During my work as a business analyst for the last 10 years, I spent days and months reading and writing requirements, specifications, user stories, documentations, test cases, proposals and online content. With years I realized that communication is not only about information's accuracy and completeness but also the emotions communicated in-between.

Outside the business world people daily consume clickbait articles, emotionally manipulative marketing ads, fear-based content and political narratives. Most people don't realize how much their emotions are being triggered and manipulated. We like to think we are making rational decisions but often we are simply reacting to carefully engineered language. And ironically, engineering language and communication is something I've been doing professionally for years, just in a different context.

So the more I thought about it, the more I became interested in a simple idea: clarity. In a world where every platform competes for our attention, clear thinking feels increasingly difficult. Information is everywhere but clarity is rare. Headlines compete for clicks, posts compete for engagement and algorithms compete for your attention and emotions. It almost feels like the internet wants a reaction first before it wants us to understand the content.

That made me wonder - what if we could separate information from emotional framing? What if we could read content with less noise, less sensationalism and fewer strategies to influence how we feel? => This is how the idea for Essentyx was born.

Essentyx is a browser extension that rewrites emotionally loaded, manipulative and biased text into a more neutral version. The goal is to help people think more clearly by focusing on the information itself rather than the emotional packaging around it.

It's still early and I'm sure there will be plenty to improve (there always is and I am quite a perfectionist) but I am excited to finally put it into the hands of real users and see where it goes from here.

P.S. If you care about clarity, critical thinking, information integrity and making the world less emotionally manipulative, please share it with your friends, colleagues, communities or anyone who might find value in it. Every new user, opinion, thought and piece of feedback helps move that vision a little further.

Try it out and let me know what you think.

https://essentyx.com/
IG: @essentyxglobal

Essentyx

Paste any text and see it neutralized

Paste any text and see it neutralized