Sloane Crosley

Insomniacs tend to fall into two general categories - those who give up and those who don't. I don't. I refuse to admit defeat by turning on the light. I will not try to read or watch a movie, thank you. Productivity is a crutch of the weak.

I used to think that nails-down-a-chalkboard was the worst sound in the world. Then I moved on to people-eating-cereal-on-the-phone. But only this week did I stumble across the rightful winner: it's the sound of a baggage carousel coming to a grinding halt, having reunited every passenger on your flight with their luggage, except for you.

Hammer down product fundamentals first. Make sure you've got something that works before doubling down on promotion and marketing. Create a groundswell of organic support, and only then leverage PR and advertising to spread the word.

What I look for when I see a piece of art for the first time is some kind of emotional, intellectual experience, that's a combination of both of those things and is informed by my knowledge and something new that I see the artist doing.

I'd worked at a small town newspaper, and I was thinking of all the strange stories that I had seen float through the newsroom in my time there that were dismissed as kind of amusing curiosities. Somehow from that I got to this idea of an eccentric alcoholic who built a lighthouse in the woods.