My Blog

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    Brand Performance Marketing

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    Clients don’t usually come to me asking for help with their brand. They come when performance starts slipping. When Customer Acquisition Costs spike. When retargeting stops working. When the paid ads that used to convert like clockwork start going quiet.And the ask always sounds the same: “We need better performance marketing.”But nine times out of…

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    To Sound Human

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    I woke up this morning asking myself the very important question: how can I write more human?  I’ve written a lot about generative technology and how it’s changing our perception of the value and quality of good copywriting. Most writing these days falls in an unfortunate position of being “okay enough.” In certain industries, like…

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    The Create Everyday Project

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    I challenge myself to make something every day. A design, a sketch, a thesis, a digital experiment. Some turn into finished pieces. Some don’t. The point isn’t the result. It’s the practice.Creativity works like a muscle. If you don’t use it, it weakens. Waiting for inspiration never works. Sitting down and doing the work does.…

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    Finding Truth and the Human Content Condition

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    I like to experiment. I view myself somewhat of a marketing engineer, constantly looking at ways to break down tools, methods, processes, and technology, to find out how it all works, before I put it back together again.

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