The Notebook
Writing on the craft, the work, and the future of it.
Notes on brand storytelling, the craft of voice, the state of the industry, and what I'm learning by doing the work. New pieces most weeks.
Notes on brand storytelling, the craft of voice, the state of the industry, and what I'm learning by doing the work. New pieces most weeks.
I give the machine more of my workday than I'd have admitted a year ago — the transcripts, the variations, the freight. There's still one task I keep, and the keeping of it is the whole job.
Read the essay →Every client says "premium but approachable." None of them mean it. The voice you're looking for is already in the room — you just have to stop asking for adjectives.
Read the essay →I never wrote for SNL — I was on Broadway Video's digital production team, working with NBCU and Turner. The building still taught me everything: the clock, the ego, the ear.
Read the essay →Every brand wants to be authentic. The moment you reach for the word, you've already confessed you don't have the thing — and what you actually mean is hiding underneath it.
Read the essay →The longer the brief, the worse the work. Why a single constraint produces braver writing than forty-one pages of strategy.
Read the essay →Anyone can now generate a thousand words in a second. That is exactly why the craft of brand storytelling is about to matter more, not less.
Read the essay →