my face


{ Hello }
{ Things I Write }
{ Featured Essays }
{ Past Essays }
{ Other Work }
{ Let's Connect }

{ Email Me }

Code & Design by Josh Petersel
All Content ©

Hello, I'm Josh.

Nice to meet you.

By day I work on international projects at Spotify NYC. By night I go to shows, I cook, I lift weights, I read books (I'm not big on TV), I remember to call my parents (usually), and I write.

Things I write.

You should sign up for updates from me by email.

About once a month, I'll publish an essay on the most interesting thing I can think of. Subject matter spans business, pop culture, and the future. Short enough to read in a single sitting, long enough to provoke thoughtful dialogue.

I don't keep a blog anymore (I did for about 10 years). Today, my work is distributed exclusively by email, and lives entirely within Google Docs — an ecosystem where it's easier than anywhere else I could think of for me and my readers to comment (in-line) and converse (via Gmail).

My metric of choice is not "scale," or millions of viewers, or thousands of shares. I don't chase clicks. My metric is dialogue: every 1,000 words I write turns into over 3,000 words in comments from about three dozen loyal readers. I'm proud of that.

If being a part of this conversation sounds interesting, again, you can sign up here. If you want to see a few samples first, you can check out the Featured essays below.

Featured essays.


Slow Jams: I used to run a music magazine. I've traveled the world to cover concerts. Right now I work at Spotify. One surprising thing I've found: I'm tired of discovering music. It's exhausting. I think it's time we slow down, and give music a chance to be something more than just a treadmill of fleeting aural fixations. Here's why and how I practice listening to music slowly.


The XFL is an easy punchline. But what if, against all odds, Vince McMahon is actually on to something? Could the new XFL be great? Based on what I've seen in tech and modern trends: Don't rule it out so quickly.


Measuring: We're maniacal about measuring what we do and whether we're doing it well. But seldom talked about is the other side of the coin: When shouldn't we measure? When might measuring go wrong? Turns out, we often don't just measure what we make, but wind up making what we measure.


Self-Driving Cars are going to change everything. Forget the trolley problem: How are we supposed to figure out where to eat, what to buy, even where to live? Life with self-driving cars isn't just going to be better, it's going to get weirder.

Past essays.

Here's a word bank of essays I've published. It isn't exhaustive… and is probably often not even sensical (to be fair, my titles haven't been algoritmically designed to capture clicks). But maybe you get the idea.

  • SoulCycle and the gym paradox
  • Softball and Diversity
  • Consider the Red Lobster
  • Don't Sell Shovels
  • Global Warming
  • The Lomo Dada Steak
  • Beating Evolution

Other work.

I've written for Consequence of Sound, Forbes, The Next Web, The Inertia, The Harbus, and of course, a litany of pieces for my old company Eleven Magazine.

I occasionally perform careers services (Resume, Search, and Interview prep) for up-and-coming graduates who are business-minded and looking to work in tech. I've helped people land roles they love (Product Managers, Business Analysts, etc.) at growth startups to companies like Facebook. Email me directly to inquire.

Let's connect…

If you email me at, it makes me feel confident that you've thoroughly read this site, and as such, I will prioritize responding to you. I'd love to help you vet out a project, find a job, or think about the future.



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