Wednesday, November 11, 2026

Writers are having their “Craftsman Movement Moment”


Writers' Craftsman Movement Moment

In the late 19th century, the Craftsman Movement emerged as a reaction to industrialization and the growing flood of machine-made goods. Suddenly, everything could be produced faster, cheaper, and in greater quantities. What had once required skill, patience, and a human hand could now roll off an assembly line by the thousands.

Figures like William Morris and Gustav Stickely believed that something was being lost when handmade objects gave way to factory-made goods. Machines could produce things faster and cheaper, but where was the individuality? The skill? The human connection between maker and object?

Writers are having a similar moment.

AI can produce an article, a poem, a press release, or a thousand words about the importance of authenticity before I've finished brewing my first cup of coffee. And just as the Craftsman Movement questioned whether mass production was making better things, writers are beginning to question whether automated content is making better writing.

AI can assemble sentences, organize arguments, imitate voices, and produce something that looks suspiciously like a finished thought. It can even sound thoughtful, which is perhaps its most impressive trick. But sounding thoughtful and having something worth thinking about are two different activities.

Writing isn't simply arranging words into sentences that sound intelligent. It's observation, experience, and judgment. It's the unexpected connection, the odd detail, the opinion that takes time to develop. A machine can imitate the finished product, but that doesn't mean it understands the journey.

Back to the comparison with the Craftsman Movement. Both movements push back against the assumption that greater production automatically means greater progress. Both defend the value of the person behind the product. Both recognize that the process matters, not just the finished object. Both movements are really about resisting the idea that efficiency is the ultimate measure of value ... just because something can be produced faster doesn't mean it's worth more.

The challenge for writers isn't to compete with AI at producing words. That's a race to the bottom, and the machines have more stamina. It's to remember why we write in the first place. To notice things. To question things. To make connections. To say something in a way that sounds unmistakably human.

Me? I’ll use the tools, but I refuse to outsource my thinking. I still want to wrestle with a sentence, change my mind halfway through a paragraph, and discover what I think by trying to explain it. And I want everybody to remember that the person behind the work still matters.



Tuesday, November 10, 2026

Digging for Strategy



When I work with a new copy or content client, I half-listen to the polished pitch. I’m waiting for the moment they stop reciting what they do… and tell me why people actually show up at their door reaching for their wallets.

That moment is gold. Because that’s where strategy lives.

Most businesses bury it under brand-speak: “quality solutions,” “customer-focused excellence,” or whatever other beige language they picked up from a mission-statement generator. I let them get through that, then ask them to complete one simple sentence: “People come to us when…”

Often they freeze and then they deliver the safest, dullest possible answer.

So, I pull out the exercise: Ten minutes: Pen. Paper. No editing. No corporate varnish. As many times as you can, complete the sentence: “People come to us when…”

Somewhere in that 10 minutes they start writing the real answers … and everything opens up.

Suddenly, we’re talking about the actual moments customers rely on them: the 11 p.m. emergency call, the founder who still picks up the phone, the tiny human details that make the business matter. That raw material is what we build the strategy from:

  • messaging that sounds like a real company
  • content that points customers in the right direction
  • a voice that isn’t made of drywall
  • positioning rooted in reality, not wishful thinking

Clients think hiring a writer means “fix our words.” But the work is deeper. We’re not decorating. We’re excavating. And an effective way to begin the dig is with that one exercise of completing the sentence "People come to us when…"


 

Monday, November 9, 2026

Fortune Cookies for Copywriters

After snapping the fortune cookie in half, I was disappointed with the generic fortune: "You will find great success in your endeavors". Which got me thinking about fortunes I would have preferred to have found ... 

Fortune Cookies for Copywriters

Your Fortune: One day your work will go viral. It will not be the work you are proud of.

Your Fortune: The Oxford comma will start a war in your office. Pick a side. Defend it with your life.

Your Fortune: Data will tell you what happened. It will never tell you why humans are the way they are.

Your Fortune: The brief was two pages. The feedback will be twelve.

