All Posts

Somewhere along the way, a significant portion of the marketing industry decided that sounding smart was the same as being useful. That the right combination of words — ecosystem, synergy, leverage, thought leadership, value-add, scalable solutions — would signal expertise and inspire confidence. It does not. It signals the opposite. Jargon is not the language of expertise. It is the language of people who are not yet sure enough of their expertise to say what they mean plain

Every piece of content — every article, campaign, or strategy deck — has a buried lede. The editor’s job, and the strategist’s job, is to find it and put it first.

The most valuable content does not simply inform. It takes a position. It says something that someone, somewhere, will agree with strongly enough to share.

AI is an extraordinary tool for producing content at scale. It is not a substitute for the prior work of knowing what you believe and why it matters.