I've spent nearly 20 years building content businesses.
Today, I'm a Staff Content Operations Strategist at Sanity. I work with content and marketing teams on the unglamorous, consequential parts of getting more out of a content operating system: how work moves, where it gets stuck, and where better workflows, AI, and automation can help.
Before Sanity, I spent nearly two decades building content businesses. I founded Motley Fool Germany from scratch, helped scale a business past $100M, built a fintech operation in two regulated markets from employee #1, and built an AI content operation from zero to 4,000 published articles in 12 months.
The through-line is content, but the real subject has always been systems: how people, processes, technology, and incentives fit together. The problems are usually less mysterious than they look. Processes are scattered across too many tools. Approval chains create more work. Useful content gets trapped on a page and has to be recreated instead of reused. Good people spend too much time on busywork.
That's why I'm skeptical of AI theater. Generating something is the easy part. Getting it to work reliably, fit into a real workflow, and be worth the time and money is where things get interesting.
Outside of work, I write, build, and experiment — including with AI music and video. It's a good way to keep learning, and I've always enjoyed making things.
Content that can move
Content becomes more valuable when it is structured to travel: across channels, markets, formats, and the systems people use to find it. That has shaped nearly every role I've had.
Technology in service of the work
The best technology fades into the workflow. I care less about novelty than whether a tool creates real capacity, improves quality, or helps a team make better decisions.
What I keep coming back to
The questions that continue to shape my work.
How does the work actually happen?
Good strategy only matters when it changes the way a team works. I keep looking for the gap between the intended process and the one people actually have to live with.
What is worth automating?
AI has to earn its place. The useful question isn't what it can produce; it's what it changes: speed, quality, reliability, capacity, or the work people get to spend their time on.
What can we learn by making it?
Some ideas only become clear once you build the first version. That is as true for a content system as it is for a small experiment, a piece of writing, or a weird video project.