Posts Tagged :

Storytelling

Why I Love Conspiracy Theories (Even If I Don’t Believe Them)

 1024 576 Michael Kraabel

Let me start by saying this: I don’t actually believe most conspiracy theories. That’s not what draws me in. What I find fascinating about them is the sheer creativity—the way they challenge the obvious and spin alternate realities that feel like mental mazes. It’s like looking at the world through a kaleidoscope where every twist reveals a new pattern, even if you know deep down it’s just light bending a certain way.

For me, conspiracy theories are less about truth and more about the “what ifs.” What if there was something bigger going on behind the scenes? What if that strange, unrelated event wasn’t a coincidence? It’s not that I’m putting stock in these ideas, but I love the mental exercise of exploring them. People have this incredible ability to take a handful of random facts—or even just rumors—and weave them into complex, often wildly imaginative stories. I can’t help but appreciate the creativity and effort behind that, even if the premise itself is far-fetched.

Take something like the moon landing hoax theory. Do I believe it? Not for a second. But I’m intrigued by the questions people ask to support their case. Why were there no stars in the photos? How did the flag wave with no wind? It’s not the answers that hook me—it’s the act of questioning. It’s the challenge to conventional thinking, the audacity to say, “What if the entire world has been fooled?” There’s a rebellious spark in that line of thinking, and I find it kind of thrilling, even when I know it’s baseless.

I think conspiracy theories resonate with something deeper in human nature: our desire for stories and meaning. Life is messy, random, and often hard to make sense of. Conspiracies offer a tidy explanation for the chaos, even if it’s pure fiction. They make people feel like they’ve uncovered a secret truth, like they’re one step ahead of the crowd. And while that can lead to dangerous places when taken too seriously, it’s also a fascinating reflection of how our minds work. We crave connection, patterns, and purpose—even if we have to invent them.

For me, dipping into the world of conspiracy theories is a form of mental play. It’s like reading a really engrossing sci-fi novel or watching a thriller with an over-the-top plot twist. I don’t have to buy into it to enjoy the ride. It’s the exploration that keeps me coming back—the idea that, for just a moment, I can imagine a world where nothing is as it seems.

So no, I’m not stocking up on tinfoil hats or digging a bunker in my backyard. But I’ll happily spend an evening watching a documentary on the flat earth movement or scrolling through forums debating Bigfoot sightings. Not because I believe, but because it’s fun to wonder. What if?

The Story Behind My Favorite Photo: Mia Gonzalez and the Power of 3D Printing

 1024 683 Michael Kraabel

Sometimes, a photo becomes more than just an image—it becomes a story, a moment of triumph, and a symbol of what’s possible when technology and humanity come together. One of my favorite photos is of Mia Gonzalez, a young girl who unknowingly became the face of life-saving innovation through a Stratasys case study. Her story, and the role of 3D printing in her life, still resonates deeply with me.

Mia was born with a complex congenital condition that required delicate, high-stakes surgery. Her surgeon faced a challenge that many in their field encounter: traditional imaging methods like MRIs and CT scans can only provide so much clarity. They’re flat, abstract, and leave much to interpretation when trying to understand the intricate, three-dimensional anatomy of a patient like Mia. For her surgeon, precision was non-negotiable. Any mistake could have life-altering consequences.

That’s where 3D printing came in.

Using Stratasys’ advanced 3D printing technology, the surgical team created an exact replica of Mia’s anatomy—a life-sized, tangible model of her heart and surrounding structures. For the first time, her surgeon could hold a perfect representation of the challenge ahead, exploring it from every angle and rehearsing the procedure with unparalleled accuracy. This wasn’t just about visualizing the surgery; it was about walking into the operating room fully prepared, confident, and equipped with an almost tactile familiarity of what they would encounter.

The day of Mia’s surgery came, and her surgeon’s preparation paid off. The operation was a success, and Mia’s recovery was a testament to the incredible partnership between cutting-edge technology and medical expertise. That 3D-printed model didn’t just save time in the operating room; it gave Mia a chance at a healthier, fuller life.

