Written by John Caldwell

John Caldwell is a Content Design Strategist at Intuit, crafting and governing strategies for voice and tone across multiple products and platforms, including TurboTax and QuickBooks. Among his accomplishments, he implemented a winning new strategy for voice that changed the game for TurboTax. He is a writing and innovation coach with more than 20 years experience as a professional writer and editor. In addition to user experience and content design, he has worked in magazine and broadcast journalism, and continues to write on a wide array of topics, from tech to travel.

Blow Up Your Content Strategy and Go for the Aspirational