Welcome to OStack
Because you’re not building followers. You’re renting them.
People love to ask: “How many followers do you have?”
It’s the worst question in modern media.
Because we all know what it really means: How valuable are you in the attention economy? How gameable is your presence? How visible are you to the machine?
Here’s the problem: visibility ≠ value.
You can play the game — rack up numbers, optimise engagement, post like a well-behaved algorithm whisperer — and still have no real connection with an audience. No ownership. No leverage. No power.
Because they’re not your followers.
They belong to the platform.
Performing farts
I’ve seen this up close.
I went freelance in January 2025, after a decade as a journalist covering advertising and media. And suddenly — without a publication banner or built-in newsletter list — I felt the exposure.
Not reach. Not influence.
Exposure.
LinkedIn became my default. And while it’s been generous in some ways, it’s also capricious. One algorithm tweak and everything can collapse. Ask anyone who built their business on Facebook. Or YouTube. Or TikTok. Or Twitter (sorry — X).
So here we are: OStack is my response to all of that.
It’s a place to think out loud — without playing for the feed.
It’s where I’m rebuilding something I used to take for granted: a direct relationship with smart readers who care about the work.
But this newsletter isn’t just a hedge against LinkedIn.
It’s a way to explore two things I care deeply about:
The business (and virtues) of advertising and media
What works, what doesn’t, what’s broken — and how we can fix it without burning out or selling out. I’ll cover effectiveness, content strategy, media power plays, and how generative AI is reshaping execution.
The craft of great content
I’ll share the tools, frameworks, and classic techniques that make writing work — plus honest commentary on how B2B brands can do smarter, sharper work. Yes, I’ll talk about AI. But also about nuance, narrative, and what humans still do best.
This isn’t thought leadership theatre.
It’s not performative writing tips.
It’s a resource — for people who think hard about the work and want to do it better.
If that’s you, I’m glad you’re here.
If you’ve got something on your mind — a frustration, a trend you’re sick of, a question you wish people would explore properly — hit reply. I read everything.
We’re not building followers here.
We’re building something better.
—OO