Write Yourself Into Public - Personal Branding For People Who Squirm At "Personal Branding" | Mark Pollard | Skillshare

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Write Yourself Into Public - Personal Branding For People Who Squirm At "Personal Branding"

teacher avatar Mark Pollard, Sweathead

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Taught by industry leaders & working professionals
Topics include illustration, design, photography, and more

Watch this class and thousands more

Get unlimited access to every class
Taught by industry leaders & working professionals
Topics include illustration, design, photography, and more

Lessons in This Class

    • 1.

      Welcome To "Write Yourself Into Public"


    • 2.

      The Writer's Trajectory


    • 3.

      How Writing Changed My Life


    • 4.

      7 Ways Writing Can Change Your Life


    • 5.

      The Writer's Frame Of Mind


    • 6.

      The A.D.E.P.T. A.F. Framework - 1


    • 7.

      The A.D.E.P.T. A.F. Framework - 2


    • 8.

      Effort - It's Time To Write


    • 9.

      Story Structure - Example 1, What Strategists Want


    • 10.

      Story Structure - Example 2, Burnout


    • 11.

      Story Structure - Example 3, I'm Creative But Am I Strategic?


    • 12.

      Effort - Finding Your Workflow


    • 13.

      The Content Pyramid


    • 14.

      Frame It - Go Publish


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About This Class

I work with a lot of people who have a lot of stuff going on in their heads. Many of them want to put this stuff somewhere. But they come across terms like "personal branding" and they see people who are very self-promotional online and they realize they don't want to be like this.

If this is you, then let me get you writing.

I'm an Australian in New York City who wrote my way here and I use words to stay here through a strategy training company called Sweathead.

I set up Australia's first full color hip hop magazine, I've written for tens of magazines including Vice before it was international, and I've published the book Strategy Is Your Words.

Strategy Is Your Words raised $37,000 on Kickstarter and has sold 6,000 copies as a hardcover and without being on Amazon. It's 80,000-words and 400-pages long.  

On Twitter, Instagram, and LinkedIn, I have about 90,000 followers and I publish many times each week so I'm thrashing about in the algorithms like you.

I've trained The Wall Street Journal, Twitter, EA Games, The Economist, Discord, and advertising agencies around the world. I've spoken at the Cannes Lions Festival of Creativity. I was named one of the Top 100 Creative Catalysts in Sydney by a government initiative years ago. Maybe some of this will impress you but none of this is the point.

The point is this: words are my life and this course will open your life to new ways of being and of expressing.

"Write Yourself Into Public" is structured around four F's:

1. Frame of mind: What's the frame of mind necessary to put your voices into public?
2. Framework: The A.D.E.P.T. A.F. framework will give you a strategy.
3. Effort: We'll then put you to work.
4. Frame it: We'll then get you publishing.

The course features several ebooks and resources:

1. A Sweathead Guide To Clear-Headed Writing
2. A Sweathead Guide For Crafting A Story Structure
3. A Sweathead Guide For Developing A Writing Habit

And you can always tag me @markpollard or on LinkedIn for feedback.

Find my weekly strategy newsletter here.

Meet Your Teacher

Teacher Profile Image

Mark Pollard



I run Sweathead, a strategy training company based in New York. We train strategists all over the world.

Our Sweathead podcast has had over 1.5 million listens and our Facebook Group has over 19,000 members. Over 14,000 people have taken my first Skillshare class on brand building. 

In 2020, I published Strategy Is Your Words, a book that raised $37,000 on Kickstarter and has sold over 6,000 hardcover copies without being on Amazon.

Once, I made a rap magazine and sat on the Australian Account Planning Group committee.

I'm from Sydney but alive in New York.

A lot on the Internet: @markpollard and @sweathead and the Sweathead website.

Subscribe to our weekly newsletter here.

