Brands must be present enough to be received
A voice scale works by naming the two good voices a brand declines. Presence isn't volume—it's a shape held between two ditches.
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8 min read
Latest Posts
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Keats, negative capability, and the work that disappears
Keats called it negative capability: the maker who disappears so the work can belong to everyone. A poet's discipline, and a content strategist's.
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10 min read
The leadership gap
Content programs don't fail on execution. They fail on the leadership gap—all the responsibility for content, and no one with the authority to act on it.
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4 min read
Narrative and meaning
Meaning isn't made from scratch. It's received— differently by everyone who encounters it. Narrative is the work of reconciling those differences without flattening them into something false.
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2 min read
Content is a platform
Content isn't a campaign, a style guide, a CMS default interface, or a governance afterthought. It's the platform other things run on—and the experience is the only thing that proves it's working.
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1 min read
AEO and GEO aren't a tactics problem. They're a platform problem.
AEO and GEO aren't a tactics problem. They're a platform problem. Schema markup doesn't create structure—it reports it. Here's what it actually does.
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3 min read
The experience is the platform's only job
The platform, the voice system, the content model, the governance structure—none of it is the point. The experience a person actually inhabits and remembers is the only reason any of it is worth building.
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2 min read
The operating model problem isn't new
CMOs are told their AI problem is really an operating model problem. Content strategists have argued this for twenty years. AI didn't create the gap between governance and accountability—it just made ignoring it expensive.
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3 min read
The content strategist as maker
Most content strategy fails not because the analysis was wrong. It fails because no one in the room could hear what the content was actually saying.
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5 min read
We gave everything a new name and called it progress
The content field has been naming and renaming itself for two decades. Content strategist, content designer, UX writer, content marketer. Different titles, overlapping work, growing confusion. Here's what the proliferation cost, and what coherence would actually look like.
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5 min read
