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).

Every 2-3 years, I shift my professional focus. This time, I’m moving from PR to social video production and distribution.

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

Change is the only constant.

In my professional life, I like to find an important idea and convey it. Typically after 2-3 years, I’m usually proven right or wrong — and it’s time to move on.

And now it’s that time again.

Now, I feel that the next thing for me to focus on is social video. I believe that most businesses will communicate with their publics on a regular basis using video within 2-3 years from now. And this goes for both B2C and B2B.

But great communication through video is an art form; it’s not like putting up a landing page or sending out a press release. It requires an aptitude for corporate visual storytelling paired with lean production processes and social media distribution skills. It will require teamwork.

In short: 

If I’m serious about helping companies improve their video communication, then I’ll have to make an actual career change — at 38.

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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:

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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:

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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:

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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:

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