I write the name HACOY in capital letters, always. It is a small act of discipline. The uniformity of the typeface, the rigid order of the letters, it reflects something I strive for in my work and life. Consistency. The same way I paint with precise brush strokes or build AI agents to handle tasks, I want HACOY to stand out from everything else that is unformed, chaotic. This discipline carries over into how I think about non linear thinking and conscious living. It’s a quiet rebellion against the mundane. I remember the first time my mother gave me a set of paints, it was a simple act but it opened up a world of possibilities for me. The consistency in that moment laid the foundation for what HACOY is today. Discipline, to me, is not about rigidity but about finding freedom within structure. It’s about choosing to do things a certain way because it aligns with who I am and what I believe in. When I see HACOY in all caps, I am reminded of the discipline that goes into every piece we create.
— 5 June 2026
The Discipline of HACOY
Maximilian Rupp @maximilianrupp
Founder of HACOY. Painter. Writes about non linear thinking and conscious living.
— Published on The Disconnect · More dispatches →