See full profile

Level: Intermediate

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1. Welcome To "Write Yourself Into Public": What's up, everybody, Welcome to this course about writing and finding your voice in public by working with the voices in your head. My name is markpollard. I'm from Sweathead. We designed strategy training to help you make the most of your mind. And in this course, you're gonna get to play with your mind specifically with a tool called words. Now, we're going to go through the four F's. They are frame of mind. We gotta get you into the right frame of mind so that you can write and be creative and express. The second F is framework. Then we're going to give you a framework, which is really just a series of prompts to help you focus your thinking. Third, F is the word effort. It's an F word. And in that section we're going to actually put you to work, put you back into it. And then the fourth section is called a frame it, this is where you get to frame the work that you do. Now what we're going to focus a lot on this course is trying to solve a problem that a lot of people have. There's almost a series of problems. One is people getting stuck in their own heads. They want to write that have a yearn to be expressive. Maybe they were expressive when they were kids and then they learned a style of writing. They've gotten through education, high school, maybe college, university. You got them a job, got them through the first few years of job, and then they're like, don't really connect with that voice anymore. So we're going to try to connect you to the voices that are actually inside of use so that you can get unstuck. The second and kinda connected to that were very connected to that is trying to help you bridge the gap between the way that you talk and present yourself professionally in the corporate world and how you express yourself online. And what that often looks like is if we're talking together and you're dropping bombs and Jews are really interesting things in our conversation. And then I see you appear on LinkedIn and all of a sudden you're like as CEO of agency X. And so I can always that person Gandhi became a robot or something. I don't know what the machine basically doing, what AI will definitely be able to do on your behalf in the future. That's what we're going to try to get you out of. Getting you to be more congruent mod together and Yourself. So that you can put yourself into public in a way where you feel like you're really into it. And the third thing that will hopefully start to push away a little bit is the second guessing that can happen. People going to judge me? Yeah, maybe, but people are in their own heads most of the time anyway. Oh, is what I wrote any good? Yeah. Maybe, but the point is to keep writing. So there the three things that we're going to try to help you work through. I am recording this in ****'s Kitchen in New York and you're gonna hear sirens. And every time you hear a siren, here's what I want you to think to yourself. I am a writer. Hear a siren say to yourself, I, I'm a writer in this course, so I'm going to run you through a cheeky little framework called the adept as **** system for self-expression will beep out the effort every time I say at that particular effort, but not the other four efforts we're gonna put you to work with. Some writing exercises, will give you some quizzes, will get your hands-on with all of this sort of stuff. And you know what? If you want feedback in public, publish what you write after this course in public antagonists and will give you some public feedback as well. 2. The Writer's Trajectory: My name is markpollard. I've been in advertising for 25 years, but I've been a ride in my entire life. I just didn't always call myself a writer or written postcards and journals and birthday cards are written love letters, lovely. It is on behalf of other people. And then I set up Australia's first full color hip hop magazine that kinda came out of the blue, didn't it? With a CD ROM back in the 990s. I've written online since the 990s of published a book called Strategy Is Your Words. And I'm constantly writing online and through this course I'm going to talk about my personal experience with writing which feels obnoxious, but I hope it doesn't come across as obnoxious because this is one of my favorite things to do at brings me to life. If I'm stuck, I know that I either need to go for a long walk, go to the gym. Alright, there's always three things and then life seems to make a little bit more sense later, ding, It's Time to turn the page 3. How Writing Changed My Life: So before we put you to work, I want to talk a little bit about how Writing has changed my life. I've written forever, often find a home in my Writing. It gives me a break from the world, told me gather my thoughts and then go back into the world in a hopefully better way. Not always, but hopefully from a professional point of view, I'd say one of the biggest hits that I dropped was in 2010 on a blog and the article was called How to do Account Planning, a simple approach. I was working at McCann Sydney at the time, I was thinking about moving to New York or at least overseas and I thought, you know what, let me just get together my way of working. And I did a silly little drawing to show the approach that I went through to work on a campaign, to help a campaign happen. And I've published it and it's been read by over 100,000 people. Now, that article has reached a lot of people in a meaningful way. A lot of people have said that it's one of the first things that help them really understand how to work. Because strategy is the industry can be pretty convoluted, a lot of ********, trademark frameworks, etc. and it's introduced me to a lot of friends. I've been asked to do talks because of it. And over a decade later, it led really to my book Strategy Is Your Words. Another article that I want to highlight or write in 2017's for courts or Q Z, It's called How to make a presentation, make a point. I just left corporate America and was trying to work out how I wanted to operate as an independent person, a foreigner in the USA. And I was kinda tired of corporate Writing. And so when I was experimenting with at the time was trying to find a style for my drawings and then also a way to be a bit absurd as dead also really direct and I worked with this editor on what became a four already called peace or set of pieces called How to make a presentation, make a point. But I started by talking about this battle between presentations that are just like inflammation monsters. You've gotta kinda really work hard to get through because there are 100 slides with 1,000 points on them and you're like, What are we doing here? What's happening versus story rainbows? And the way it came together was by me paying attention to how I thought, which I think called metacognition, where you think about how you think I was working with an agency at the time, I was consulting and I was trying to help them fix some of their pictures and presentations. And I said to them, I'm just going to write down what I'm saying to you because I think I'm going to turn it into something I wasn't sure at the time. And I started to think about the inflammation monster and the story rainbow. I drew them and then someone took a photo of them in this meeting room and ended up getting a tattoo of it on their leg. The point of that is over time, as you work at how you want to be, what's truly you and how to be more of it in the world. The world will pay attention and through writing and putting yourself out there, you will attract people who are interested in it. And all kinds of weird things can happen. Like a leg tattoo from one of your drawings. With my book Strategy Is Your Words. I knew that I wanted to write for a very long time and I've had a few false starts with fiction and various other things. In fact, when Kickstarter was a little bit different, I'd given them a proposal 12, 13 years ago to publish a book about strategy. It wasn't creative enough. Fast-forward to 2018, 2019. I was training, gather my thoughts. At the time I was feeling repressed. I knew I needed to express. I knew I needed to take more responsibility for my writing and how I want it to be in the world. And what happened is two or three things is really tens of things, but two or three big things happen. One, I visited the Dublin Writers Museum and I was reading letters and postcards and journals by some of islands most famous writers. And I just really struck me how aggressively committed they were to their identity as a writer. To a red Julia Cameron's, The Artist's Way. At the same time as I was reading Victor Frankel's Man's Search for Meaning, the artist way, it has a lot of really useful exercises and concepts. And one of the concepts that really stuck with me is what Julia Cameron refers to as the shadow artist. A shadow artist is someone who might have been autistic, might have been expressive and creative as a kid. And then as they get older, they stopped doing this and they put themselves in the shadow of actual artists, which is what someone who writes about music does. Someone who runs a radio show does they need artistry, but they turn off their own artistry. Then the third thing that happened right around this time is when I got back from Dublin, I just sat down and decided to grab a piece of paper and write down why I urgently felt I needed to write a book. And I channeled a lot of the conversations that I've been having with Strategists at the time where people were struggling to get traction at work. And I wrote it all down on a piece of paper and I use that as my compass so that anytime I got lost, I could return to it. Writing has definitely changed my life. You never know what's going to be successful. The point is to turn up and write. And over time you have a body of work. And sometimes that body of work can take you to all kinds of places in the world and in your imagination that you didn't expect. But the point is to sit down and write 4. 