Going viral isn’t the goal.

Curiosity, candor, and a sense of humor.

A sign that should have changed months ago. A familiar customer experience nobody has put into words. A company’s promise that falls apart when you use the service. There is often a story hiding in plain sight.

My work moves between business commentary and everyday observation. TikTok gives me room to experiment with timing, humor, and short video. LinkedIn lets me test an argument and hear from people who have experienced the same problem.

A large response is enjoyable. The goal is to make something worth watching, reading, discussing, or sharing. Reach alone does not tell me that the work helped someone or produced a business result.

A track record of getting people to watch.

My TikTok experiments have reached millions of views. Two accounts give me different ways to follow my curiosity: everyday encounters on Jaywalking NYC, and the gap between brand promises and customer experience on Marketing Reality Check.

These are individual video view counts displayed on TikTok in screenshots captured October 9, 2026. TikTok rounds these figures; views are not unique viewers or business outcomes.

Jaywalking NYC: the city is full of stories.

A basketball moment, a neighborhood storefront, an unexpected price, a familiar ritual. I enjoy noticing the detail that makes someone stop, smile, or say, “I know exactly what you mean.”

See the TikTok screenshot

Marketing Reality Check: business through everyday experience.

I’m interested in what people actually experience: what they buy, what surprises them, and how a business earns or loses their attention. The same curiosity that fuels my writing also gives me room to make playful, direct videos.

Marketing Reality Check also displayed 540.4K account likes when this screenshot was captured. That is an account total, separate from video views.

See the TikTok screenshot

Post descriptions above identify what is visible in the screenshots. Counts obscured by on-screen captions are omitted. This selection documents the posts shown, rather than every post in either account.

A post the audience picked up.

Nike, LeBron, and Bronny

LinkedIn identified my commentary on Nike’s ad featuring LeBron James and Bronny as my top-performing post in its November 11, 2024 recap. The recap showed 78 reactions and 8 comments for the post, alongside 38,117 impressions across my posts that week.

I look at creative work through the relationship between a brand, its audience, and the experience behind the message.

Different subjects. The same observing eye.

Jaywalking NYC

Street-level observations, encounters, and everyday life. Explore Jaywalking ↗

Time for a New Sign

Humor about signs and the gap between a message and its surroundings. Explore the signs ↗

Jay Eats Westchester

Food, local businesses, and firsthand experiences. Explore the food stories ↗

This is a curated record of the examples and metrics currently documented. It is not a complete inventory of every high-reach post.

What I take back into the work.

Audience response gives me questions to investigate. What did people recognize? Which detail carried the story? Did the joke clarify the issue? What did the replies add?

That learning informs my writing, teaching, consulting, and the conversations I’m developing around the Clean Data Alliance conference.