Expert content.

Driven by data.

Crafted by humans.

We accelerate growth for startups & B2B services with targeted, high-quality content that earns credibility and builds brand authority.

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Not a copywriter. Not a marketer. A designer and strategist who writes.

About Protagonist

  • “It’s not just that Carl writes so well. It’s that he can to do it on an incredible range of topics, and get up to speed on new ones almost immediately…I develop content that involves a lot of different areas of expertise—and I’ve yet to encounter one he’s been unable to handle.”

    Marc Randolph
    Co-Founder and First CEO of Netflix

  • "Neither the 'Designing Calm Technology' book nor the Calm Tech Institute would've been possible without Carl's involvement. He's been an incredible partner throughout, not just in writing but in clarifying my thinking, strategy, and process."

    Amber Case
    Design Advocate, Speaker, and Founder of the Calm Technology Institute

  • "Rogue Waves would've never seen the light of day without Carl's guidance. More than a writer, he's an exceptional thought partner—able to take rough ideas and sharpen them into a clear narrative that makes sense and earns engagement. If you need help finding the story that sets you apart, he's your guy."

    Jonathan Brill
    Business Futurist, Speaker, and Author

  • “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

  • “[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
    VP of Experience Design & Research at Best Buy

Three Ways I Work With Clients

Content Blueprint

Everything you need to turn your unique competence and perspective into a long-term content pipeline…in three to eight weeks.

Ideal for clients who:

  • are creating a new content program from scratch

  • are tired of spending hours developing their own content, only to see it underperform

  • are facing competition from less expert (but more visible) newcomers

From US$6800

About the Blueprint

Content Retainer

Writing and editorial support, plus regular strategic check-ins to keep your content aligned and delivering value.

Ideal for clients who:

  • have a solid content strategy but need support executing it

  • want to free up their valuable thought leaders for more pressing tasks

  • want to step up content quality or expand into new formats without putting more work on their plate

From US$1500 per month

About Retainers

Custom Projects

Turn your idea into strong, convincing content, ready for publication—faster, clearer, and without dumbing down.

When you’ve got a clear idea of what you need written, edited, scripted, designed, or developed…and you’re ready to hit the ground running.

From US$1200

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You've Got Questions

  • Startups, consultancies, agencies, foundations, and entrepreneurs…plus the occasional product team within a larger company. There’s a good overview in the Work section.

    • Long-form articles and blog posts

    • Newsletters

    • Annual and research reports

    • Case studies

    • Short videos (interview, Q&A, explainer)

    • Interactive courses and curricula

    • Design fiction & scenarios

    I also design and run workshops, and have co-written or advised on several business books.

  • Occasionally, as part of a larger program, but it’s not my primary capability. This also goes for taglines, SEO, and short-form engagement-oriented social media content. These are all valuable to have, of course, but there are other folks out there better suited.

  • In many cases, yes. With me, you get a single point of contact, low overhead, and a very focused set of skills.

    I’m often the fourth, fifth, or even sixth content expert or agency a client engages—and the one who finally gets it. So I can share your ideas and insights without sacrificing sophistication.

    Need examples? You can verify my output here.

  • Sparingly, and maybe not in the way you’re thinking. I’m a big fan of Claude as a tool for summarizing reference material, brainstorming short-form text, stress-testing copy, and drafting shorter posts from existing content. It’s good at that. Writing from scratch, not so much.

    I also offer customized AI prompts for generating short-form content as part of some Content Blueprint packages.

  • If your organization depends on its unique expertise and perspective to succeed, high-quality content is the best way to show it.

    This is especially true for B2B companies and startups trying to raise awareness and valuation.

Ready to tell the story only you can tell?

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