Hello.

Upon Consideration… is a project about deliberate thinking, focused productivity and better decisions.It began as a set of personal letters, and became a study of how leaders and creators can work deliberately, even when the world demands chaos.I write, record and publish to connect ideas, people and outcomes. Join 1,100+ professionals and leaders slowing down to think more clearly.

November 2025: What’s new.

Added: November 2025

How I think about things...

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This is my “statement of practice”, an attempt to effectively accelerate my credibility to those who haven't worked with me previously.Specifically, it gives you...

As much as I'd like to say "these are my beliefs and they are set in stone", that's just not the reality of today's world. I do believe in "strong opinions, loosely held" and am not so rigid that these beliefs will never change.I expect this page to be updated over time.

What is the TL;DR?

My worldview (thoughtful, slow-growth, reflective decision-making) is my product. My podcast episodes, essays, emails and consulting are my expressions of my worldview.

My philosophical approach

Eric Cantona once said:"When the seagulls follow the trawler, it is because they think sardines will be thrown into the sea."For many, many different reasons, this line initially struck me as odd, then it stuck with me as a leadership grounding point.I'm focused on making confident decisions and creating successful experiences based on slow thinking.(I'm not in the business of acting on assumptions.)

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I fully believe slow, deliberate thinking leads to stronger outcomes in business, leadership and personal development.

How I arrived at these principles

How I see leadership–and business–today

Modern leadership is broken because it’s confused with management, performance and being selfish.My unconventional views:

How I see leadership and business growth

My framework: Audience → Message → Outcome

This is the heart of everything I do as a leader:

The practical value of this framework...

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The overall style of Upon Consideration… is of calm authority and quiet punctuation. I attempt to deliver this style in my words and voice, and in the visual elements used in my articles, emails, podcasts and conversations to convey a timeless and confident personality.Below is a directional style guide.

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What’s new.

I keep a running list of published activities during this month. Activities include podcast episodes (Listen), articles (Read) and Apple Shortcuts + AI (Productivity). This month’s list is below.For previous months’ activities, see my Previous updates.

November 2025

Previous updates.

Here's a list of published previous activities. Activities include podcast episodes (Listen), articles (Read) and Apple Shortcuts + AI (Productivity).For this months’ activities, see What's new.

October 2025

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Upon Consideration.... is a publication for reflective professionals who make deliberate decisions about work, leadership and life.Founded by Wil Anderson, a technology, marketing and communications leader with decades of corporate and consulting experience, the publication explores how modern leaders can think more clearly, communicate more effectively and act with greater intent.Please read the following in full before purchase. Completed purchase signifies your agreement to the above.

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Updated: November 2025

Hi. I'm Wil.

We moved often while growing up, and every new town taught me to quietly pay close attention. To listen first, read the room and tell signal from noise.That skill – separating the real from the rehearsed – became the through line of my career (and my life).I was the first in my family to graduate from college, earning a degree in Business Computer Telecommunications and later an MBA in Marketing. I built a career in technology, leadership and communications – helping organizations bridge people, processes and tools so they could actually get things done.What I learned, though, is that most companies focus on efficiency while neglecting clarity. They talk about innovation but forget about the people who make it possible.That imbalance – between people and the systems and businesses they work inside – has always fascinated me.So I started documenting what I saw. Writing. Recording. Walking. Reflecting. Trying to understand how work could feel both productive and human.Upon Consideration… is where that reflection lives – a space for slowing down, connecting ideas and finding the confidence to make change.I’m not a guru or an expert – just someone who’s seen a lot of change and learned how to navigate it. My hope is that what you find here helps you rediscover the confidence to make change, too.

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Smart, thoughtful and caring colleagues have helped shape who I am as a professional and as a person. I take great pride in the following testimonials.

