Essays

A few years ago, in 2020, when Dain Walker, Justin Welsh, Dan Koe and other design focused and educational content creators made informative carousels trendy, everyone in the creative and marketing space jumped in. Being even a small part of that club was an experience on its own. Among many, I watched two new founders start the same personal brand journey and take very different paths. One posted every day, shipped updates weekly, some went full-scale and were even posting w

Picture a founder in 2012, grinding away on a startup that, on paper, should have died six months earlier. The product was clunky, users were sparse, and investors kept saying no. Most people would have called it quits. But this one kept going. Not with blind hustle, but with a specific mix of traits that turned small wins into something unstoppable. I’ve seen versions of this story play out repeatedly among builders, and it rarely matches the narrative of “pure grit.” We rom

A tester, A filler, A... what do you wanna call it? (That You’re Going to Read Anyway) Hi.Welcome to my little corner of the internet, a place that exists because LinkedIn felt too serious and the Notes app is blehh. This website is not here to sell you a dream, a course, or a 7-step framework that will change your life by Tuesday. It’s here because I like thinking about things. Especially brands, people, culture, and the weird reasons we buy what we buy. I spend an unreasona