Your Fortune: Emotion opens the door. Logic lets the reader feel okay about walking through it.

Your Fortune: The stock photo you chose was also chosen by your competitor. And their competitor. And a dental office in Tulsa.

Your Fortune: The headline you called "too weird" was the one they would have remembered.

Your Fortune: A/B test everything. Even this fortune.


Fortune Cookies for Copywriters


Your Fortune: You will craft the perfect headline at 11:47pm. You will not write it down.

Your Fortune: Clarity is a superpower. Jargon is its kryptonite. Leverage your core competencies accordingly.

Your Fortune: "Just a small tweak" -- ancient proverb meaning: "Start over"

Your Fortune: Features tell. Benefits sell. Neither matters if no one reads past the headline.

Your Fortune: You will spend three hours writing. They will spend three seconds reading. Make peace with this.

Your Fortune: Authenticity cannot be workshopped into existence. And yet, the workshop has been scheduled.

Your Fortune: You are not selling a product. You are handing someone a mirror and saying: this is who you could be.

Your Fortune: The revision that "shouldn't take long" will take all day. Clear your afternoon.


Fortune Cookies for Copywriters

Your Fortune: Somewhere, a competitor is outspending you. Outthink them instead.

Your Fortune: A story well told is a price tag forgotten.

Your Fortune: Your gut is a data point too. It has been right before. It will be right again. It will also be wrong. Trust it anyway.

Your Fortune: "We want it to feel premium but also approachable, edgy but also safe, bold but also timeless." Your next brief, verbatim.

Your Fortune: The whitespace is not empty. It is breathing room. Let the reader exhale.

Your Fortune: No one shares content that makes them feel average.

Your Fortune: You have approximately 2.3 seconds to earn the next 2.3 seconds. Then again. Then again. Forever.


Your Fortune: The brand guidelines will be 74 pages long. Three people have read them. You are one of them.




Thursday, November 5, 2026

Is Google’s AI Success a Mistake?

 

Google


Google is discovering that when you give people the answer, they stop looking for it.

For years, Google built an empire on sending people somewhere else. You searched, got ten blue links, clicked a website, read an article, maybe bought something. Google delivered the traffic, publishers created the content, advertisers paid the bills. Everybody had a seat at the table.

Then came AI.

Google’ response? Push AI Overviews to the top of search results. Convenient, efficient, clever.

Except there's a small problem with giving people everything they want without asking them to go anywhere. They don't go anywhere.

If Google's AI answers the question, why click the article? Why visit the recipe blog, the travel site, or the independent publication that did the actual research?

Google may gain something from this. It can keep users inside its ecosystem, collect more interaction data, control more of the experience, and potentially create new advertising opportunities. It could evolve from a search engine into the place where the internet gets interpreted.

But it risks weakening the very publishers and creators supplying the information its AI depends on.

Websites need visitors. Visitors generate revenue. Revenue pays for journalism, research, reviews, and original content. Take away enough of that incentive and eventually there's less new material to feed the machine. Because I can't resist a good analogy, think of a restaurant firing all its suppliers because it's discovered a clever way to rearrange yesterday's leftovers.

There's also something else at stake: Discovery. Search used to take you places. You could stumble across an unexpected idea, read a contrary opinion, follow an interesting trail. An AI summary gives you the answer, or at least something that looks like one. But sometimes the most interesting part of a story is precisely what gets left out.

Google may win the battle for attention, keep users on its platform, and turn every question into an opportunity to sell something. But the more successfully it answers everything, the more it risks destroying the ecosystem that supplies those answers.

Because AI doesn't create the internet from thin air. It feeds on the work of people who research, write, report, experiment, and share what they know.

Starve those people of traffic and revenue long enough, and eventually the well runs dry.

Google may be building the world's smartest answer machine, but it should probably worry about who'll be left to ask the questions. And who'll be left to provide the answers.



Writers are having their “Craftsman Movement Moment”

In the late 19th century, the Craftsman Movement emerged as a reaction to industrialization and the growing flood of machine-made goods. Sud...