Insights
Things worth stealing.
Essays, carousels, and field notes on positioning, copy, and creative strategy. Most of it started on LinkedIn. Some of it grew up.
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essay
The five-dollar advantage.
A Stanford experiment reveals why the best opportunity in any situation is almost never the obvious one.
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essay
Your grammar isn't wrong.
The sentence that isn't working isn't broken. It just starts in the wrong place.
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essay
Conversion is a verb.
The sentence that opens your page decides whose world you're in. Brand copy usually picks the wrong one.
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essay
Nouns tell. Verbs sell.
Why the sentences that move customers are almost always the ones with the sharpest verbs.