Creative enough to be dangerous. Grounded enough to be right.
Where WestComms thinks out loud. Half of PR is imagining the story before it exists; the other half is making sure it's true when it lands. Creative, occasionally feral, always tethered to something real.
A bake-off, a fabricated quote, and the one thing AI still can't do for your launch.
Read it ➞We built an AI that learns from its own rejection. 171 edits later, the number one thing humans delete isn't bad writing — it's confident, specific, completely made-up numbers.
Read it ➞Our AI kept handing people a beautiful strategy document. They wanted one LinkedIn post. We have the data on exactly how often the "framework" gets thrown in the trash. (Spoiler: every time.)
Read it ➞Our AI loves a self-deprecating opener. A rhetorical question. A little "here's the thing." The humans whose names go on the byline keep replacing all of it with one thing: credentials. Turns out authority doesn't do throat-clearing.
Read it ➞When our AI is missing a fact, it doesn't pause. It builds an elaborate, confident, completely invented scaffold around the hole. The fix wasn't a better model. It was teaching it to stop and say three words.
Read it ➞Timely vs timeless content: both get consumed as short-form, and perspective is what makes either stick. You're writing for a future reader — act accordingly.
Read it ➞New status symbol: tokenminning. Two months ago not tokenmaxxing could put you on notice; now cutting token spend is the flex. Blame the jagged frontier.
Read it ➞