Hi. I’m Jerry Silfwer.

I’m a professional spin doctor and copywriter from Sweden.
With 12+ years experience from client work across many industries and countries,
I’ve helped lots of great brands to communicate better. Here on Doctor Spin,
I share my best insights, ideas, and inspirations.





You can also read my latest articles below (or browse the archive).

It’s popular to write down a bucket list of things to do before you die. But why not write down a fucket list of things not to do?

by Jerry Silfwer // Twitter, Facebook, LinkedIn
Spin Doctor & Copywriter // Spin Factory

This should be a fun exercise.

A fucket list is the opposite of a bucket list. It’s the things you don’t want to do before you die.

(According to Urban Dictionary, it could also be spelled fuckit list and sometimes it refers to a list of people to have sexual intercourse with before you die. This is not such a list.)

The rules are simple:

  • It must be something you don’t want to do, ever.
  • It must be something that seems to be a “thing” to other people.
  • It’s okay to be slightly passive-aggressive.

Here goes:

[click to continue…]

The Twin Peaks finale left me sad and empty. But what if the show ended on a positive note? This is my “happy ending” theory.

by Jerry Silfwer // Twitter, Facebook, LinkedIn
Spin Doctor & Copywriter // Spin Factory

First — spoiler alert.

As I finished watching season 3 of Twin Peaks, being a fan for so many years, I felt disappointed and empty. So many side stories left unanswered, especially Audrey’s story. And Dale Cooper’s failure to defeat Judy, the ultimate evil. Ouch.

A few days passed, and little by little, two questions started to form in my head:

  • What if David Lynch and Mark Frost actually gave us answers to everything? 
  • And what if each and every scene is absolutely crucial to the main plot?

I had to take a closer look:

[click to continue…]

Why are there four dots ending the intros and opening crawls in Star Wars? And is there really such a thing as a ‘four dot ellipsis’?

by Jerry Silfwer // Twitter, Facebook, LinkedIn
Spin Doctor & Copywriter // Spin Factory

Here’s a source of many sleepless nights:

Some time ago, I noticed a strange four dot ellipsis in the opening sequence of Star Wars: The Force Awakens:

star wars four dot ellipsis

Wait, but why are there four dots?

Then, at the end of the opening crawl, we see a four dot ellipsis yet again:

four dot ellipsis end of star wars intro


As a professional communicator and Swede with many international clients, I’m always striving to improve my English. And it’s Star Wars.

I just had to get to the bottom of this:

[click to continue…]

The reputation management agency Bell Pottinger issues an apology that isn’t a real apology. And I hate every word of it.

by Jerry Silfwer // Twitter, Facebook, LinkedIn
Spin Doctor & Copywriter // Spin Factory

Here’s the backstory:

Oakbay Capital in South Africa hires a reputation management agency, Bell Pottinger. According to Bell Pottinger’s Wikipedia-entry, the agency seems to have had some problems with managing their reputation themselves. 

Less than a year later, both Oakbay Capital and Bell Pottinger are being accused of purposely stirring up racial divisions.

Following a perfect storm of criticism in social media, Bell Pottinger decided to issue a public apology.

Here’s Bell Pottinger’s letter:

[click to continue…]

Datadriven PR- and marketing is the future. But the time to invest in a data warehouse is now, not tomorrow.

by Jerry Silfwer // Twitter, Facebook, LinkedIn
Spin Doctor & Copywriter // Spin Factory

“But we’re not Excel-people!”

In an email conversation with a blog subscriber, we discussed the challenges of pushing your team to adapt to a ‘digital first’ world:

The subscriber told me about how challenging it was to get colleagues who love letters to also love numbers. And, in my experience of working with many different types of organizations, this challenge is not uncommon.

Now, I love the power of the written word, too. But here’s the thing:

Technology, code, math — they’re all languages as well. In fact, they’re the Esperanto of our time; a unifying set of global languages that know no borders and defy slow-to-adapt politicians. The language of information technology is defining for our generation.

Thus, the time has come for communication professionals to step up and embrace the power of datadriven PR and marketing.

But where to start?

I suggest investing in a data warehouse.

Here’s why: [click to continue…]