Media

Upon Consideration... is a website, newsletter and podcast created by Wil Anderson, a communications leader, strategist and two-time kidney transplant recipient.With more than 30 years of experience across business, tech, and operations, and an MBA in marketing and a BSc in Business Computer Telecommunications, Wil brings a grounded, thoughtful approach to leadership and life. His writing and voice help audiences slow down, focusing on what matters while leading with intention.For media inquiries: [email protected].

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Updated: October 2025

Upon Consideration... is an independent media project supported by its readers and sponsors. I strive to maintain the highest standard of professional ethics.

Please send comments about this Ethics statement to [email protected].

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Upon Consideration..., the podcast, is available for free. Find recent episodes in your favorite podcast player and subscribe today!

Some episodes are recorded while I’m walking (In the field) with raw thoughts before they’re fully formed.Others are in the studio, with reflections after I’ve thought them through (In the studio).Together, they tell a fuller story of how I think, work and lead.

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Article archives from 2025.

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Article archive

========================================
TITLE: Have a second?
DATE:Hey. It's Wil.
I write about the intersection of business, marketing and technology. Learn more about
me
. Thanks for being here.
Sign up (for free)
and join other CEOs, technology decision makers and modern sales and marketing professionals who are curious about using smart, simple, effective communications to reach their audiences.
I was out of the office a few days last week. Some personal travel and stuff to take care of. It was our first time traveling in awhile, which got me thinking about change.
You've probably seen a lot of change in your life:
Change at work
Change at home
I Change in the city you live in
As we bounced between airports, I thought a lot about change in communicatins since the last time we traveled.
Has it improved?
Spoiler: I don't think it's changed much. Or maybe our expectations have changed after our own communications have changed over the past few years?
Initially, I wanted to write all about change.
What does our comfort level with change tell us about our acceptance with the world around us?
Does our stress from from change itself or in the uncertainty that change creates?
How can we do better with change?
I'll save that specific article for a future release.
Instead, I'm, um, changing (!!) the topic of this article to a change in communications.
My job is to say no.
–Charlie O'Donnell
Have a second?LINKS:
- me → https://wiljr.org/about/
- Sign up (for free) → https://wiljr.org/#/portal/signup/free
================================================================================
TITLE: Non-fungible tokens:NFTs are racing to digitize (and monetize) the value exchange.
DATE:My first name has three letters.
That’s about as much as I had in common with NFTs when I started down my NFT journey.
But there I went, diving into what I thought was the deep end and turned out to be a bottomless pool.
(Isn’t the internet great?)
And why wouldn’t I want to dive in.
There were really smart people talking about the creator economy and new platforms like Substack and $4 BILLION DOLLAR VALUATIONS.
And, of course, NFTs.
Here’s a great ~8-minute overview of what’s going on from the viewpoint of a CEO and the potential impact to future creatives...
Jack Conte, Patreon CEO. Source:
Youtube →
$69 million.
$4 billion.
A million here, a billion there, and pretty soon you're talking about real money.
Here’s what you’ll find in this article:
→ Background on how we got here
→ Why NFTs are such a big deal
→ Where NFTs are in the 'hype cycle’
→  Where we go from here
With more than two decades in designing, deploying, managing and advising technology companies, here are two things I’ve learned:
1. Change is constant
2. Always think big
In this article, I’m asking
you
to buy into those two learnings, even just for the next few minutes.
That means you have to think about things differently than the way you think about them today.
