Greeting cards have been lying to people for decades. Time to fix that.
The greeting card industry is built on a specific kind of dishonesty. Flowery language. Vague sentiments. Poems that rhyme 'heart' with 'apart' and mean absolutely nothing. You buy them because you need to say something, you sign them because that's what you do, and the recipient reads them once and puts them in a drawer forever.
What A Card Should Actually Do
A card should say something true. It should make the person receiving it feel like you actually thought about them — not just about the occasion. It should be specific enough that it couldn't have come from anyone else.
It should, occasionally, make them snort-laugh in a way that's slightly embarrassing.
The Blunt Card Philosophy
Our cards don't rhyme. They don't have sunsets on them. They don't describe your friendship as 'a journey' or tell you to 'follow your dreams.'
They say the thing. The real thing. The thing you'd say if you dropped all the pleasantries and just talked like a person to another person.
That's what makes them worth keeping.