Notes

Thinking, in the open.

Definitions, frameworks, and worked examples on content formats, long-form-first systems, and brands as media companies. Published when there’s something to say.

Rented vs. owned attention: the math

Rented vs. owned attention: the math

Why every euro into ads evaporates and every euro into a show becomes an asset — worked through plainly.

What is a content format? (And why brands should own one.)

What is a content format? (And why brands should own one.)

A definition, a framework, and an example — the vocabulary behind brand-owned content formats.