Authenticity
Everyone talks about authenticity. The more you talk about it, the less of it you have. Here's what it actually means — and what it does.
6 min readFebruary 2025
Writing
On marketing, language, and what brands get wrong about both.
January 2025
The brand voice myth
Everyone says they want a distinctive brand voice. Most mean they want to sound a bit more like Oatly. Here's what actually makes a voice stick.
6 min read