Why content?

I didn't set out to be a "content creator". But over time, I started noticing a pattern: everything that moved me, everything that worked, was powered by compelling content. The books and magazines I hoarded (science, tech, fashion, music, culture), the ads I obsessed over, even the DIY e-commerce side hustles I tried launching in my teens. They all depended on how well something was communicated, packaged, and ultimately felt.

My love for content creation started long before I had words for it. I was obsessed with advertising. Not only the shiny end-product, but also the mechanics underneath. Why specific taglines stuck. Why certain images made my heart beat a little quicker. I devoured fashion editorials, design magazines, Popular Science, Wired, literally whatever I could get my hands on at Barnes & Noble.

Kirby Ferguson would later help me understand and articulate what I was doing at the time: I was studying remix culture, learning how great content takes existing ideas and transforms them with a unique perspective.

My guidance counselor spotted something in me early on. I took beautiful photos of my friends. He looked up schools with photography programs, picked up the phone to dial the Fashion Institute of Technology in New York City, and waited on hold for what seemed like an eternity until he got through and found the information for me to apply.

If I hadn't applied there first, I probably would have headed west to LA and tried for Berkeley to chase my other dream: working for Steve Jobs at Apple. It was the one company that truly understood design, marketing, and the human condition. Everyone else was still shipping beige boxes with no soul.

I was FUCKING OBSESSED with the Think Different campaign. Apple took "Here's to the crazy ones. The misfits. The rebels" and turned it into a rallying cry for anyone who refused to accept the status quo.

Ultimately, both paths led to the same truth. I gravitated toward companies that understood content as the bridge between human emotion and commerce. Steve Jobs proved that every keynote, every ad, and every product launch could be masterclass storytelling.

Watching Apple's content mastery lit a fire in me. My entrepreneurial streak kicked in early. I wanted to build connection and create emotional pull. I started hustling. Portraits. Fashion editorials. Music videos. Short films. Prints, zines, books. A couple of e-comm stores that crashed and burned, but taught me how brutal the fight for attention really is.

Content that connected could move mountains. Content that missed left you screaming into the void. Landing pages failed when the story wasn't clear. Products died when visuals didn't resonate. Gary Vaynerchuk said it best: "Storytelling is by far the most undervalued skill in business."

No matter how innovative your product or valuable your service, people can't care about what they don't understand, see, or feel.

Because content is infrastructure, it's how meaning moves. Your content foundation demands systems thinking, not just inspiration.

I landed my first big content gig through word of mouth. Hustling turned into consulting as I worked with hundreds of people and brands. Armed with ADD as my superpower, my brain thrived on the variety. I loved connecting with new people and solving new problems creatively. One connection led to the next, and soon I was creating campaigns, streamlining workflows, and shaping brand stories at scale.

Fast forward to today, I consult and create content across fashion, tech, beauty, and lifestyle. From editorial to digital campaigns, from refining workflows to directing photo and video shoots – it's all content. And it always has been.

In a crowded marketplace, fitting in is a failure. In a busy marketplace, not standing out is the same as being invisible.— Seth Godin

We live in a remix culture. Content doesn't support the brand. Content is the brand.

So I chose content because it's the connective tissue of everything I care about: creativity, clarity, strategy, community, and impact.

Content isn't filler. It's foundation. It's the language that the modern world speaks.