Fra Indi

I DON’T FOLLOW. I CHOOSE.

I’ve reached a turning point in how I communicate, especially online. 

My limited presence on social media has always had one purpose: to share ideas, perspectives, and a way of seeing things, hopefully offering a vision—sparking reflection. It has never been about showing off my life with my dogs to gain attention. I’ve never sought or aspired to fame, nor have I ever viewed exploration or mushing as tools to achieve it— even though that seems to be the trend these days.

Quality has always mattered to me—in relationships, in work, and in life with my dogs. That’s why I believe the vision I carry must be clear, honest, and free from hypocrisy, even online. Over time, I’ve tried to express openly the cultural and spiritual value of my work. For this reason, I didn’t establish a sports association or a profit-driven company complete with an e-shop and all the usual trappings. Instead, I founded a Cultural Association—one I have the honor of presiding over.

Lately, especially on social media, I’ve noticed an explosion of distorted and deliberately misleading narratives, often far from reality. This is true in the world I belong to—exploration and mushing—and, more broadly, across much of modern life. The aim seems no longer to live life and then tell the story—but the opposite: to craft a story that barely reflects real life, yet looks good online and appeals to mass media. It’s like a massive Truman Show, and people keep falling for it.

I’ve also observed that many people don’t follow my work and contents for genuine interest. Instead, they’re drawn to simple photos of my dogs—a kind of superficial fascination. That’s understandable, but it misses the essence of what I do. It’s also a sign of a broader cognitive illiteracy that seems widespread today, in an age where human intelligence seems to have abdicated its role—perhaps in favor of artificial intelligence. Moreover, looking at Italian profiles—both those I follow and those who follow me—I’ve noticed a lack of consistency and logic in who people choose to follow. It’s as if the “follow” button has a mind of its own as the result of a complete inability to choose. That’s why I’ve decided to narrow who I follow—not out of anger or dislike, but because it’s impossible to follow my work and, at the same time, follow accounts whose narratives are the opposite of the message I try to convey.

As I’ve written many times before, I don’t need followers—I’m not a slave to “follower-ism,” unlike many of today’s social media idols. What I value most is real, human connection. Discernment is one of the most important human qualities—and sadly, it’s rare both online and offline.

I am not an influencer, content creator, or travel blogger. Let me be clear: the life I live, with or without my dogs, exists exactly as it is, regardless of followers. Zero or thousands—it makes no difference. I don’t serve the “follower-ocracy”, and you? And yet, online we keep seeing violent, fake, and provocative stories rewarded, because they drive engagement.

In this follower-driven world, I still hope—perhaps utopically—to surround myself with real people, not numbers. From today, that’s the approach I want for my communication. In a society obsessed with quantity and algorithms, I choose substance and quality.

I hope no one feels offended, but reality is rarely gentle—it’s more like a punch in the stomach than a bouquet of roses.

Fra Indi

Cover photo by Francesco Guerra