FROM MUSIC JOURNALISM TO AI INFRASTRUCTURE

Words have always come easily to me.

I started as a music journalist, where I learned how to interview artists and experts (even a Beatle!), get up to speed quickly on unfamiliar subjects, and find the story. Along the way, I saw those same instincts worked surprisingly well for technology storytelling: I could make complex subjects understandable without sanding away what made them interesting.

That became Dwords. Over two decades, I worked across technology, media and marketing, helping companies explain increasingly complex products and ideas. Eventually I took that experience in-house, moving through fintech at Apifiny; SaaS, cloud and cybersecurity at Datto; networking and cybersecurity at LiveAction; and distributed databases and AI infrastructure at Cockroach Labs.

At Cockroach Labs, that editorial foundation met a new challenge: producing authoritative technical content that works for human audiences while earning AI visibility. I helped turn AEO/GEO from an emerging discipline into a repeatable content practice, combining audience and AI visibility data, editorial judgment and close partnership with technical experts.

HOW I WORK

TACKLE THE TOPIC. FIND THE STORY.

I get up to speed quickly on complex technology and work directly with the people who know it best. The goal isn't just to understand what something does, but to find the story that makes it matter.

MAKE EXPERTISE ACCESSIBLE.

I turn engineering, product and executive expertise into credible, engaging content for technical and business audiences, without losing the personality and authority that made their expertise valuable.

BUILD FOR DISCOVERY.

I apply AEO/GEO, search strategy and editorial judgment so authoritative content can be found, understood and surfaced by people, search engines and AI systems.

WORK ACROSS THE ORGANIZATION. 

Successful content is a team sport! I partner with Engineering, Product, Sales, Demand Generation, Executives and Creative to move ideas from opportunity through execution, publication and measurement.

DWORDS TODAY  

Dwords is now home to my work and portfolio, and the name I use for select independent projects. The mission behind it hasn't changed much: master the subject, find the story, and make complicated concepts approachable to customers and prospects.

WHERE IT ALL BEGAN

Long before databases and AI infrastructure, there was music.

I co-founded SonicScoop, an online publication for the music production and pro audio community, where I served as editor and digital strategist. We grew it to 90,000 monthly visitors, a 100,000+ subscriber email list and 131,000 YouTube subscribers while covering the people, technology and business behind recorded music.

I'm also co-author of Music Supervision: The Complete Guide to Selecting Music for Movies, TV, Games & New Media, a top textbook on the creative and business sides of placing music in visual media a.k.a. sync licensing.

Journalism taught me to ask good questions, listen carefully, learn quickly and reveal the story hiding inside a complicated subject. I'm still doing that today. The subjects just got a lot more technical.