Patrick Prothe

For me, the goal is always to use AI to help people think better. Writing is thinking. That’s it. And if we don’t forget that, I believe the future of writing is going to be very exciting indeed.

“Why focus on the process when the world is outcome driven? Don’t results matter?

Yes, results do matter. But if you optimize for the outcome, you win one time.

If you optimize for a process that leads to great outcomes, you can win again and again.”

We believe that being data-informed comes down to internalizing a set of values. These are simple, few, yet exceedingly powerful:

1. Conviction around a purpose  rather than searching for meaning in numbers


2. Setting verifiable goals  rather than vague aspirations


3. Company-wide familiarity with metrics  rather than outsourcing to “data people”


4. Active

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Consumers, too, have become more aware of the mechanics of brand-building. As a result, companies are under pressure to simulate authenticity by leaning into more personalized forms of communication.

The more I use AI, the more I realize ignoring its creative potential is like dismissing the ‘90s internet as a porn delivery system.

At first, I saw using AI as a binary choice between soulless efficiency or becoming a luddite and preserving your authentic human creativity.

Over the last few months, Claude has become my dream creative partner, and I... See more

This is a book about following associations—and about how they cohere into something tangible. And, in retrospect, this string (how my mind was looking to put something together before I was aware of it) was this book’s genesis: If I could somehow make the process legible, I might find making art myself less intimidating and begin to make headway.

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