There are a lot of questions surrounding NFTs (even though the NFT model has been around since 2014) and not a lot of clear answers.
Which means we need to open our creative brains up and imagine
what could
be.
Something doesn’t
become
something until it does. In other words:
“Two hundred years ago, trains weren’t ‘traditional’ infrastructure either until America made a choice to lay down tracks across the country. Highways weren’t ‘traditional’ infrastructure until we allowed ourselves to imagine that roads could connect our nation across state lines.“
Source: WhiteHouse.gov →
Ok, let’s get started.
So, what is an NFT?
Wait.  Let’s not start there.
Let’s go a little further back and for simplicity sake, let’s think back to the 2000s. The web was still relatively in its early stages.
In fact, here’s Apple’s website back in 2004 and how it looks in 2021…
↑ apple.com in April 2004
↓ apple.com in April 2021
Different, right?
The 2004 version of apple.com was live in what is now cleverly described as the Web 1.0 era:
“Web 1.0 is a retronym referring to the first stage of the World Wide Web's evolution, from roughly 1991 to 2004.”
Source:
Wikipedia
→
Before this time, the ‘web’ didn’t really exist. The internet did, or rather the “Internet” did. However there wasn’t really a great way for to browse it.
Gopher. FTP. WAIS.
These interfaces didn’t give folks a way to click and consume like the web we have today.
So, let’s think of Web 1.0 as the foundation of the world wide web.
And if there’s a Web 1.0, there must be a Web 2.0?
You got it.
And Web 2.0 is how we
generally
see things today. Back to that Wikipedia article…
“The Web we know now, which loads into a browser window in essentially static screenfuls, is only an embryo of the Web to come. The first glimmerings of Web 2.0 are beginning to appear, and we are just starting to see how that embryo might develop. The Web will be understood not as screenfuls of text and graphics but as a transport mechanism, the ether through which interactivity happens. It will [...] appear on your computer screen, [...] on your TV set [...] your car dashboard [...] your cell phone [...] hand-held game machines [...] maybe even your microwave oven.”
Source:
Wikipedia
→
Ok, a little strange way to describe it. But this was in 1999 and stuff was going
down
in 1999.
Y2K bug. Dot-com bubbles. I’m pretty sure Nostradamus had declared something nutty was about to happen in the year 2000.
It was a scene, man.
You get the Web 2.0 idea though, right? Web 2.0 was all about the possibilities that Web 1.0 brought.
Here’s a good way to look at it…
Raghu Yarlagadda:
“More broadly, we’re entering an era defined by the true digitization of value – whether Bitcoin, Ethereum or new experiments such as Libra, or Digital Yuan – much like what we saw in the early 2000s with the digitization of information on the internet.”
source →
Does that quote make sense?
I first heard a quote similar to this on a podcast. I think it was the Coinbase CEO, which would make sense. Or maybe something about the Coinbase IPO? Something bitcoin related.
(Let’s not go there.)
(Yet.)
In the above quote, it’s this line that struck me:
“…we’re entering an era defined by the true
digitization of value
…”
And, if interested, here’s where I heard the interview earlier this week…
[youtube https://www.youtube.com/watch?v=kBdpE8X-Y4?wmode=opaque&enablejsapi=1]
Source:
Overcast.fm →
Value.
Value!
That’s the way we should be thinking about NFTs!
What’s the value you would put on this piece of … art?
Source:
Instagram
Pardon my interruption…
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The digitization of
value
!
If we take a look at currency,
how
we pay for something in return, then the value is
what
we pay for something in return.
And in return is where the value is for the buyer.
The seller looks at this the exact same way. And therein lies the value exchange.
So the
value
of something is what we (the buyer and the seller) place on an item (product, service, beer).
And lots of things go into determining that value.
Supply. Demand. Geography. Experience.
Lots of things.
And
how
we pay for that value has changed over time. Bartering. Coins. Dollar bills. Gold. Tokens.
As our culture evolves, so does the way we pay for that value. And in this case, we’re looking to create value out of digital goods, continuing that evolution.
(Here’s where you can open your minds a bit. Experesssing the value of a digital good can be really tough to grasp in today’s terms.)
