The Road Less Edited
Richard In a 1996 interview, Robert Smith of The Cure complained about the disappearance of vinyl albums: “They’re so big they actually meant something and the artwork looked good.” The obvious…
September 2026
7 Ways To Make Invisible Losses Visible
One of the easiest ways to strengthen copy is to show prospects what an unsolved problem is already costing them. The loss may be real, but until you make it…
Before AI Came For Copywriters, The Internet Came For Travel Agents
In the 1994 X-Files episode “Duane Barry,” a man takes people hostage in a travel agency. Back then, the setting was a mundane backdrop for a sci-fi thriller. Watching it…
When Your Product Demo Starts Looking Like a Yard Sale
Yesterday we explored the good. Now let’s look at the kitchen-sink approach in Mark Zuckerberg’s Meta Muse presentation. After introducing “personal superintelligence,” he demonstrated everything from negotiating an $85-a-month cable…
The Art of Category Positioning
Mark Zuckerberg recently presented his vision for Meta AI. One of the interesting things about Zuckerberg is that he’s been offering counter-narratives to the other tech bros. While others say…