To the curious, the thinkers, and the obsessives… I’m glad you’re here.

As a child, I loved taking things apart. Simple things like doorknobs or expensive things like my dad’s new power drill (he wasn’t pleased).

As a marketing professional, I’ve always been obsessed with words and the mechanics of communication.

This site is the intersection of those two.

I take apart pieces of communication to understand what the leader was trying to sell and what mechanical and psychological levers they used to motivate and persuade action.

As AI makes it incredibly easy to talk at people, understanding how we communicate effectively is more vital than ever. And I explore that here on this site.

I write from my home office in beautiful West Michigan and appreciate you reading along. If you want to send a note, you can email me at hello@joelcarter.me.