Hello.

I won’t bore you about my obsession with woodworking… But there are a lot of similarities between creative copywriting and woodworking. It’s about craft. It’s about the details. It’s about bending the rules a bit - or a lot - to produce something authentic. It’s about cleaning and polishing. It’s about keeping it as simple as possible and not over engineering. It’s about being strategic, but letting it rip at the same time. It’s a bit of trial and error. It’s about the negative space. It’s about parts and the whole. In the end, it’s about drilling down to a core truth and forming something that resonates.