Featured investigationINF Score
The 5 A.M. Morning Routine
Millions have been told that the first hour of the day decides the rest. We are opening the case—not making the alarm earlier yet.
Read the investigationTHE ISSUE / 01Everyone's doing it.
The Contrarian Lifestyle Publication
Everyone's doing it.
That doesn't mean you have to.
ImNotFollowing is the contrarian lifestyle publication for examining the rules, trends, and advice shaping modern life—then deciding what actually deserves your attention.
What aren't you following?The proprietary lens
Before you follow, check the INF Score.
We rate every idea on the evidence behind it, the cost and effort it asks of you, and whether the payoff is actually there.
On the desk
What Everyone's Following
The Side Hustle Default
Extra income can be useful. The assumption that every spare hour should become a revenue stream deserves a closer look.
InvestigateThe $8 Coffee Shaming
Small purchases are easy to criticize. A full financial picture is more complicated than a single receipt.
InvestigateThe Viral Decluttering Method
A tidy transformation makes great content. A home is not a before-and-after project—it is a place to live.
InvestigateI'm Not Following the No-Spend Challenge—At Least Not Like This
A temporary pause can reveal a habit. Treating deprivation as a virtue—or a complete financial plan—usually reveals much less.
InvestigateA considered exception
I'm Actually
Following This.
Questioning the default does not mean rejecting everything. These are the ideas that earned a place.
The community edition
What Are You
Not Following?
Some rules were made to be questioned. Submit the convention, expectation, or trend you have decided does not fit.