Headlines

The generic headline and the lazy slogan

If you can swap your slogan with a competitor’s without changing the meaning of either brand, then your slogan is meaningless. For example, “You belong here” is not a positioning statement for a college seeking new students. It’s just noise. It also doesn’t help to mix weasel

How to Be a Tree: Notes on the Resilience of Letting Go

This essay and poem are part of the Universe in Verse book. Trees grant us some of the richest metaphors for our own lives — a polished lens on the quality of attention we pay the world. “The tree which moves some to tears of joy is in the eyes of others only a green thing