Words that make people feel, think — and act.

My work has always lived at the crossroads of story and psychology — the place where language stops being decoration and starts to shape experience.

For more than thirty years, I’ve worked with words that had to do something: persuade, invite, move, or transform. Whether in publishing, brand worlds, or creative collaboration, my measure of success has always been simple — did it change how people felt, thought, or behaved?

The f0undry began almost by accident — helping friends shape their manuscripts until their stories landed with new clarity and power. Those same friends began to sell more books, not because their ideas changed, but because their storytelling did.

That same practice — blending neuroscience, cognition, and the ancient structures of story — now shapes everything I do here.

I’m perhaps best known for Bag for Life — but my real craft has always been helping others find the architecture inside their own work: the rhythm, resonance, and precision that make a story unforgettable.

This is what the f0undry exists for — to help stories find their true form, and writers understand the minds they move.

You matter and so does the story you want to tell

Gini, Founder of the f0undry
(Story | Science | Structure)