What Spiral isSpiral is an AI writing product built by Every — the media company's incubation model in action. Every runs a newsletter, a YouTube channel, and podcasts, then builds software out of the experiences and ideas that come from running that media business; Spiral is one of the products produced that way, with Danny Aziz running it and Brandon Gell leading Every's studio, the team that produced it.What the product doesSpiral targets a specific pain point: automating 80% of the repetitive writing you have. You show it how you tweet and how you write newsletters, and it learns your tone, voice, and structure. Give it rough drafts — or a podcast you've recorded — and it turns that existing material into new content that sounds just like you.The recent launchThe newly launched version includes:- A brand new design that looks completely different and is far more organized.- 250+ public spirals — hand-crafted (with the help of AI) templates that turn one form of content into another, refined until the team was happy with them.- The ability for anyone to clone a spiral, change it so it sounds like them, and keep using it.Why it can be hard to pitchBrandon admits Spiral can be a tricky pitch — the elevator version sounds like you could turn a thing into another thing, and people immediately ask: which things? Danny's explanation in this episode nails the beats the pitch needs.- Every's model: run a core media business, then build software out of what running it teaches you — Spiral is a product of that model.- Spiral automates 80% of repetitive writing by learning your tone, voice, and structure from your existing content.- The launch adds a redesigned interface and 250+ public spirals anyone can clone and personalize.- Danny Aziz describes himself as a guinea pig for Every's incubation approach — an inside look at turning media ideas into products.