What’s in Our Heads

100% fresh, wild-caught ideas.


Articles
Philosophy
March 4, 2021

If the outdoors is for everyone, why doesn’t it always feel that way?

How representation shapes our sense of belonging in the outdoors.

Writing
February 10, 2021

How to write a novel in 300 characters.

To me, the best product copy is like a meandering work of fiction — pruned, distilled and packed down small. And I should know, because I’ve written both.

Copy in the wild
January 27, 2021

How Great Jones sweats the small stuff to make me want their cute cookware.

It's the relatively small, humble copy choices that really won me over.

January 15, 2021

The trick to great product descriptions? Stop describing products.

Why does online shopping feel like particularly tedious homework so much of the time?

B-sides
December 14, 2020

Wow, what a year (not in a good way).

Help us decide how to commemorate a year that future generations will squint at and go, “Yikes.”

Story
December 2, 2020

Saying ‘Black Lives Matter’ is one thing. Living it is another.

Learning to be anti-racist takes introspection, stamina, and holding yourself accountable when no one is going to pat you on the back for doing so.

Story
November 5, 2020

Your brand’s story is out there somewhere. Let’s go find it.

Ultimately we want to answer the question consumers will ask: Why should I believe in what this brand is putting out there?

Writing
October 19, 2020

Want better product copy? Think less like a retailer and more like a magazine.

I’m always confused when people talk about fashion as frivolous, because shopping is just another word for making choices.

Copy in the wild
October 5, 2020

I've got a copy crush on Entireworld.

There’s a famous Oscar Wilde quote that goes, “It is absurd to divide people into good and bad. People are either charming or tedious.” You could say the same thing about brands.

Work
September 17, 2020

Our brilliant, wonderful, racist workplace.

How can one word be the seed of both a hate crime and a breezy slight while emptying the office dishwasher?

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