Welcome to The Roar: Thinking out loud on the craft

"Amateurs sit and wait for inspiration, the rest of us just get up and go to work."
Stephen King, On Writing: A Memoir of the Craft

Most digital craft is invisible when done well. The CMS that lets the editorial team build pages without breaking the design. The content model that survives a redesign three years later. The redirect map that protects ten years of SEO equity through a replatform. The component spec that's actually buildable. None of it makes the highlight reel. All of it determines whether the work holds together.

I'm Louise Leone, founder of Lion's Roar Studio. I've spent twenty years working in this layer, including engagements at Virgin Media O2, The Open University, Lucy & Yak, and Avast Gen Digital.

Craft is where I'll be writing for the practitioners. Content designers, content strategists, technical content people, delivery managers, and the senior operators who understand that the unglamorous work is usually where the real value sits.

Expect headless CMS thinking, component-based content design, content modelling from Figma, migration and redirect strategy, the occasional war story from a build that nearly went wrong, and practitioner-level depth on the parts of the work most people skip past.

If you'd like more, you can subscribe to The Roar below, or roam through the other categories: Founders, Strategy, AI & Tools, and Systems.

Here's to the unglamorous work.

Louise