The photo I captured—Mia smiling brightly, her energy and spirit radiating—was taken just months after her surgery. It’s not just a picture of a child; it’s a visual representation of hope and progress. Whenever I look at it, I think about the countless people like Mia who will benefit from innovations like 3D printing in the years to come. Her story reminds me why I love what I do—because every once in a while, you get to be part of something bigger than yourself.

Building AVIV Vodka: A Decade of Purpose and Partnership

 1024 576 Michael Kraabel

A little over a decade ago, I began working on AVIV 613 Vodka. At the time, it wasn’t clear what the journey would look like, but one thing was certain—we weren’t creating just another vodka. This was something different: a product with roots in the land of Israel, shaped by a vision for more than luxury. It was a project born from purpose, and that purpose drove everything we did.

I met Marc Grossfield, AVIV’s founder, early in this process. From the start, it was clear his vision wasn’t about launching a product to fill shelves. He wanted to create something that meant something. Marc believed vodka could carry a message of joy and resilience. Working with him meant learning how to channel that vision into every aspect of the brand.

Learning to Collaborate

Marc had big ideas, and working with him was both inspiring and a challenge. He’s a perfectionist, deeply committed to everything AVIV represents. Early on, I realized that this wasn’t going to be about executing a plan—it was about building something together.

Our conversations often pushed me to think differently. Marc would talk about the spiritual significance behind AVIV—the seven ingredients, the triangular bottle, and the messages engraved on each one. He’d say, “We’re not just selling vodka; we’re creating a reason to celebrate life.” It wasn’t just words. Every decision reflected that commitment.

Learning to work together took time. Marc’s vision was precise, and he demanded that every detail—every note of flavor, every design element—reflect what AVIV stood for. I had to adapt, learn how to align my ideas with his, and figure out how to take his vision and make it tangible. Over time, we found a rhythm, and that collaboration became one of the most rewarding parts of the process.

Turning a Vision into Reality

AVIV isn’t a product you create by accident. It’s vodka distilled from seven ingredients, each one chosen for its cultural and symbolic value. The process to perfect the blend took years. Marc and our master distiller, Yossi Gold, spent countless hours refining it—balancing flavors, testing filtration methods, and ensuring the spirit carried the essence of what they wanted to create.

Meanwhile, my role was to help bring this story to life in a way people could understand and connect with. It wasn’t easy. The spirits industry is competitive, and launching a luxury vodka with such a unique story was an uphill climb. We had to balance creativity with practicality, ensuring the message resonated without losing the integrity of the brand.

The design of the bottle was another major piece. The triangular shape reflects the journey of life—starting unbalanced at the base and narrowing toward harmony at the top. Working on that design was a learning experience in itself, but it was worth the effort. The finished bottle captures everything AVIV represents.

Building Something That Matters

The most challenging moments often taught us the most. Whether it was figuring out how to navigate production challenges or adapting during a pandemic, every obstacle forced us to refocus on why we were doing this.

Marc and I often talked about the role of gratitude in AVIV’s story. He’d remind me that this vodka wasn’t just about the product inside—it was about encouraging people to take a moment, raise a glass, and celebrate something good in their lives. It’s easy to lose sight of that kind of purpose in a crowded industry. But Marc never let that happen. He held us accountable to the brand’s mission.

Looking Back

Working with Marc to build AVIV has been one of the most meaningful experiences of my career. It wasn’t always smooth, but it was always purposeful. I’ve learned to appreciate not just what we created, but how we created it—with intention, care, and a belief that even something as simple as vodka can make people reflect on the good in their lives.

This isn’t just a brand to me. It’s a reminder of what can happen when people work together with a shared purpose. I’m proud of what AVIV has become, and I’m grateful for the lessons learned along the way. Marc’s vision shaped this brand, but it also shaped me. And for that, I’ll always be thankful.