Everyone keeps asking if AI is my enemy. It isn't. It has made words less valuable and the thinking behind them more valuable than ever. An article on why copywriting matters less now, brand strategy more, and why I focus on the founder, not the market.

A few weeks ago, I found myself rewriting an email three times. Softer, more down-to-earth, more modest. By the third draft, I wasn't trying to sell anything anymore. I was apologizing.

Some companies inspire you. Others just want your money. What's the difference? An honest piece about brand narrative, brand storytelling, and the science behind it.