04 · Of the craft
What I bring to the table.
Two years running an editorial team, a year of psychosocial content across four platforms at once, client work from club culture to AI in between. What sticks: you do not push one subject out everywhere. You translate it for each place, for the people there and for the tone they are used to.
My rules
Tools and method
Understand where something will be read. Then decide how it should sound. Reverse that and you pay for it in reach, in credibility, usually both.
- · Research before phrasing. I write nothing I cannot stand behind
- · Rethought per platform, never copy-pasted
- · Processes that keep running when I am gone
- · An audience to talk with, not a target group
Four tenets
Not the same piece four times over.
A good TikTok needs different dramaturgy than a Reddit post, a Twitch night different questions than a newsletter, a Discord server different rituals than Instagram. Ignore that and you produce silence four times over.
- · 01 The audience decides, not the brief
- · 02 Every platform has its own grammar
- · 03 Clear, not preachy. A position without a wagging finger
- · 04 Awake to the moment, knowing what people are actually talking about