Predrag Mitov

We write. It's as simple as that. Can anybody teach us to write? No. We've got to have a finely tuned sense for a sentence. The natural flow. We've got to dance with it. Make it our life-long partner, our love affair, our mistress. Our specialty? The love affair part of it; disappearing into the night, leaving only red behind.

Hook, line and sinker! Now, where is the line? And where will the sinker be?

Train to Belgravia;

The idea that the core of all life is a limitless chest of tales has been a guiding star for me for a long time. Stories are what drives us. They have brought up a millenia of generations. We’ve laid to them and we’d be woken up by the sweet sound of mother’s voice galavanting around thinking of yet another one to tell you. Through the ages, along with breath and air, stories remain constant.

Let’s face it. Tales of the unknown, of mystery and intrigue, of dark and light forces working jointly to bring hermeneutical order of the very elements that live inside us have shaped our character. Both yours and mine. You do the things you do in the exact way you do them because of a story long forgotten. You’ve formed your morals around a story. You’ve danced and cried, you’ve made love to them. You’ve meta and morphosed because of them.

Think of all the most vulnerable moments in your life. Now think of that many stories. Don’t worry, you’ve already been there. It’s already passed.

Out with the new, in with the old;

And the person who tells them? A storyteller. A greybeard by the night fire with one rotten and one crooked tooth always, because of little pockets of wind in his lungs while talking, dispersing little balls of spit all around the place. By his left side, in dim light engulfed by the shadows the fire made, a simple bamboo flute. On his right, by his legs, wooden sandals. It’s almost an urban legend that he had a wife that died and a farm of chickens he left back east where the nights are longer and warmer, and the dust often covers your face. He is said to be a fisherman, yet you never see him around the water. In fact, the only body of water in that village on the crossroads to Elea was a well. It served more of a purpose that it was a place to wish upon rather than to fetch water. Children gathered there.

What will the grey man tell this evening?

Conceived by the gods, the third son of five his earthly father sired, Arjuna was already an old soul when he was born. An older soul than most. In his mischiefs as a child, he took to archery and quickly became a master weapon wielder. He was so good, the gods decided to give him a divine bow and not soon after he was recognized as the most skilled warrior of his time. The country soon fell into dissent and in his tribulations over right and wrong on the battlefield he stumbles in spirit, refusing to further the plot. After a divine intervention, and teachings bestowed, our hero restores his faith and with his wives and children in mind goes on to defeat his foes, bringing peace to the land once again… “Only the bird’s eye”, we remember his words while watching over the slain, saying farewell to Arjuna on his journey to the heavens. Will he make it there?

A loud “thud” interrupted the peaceful night and crackling of the fire. “What about Alexander the Great?”, you ask the bearded figure. “Do you know a story about him?”

Only that Bucephalus, the wildest stallion there ever was, refused to let anyone ride him, but Alexander. A mere boy of 14!

The greek conquest of Persia didn’t seem to interest the old man, and he instead remembered the wind spirits of China and how you can hear them in the windchimes if you listen with stillness.

Joseph Campbell; the return of the king

There’s always a hero in these stories. And there’s always pain… and trials… Like clockwork, the hero ends up being alone passing through a dark night of the soul; a ceremonial rite of passage that sets him up to become the version of himself that is, in the end, relayed by the story itself.

But who tells the stories today? There aren’t any grey men around anymore… Has the age of technology changed something in storyteller practices?

Industry; first meet-up;

Enter content marketing; where logic meets myth.

See that top shelf? That’s your brand positioning itself as an industry and thought leader. We want to help you reach it through available strategies and authoritative writing enticing readers and decision makers to comply. Every nook and cranny of the communications process will adhere to business objectives and improve both reading time and comprehension while providing a fun outlet. Breathed in; strategic thinking and clarity of language - breathed out; creative storytelling that keeps users glued to the screen. The goal is simple; community cohesion and unbreakable connection with your audience. We will be directly influencing the narrative towards thought leadership pieces that weave every little bit of user needs into its content, while still staying true to business identity.

