What’s in Our Heads
100% fresh, wild-caught ideas.
Articles
Writing
Is AI the future of product copywriting?
Thread’s managing editor gives a first-hand account of working with AI to produce ecommerce content.
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?
Writing
April 21, 2020
How to write your way through a pandemic.
We knew there would be masks and homeschooling and fervent hand washing. We were prepared to read apocalyptic headlines and go Kondo on our closets. But nobody warned us about the writing. So much writing.
Story
March 23, 2020
Why your brand needs a $3,200 harvest hare hat.
Story is what turns a down jacket into a pledge of allegiance to planet earth.
Story
February 5, 2020
Perfect or interesting? Choose one.
Interesting catches our attention because it teaches us something new, while perfect is the owner’s manual of a car we’ve driven for years.
Story
March 7, 2016
What a foul-mouthed screenwriting coach taught me about branding.
A film is “a two-hour metaphor that says: Life is like this!” A brand works much the same way.