What if there was a way to buy a digital item and ‘own’ it, even though it can be used time and time again? And furthermore, what if that digital item, each time it’s resold, would allocate a price back to the original owner?
Here’s a great 8-minute discussion of the longevity of NFTs versus individual projects…
Source: Cheddar Now,
Youtube →
Does this example work?
Let’s say I own
this
article and I’ve put a value on this article (as an original) as I think it’s worth something that can be used again and again and again in other articles or museums or galleries.
(Ego, anyone?)
So, I put this article up for sale. Remember, we can’t
touch
this article in its current form. Sure, we can print it out and touch it, however that print is no longer the original thing.
So, I put this article up for sale. Someone sees the same value (or more!) and buys it at its current price of $100.
(Hey, I have to eat.)
In addition to selling it outright, I also add a disclaimer: The buyer can resell the article as many times as they’d like, however each time the article is sold, I receive a 10% cut of the gross sale.
Here’s what that process might look like:
Me: Hi, I’m the original
owner
and
author
of this original article
Mona: Mona buys the article for $100. Mona is now the
owner
of the original article. I am now only the
author
. I have exchanged the article for $100, the value Mona and I have agreed on.
Mona then puts 10 copies of the article up for sale on her website for $200. (Remember, she’s buying the article because she ses value in it, and likely more value than $100.)
Jon buys a copy of Mona’s article for $200. It’s not the original, however there is only
one
original. And the price of owning a ‘certified’ copy of the original is $200. Jon sees value at that price and buys a copy.
From that $200 sale, I receive $20 (my cut) and Mona receives the balance of $180. When all 10 copies are sold, Mona will bring in $1,800. I will bring in $200.
Given this scenario, I have sold the original for $100 and have received $200 in ‘royalties’ or ‘recurring revenue’ or whatever else we want to call it.
And Mona has done very well for herself.
And Jon gets to do what he wants to do with the article.
But wait, can’t Jon just reprint or take a screenshot of the article and pass it off as an original?
He sure can.
However, it’s not the original and the original owner will likely clearly state they are the original owner.
While this may sound like a he-said / she-said moment, it’s not.
Enter the non-fungible token.
(Or, NFT.)
“The band’s revolutionary tokens will unlock special perks like limited-edition vinyl and front row seats to future concerts.”
Source: Rolling Stone
→
Ok. So WTF
is
an NFT?
It feels like the
NF
part of NFT is the most difficult piece to understand.
The
T
is something familiar and tangible we can get our arms around.
Maybe we used tokens for the subways. Or at arcades. Either way, we have a general idea of what a token is.
If we think back to
value
and we agree that’s what we’re after here–the digitizatin of value–then we’ll need something to ensure certified ownership of a digital thing.
And that’s the token.
It’s hard enough to understand how a digital certification of ownership is recognized as value. And the following quote likely isn’t going to make things easier, however it’s important to tie a few words to the token.
And here’s where things get a little geeky.
Like crypto geeky...
“Technically, ‘token’ is just another word for ‘cryptocurrency’ or ‘cryptoasset’. But increasingly it has taken on a couple of more specific meanings depending on context. The first is to describe all cryptocurrencies besides Bitcoin and Ethereum (even though they are technically also tokens). The second is to describe certain digital assets that run on top of another cryptocurrencies’ blockchain, as many decentralized finance (or DeFi) tokens do. Tokens have a huge range of potential functions, from helping make decentralized exchanges possible to selling rare items in video games. But they can all be traded or held like any other cryptocurrency.”
…
“Tokens in this second category help decentralized applications to do everything from automate interest rates to sell virtual real estate. But they can also be held or traded like any other cryptocurrency.”
Source: Coinbase
→
