Set the Fucking Tone

I stole this title. Not ashamed to admit it. Set the Tone comes from the Canadian comedy series Shoresy, a show that’s hilariously over-the-top yet surprisingly heartfelt—a perfect metaphor for what this blog aims to be. This space will be part wit, part insight, all heart. And what better way to kick things off than by talking about why setting the tone matters?

Reid Hoffman, co-founder of LinkedIn, once said: "Some people mistake grit for sheer persistence—charging up the same hill again and again. But that's not what I mean by the word 'grit.' You want to minimize friction and find the most effective, most efficient way forward. You might have more grit if you treat your energy as a precious commodity." The same is true for tone—it’s about making deliberate, efficient choices that stick. Whether you're building a brand, crafting a pitch, or launching a blog, tone isn’t just the first impression—it’s the foundation.

What to Expect Here

This blog will explore the intersection of creativity, communication, and business—how to craft stories, brands, and ideas that resonate. You’ll find:

• Actionable insights: Straightforward tools and tips you can apply immediately.
• Stories from the field: Lessons learned from branding, advertising, and product launches.
• A fresh perspective: A mix of humor, strategy, and authenticity—because we’re not here for boring takes.

Think of this as your creative playbook—direct, playful, and built to challenge how you think about your work.

Ready for What’s Next?

This is just the beginning. Future posts will dive deeper into everything from sticking the landing (another pun-intended shoutout to our next article) to building brands that truly connect. For now, think about the tone you’re setting in your own work. Is it deliberate? Does it resonate? If not, don’t worry—we’ll tackle that together.

Let’s make something that sticks. Stay tuned.

- Jonathan