The essential (micro) copy rules I used at Google.

On stepping away and leaning in

How funny and totally unnecessary writing of this Amsterdam coffee roastery makes customers happier.

9 science-backed ways to get people to read your stuff (any stuff).

And how to do hard things in general — based on dopamine addiction studies and the pleasure-pain principle.

A reverse-engineered drafting process that keeps humans in charge

Extensive experience and “new” ideas are among them.

A content designer's guide to not wasting your wishes on something stupid

The strange details we only notice when we slow down.

But not the sort of conflict you usually see on the news