What’s in Our Heads
100% fresh, wild-caught ideas.
Articles
Writing
March 7, 2022
Three tips for better product stories
Thread creates more than 50,000 product descriptions a year. This SlideShare shows how we use research, empathy and common sense to turn raw data into meaningful stories.
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.