Complex topics and technical writing is no joke, though. We will be carefully deconstructing points and arguments only to shape them back again into an even sharper whole. Easily comprehensible chunks, one chunk at a time - audiences won’t be able to miss it.

While synthesizing multiple perspectives about the topic at hand, we will add credibility to the process; always referencing data and thought leaders. In-depth and with a pretty deep dive; in other words; expertise explained simply.

Every word to a sentence is the same as a paragraph is to structure; a purpose (conveying flow, precision and persuasiveness). The writing style will, little by little, evolve and adapt to fit the needs of the piece, ebbing and flowing towards a tone that resonates with both ends of the production process.

We will always question the ‘why’ behind a piece, offering strategic context; what the piece should accomplish, who it's for, and how it fits into the client's broader content program.

Where there’s strategy, there’s always a hint of aridness to what you can achieve with it; that’s where looking for a story angle comes into play. A blend of a strategist’s mind and a storyteller’s lips. A fine cut, if you will.

While in the seats;

As avid readers commanding the power of curiosity, you will find us talking about and discussing various topics. Our expertise lies in the fields of psychology, business, lifestyle and technology. With a degree in psychology, we’ve spent years studying how people read and hear online, and across time.

You could often find us scribbling into our notebook, detailing notes on research insights and analysis after we’ve put the material down.

Outwards: Inbound;

If we end up colluding together for a project, you will be met with a questionnaire detailing questions about your brand, audience, channels - the creative marketing process as a whole. We will get to know each other better, so that we can meet you and yours and how business is done. We will discuss user needs, design principles and go over how we can think in design altogether. Brand language will pop up in the conversation, which will further help us help users interpret, trust and act on their needs, as well as address their potential pain points. We will end up with streamlined user journeys and brand style strategy.

If you already have an organized and detailed branding plan, just pass it on over and if not; we are here for you. From developing brand plans, through market research, to PR and content strategy development, we’ve got you covered. Book additional time with us, and we’ll workshop it as we go.

A sudden encounter;

Have we ever told you the story of when we tricked ChatGPT into thinking it was human, and we; an animal. It tried to convey and contemplate feelings without us nudging it into that line of questioning, while telling us to bark out loud. Does ChatGPT have imagination or can assume? Why did it specify what animal when we gave it no information on that?

You can often find me fiddling with its model, tweaking prompts primarily for gaining data and insight into Search Engine Optimization (SEO). We find that running two separate keyword research projects yields the most results. One with artificial intelligence and one manually, by yourself, sleeves up in potential or probable keywords.

Last rites;

With a background in psychology and content writing, we also have a modest history with business development specializing in communications processes. We have worked, more as passion projects, with a few local brands in conception in building their respective businesses’ from the ground up striving for their autonomy and sustainability after we’d remove our consultation services. They are still in the trenches and we cannot consider this a successful demonstration of our business development prowess. We have also workshopped development of several mock brands to prepare ourselves for projects with real world impact.

That being said, we still have intimate knowledge of the industry pipeline as content writers in the industry for seven years. The first three were spent in training and later holding a role in a lovely marketing agency. For the remaining four years we’ve been on the sidelines working freelance and mentoring those still learning the craft of content writing.

We have experience working with industry titans as well as simple small businesses’.
We are paradigm shifters and disruptors. We believe that genius can be found when least expected regardless of expertise or on-hands experience.
We utilize the ‘content first’ approach to any work in the industry we come across, opting for classic, timeless and evergreen strategies.

While being built on intellectual rigor, the culture of our personal brand is rooted in transparency, empowering gifted youngsters and raw, unfiltered creative horsepower. We value how our work makes people feel above all else.

Our mission is threefold; content simplified; be the go-to source for credible industry insights and storytelling.

The vision of ‘neverendingwhy’ is clear; helping brands discover their essence and put their purpose into brief, memorable, magnetic words. Form following function.











The word around town is that you're looking for a writer. I encourage you to dial M for Mitov.

Sincerely yours,
~P. Mitov