7 Ways Writing Can Change Your Life: So my brain thinks and lists, I'm not ashamed of a list. So let's get a list into your brain quickly and early. There are seven Ways that Writing Can Change Your Life. One, writing helps you think better to write is to work out what you think. You get your first words out. You look at them, think they're a little bit. Then you think harder and write your way to the heart of a problem or an issue or something that you'd been ruminating about for awhile to, in doing this, writing can help you speak better, especially for introverts who get nervous in meetings or in life. The more you write, the more bits that you'll have. So that if you're in a meeting and someone asked a question about a topic that you've been thinking about and more importantly, writing about, you'll be more useful to that meeting and that interaction. Three, Writing can help you feel better. You get the thoughts that could be positive or negative to you on a piece of paper. And then there's a sense of distance that you can get from them while also thinking your way through them. Connected to this as for writing helps you learn yourself and the world around you. You could take any particular topic, something random like candles through to something that's about advertising, like creative briefs and wonder, what do I think about that? And then in thinking through those things, you might think about how you understand yourself and the world around you. Five, in Writing and more importantly, in publishing your writing in front of other people, you'll make friends, you'll make contexts. I don't know if they're gonna be real friends or internet friends, whether that distinction matters anymore, but in putting yourself out there, you'll attract more of what you want to attract into your life. You won't be inert. Like a rock. It'll be active and that will attract people, sometimes not always the people that you'd want to attract, but it will attract a lot of great people into your life. Six, writing can help you fetch opportunity. It's like an investment that you can draw dividends from for years to come. You won't have a lot of hits, but the hits that you have could set you up for a three-year phase where you milk the thing you wrote into a book, into talks, into courses, into all kinds of situations, maybe into a new country. So having your writing out in public will generate energy, electricity for you. Seven. And this matters to some people, but not all, you get to leave a little bit of yourself behind. So Writing can help you be remembered, it can help you create a legacy. Now, that's not for everyone. I don't think about that much these days when I was younger, I think I did. Now I'm trying to connect more than the energy of Writing and it's just a thing I need to do to feel good, friend at home. Really, everything that goes on in my head. But for some of you, being remembered might be an important value and Writing can help you, but you remembered there's seven Ways that Writing Can Change Your Life. Many of these have already happened to me and I hope they continue to happen to me, but that will only happen if I continue to write. You might have a lot of other things happen to you, and I hope that they're all good and worthwhile. But again, the main message of this by now, the main thing is to sit down and write 5. The Writer's Frame Of Mind: Now we're going to start with the first F. We'll get to the framework. Relax, relax, relax. Everyone's anxious about the framework. It starts with frame of mind, and I can tell you the first thing that is important to do is to identify as a writer, I've written my entire life. I've been paid to write for more than half of it, but I didn't call myself a ride. I thought that was something that people who published bestselling novels, bestselling books were allowed to do. I didn't. The clarifying part about calling yourself a rider is that if you ever get stuck, you just convert that noun into a verb. And you do that by asking yourself this question. I'm a writer. And if I'm stuck, what do I need to do? Take the of the word rider is some complicated word maths here, you need to write a second really important and liberating thought is this. You want to turn your writing into a catalog. And that way you're not playing this really stubborn game of I've gotta get one social post atom has gotta be perfect. I've gotta get one article that and has gotta be perfect. Know, you're thinking long term and you might be thinking tens and tens of things, maybe thousands of things if you're gonna be in the algorithms all day and not just write books and movies and things like that. When you think about building a catalog, what's important is to make the next thing you want to publish, put yourself under pressure to publish. Learn from how the world responds to your writing and go again. A third really important thing to think about is to play every time you write. If you approach your writing with a sense of mischief, of joy, of experimentation, if you start to think of yourself as a bit of an artist, even if you're writing about what you do for a day job or writing about a topic that's really dry. You'll turn up to the page every single time as if it's a playground or a sandbox, or just the puzzle that you're trying to solve. And that energy can be really, really liberating and you start to detach itself from worrying about whether you're right or wrong or good or bad. And it really puts you in the moment to explore who you want to be. Not all of the play that you do will work in the world, but every now and then you'll learn something out of nowhere. You listen to the voices in your head and they'll pop out. You're like, Oh, I don't know if I can do that. You'll do it. And you realize that maybe you've just set yourself up for three to four years of an amazing new direction for you want to turn all obstacles into Creative Constraints. Whether you don't have enough time, you don't have the right technology, you're exhausted. Think about what you can do with the tools and time you have. Let's say you've got 10 min, you've got a pencil, you've got a tree, and you ask yourself, how can I use these things to create something? And then more importantly, you put it into public within those constraints. Because what can come out, again is possibly an entirely new way of you being expressive. And what you stopped doing is using constraints as a reason to not express, as a reason to procrastinate, you turn towards those constraints and you put them to work for you. Fifth is, I'd encourage you to be provocatively useful. I like to write to be red. Let's just my personal point of view. A lot of writers care that much they say, which is nonsense. Most riders are trying to seek validation and the outside world because maybe they didn't get enough of a growing up. We all know that, right? But what I would say is try to be provocatively useful. It's those two things together. If you're just being useful, if you're just teaching people stuff and giving them all the information you have, chances are one, they won't pay attention and to they weren't remember. You need to provoke them a little bit. It doesn't mean you need to be vulgar necessarily. It doesn't mean that you need to be absurdist necessarily, but you need to work out how to get inside their heads so that you can poke around it and leave something for them to remember. Really when you put all these five things together, what we want to focus on is the idea that writing is a creative practice. And that a creative practice means that you turn up to the page whenever you can to practice, and that that matters more than the idea of having a personal brand. I find no offense to anybody that when people are infatuated with having a personal brand or creating a personal brand. And they're very shortcut oriented. They don't really want to put the work and they just want the results. They want to be famous, they want a great reputation. You're not going to last. If you're infatuated with a personal brand, what will help you lost is if you want to be a writer, if you identify as a writer and