The Ink
Essays on story, strategy and creative practice — written for the people deciding what their work is supposed to mean.
Essays
Protagonists Wage Their Own War
Leaders often cast themselves as supporting characters without realizing it. True protagonists own their journey, define their terms, and wage their war.
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Are you Writing Your Story? Or Reacting to Theirs?
Most brands spend their energy chasing trends and sounding like everyone else. Protagonists write their own story. The question is: which one are you?
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The Stories We Tell Ourselves Shape Everything
The stories that kept you safe can keep you stuck. Here’s how the narratives we practice become what we live, and how to choose a story that serves you.
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How a Shoe Transformed into the Dream of Nike
Nike’s tagline is one of the most famous in advertising. How “Just Do It” went from a line to a mantra, and what it teaches us about brand storytelling.
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The Human in the Machine Age
The creative industry just had the floor pulled out from under it. For $20 a month, AI can do what took decades to learn. So what do we do now? We do what it can’t.
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