I hate “white papers”. I know there are some out there who will read them line by line, but I think if we look at it honestly we’d admit that most are either skimmed, misunderstood or not read at all. So who’s ego are we inflating by sending walls of text to sell for us?

I’ve been in production for 15 years now and sometimes friends ask for my professional opinion on a creative piece.

Most recently, a friend who heads up marketing for an outdoor industry apparel company sent me a video they’d made showcasing their company and asked for feedback. I told her the truth—it didn’t work.

When you think about the idea of legacy in the business world, one of the first examples that likely comes to mind is Apple and Steve Jobs. Jobs’ influence on the Cupertino-based company hasn’t waned one bit - and that fact is illustrated in a new book that catalogs his thoughts on life, death, and work.

I read that Tom Cruise wakes up and pretends like he’s never made a movie, that he hasn’t made it yet, and works like he’s starting from scratch. That’s how he tackles his day. Like he’s trying to make it.

My colleague mentioned an idea, he said, "we should compare ChatGPT to the New York Times."

So I figured we would do exactly that.

Newspapers were “dead” in 2008. Dead. People started reading on iPads and tablets alike.

Then — they continued. I get one at my office. I like them. They evolved. The New York Times' revenue tanked and then started on an uptick from there to now over $2B per year.