Field notes · Essays from the studio

The arguments we keep making, in writing.

Featured

Industry

The content agency is already dead. Nobody has told it yet.

Every retainer email I read sounds like a hostage note. Here is why the model collapsed two years ago and nobody on the receiving end has noticed.

March 4, 2026·7 min

Acronyms

February 18, 2026

What AEO and GEO actually are, and why your vendor is lying to you about both.

Answer Engine Optimization. Generative Engine Optimization. Two acronyms invented to sell the same thing twice. Here is what they mean and what to do about them.

6 min

Brand

January 22, 2026

Generic AI content is killing your brand. You just can't see it from inside.

Your readers can tell. Your customers can tell. Your buyers can tell. The only people who can't tell are the people approving the publish button.

8 min

Field notes

December 9, 2025

The ten-hour edit: the job nobody hired anyone to do.

If you've ever sat down to 'just edit' an AI draft and lost your Saturday, you already know this post. Here's the shape of the problem and where the time actually goes.

5 min

Process

November 1, 2025

Kill the content calendar. (No, you can keep the spreadsheet.)

The content calendar is not a strategy. It is a guilt machine wearing a strategy costume. The fix is smaller than you think.

6 min