then you turn up To Write 6. The A.D.E.P.T. A.F. Framework - 1: I'd like to say that once you've got that frame of mind in place, it's time to move on to the framework. But here's the truth. That frame of mind could take years for you to really step into. And so I understand, and you know, what, you might want to develop your own frame of mind. But these things that I'm putting in front of you, they've taken me years to arrive at where maybe you look at those words on a piece of paper and you're like, yeah, kind of get it. But for me, they're really directive. If I get lost, I just need to look at a set of words like the ones that I just ran you through and I know what I need to do. Having said that, now let's look at the framework. I've given it a cheeky name because I want you to remember it. And yes, it's long, but we have a way to shorten it so that you really remember it. It's called the adept as a system for savage self-expression. The shortened version, as I tell you say it, all we're trying to do with this little framework is to give you a rock to return, to stand on so that you can gather yourself and go back into the writing world. Again, the adept as **** system for savage self-expression is pretty simple. Start with a audience for whom do you want to write. This doesn't have to be overly complicated. And yes, there are riders who talk about Writing for themselves and not for other people. That's cool. Writing for yourself. You can still say is an audience. You could have multiple audiences, but hopefully you've got a sentence or two that represents the way they behave, the way they see the world that can tie them all together. D is for desperation. Why are you desperate to write for these people and even To Write for yourself? I think this is so important to think about because if you get stuck, if you get lost, if you find yourself resisting your desire, you're yearning to express. I think it's really useful to connect to a more urgent need and to think about a sense of desperation. And I get to tell you a lot of people want to start podcast. I get asked about that a lot. A lot of people want to have a personal brand on the Internet. A lot of people want to write books, but they weren't, and they won't keep going unless they can connect to a sense of urgency and identity, meaning identifying as a writer, E is for N goal. What's the end goal of your audience? You might have a few of these, but I think it helps to focus on one central end goal that you're going to write towards for most of the time. And the challenges that as soon as you start putting yourself out into the world, you start to get a little bit typecast. People will turn up for your content only if you talk about certain kinds of things. So I write a lot about strategy. If I started to write about food, all of a sudden, it could take me three to five, maybe ten years to establish some kind of authority, but more importantly for our audience to find me and then think about me as someone writing about food. The P stands for pain points. And if you've ever done any strategy work, you'll be familiar with trying to find pain points, whether you've done user experience, Social Media, Content, Account Planning, brand strategy, and only trying to do here is understand the things that cause your audience frustration so that you can help try to solve them. Where do you find them? Anywhere from depending on what you're writing about customer reviews or consumer reviews, talking to people, Customer Service logs, sometimes looking at other websites like Cora, where people ask questions or read it, where people also ask questions, what you need to do is find the things that are most frustrating people and then work out how to solve those frustrations through your own personal experience and personal story. T is photopic, but that's not really the, in this, the big word is hidden in the question on the question is this, What's the topic you want to investigate for a few years to come. Investigate what's something that you want to become a student of. You might be an expert in the thing you want to write about right now. But if you want to have longevity and spend a few years developing your point of view and practicing you're writing it helps have a topic that captivates you. So the big word in this question and in his theme isn't the word topic is the word investigate. And then I want to stretch at the time horizon to for a few years so that you're not just thinking about shortcuts and becoming famous immediately. Think about building your life or be part of your life around thing you want to spend time trying to understand and then sharing that understanding with the world. A is for authors, really it should have been voices, but I couldn't make the acronym work with a V. What I want you to pay attention to is the different characters that bring you to life. The different voices in your head. You might have a serious for it. So sad voice, so happy Voice, crazy alien voice, whatever it is, stopped paying attention to those voices as you talk to yourself, talk back to Yourself, criticize yourself, give them names, and then give them a job to do, which is to appear in your writing. You could write an article or something on social in one voice, or you've potentially use multiple voices and develop a style that does that over time. Just like the idea of allowing us so some flexibility with the way that you come to life rather than thinking you have to operate always in one monolithic Voice. Have some room to flex formats. You might not know this yet, but have a think about some of the main formats that you want to turn up in. Is it on LinkedIn and haiku? Is it on Twitter with drawings? Is it on Instagram with tweets, whatever it is, think about the format that you want to come to life in the format that you think about, maybe that you're a little bit envious about that you daydream about, but also a format that is true to you, that might bring to life things you do. Maybe you do a lot of screens, a lot of highlighting, or a lot of meeting, I don't know, put them to work for you. So that's the adept as folks system for savage self-expression. The word savages worth paying attention to. The opposite of repression. To me is savage self-expression. It's about thinking about who you are, being, that getting feedback from the world about that, and then challenging yourself to be more and more and more of that. So that's what this little framework attempts to help you with. Anytime you'll also don't forget that you can return to it. It's like a compass that'll help you find yourself so they can go back into the world again. Ding, It's Time to turn the page 7. The A.D.E.P.T. A.F. Framework - 2: So here's an example of me putting into practice this incredible framework, The adept as far system for savage self-expression. And it goes like this. Audience, very simple upcoming Strategists, they're the people that I'm mostly right. Four, if I try to write for a different audience, I feel that I'm grabbing it straws a little bit. Or I might write something that I'm really happy with, but it doesn't find an audience to desperation. I gotta tell you that the desperation that I connect with projects, stuff that I felt working in advertising agencies for years. And that's set a lot of the people that I cherish, people whose minds are beautiful and brilliant, but sometimes it gets sidelined. Sometimes they're in environments that don't know how to make them most of them and that can feel really bad. It can feel like you being gas lit for years, like you've got something to offer to the world, but the world doesn't want to take it from you. So that's the desperation that I personally connect to identify with it myself. But I also know it exists out there with the people for whom I write end goal, look for the upcoming Strategists. Their end goal is really one of respect. Not the end, end, end goal, but in the relative short-term, medium-term, most upcoming Strategists, they want to get their fundamentals in place. They want to feel that they're being treated with respect at work. They want opportunities. And so what I really think about is writing to a Strategists who's yearning to get respect, but it's also willing to work for that respect. And obviously, the goals that come from that are an excellent livelihood and hopefully a most excellent life. There are a ton of pain points that you come across as you ride. And there's this concept in venture capital that I want to talk to you about. It's called deal flow. So successful investors attract a lot of potential deals that have good deal flow. A lot of people want their money. The more you write in public, the more you are in public, the more you teach him public, the more questions you get, the more anecdotes see here. And you kinda get this flow of ideas. So idea flow, when it comes to pain points, there tens, hundreds, some of the most common ones that I hear about the Strategists feeling sidelined, feeling like they're not being mentored or trained or put forward for opportunities. Many Strategists, we'll talk