We create networks of local growers. ...

Photo of Matt with text Our goals: Avocado Growers (or Aguacateros in Spanish) is a community-based citizen science project focused on encouraging more people to get involved in growing avocados on a small, community level.

We are responding to the growing threat of climate change, which is leading to food insecurity, and as well to confront arguably the bigger problem of rising inequality.

Avocados have become a symbol of wealth and prosperity; their prices continue to rise, and many people cannot afford them.

What would happen if more people grew avocados locally and then shared them within their community?

This is what we plan to achieve: educating people about sustainable avocado (and fruit) growing and encouraging them to share the fruit they grow.

In summary - we hope to strengthen community ties through the use of avocados!

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Matt Tutt @matttutt.me · 22/04/2026

Deleted LinkedIn earlier - over 15 years usage, nearly 13K connections 🫠🫠🫠 BUT - the time was right. I don't know if BlueSky is the place for me (I don't like the look of Bain Capital who funded them recently - they will want a return on that $$$) - but Mastodon is where I will begin to rebuild.

LinkedIn - we're sorry to see you go email

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Matt Tutt @matttutt.me · 20/04/2026

It is quite interesting to note the attempts by some apparent advocates of the environmental movement, to attack the green party, and side with attacks on 'feminist' movements. Be nice if someone would write about this sort of thing.

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Matt Tutt @matttutt.me · 16/04/2026

I was on a very nice podcast thing the other day - The Fireside Fedi - speaking about my career as an SEO consultant, and the No To Big Tech movement. I literally cannot watch it back (it is too cringe) but some people might like it - for me, the Fediverse is the antidote to Big Tech social media.

We need to control the means of (digital) production subtitle caption

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Matt Tutt @matttutt.me · 15/04/2026

Whenever I go to print something, I am given the option of selecting to print Odd or Even pages only... and I am not being funny but, what kind of lunatic would choose either of those options??? Is there an actual scenario when this is useful?

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Matt Tutt @matttutt.me · 14/04/2026

Love this image from Energy Futures - there's a podcast / radio episode which sounds like it is well worth listening to. Energy Futures: Degrowth and Energy by Radish Radio: soundcloud.com/radish-radio...

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Matt Tutt @matttutt.me · 13/04/2026

Rutger Bregman is so full of shit apparently he needs 3 people to help him put on his trousers every morning. He claims to be morally superior to the rest of us - pushing ppl to leave ChatGPT and then recommending Anthropic!! Why not use your position of privilege and actually say something?

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Matt Tutt @matttutt.me · 09/04/2026

There is a very good debate on AI which is worth a read (quite short!) - How to be ‘anti-AI’ in the 21st century: overcoming the inevitability narrative bristoluniversitypressdigital.com/view/journal...

How to be ‘anti-AI’ in the 21st century: overcoming the inevitability narrative - paper screenshot

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Matt Tutt @matttutt.me · 09/04/2026

Songs that sum up how I feel about AI. Anyone got any good suggestions? Maybe we can make a playlist!!!

Public Enemy - Don't believe the hype song cover

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Matt Tutt @matttutt.me · 07/04/2026

I do some bits with the IDN (International Degrowth Network) and they have recently launched their 2026 Degrowth Events Fund. If you're a degrowth-aligned organisation you can apply for upto €1,000 via their grant - they have €15,000 to share (last year they supported around 13 org's!).

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Matt Tutt @matttutt.me · 20/03/2026

Final webinar of the initial 4 week series is today, 1pm CET - alternatives to Google Workspace / Google Docs. (we will later switch to a less oppressive, open discussion format, about scaling this solution + other cool topics!) Join the call via the link below: www.notobigtech.org/webinar/

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Matt Tutt @matttutt.me · 18/03/2026

Alternatives to Google Workspace - the final webinar in the 4 week series will be this Friday at 1pm CET. We will be shifting to once-per-month after this one! Link to join is below (you can also watch back previous webinars): www.notobigtech.org/webinar/

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Matt Tutt @matttutt.me · 11/03/2026

Unpopular opinion - I don't like how food banks (etc) push societies problems back onto the people. It shouldn't be on us to prop up food banks. It should be on the establishment and the 1%. Food banks exist as a very temporary fix, to a problem that they have the inability to tackle properly...

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Matt Tutt @matttutt.me · 11/03/2026

Reminder that at 1pm Friday CET the 3rd No To Big Tech webinar will take place, this time the topic is finding alternatives to Gmail. You can find the link to join below (add to your calendar of choice!). www.notobigtech.org/webinar/

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Matt Tutt @matttutt.me · 10/03/2026

Hosted a webinar last Friday - Ethical alternatives to Google Chrome browser. Next Friday at 1pm CET will be talking about alternatives to Gmail. You can rewatch past webinars / watch the next here: www.notobigtech.org/webinar/ #notobigtech #degoogle

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Matt Tutt @matttutt.me · 09/03/2026

Thought I wrote a banger of a post earlier but it hardly got seen - perhaps it didn't like the swearing? Or perhaps it detected that it was even 'too angry' for the algorithm? Who knows!!

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Matt Tutt @matttutt.me · 04/03/2026

Week 2 of the DeGoogle webinar will be talking about alternative browsers to Google Chrome. You can find the link to join on Friday at 1pm CET here: www.notobigtech.org/webinar/ #bigtech #google

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Matt Tutt @matttutt.me · 20/02/2026

Every Friday at 1pm CET I will be hosting 30 min webinars on the topic of "how to de-google" (and shift away from Big Tech). Everyone is welcome, and I want more people to register as webinar hosts!!! degoogle.online/webinar/ #bigtech #degoogle

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