Essays on voice, craft, and scaling without sounding like everyone else.
Opinionated, occasionally long, never generic. New posts every couple of weeks.
May 14, 2026
Twitter engagement is down in 2026. Here is what the data actually shows.
Is Twitter engagement down in 2026? Yes, and the corroborated benchmarks now show it: the median X engagement rate fell from about 0.035% to 0.029% to 0.015% across consecutive annual reads from RivalIQ and Sprout Social, off an already-tiny base (Buffer's 18.8M-post read puts the median non-Premium account near 0%). Real percentages where the reports give them, directional language where they don't, and the plural-cause explanation the single-cause AI-saturation narrative misses.
May 12, 2026
The creator economy in the AI era: what actually changed in 2026
The creator economy has changed in seven specific ways since 2023, only three of which are getting talked about. Here is the long-horizon read on how AI has shifted the underlying structure (fluency floor, credential premium, voice premium, volume game, attention budget, hand-off economy, platform diversification) and what compounds for creators between 2026 and 2030.
May 12, 2026
State of AI content on Twitter/X in 2026: the directional report
How much of Twitter/X is AI-generated in 2026? No precise platform-wide percentage is verifiable, but the directional read is clear: the median post is now AI-shaped, the heavy-AI accounts are visibly distinct, and the interesting question is in which categories AI concentrates. Here is the observation-based report on AI content on X in 2026.
May 12, 2026
AI slop: the quiet marketing crisis nobody wants to name
AI slop is the average-quality, voice-flat, fluently-incoherent content that now floods every marketing channel. It is the quiet crisis of 2026: nobody wants to name it because too many teams are producing it. Here is what AI slop actually is, why marketing teams keep shipping it, and what the alternative looks like for creators who want to keep their audience.