about impostor syndrome, a lot of strategies. We'll talk about thinking too much or overthinking, not knowing when they've gone through enough confusion and how they can pop out with a little bit of clarity. A lot of Strategists use too many big words to sound smart. And under all of these can be this weird dynamic where as we're coming up, we often think we need to separate ourselves who we feel we truly are, even if we don't have vocabulary to describe that from who we are in the professional realm. And so a pain point that is maybe not explicit in the mind of an upcoming Strategists, but one that I definitely write, two, is a lack of self-understanding when it comes to topic, I'm unafraid of having a relatively broad topic that I investigated. And that's strategy. The way that I would describe the topic that I get around is practical Strategy Techniques while helping people understand themselves or study themselves better. And that combination of things is something that I've been around for well over ten years, but in recent years and as I've gotten older and as I've talked in front of more audiences and tested more vulnerable Content. As I've run exercises where we don't talk about brands. We talk about the way that they talk to themselves, maybe criticism, feeling like an impostor. What I've come to understand about how I can fit into the world at least now, is taking practical Strategy Techniques and connecting them to the psychology of the Strategists as in teaching them a big part about how to do strategy by helping them understand their heads better. So that's my topic when it comes to the authors or the voices that I access, there are few that I find floating around my head that I tried to put into my work. And it might be that they are, one of them dominates one piece of writing, or perhaps within one piece of writing I access a couple of them. I definitely write with a direct elder guy vibe. As I get older, I feel impatient, compassionate, but I want to say things directly and quickly because life is short. I do have this Ozzie sarcasm has been in me since I was really, really young. It'll come out in weird ways sometimes in appropriately, I think a lot of the bands are in Australia is very sarcastic, at least when you're young. And that's in me a little. So I let that out every now and then. And then there's this mannequin clown that I'll let out. And I think in the introduction to my book, it's a couple of thousands of words long. I talk about Andrea PLO and Inigo Montoya from the Princess Bride. And I allow myself to unleash a slightly maniacal Voice. And I think unless you realize that that block is trying to be a bit unusual, a bit weird. It might seem that I'm a bit nuts, but I wanted to tap into a stream of consciousness and just let it out. And so that's a voice that'll access every now and then. Also, I have a little bit of a sad boy Voice. I'm a friend of Melancholia. I don't want to lead with that voice too often because it's a big buzz kill, but it's in me and every now and then maybe I'll write a sentence or paragraph that feels a little self-pitying. And I know the voice that I'm accessing, that therefore voices that I access when it comes to formats, I have a variety of formats, but largely I turn up on the internet with Sarah words. I love a serif, black and white type, yellow highlights and in carousels and long reads there the main formats that I tend to access and yeah, sure. They become part of a personal brand and I'm aware of branding techniques and I keep them in mind. But my point is really to focus on the Writing, not the Branding. The Branding is just good hygiene. So that's how I would approach filling in my own adept AF, system for savage self-expression. Maybe you enjoy filling in yours 8. Effort - It's Time To Write: So we've run through the first two F's. We've discussed the frame of mind that I believe is useful to actually become a writer. And it starts with acknowledging that from now on you are a rider. We've looked at a framework that can help you ground yourself. It can give you direction, connect you to that sense of urgency and desperation that can animate you and keeping going when you feel stuck or get lost. Now we've got the third F and words effort. In this section, what we're gonna do is we're gonna look at a simple structure. They help you get especially fast writing for the Internet done. I'll share some examples of my own writing. I'll take you through them, talk to you about what I liked about it, what I'm trying to do in different places, maybe even what I don't like about it. And then we're going to make you put some effort into some of the exercises that will give you. Let's start by talking about storytelling structure. There are a lot of great books, great YouTube videos on storytelling. Spend some time with all of them. When I look to do it from Writing quickly is quite simple. I look for a hook. I described the problem and the symptoms of the problem. And at some point I'll land an idea and organizing idea. Then what I'll try to do is show through that idea, through that theme. Could be in an analogy, can be a metaphor, could be a bunch of words together, but some kind of idea, some kind of lateral thought through that lateral thought, I'll organize the solutions to the problems that have outlined. And at the very end, I'll end, I'll often bring in the hook from the start that is called follow-through, where you introduce something at the start, you bring it in at the end. And sometimes you might reverse the situation to be simple, if we align what I just said into three acts. Act one is the hook, is the problems and the symptoms. And then it's the introduction of the idea, the organizing idea or theme through which the rest of the article or Writing comes to will typically be you trying to solve the problem through the idea that you've introduced an act three is potentially what life looks like later. Act one is the routine, the world as it is now that gets broken. And then e1, e2, we talk about the broken reality, which if we're trying to solve a problem, is, are solving that problem and then enact three, we establish a new reality with that problem solved, what does the future look like in Shakespeare plays? All the power from people who've been killed. But we see that there are these kids who are going to take over and possibly, hopefully have a better future. So that's a simple way to take five elements that I'm thinking about an organized them into a three-act structure. Now I'm gonna take you through some examples of my own writing 9. Story Structure - Example 1, What Strategists Want: Okay, So I'll take you through some business writing. This is an introduction that I wrote for a Sweathead report called What Strategists Want or What Strategists Want from work. We ran a survey. We had about 130 people respond, and then we interviewed a whole bunch of strategy boss's, boss's whose teams have won a lot of FE Awards. The team at Sweathead analyzed everything and then we tried to assemble it all into one overarching story. And this is what came out for me. Even if you're young, you know the scene. I'll have what she's having. It features Meg Ryan food and what seems like the public ******. So that's my hook. I'm trying to latch people onto something that they would not expect in an introduction or an article about strategy, Meg Ryan, eating food and a very famous movie When Harry Met Sally and enjoying herself in a very iconic scene, that's my hook. I'm signaling that this is a little bit different. You don't know what's going to come. And as I was writing it, I was wondering whether I should be using words like ******. Is that too vulgar? I have a team who worked with me. They're gonna be offended by this, but I'm becoming selfish. And I was like, This is what I want to put out there right now. So then it continues. This is me moving beyond the hook into explaining the problem and the symptoms of that problem. But I'm keeping the hook alive. I run it through a running joke. I returned to it several times in his article. So it continues. Over the past decade, more types of companies than ever before saying, I'll have what she's having. And so Strategists and account planners are in looks and crannies all over the world. Some even get to come out of them looks and crannies and meet their clients. But not all. I'm just trying to add a bit of irony, bit of pain, a bit of tension to each paragraph there. And to bring some of the psychology, some of the trues that I hear from people into each piece of this story. The problem, not enough *******. Act one is describing the current reality, the routine. It's the same in a novel, same in a movie. So the current problem, the current routine is not enough ******* and I'm staying in the metaphor of this. I hope it's not too vulgar for you. I just want it to be memorable. Companies have been saying, I'll have what she's having, but they're not actually having it. We call this problem the crucial reality paradox. I'm having FUN with this phrase. It's big, it's a bit intellectual, but then I explain