Both, but I lead with strategy. Writing is the output. Positioning, audience research, launch architecture, and narrative systems come first. The goal is never to ship isolated posts; it’s to design a repeatable content engine your team can run.

I primarily work with Web3 founders, DAOs, and growth teams building real products: protocols, infrastructure layers, consumer apps, and tooling platforms. I’m most useful when a team wants to sharpen its narrative, design a launch system, or build education that converts curiosity into adoption.

Yes, if the product is real and the team is serious about distribution, education, and long-term positioning.

Both. I take on campaign-based engagements for launches or announcements, and longer-term retainers for teams building education layers, founder presence, and sustained narrative positioning.

It depends on the goal. For launches: awareness, sign-ups, activation. For education: completion rates, retention, support reduction. For founders: reach, engagement quality, inbound interest. The north star is always user adoption, not vanity numbers.