You’re probably thinking “What the hell just happened?” Yeah, cutting edge technology is like that. As soon as you have a grasp on things, then, out of nowhere, hard right.
Here’s the way I look at it: That’s a lot for my brain to handle, so I’m just going to agree it means there’s structure to the certification of ownership process.
Now, for the fungible part…
“The ‘non-fungible’ part just means that a token can’t be exchanged for another string of similar code, so it’s unique.”
Source:
CJR.org
→
That’s pretty straighforward, right?
Back to the idea of structure and certification and ownership, you can’t really have more than one owner. The token that you own is unique and that ensures the value is baked into the asset you are selling or buying.
Trinity. Source:
OpenSea
→
Where we go from here.
If you consider yourself an early adopter, does your brand need an NFT strategy today?
That depends on your business.
However, it’s likely too early for your clients to understand the benefits of NFTs and the impact to your products or services.
Which means it’s too early to set up an NFT strategy. However not too early to start undersatnding NFTs and their impact to your business.
(Depending on your business.)
In fact, we’re early enough where the
technology
needs a
brand
strategy. Right now, NFTs are morphing into so many different things and stories and outcome that it’s tough to understand
what
the benefit is.
If we look at the
Gartner Hype Cycle
, we’re likely not even at the
peak of inflated expectations
and we’ll need a bunch of people to support NFTs when the
trough of disillusement
kicks in.
Not to mention a better way to talk about and describe NFTs to the normal human being.
And there are some early challenges that supporters and enablers of NFTs will need to overcome:
The language
: With some discussion perculating about master/slave terminology, it might be a good time to restructure the word “ownership” and how it’s described and used.
Bitcoin mining
: This goes back to tokens and ledgers and the blockchain. While I’m not getting into all that here, the following describes the process and challenges of bitcoin mining:
“Bitcoin mining is the process by which new bitcoins are entered into circulation, but it is also a critical component of the maintenance and development of the blockchain ledger. It is performed using very sophisticated computers that solve extremely complex computational math problems.”
Source:
Investopedia
→
Ease of use
: Today, there’s a lot of set up to ‘mint’ or turn a digital item into an NFT. It’s particaly the reason we are seeing such big swings in the price of NFTs today. Will that change? It has to if NFTs are here to have a longer lasting impact than the Y2K bug.LINKS:
- Youtube → → https://youtu.be/xeDBSwVneyw
- Source: WhiteHouse.gov → → https://www.whitehouse.gov/briefing-room/speeches-remarks/2021/04/07/remarks-by-president-biden-on-the-american-jobs-plan-2/
- Wikipedia → https://en.wikipedia.org/wiki/Web2.0#Web1.0
- → → https://www.whitehouse.gov/briefing-room/speeches-remarks/2021/04/07/remarks-by-president-biden-on-the-american-jobs-plan-2/
- Wikipedia → https://en.wikipedia.org/wiki/Web2.0#Web1.0
- → → https://www.whitehouse.gov/briefing-room/speeches-remarks/2021/04/07/remarks-by-president-biden-on-the-american-jobs-plan-2/
- source → → https://blog.falconx.io/falconx-raises-17m-in-financing-to-build-the-future-of-digital-asset-trading/
- Overcast.fm → → https://overcast.fm/+mG9K3nbyE/02:26
- Instagram → http://instagram.com/p/CJuwMzOAlyF/?igshid=1d0xb0diaol67
- Youtube → → https://youtu.be/KEIgPpe4ZIA/
- Source: Rolling Stone → https://www.rollingstone.com/pro/news/kings-of-leon-when-you-see-yourself-album-nft-crypto-1135192/
- → → https://www.whitehouse.gov/briefing-room/speeches-remarks/2021/04/07/remarks-by-president-biden-on-the-american-jobs-plan-2/
- Source: Coinbase → https://www.coinbase.com/learn/crypto-basics/what-is-a-token
- → → https://www.whitehouse.gov/briefing-room/speeches-remarks/2021/04/07/remarks-by-president-biden-on-the-american-jobs-plan-2/
- CJR.org → https://www.cjr.org/themedia_today/could-nfts-help-the-media-or-are-they-just-a-sideshow.php
- → → https://www.whitehouse.gov/briefing-room/speeches-remarks/2021/04/07/remarks-by-president-biden-on-the-american-jobs-plan-2/
- OpenSea → https://opensea.io/assets/0xc2610cfa7e117390fe0daec4096f0e8af000db5c/60
- → → https://www.whitehouse.gov/briefing-room/speeches-remarks/2021/04/07/

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