Crystallising...

Somedays,

we take our mind out for a walk.

A little wondering, a little wandering.

Writing gets us into all sorts of things. Here, we follow our curiosity through work and everyday life, sharing observations and exploring ideas. We hope you’ll find something here that will take you somewhere new.

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The word HUMAN reflected as AI in a red-framed mirror, illustrating how AI prompts us to rethink corporate writing.
Writing with AI

AI is making corporate writing human again

We've been "demonstrating our unwavering commitment" long before ChatGPT came along. Now AI is mirroring us. Not great, but perhaps this is the nudge we need to start writing like people again.

By Crystal Song

Oct 17, 2026

Let’s read this
A pin presses deeply into an inflated red light-bulb balloon, poised to pop—a playful take on “Make it pop!” and finding fresh ideas in copywriting.
Creative Fuel

“Make it pop!” 8 ways to find fresh ideas.

Most drafts that need more oomph need a better idea. Here are my top 8 ways to find one.

By Crystal Song

Oct 12, 2026

Let’s read this
Illustration of a writer with a laptop, surrounded by sketches of the work copywriters do, from social posts to annual reports.
Write Life

What it’s like to be a copywriter

For 30 years, clients have paid me to poke my nose into their business. They have asked me to name their products, pen a message for their chairman and find a new way to say ‘innovative’…. I have been stressed, under-slept and occasionally baffled. But, thankfully, never bored.

By Crystal Song

Sep 21, 2026

Let’s read this
Illustration of a robotic hand and a human hand working together on an annual report.
Writing with AI

8 rules for using AI on your annual report

Everyone on the report team uses AI a little differently. That’s fine, until the mistakes start turning up at final proof. Better to lay some ground rules at the kick-off meeting.

Oct 5, 2026

Let’s read this
Illustration of a bar chart with three grey concrete bars rising in steps and a much taller orange bar that turns out to be an inflatable cushion, with air hissing out of its open valve.
Writing with AI

Before you sign off your annual report, run an AI audit

AI will help draft a good share of this year's annual reports. This is how we check AI-assisted drafting and keep people in command of the process.

By Crystal Song

Sep 7, 2026

Let’s read this
Illustration of a wooden desk with a finished page marked “Done.” and a pen on top. Under one leg, a pile of earlier drafts keeps the desk level.
Creative Fuel

Creativity takes some stubbornness.

Your stubborn streak can be a boon for your creativity.

By Crystal Song

Aug 24, 2026

Let’s read this
Illustration of a person trimming a bonsai tree whose leaves are letters, numbers and punctuation marks, with the clippings falling around the pot.
Learn with Me

Writing for the small spaces

Chop chop, snip snip. Short copy takes longer to write. Follow me through one push notification edit. Before and after.

By Crystal Song

Aug 17, 2026

Let’s read this