it because this is the problem that we want to solve in life, but also we nudge a little bit into it in the rest of this article. So here's the Christianity paradox. Strategists have become crucial to the desires of many companies, but Strategists have not yet become crucial to the fabric of enough companies. So they leave some tron it, use it, twist there the word. But anytime someone says We need more tension in a Creative Brief, well, we need more attention in this Writing. See if you can use the web but, and before the but, you've got something that is relatively obvious potentially. And then the butt twist it. And a bit of repetition of the word crucial just drives home that point. But then because I know it's a bit intellectual and I might have lost people here. I tried to state the problem, in short words, crucial to have but not crucial to use. That's what we're trying to solve you. In 2020, we heard a lot of ad agencies using Strategists to help them when new business in difficult times, to explain rapid changes in culture to class, and to help the companies they worked in adept bet it's in New Realities, little bit corporate there. I'm using the rule of three, just trying to draw out the tension. In a way, Strategists have gone viral. And this has led to even more companies saying, I'll have what she's having. But a lot of companies get them Meg Ryan, food delivered to their table and then they aren't sure how to eat it and maybe what is this food anyway? So Strategists have gone viral. I think that's pretty true. I think Strategists are all over the place right now, everywhere right now, but not a lot of people know how to use them. And rather than disappearing from I'll have what she's having. I remember sitting there just for a few seconds, maybe a minute or two thinking, how can I repeat it again? But really meal kit for meaning. And I was like, Well, in that scene, what happens? She eats the food and she has a FUN time. Let's call it that. I was like, well, what's happening from what I'm hearing is people aren't having the Fun time, they getting the food and then not eating it, right? So I stayed in the analogy here in this report. The big message is this, if you're going to order Strategists to your table, eat them, put them in your mouth, chew them, digest them, and then well, whatever, it's your buddy there again, I'm trying to stick stubbornly close to this analogy. I'm not trying to what they call kill the metaphor. What I'm trying to stay deeply in it continues. If you don't, the industry will continue to experience what is here. Roa, DDB is Jack Murphy describes as a dearth of ready-made planners. A big theme in this report is that there aren't enough capable Strategists to go around, but also that there aren't enough capable companies to go around this mutual same technique as earlier. I'm trying to create a sense of tension. I'm repeating phrases. I'm using the word, but I mentioned how we're hearing that there aren't enough capable Strategists to go around. But that's only part of the truth because I hear the other side of this, which is there aren't enough capable companies to go around. There aren't enough companies who know how to use strategies, how to put them to work at a really believe in them going around either. Then we say it's mutual. So if I have a little bit of an overly intellectual flare, I go a bit long. I'll often add a couple of short phrases just to mix up the cadence. So then we continue. 42% of Strategists are looking to change jobs in the next 12 months, Strategists leave when they're not earning or learning or both. They also leave when strategy isn't non negotiable part of how the company works and when the culture is bureaucratic, not Creative. There's a double negative in, there, isn't a non-negotiable, but it's okay. I looked at it and thought, I'm okay with that. Then I guess this is the third act, a turn to the Strategists, because I'm really trying to set up a desire to read the rest of the report. Strategists, you'll see yourselves in this report or we don't know what we're doing. But to those of you who hire Strategists, ask yourself this, if strategy is so crucial to you, why don't you put it in your mouth for once? So there is something that is a little bit vulgar and direct about the way that I'm writing this. I'm just trying to jar some sense into people. I'm trying to live that thought or being provocatively useful. It'll be too much for some people, but other people will remember it and they might share it because some people will probably find that weird and entertaining. And notice how the hallway through we've got that Meg Ryan seen as just being milked, not killed, but milked. And then at the end, there's a direct plea using the analogy, a direct plea to solve the problem of people ordering the food or the Strategists to their table and not eating it? 10. Story Structure - Example 2, Burnout: I was circling the theme Burnout at something that I've written about before. And because I've written about it a lot and published about it a lot. I can see what sticks and what resonates, but I also wanted to bring to life the principles that we've discussed so far. The title is this, why always on agency Life is causing Strategists two Burnout, I'll usually use a weird title, but jam in a keyword as well so that the article is discoverable. And I remember writing this because the bulk of it are wrote on a plane on the way to Tampa, Florida. And I was thinking about the word Burnout and burn and flames. And I knew that I wanted to start with a hook and I wanted that hook to be something that had nothing to do with the industry. Man. After awhile, I realized that I'd read something that week, which turns out to be in April Fool's prank. So April 1, 2023, somewhere unreleased, spoof news, fake news that the mayor of New York City, eric Adams, was going to ban Tesla's from New York. I didn't know that at the time, but I used it. I used it. So here's the hook. New York City Mayor eric Adams is banning Tesla's from the city because Tesla's catch on fire, then they Burnout little bit jolting, a little bit provocative. But what's the point of that? Come on. Can you land the connection? You're introducing something we eat and disconnected from what you're going, you're right about force the connection. I remember having this thought on the plane and I smiled and I was full of joy and I got my laptop out on our thing. So here's the point. What makes Teslas smart also makes them catch fire. The same can be said for Strategists and the era we're in is making it hard of a Strategists not to burn out. Okay, so the key idea here, really describing the problem more than the solution, or that hints at a solution, Is that what makes Teslas smart and what makes them catch on fire is very similar to a Strategists life. A Strategists wants to be smart. They think all the time. They often don't know who they are without thinking. And they raise catching them. Strategists can pay a heavy price for the brands that feed them. Each client brief is a test to ace a shot at an intellectual high and a swipe at validation, that client briefs are endless. And so in an industry which rewards good work with more work, Strategists struggled to stop like a Tesla or in flames trying to land the point here. And I'm bringing through the metaphor or the analogy. And I do it again here and really milking it. If time sheets were rearview mirrors in a Tesla, would most Strategists like what they see behind them with each job code in a minute, look back at them in a way they like just trying to get people to imagine what's going on, assuming they're going to slow down and even read this thing, I want them to picture themselves in a Tesla. I'm trying to put them in the car so that they can feel what I'm writing in a more visceral way. If you're Strategists driving a Tesla down the highway of agency life, you might be close to catching on fire, at risk of burning out is critical to dig into the reasons why, to try to understand what's driving it. And so I won't go through the rest of this article in details. But the way that it's sections out is I described the problem a little bit more. So my act one way is quite long, although the start of Act Two and a lot of movies is what they call Phantom games. I don't know if T2 is really kicking off as I described the problem here, but then we try to solve it. So what's driving this? There's no longer an off button. There's not enough time to think. There's too much running. Two little play, which is the theme I used to start my book and I use it in a lot of my talks as well. I also talking about like you don't know what game you need to play. This is a really big issue that often Strategists, they could be young or old. They're not sure how to succeed in the environment that they end. Sometimes they struggled to work out the world that they interface with every single day the world pays them. And then five marketers are judged on outputs, service strategy. So these are all very straightforward. I didn't run the Tesla metaphor through all of