WHO WE ARE

Not copywriters.
Not marketers.
Designers & technologists who write.

Let’s talk about:

  • You’ve got articles, newsletters, case studies, blog posts, video scripts…but you need another pair of eyes on them. Eyes that see a stronger version of the argument you’re trying to make, and a more vivid way of expressing it.

    And attached to those eyes, a pair of hands that can rewrite it to exactly the right voice, audience and platform—without losing your expertise or intent. Those are our eyes, and our hands.


    From $1200/month USD

  • “A subscription that meets all my content needs?” Sure, why not?

    We’re not mind-readers, but we are great researchers and question-askers. So we start content engagements with in-depth discovery, where we learn your category, your audience, your process and your goals.

    Then we work with you to develop and execute an ongoing calendar of long-form, social, email and web content that helps you reach those goals. And doesn’t put more work on your plate.


    From $3600 initial + $1800/month USD

  • There’s never been a better time to turn your own expertise into interactive learning content. The tools available for creating it are incredibly robust, and the demand for targeted professional development has never been more intense, both in-person and remote.

    Whether you’re looking at a stand-alone online course, complete assets for a plug-and-play in-person workshop, or an entire curriculum for internal training, we can help you make it happen. Got a topic that’s especially complex or esoteric? We can’t wait to get started.


    From $5000 USD

  • You’ve been thinking about this one for a while. Maybe you’ve drafted a proposal, put together an outline, even cranked out a couple of chapters. All that’s left is…nearly everything.

    A lot goes into finishing a book, and even more goes into making it succeed in the market. We’ve done both, multiple times, and can help you find your structure, solidify your arguments, do additional research, even co- or ghostwrite the text. Every book is different, so let’s figure out what yours needs to see the light of day.


    Consulting from $1200 USD
    Co-writing from $2800/mo USD

  • Case Studies - Newsletters - Articles - Web Copy - Blog Posts - Video - Podcasts - Reports - Social Media - UX Prototypes - White Papers - Scenario Planning - Strategy


    From $1200 USD

WHO WE WORK FOR

Protagonist creates effective, expertise-driven marketing content for the people & organizations who are making what’s next.

WHAT THEY SAY

  • “It’s not just that Carl writes so well. It’s that he’s able to do it on an incredible range of topics, and can get up to speed on new ones almost immediately. As an entrepreneur and advisor, I interact with all kinds of different experts, so I develop content that involves a lot of different areas of expertise—and I’ve yet to encounter one that he's been unable to tackle.”

    — Marc Randolph, Co-founder and first CEO of Netflix

  • “I can not stress enough what a pleasure it has been working with [Protagonist] and how much the voice you captured perfectly fit what XPRIZE needed.”

    — Susanne Kolb, Marketing Advisor at XPRIZE

  • “Carl’s long experience developing content around design practice and digital technology was critical…as was his deep understanding of how design fits into business practice, especially in the technology sector.”

    — Marketing Director at McKinsey & Company

  • “[Carl] has a special knack for turning a half-baked idea into something worth sharing with the world. Simply put, sharing a room and a piece of writing with Carl made me a better thinker and storyteller.”

    — Sean Madden, UX Design Team Leader at Walmart (ex. Nike & Ziba)

  • “Carl delivered content wins. It’s that simple....His fluency runs deep in the design industry and his commitment to putting a point of view into context for the audience created resonance we would’ve otherwise struggled to find.”

    — Jensie Miksich, Brand Strategy Director at Context Partners

WHAT WE DO

We specialize in difficult topics, groundbreaking clients, and unexpected ideas.

SELECTED PROJECTS

  • Marc Randolph

    A legendary entrepreneur grows an engaged 300K-person community in less than two years, through an evolving editorial strategy and unique, accessible perspectives.

    View Project

  • XPRIZE

    An inspiring series of annual reports turns a period of uncertainty into a source of inspiration for XPRIZE’s global community of changemakers.

    View Project

  • McKinsey & Company

    Re:Design is a newsletter that highlights the business value of design—and the unique way McKinsey delivers that value to clients.

    View Project

  • Signet Shipping Concept

    WIRED challenged a team of designers and writers to redesign the personal shipping experience. We responded with Signet, a concept that makes sending a package as easy as a text message.

    View Project

  • Digital Whiteboard

    Scripted and animated videos that bring an ambitious new UX vision to life, and help a major tech company kick off an entire new line of digital educational products.

    View Project

  • Aligned Marketplace

    A targeted pitch narrative and refined content ecosystem that help a medtech startup grab the attention of the US healthcare industry—and pave the way for a successful product launch.

    View Project

WHY IT WORKS

Original expert content is an advantage that nobody can duplicate.

See how expert content can set you apart, as…

  • Build awareness and legitimacy for your growing company or fund. The right content makes your ideas and products more accessible, elevates your brand, and increases your perceived value.

  • You’re experts in your field, but do potential clients and partners know that? Thought leadership establishes credibility; ongoing observations and expert takes on current events show your relevance.

  • If you’re pushing boundaries but nobody knows it, how much impact can you have? Internal- and external-facing content clarifies the value of your approach, wins allies, and invites new opportunities.

  • A personal network only gets you so far. Grow a more dynamic, diverse, engaged professional community by finding your public voice and sharing your unique perspective.

  • If you're in the innovation business, your expertise and insight are your strongest selling points. Telling the complex stories of how you applied them in a clear, compelling way can make all the difference.

  • Government, educational, and social impact organizations are built on—and serve—their communities. The right content keeps your community engaged, and forms links that lead to more effective, more meaningful work.