Writing

Notes on making things people watch.

• Apr 2, 2026

  Your hook isn't the problem. Your second line is.

  Everyone obsesses over the first three seconds. The drop-off cliff I see in almost every account is at 0:07, and it's a promise problem, not a hook problem.

  7 min read
• Mar 14, 2026

  Using AI in your content without sounding like AI

  AI is genuinely great at the visual and logistical layer of content. It is genuinely terrible at being you. Here's where I draw the line.

  6 min read
• Feb 21, 2026

  Filming alone in a small room

  You do not need a studio. You need one window, one wall, and to stop putting the camera at chest height.

  9 min read