The Owned Media Thesis
Companies should own the media their target customers already choose to consume, not just rent attention from platforms and creators.
Writing
Essays for founders and operators thinking about audience, distribution, content IP, creator businesses, acquisitions, and the operating reality behind compounding media.
The Most Overrated Word in YouTube Strategy
Ideas matter on YouTube. But the industry has turned ideation into a caricature. The real advantage is the factory behind the idea.
The Best YouTube Channels Usually Look Broken
Perfect YouTube channels are expensive. The interesting ones usually have proven audience demand and obvious fixable problems.
YouTube Is Not Just Another Content Channel
Most companies think of YouTube as a place to post content. I think that undersells what it can actually become.