Twitter Google+ Flickr Vimeo YouTube

A New Blog for 2012

There's nothing quite like the first page of a brand new book

What the hell is this? Why are you starting a new blog in 2012? And why on earth are you calling it Crackunit2?

I’ve been thinking about doing this for a while. I’ve had it ready to go for a while less than that. I’ve been dilly-dallying for a while. Pondering what flavor of future-facing social-media strategy I’m going to employ and all that bollocks. But the new year seems like a good time to go-ahead and just do it. Get a post up and get going.

Why start blogging again?

It’s simple. I’ve been missing it (for a bunch of entirely selfish reasons). It’s not that I don’t have ways to share nonsense with the world, thank you Twitter, Tumblr, Facebook, FourSquare, Instagram, etc.

But none of them are the same as keeping a blog. A blog is your own thing to mess with. You’re the boss. It’s like having people round to your house rather than meeting in a nightclub with all its rules and rituals. And sometimes that feels nice. Even if there’s only a few of you sitting round the kitchen table not doing much. Sometimes that’s nicer than the wild anything-could-happen abandon of a night at Ritzy’s with loads of people wearing their best clothes and their best flavor of Axe.

And the fact that it’s your place means you need to do a tiny bit of DIY every now and again. Just the smallest amount of copying-and-pasting code and getting my hands a tiny bit dirty is good exercise for me.

Plus I’m convinced that blogging made me think a little smarter – when you’re putting your thoughts into a fully public, searchable, permanent and commentable space it makes you question your thinking a little bit more. Forcing myself to question my thoughts is a good thing. You’d have to be inside my brain to fully understand this (and you don’t want to be in there).

Plus there was a sense of blogging community that I really enjoyed. I got to know a bunch of really smart, friendly, helpful, and decent people around the world. I’d like to meet some more of those kinds of folks in new and interesting places.

Why now?

I don’t think the world needs more ‘hey look at this cool thing I found’ blogs, there’s plenty of that – there’s better people and better tools for that kind of thing. So I’m not going chasing after that. I’m going to try to post stuff that I’ve either made from scratch, or at the very least built-on to the point where I’ve added a pinch of something new. ‘died’ a while back – coincidentally we had twins at a pretty similar moment in time. That’s one of those life-events that somewhat eats into your thinking and writing time. And then I decided to leave Poke, move half way around the world and take up a big job at Wieden and Kennedy. A couple more things that might get in the way of blogging.

But that was then, this is now. The twins are two and a half, which means the hard work of rearing children is practically done. And the job is a breeze. So I’ve got plenty of time and mental space to start blogging again. Obviously all lies. But I’m going to do what I can to set aside some chunks of time to do this as best I can.

Why Crackunit2?

Because everyone loves a clean slate don’t they?

A few months back I was asking around how I could start a new chapter on my blog. And Richard Hooker tweeted back that was free. At first I thought “funny” but nothing more. Then as I sat on the thought I began to like it more and more. It’s exactly what I needed. A new notebook.

Crackunit was then. Crackunit2 is now. This is my sequel. My Empire Strikes Back. I feel like Luke crawling out of the stinking guts of a festering Tauntaun.

Happy 2012!

43 Comments on "A New Blog for 2012"

  • Iain says

    Just so no one else can be first :-P

    • Tim B says

      First reply to a comment! Get in, woop woop, who’s the daddy? I put it down girlfriend etc etc

      • Iain says

        You win today’s big prize. Congrats.

    • Welcome back!

      • Iain says

        It’s like I was never away. Thank you kindly. Happy 2012.

    • Faris says

      hooray! kisses. FX

  • Alpher says


    • Iain says

      Well done. Have 10 Crackunit2 credits.

  • Not sure why you’ve started a new blog and not just polished up Crackunit1.0, but hey… it’s good to see you’re not dead mate.


    • Iain says

      When your parents asked you to tidy your room did you never dream of just taking a flame-thrower to the mess and going and living in a tree-house? I’m sure you did. Absolutely positive of it in fact.

