Words by Will

Will writes the way he reads the cards: past the event of the day, toward the archetype moving through it.

His columns and essays sit where culture meets technology. In SPIN he traces how music, media and machines are changing the stories people tell about themselves. On his Substack, Which Way Is North, he writes longer and closer to the bone: about AI and what stays human, about creativity and fear, about culture and meaning, and about the heritage he carries and the repair it asks of him.

He keeps a personal code for working with AI, and the writing he cares about most stays wholly human, while other pieces deliberately explore the edge of creativity and technology. Each piece is an attempt to ask a better question, so that readers can choose a better story.