Word of mouth

The oldest and only durable medium: one person telling another, unpaid. Good work markets itself here, or nowhere.

One person telling another carries what no paid medium can: the teller's own reputation, staked voluntarily. That is why a plain recommendation outweighs a brilliant campaign. It cannot be purchased, only provoked, and the provocation is work worth talking about.

The craft is giving the story a portable shape. People do not repeat experiences; they repeat sentences. A studio that answers in a day, a film that made the client cry, the app with no settings: if the work contains one sayable thing, the medium activates itself.