this. It's a little bit dry. I actually wrote something like 16 to 1,700 words. And so what you're seeing here, it's half of that. Now, what to do about it? This is where we get from just being provocative to being useful. Hopefully, this advice is really straightforward. Asked for more time, understand your team's needs, work in ways that give you energy. Talk to yourself differently. And then if things are really bad, get out. The ending is pretty quick, It's pretty abrupt. It doesn't use the Tesla metaphor here, which is something that I would fix it if I went back and wrote it, this has been edited. It ends like this. Advertising is a volatile industry. Short sentence. If you bounce through three agencies and a year, people will be suspicious. If you do this, perhaps the industry isn't built for you. However, some spades are really just spades and will only dequeue a whole to fall into some really, I should have brought the Tesla back there somehow and talked about flames, the batteries being Band. Eric Adams, New York City. So that's something that I would fix if I went back and rewrote this. But this is another example of bringing the story Structure that I went through to Life 11. Story Structure - Example 3, I'm Creative But Am I Strategic?: I was doing carousels for refusal, took a while to really find my flow with them. I make them in Keynote, I just find it simple and fast to use. And then I export the carousel as a PDF which I might post on LinkedIn back in the day when I was more active on Twitter, I'd often write a lot of stuff on Twitter, the things that were quote unquote more successful. I would then turn into a post somewhere else. I would graduate the content that performed the best through different channels, potentially even into a book, I actually used 50 plus tweets in my book. But all of this is interesting because you just don't know what's gonna happen. So this particular post, and I'm gonna take you through it's reached, according to Instagram, 362,159 people. It's a simple topic and I wrote about it in a simple way. And I did it because someone who had responded to another post brought this topic up. So it starts with the problem, which is essentially the routine Act won the routine that a lot of people out there and going through and it's this question, I'm Creative, But Am I Strategic to? While I often write for a lot of upcoming Strategists, This person is the person who might do, We'll call it creative work for a living. Ideas that design, graphic design. So I start with the problem I'm Creative, But Am I Strategic two. Then I defined some of the words that we're using. This is why they useful technique in writing. If you find yourself with a question you're trying to answer is stopped by pulling apart the words were, what are these words mean to me? And that can set you up with a couple of useful paragraphs that can then milk for paragraphs to come. So my personal definition of the widths strategy is this strategy isn't an informed opinion about how to win. It demands the grasp of the situation, a goal in a way to achieve the goal, then I situate it in advertising. Advertising strategy is a Creative. This language is big bit of jargon, little bit businessy, but I'm trying to get to this frustration that a lot of Strategists feel even though I'm not really writing for the Strategist here, which is like, I think I do ideas, but there's a creative department over there and their job is ideas. So therefore, Am I Creative? Do I deal with ideas? And my answer is yes, but I have to define a lot of words to be out to make that point. Advertising strategy is a creative act. Creativity melds topics that don't usually belong together in novel ways. The output is ideas. This is kinda technical, okay? It's different style of writing and I'm paraphrasing by now here who read a lot about lateral thinking decades ago. But advertising strategy is closer to the ideas of good non-fiction writer. So trying to land a few solid points here, my perspective in a way that will hopefully give people words to use later, which is a really good challenge when you're Writing. Can you explain things in a way where people will take your words and use them to explain ideas that they've been struggling with if you identify as a Creative. But once a up is strategy game focus here, I tend not to use a lot of words in rabbit ears or with the quotation marks around them. But I know that I'm dealing with some jargon here and I know that I need to make simple to understand one people. Creatives often need to learn how to get out of their own heads and into the heads of their audiences. These are all trues that I think a pretty true, generally true. The word Creative as a noun like this, I don't really like doing it because to me, Creative is an adjective, but I'm using a cliche or a trope of the industry just so I can relate to people. I basically got over myself To Write that I don't like it to problems in advertising. Creativity helps to solve problems. Creativity isn't just about making cool stuff. So these are all trues or confessions about thing that people are thinking. Three strategies, ideas, a strategy, needs and organizing idea. Creatives can struggle with this because they want the campaign idea to exclusively be that what I'm trying to say, he didn't a very short way as when I've trained people in the creative department in strategy, how to write creative briefs. Often they struggle with being as creative as they could be with strategy because they used to their response to a Creative Brief being the heroic thing. What can happen is when they write a Creative Brief, It's a bit bland because they want to be a hero later. For evidence, creditors need to spend time in numbers and research to be Strategic, even if they interpret everything in different ways. Five rationale, Yes. But why you're recommending this with evidence on hand, you can support your arguments and then there's a call to action. Share this with you. Strategy, curious, creative friends, and obviously a caption. When I look at this piece of writing, it's quite plain and it's full of jargon that I felt I needed to use so that people could connect to it. And it's really surprising that this is probably been my biggest Instagram post and reached 362,000 people. It's not my best writing, but as mentioned earlier, when you write, you can learn about what the world wants from you. And so I'm thinking about, is there a way for me to write a book or something bigger that deals with this coming together of strategy minds and Creative Minds and essentially the psychology of Creativity to help people in a big away. So there you go. That's an example of an Instagram post that I did not expect to do so well, that could end up changing a few years of my life 12. Effort - Finding Your Workflow: So as you settle into and explore who you want to be as a writer, it's really important in the early days to work at how to get out of your own way. How do you minimize the friction so that there's potentially as few barriers in-between you having a thought, thinking through the thought, Writing the thought and getting it out into public. Now, that doesn't have to be the way that you operate. Maybe you want to write a book every single year and you slow things down. That challenge with that though is people won't buy your book unless they already know. That's one of the trues about publishing that you kinda need a following before you can actually publish in any meaningful way, unless you just ridiculously lucky to the point that it's like winning the lottery. So how do you remove the friction from this? First of all, you've got to work at your tech setup. It could be pen and paper, but make sure you know where that pen and paper are at all times that their knee use so that when you have a thought, you can jot it down. Maybe you use notes on your phone. You could collect titles and themes in your phone. One thing that I do because I tend to get overwhelmed by the ideas that I have and I'll write them down somewhere and then they'll get lost. Which is okay. The more I do this, unlike if I wrote it down and it disappears, it disappears. If I really want to write it in, my subconscious will remember and it will haunt me. It, We'll bring it up and I'll have a surge of energy and I'll find myself writing. But what I'll often do is I'll get the start of a thought together. It could be a cheeky title or a key point or an analogy, and I'll just write it in my phone. And then under the point or the title, I'll start to describe some of the problems or symptoms and then simple ways to solve them. And at some point, if that thing, that set of thinking haunts me enough, I'll sit down to write. Sometimes I have a flow where I know that I want to ride at a certain time of day, on certain days. That's what I did with my book and it's also what I sometimes do with my social posts as well. But the main thing is to work at your tech stack. You're not thinking about where things are. I don't overthink my tech stack. The result is I've got files all over the place, but also that doesn't