SKIP TO CONTENT
SELF

The Journal

Notes on story, voice, and the market.

Essays on narrative, thought leadership, and storytelling from the studio. Written to be argued with.

  1. Content strategy

    How to build an editorial calendar around fights worth having

    CEOs, founders, and VCs publish constantly and almost nobody cares. The reason is simple: they write to protect their reputation instead of to capture attention. Here is how to fix your calendar.

    Read6 min
  2. Content strategy

    Ship the thinking, not the content

    AI made production free and thinking scarce. The companies that win the next few years will be the ones that noticed the bottleneck moved.

    Read3 min
  3. Thought leadership

    Your best ideas die in Slack

    The sharpest thinking in most companies never leaves a thread. Here is how to get it out of the drafts folder and into the market.

    Read3 min
  4. Narrative

    The category is the story

    Positioning is not a tagline you land on in a workshop. It is the argument you make, over and over, until the market accepts your frame as the default.

    Read3 min