Branding is everything.

If you don’t package well, it doesn’t matter what’s inside.

It’s taken me a long time to understand this, and I haven’t fully accepted it.

It’s frustrating. If I make something that’s good, it should matter. But often it doesn’t. It doesn’t matter if it’s the best article in the world if it has a bad title.

Because, for people to see what’s inside, they have to like how it looks on the outside first. If they don’t like it, onto the next one.