  • Putting your work in to the public domain forces you to deal with your inadequacies from a perspective other than your own, there’s no ‘making do’ with poor thought/spelling/whatever/business practises if it’s being judged by someone other than yourself!

    Delighted to have you back, I remember finding Crack Unit whilst researching my dissertation and reading back through the pages for hours.

    All the best,


    • Iain says

      Thanks Andrew – glad you’re here.

  • Second!

    Good to see you back (from the future)

  • andrea says

    I think you’re spot on about the ‘hey look at this cool thing I’ve found’ blogs – nothing wrong with starting fresh. From someone who remembers your work from Poke in its early days and enjoys the music posts a lot, congratulations on the W+K stuff and the twins! And here’s to lots of posts full of real info and stories!

  • I like your thinking on this. Glad to see your return to blogging. happy 2012!

    • Iain says

      Nice of you to visit. Love to catch up soon!

      • Let me know when you’re in NYC next, a pint is long overdue.

  • I wish I’d thought of this.
    Not writing a blog called Crackunit2, you know what I mean.

    • Iain says

      It’s not too late, you can still jump on the new year bandwagon. You’ve got another few days :-)

  • Excellent news.

    I’m confident it won’t be crackunitS

    • Iain says

      I should probably register all numeric iterations.

      • You mean your people haven’t?

  • Nick says

    Please clarify that Crackunit was abandoned and unloved only by you, Iain. Welcome back, either way.

    • Iain says

      Sweet thing to say. Makes me love you a little bit.

  • Have fun with the sequel blog and have a fantastic 2012!

  • I’ve forgotten how to follow comments, is anyone talking to me?

    • Iain says

      I’m trying to. But you don’t seem to be listening.

  • I just bought

    • Iain says

      Oh no you didn’t. Because I already got it. Just to stop you :-)

  • se71 says

    Happily the crackunit1.0 RSS feed still works, so I didn’t miss the first post! Result.

    • Iain says

      I managed to transfer the RSS feed over :-)
      Thank you Feedburner.

  • Mark Freeman says

    Thank the lord of interesting bloggers. Many happy returns.

  • dave bedwood says

    I believe the crack unit to be the word of Satan. A Satan on crack. Dropping the nut on mother Teresa, cackling with glee. I hope your unit burns to the ground and you never find your way to the promised land. I will pray for your fucked soul.

    Anyway, lovely to have you back.

  • Nice to see you back on the horse, so to speak ;)

  • Glad you’re back, Iain.

    I rarely comment; I just, sort of, lurk. But I’m looking forward to doing lots of quiet lurking on crackunit2.

  • Martin says

    Nice to have you back in the blogorealm. Can’t wait to see what you cook up, sir!

    (Besides, ‘The Empire Strikes Back’ was easily the best of the first trio).

  • Welcome back Iain. I’ll be interesting to see what comes next

  • so great you’re back at blogging :)

  • 45th.

  • i’ve been slack with blogging myself – but you’ve reminded me why i enjoy it and inspired me to post again.

  • Iain says

    Absolutely. Coming right up…


  • Trackback from Crackunit is Dead «
    Tuesday, 3 January, 2012

    [...] having some kind of mid-life blogging crisis – and you’re probably spot-on. But I try and explain a little bit about why I’ve decided to do this in my first post over there. I hope you’ll understand. Or at least humor me a bit.) Obligatory [...]

  • Trackback from Don’t Call It A Comeback | hellokinsella
    Sunday, 15 January, 2012

    [...] inspired by and echoing most of the thoughts Iain has already shared on the brand spanking new…. I’m [...]

  • Trackback from New Year, New York, New Blogging Attempt | CRACKUNIT2
    Tuesday, 1 January, 2013

    [...] was almost a year ago exactly that I set up Enthusiasm for a blank sheet of paper, blah, blah, [...]