matter right now. I'm happy to pay that price because I'm just trying to increase my output. And that brings me onto the second point that as you get out of your way, I would encourage you to think about quantity, to get to quality. It's not that quantity matters more than quality is that through writing, through having a lot of thoughts and getting those thoughts and down, your quality can improve, especially if you read books on writing and develop your technical skills. So quantity, quality, personal belief connected to both of those things. You might want to timebox your days or your calendars, put 30 min aside, 10 min aside, an hour aside. When I first started blogging at often write in the evenings and I'd give myself an hour because we had baby and then two babies in the house. I might sit down at 10:00 P.M. and think, Oh God, I write something now let me get something out. I want to write every week, maybe twice a week, and I would write and then publish it possibly not full with errors, but possibly with a few errors. I can go back and fix them. Usually some platforms you can, but focusing on quantity to get to quality will keep you in the mindset of practice, practice, practice. And eventually good things might happen when it comes to ideas and writing, I use numbers a lot. I use numbers to trick my brain into coming up with more ideas and not stopping. But I also use numbers to organize the ideas and how they'll come to life in my head. Sometimes I writing listicles, which is totally fine. I know some people looked down on listicles. A way to do this is to start circling around the topic. You might have a hunch, a thought imine epiphany that comes to mind and think I want to write that, well, Write it down somewhere and then give yourself the challenge to rewrite it five times or ten times. And then what you might do is settle on a draft title or a draft idea for what you want to write about, then challenge yourself to come up with 35 or seven supporting points. And as you do this, the idea will start to take shape in interesting ways. You will allow your brain to get through the obvious and initial thoughts that come to mind. And hopefully you'll push Yourself Into surprising yourself with where you end up. The main point with effort is trying to work out how to keep yourself flowing. How to have systems and potentially technology or software that don't get in your way so that you can do the main thing that you have decided to do, which is To Write, connected to also thinking about writing and then publishing 13. The Content Pyramid: I wanted to run you through this little framework. We've got frameworks and our frameworks have frameworks, framework extravaganza. But this is a framework that I keep in mind because on the one hand, when I'm writing, I want to try to be pretty prolific on have a lot of output. And I hope in having that output over time, I get better. I improve my skills, practice the writing. It's not just drivel of output, that's hopefully reasonable quality output. And then the way that I think about what I'm writing and call it Content and feels like such a weird and lazy word these days. But Content is to graduate what works. And so let's imagine you've got this Pyramid and you've got a whole bunch of activity happening at the bottom, just little pieces of content. It could be tweets, things you're putting on LinkedIn, little things, things that might take a minute to 10 min. You're putting a lot of this stuff out there trying to waste people's time, we their output, but you're trying a lot of different things. And then every week you might see a few things sticking. And he decided, You know what, I'm going to those three things from the ten things I did last week into something more meaningful and new, graduate the Content, let's call this next kind of content, just regular content. Think about that being something you could do in an hour or two, can be a blog post, it could be a detailed LinkedIn post. And then above those two rungs of the pyramid, the pyramids have runs, they do now. You have what I would call feats and features. Features are things that at least back in the day when I was blogging a lot. It's like, you know what, I probably need to put a half-day or a day aside for this. If you're really serious rider getting paid well, it would be more than that, but for me it was like a half-day, two a day. A feature is something you're really going to put you back into it. And so the articles that I mentioned earlier to you, I would say there features several thousand words long and they've reached tens and tens of thousands of people and above feature, you get feet. Fea at a feed is doing something super heroic. So you might take one thing that you've written out of the thousands of things that you've tried in months before and ask yourself, how can I turn that into something really big and maybe turn it into a flywheel. For example, you turn it into a book. But then because you have a flywheel mentality, you turn the book into a course. You turn the characters in the book into pieces. You turn quotes into t-shirts and cetera. So this little Pyramid is a good way to think about your content because you want to keep flowing, you want to keep testing stuff. And then every now and then can be every week or every month, we want to look at what's working and then do more of it and take the ideas that are working for you on two or possibly for a long time. So for example, the Content in my book that took a good decade to come together, half builds from one of the main courses that I teach. But the book and those courses have reached thousands of people and I've been touring them now for well over five years. And this is what you can potentially do as well. 14. Frame It - Go Publish: Now we've arrived at the final F, frame. It, the reason that I like frame it as the final F is because it puts an emphasis on you're doing the work. You do the work he tried to make it better. You're trying to learn, you read books about writing, your watch course is about right, and you get your vibe together over weeks, probably over years. And as you're doing it, you publish things. Publishing teaches you things. And what I want you to think about is how if you were to do a painting, you don't frame it until you've done the painting and you weren't frame every single painting that you've done. But the things that you do put into public, think about the act of putting them into public as putting a frame around them. You frame your work, you put it up on the wall, and then you get back to work. There's a classic Australian movie called The Castle. And in this movie, this family buys a lot of second-hand stuff, a lot of pre-owned stuff, crazy things, cheap things, things that nobody means. But if one other family members buys a thing that their lives, he says this, put it in the pool room, and that means that you're entering the Hall of Fame. So you can potentially have your Hall of Fame, heavier Hall of Fame for that book, you wrote that rap album that went gold or whatever, put them all up on the wall. But don't stop there. You've got to keep going. Get back to the creative process. Because otherwise you risk falling off that rock, losing yourself a little bit and ending up in a sea of self repression. So that's the course. Hopefully it's helped you get in touch with itself. Hopefully it's giving you some practical techniques, especially around a workflow, while also connecting you to your own psychology. We went through the four F's are frame of mind, framework, effort, and frame it, it works as four F's. It's alliterative. You'll hopefully remember it. And we went through the adept as system for savage self-expression, explored over time. Don't feel freaked out if you don't have it all the answers now it's in the action, in the Writing and most importantly in the publishing that you start to understand how you're going to come to life in the world. Constantly try to narrow the gap between how you think and speak when people aren't watching and what you say in public and how you turn up in public. But also there can be different versions of your different voices that you can unleash to make your points. And as you do so, I hope that as you turn up for this creative practice, you push the concept of personal brand to the back of your mind. You focus on becoming a writer. You talk to yourself about being a writer. And because we'd love to follow along with your journey, at least we, the first few articles, feel free to tag us. We'd love to see how you're experimenting and if anything, will challenge you to experiment even harder. My name is mark Pollard. Thank you for spending so much time with us and allowing me to spend some time poking around your head. May you have a prolific writing life? It's super fulfilling. It can lead you to all kinds of places. Places you didn't even know existed, places you didn't even know that you wanted to visit. But I hope that you can sit down, be compassionate towards yourself, and find space in your life to become the person that you want to become pace