Copywriting's high leverage for product and business outcomes

What if the most powerful skill you could develop as a designer has nothing to do with Figma or AI? In this episode, we explore why writing is the ultimate meta-skill—sharpening your thinking, influencing decisions, and accelerating your career in unexpected ways.

Is writing the most underrated design skill of all time?

We spend a lot of time talking about design skills like prototyping, facilitation, and AI tools. But what if the skill that strengthens all of those is the one designers most often ignore?

In this episode, I sit down with Thijs Kraan, a designer-turned-growth partner, who makes the case that writing is the ultimate meta-skill. For Thijs, writing every day didn’t just sharpen his thinking; it multiplied his impact. From running a 30-day challenge to publishing daily posts, writing became the catalyst for everything else in his career.

We talk about the difference between business writing, expert writing, and copywriting, why clear writing equals clear thinking, and how documentation can protect your career when tough decisions come back months later. We also tackle the elephant in the room: AI. Should you let ChatGPT do your writing, or will that shortcut make you worse in the long run?

Whether you’re trying to influence stakeholders, sharpen your thinking, or just get better at your day-to-day communication, this conversation will show you why writing might just be the most important design skill you haven’t been practicing.

Tune in and see why it’s time to pick up the pen (or keyboard).

Topics:
• 02:45 – The Importance of Writing in UX Design
• 04:19 – Thijs Kron’s Journey: From Web Development to Writing
• 06:05 – The Power of Writing in Design Thinking
• 06:31 – Building a Writing Habit
• 15:06 – Writing as a Meta Skill
• 20:55 – Different Types of Writing for Designers
• 22:33 – The Role of Copywriting in Design
• 24:36 – Writing as a Career Multiplier
• 28:38 – The Impact of AI on Writing
• 30:19 – Balancing AI and Human Thinking
• 31:35 – Personal Experience with AI in Writing
• 32:43 – Effective Uses of AI for Writing
• 34:54 – The Risks of Over-Reliance on AI
• 36:13 – Practical Tips for Writing and Thinking

Helpful Links:
• Connect with Thijs on LinkedIn

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