chickens. tube maps. crocs. or how i got here.

from so silly a beginning

Hi, I’m Stefan. Welcome to Letterfort. When I was a kid, I’d build entire worlds using playing cards. The kings planted forests, the queens cracked codes, the jacks flew spaceships. It was storytelling, world-building, and early brand architecture. I also wrote about cloves and snails, and fan fiction on warcraft iii (spoiler alert: arthas doesn’t turn evil in this one).

That’s still the job, really. I take technical ideas, understand them, and then write to help others understand them as well.

the whereabouts

Right now, I run the content function for the Bid & Proposal Solutions team at Nutanix. It’s a deeply technical domain; infrastructure and cloud economics that most sales reps aren’t naturally fluent in and most customers don’t have time to decode. I make sure it doesn’t stay that way.

I produce technical content, own a self-service content library used by 3,000+ sales reps, and write the proposals, pitch decks, and keynotes that turn the product complexity into something a buyer can actually act on, working closely with Product, Product Marketing, and Sales, to keep it accurate and aligned with the roadmap. I’ve also built two internal AI assistants that draft and edit that content against our voice and tone guidelines.

what i do & have done

I write, in whatever shape the job needs, long-form technical guides, newsletters, proposals, positioning frameworks, an English-language program for psychotherapists, and an absurdist play. I’ve written for HR leaders, general counsels, cloud economists, and people booking fishing trips, which is good training for never assuming your reader already cares.

I’ve worked in all contexts of content and communications, from marketing agencies to B2C, to B2B tech scaleups and startups, in anything from people analytics and HR tech to finance tech, legal automation tech, e-commerce, security, and many other projects in between. I’ve also worked as a freelancer, fractional content marketing consultant, and full-time in-house content marketer.

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I go looking for structure in places that have nothing to do with software a stand mixer manual, a gardening article, a Reddit thread, Roman divination. Most of it is unusable. Some of it becomes a tube map. I talked about my approach in an interview with Berghs School of Communication, including the bit about being playful when creating and ruthless when editing.