Thoughts

Inventing the Future

A folded newspaper and a printed page on a warm desk beside a pair of reading glasses.

Public renown goes to tech executives who make bold predictions about what will happen, rather than explaining what's happening now. Industry visionaries like Elon Musk, Jensen Huang, and Dario Amodei leave it to their marketing executives to articulate the present and how their companies' products fit in; instead, they write or speak about what the world will be like in five or ten years.

Visions of the future require deep technical understanding coupled with insights about how the world works and how technology will change it. Writers must understand tech's limits and potential and then map those against modern business and social trends. Crafting such visions requires research, and tech executives don't have the time to do it.

But with a very small commitment of time and resources, tech executives can use a ghostwriter to build and promote a compelling, personal visionary brand.

These pieces are written for founders and C-level operators at B2B technology companies. If you want this kind of writing under your own name, that is how I work, and pricing starts at $1,500.

More thoughts

Why Executive Social Media Campaigns FailEvery company wants to sell its products, but C-suite executives build their personal brands by articulating a compelling vision, not with product marketing. Avoiding JerkophobiaMaking bold predictions is risky, and most executives are afraid to get it wrong. Vision: Seeing the Big PictureThe leaders we call visionaries always combine a solid grasp of what their companies can do (and why it's better), mapped against a larger understanding of business and society. Writers Versus ChatbotsSince chatbots came into common use a few years ago, people like me who got paid to write for others have seen a huge drop in business. What's In A Brand?The digital world is incredibly noisy. Trillions of text lines and images strive for attention from a few billion eyeballs. Building a Brand in Stealth ModeTech startups are built on technology, products and people. When you're still in stealth mode, it's tempting to ignore branding altogether, but that's a mistake.

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