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Never Gonna Not Dance Again could have been bigger

May 10, 2026 Words on the page

This morning, Apple Music surfaced a song I hadn’t thought about in years: Pink’s “Never Gonna Not Dance Again,” written by Pink (Alecia Moore), Shellback and Max Martin. The song was released in 2022 and reached No. 99 on the US Billboard Hot 100.

I like the song! I think the song could have been a bigger hit. It has a helluva hook:

never gonna not dance musical notation, version 1

The stop-start phrasing on the descent gives it a surprising staggered rhythm, with little nooks and handholds. Then it jumps back up for the landing, with “dance” taking the stress. That’s good prosody.

When the hook repeats for the third time, we simplify down to sixteenth notes. The different texture keeps it feeling fresh.

never gonna not dance musical notation, version 2

(Both snippets from the official sheet music.)

Lyrically, the double negative takes a beat to parse. Does “never gonna not” mean she is or isn’t gonna dance? It’s a tiny puzzle for your brain to unscramble. The final “again” is a nice surprise that makes you re-parse the phrase.

Altogether, I think it’s a terrific hook. I just wonder if it could be better supported by the song around it.

“I’m never gonna not dance again” suggests that at one point the singer stopped dancing — and she now realizes that was a mistake. With this lyric, she’s making a promise to keep dancing.

This idea feels like the payoff to a setup that the song never delivers. Instead, the opening verse describes a hypothetical bad situation:

If someone told me that the world would end tonight
You could take all that I got, for once I wouldn’t start a fight
You could have my liquor, take my dinner, take my fun
My birthday cake, my soul, my dog, take everything I love

There’s nothing wrong with this verse. It’s a good setup for the idea of “despite these bad things, I’m choosing joy.” That’s an attitude, a swagger, completely in keeping with Pink’s persona.

But the hook is specifically “I’m never gonna not dance again.” To get there, one can imagine lyrics about the before-times, when she was living in her head, worrying and holding back. Maybe insecurity had stopped her. The hook is her vow to stop doing that, and instead return to her earlier enthusiasm for dancing and having fun.

Once the hook-chorus has done its job, we can stay in the present. The existing verses serve us well, including:

I want my life to be a Whitney Houston song (I wanna dance)
I got all good luck and zero fucks, don’t care if I belong

Here the song is specifically referencing Whitney Houston’s 1987 “I Wanna Dance with Somebody,” which feels instructive. That song’s verse does what I’m suggesting:

I’ve been in love and lost my senses
Spinning through the town
Sooner or later, the fever ends
And I wind up feeling down

The singer recognizes a pattern: love burns burns hot, fades, and leaves her feeling lonely. But she knows what she needs:

I need a man who’ll take the chance
On a love that burns hot enough to last
So when the night falls
My lonely heart calls

It’s a setup that lands perfectly on the hook: “I wanna dance with somebody.”

I don’t mean to pretend songwriting is the only reason songs perform well on the charts. But I suspect that if “Never Gonna Not Dance Again” embraced that problem/solution structure, it could have been a bigger hit, or at least found a larger place in the pop songbook.

Of course, writers should write what they want! I don’t know anything about the specific process of crafting this song. It’s entirely possible that the verses came first and the hook arrived later. Pink and her collaborators may have delivered exactly the song they intended.

But as someone who’s written a few songs (and thousands of scenes), had I come upon this hook, I would have gladly rebuilt the scaffolding to support it. It’s just such a great central idea.

The finished song works. I just keep imagining the version that might have worked even better.

What I learned from a year of Highland Pro

April 22, 2026 Apps, Follow Up, Highland

One year ago, we launched Highland Pro. I was confident in the app itself, having put it through its paces over its multi-year development journey. I’d written dozens of scripts and novels in Highland over the years, and knew that Highland Pro was the best version we’d ever made. Our beta testers loved it, too.

Still, I was nervous about the launch itself.

We were switching from a paid upfront model to subscription. The 30-day trial period made it easy for users to get started in the app — but would they stick around?

It turns out, they did!

line chart showing curved arc from last April to today

Roughly 60% of our trial users converted to paying customers. Monthly recurring revenue continues to grow each month at a steady, sustainable level. It’s not a hockey stick, but rather a reassuring climb.

Our first year of Highland Pro brought in more money than the last four years of Highland 2 combined. Most of our annual subscriptions have renewed. We can approach the next twelve months knowing we’re on a solid foundation.

Money is great, but honestly the biggest advantage to a subscription model is that it properly aligns the interests of an app and its users. Rather than chase new customers, we can make the app better and more delightful for existing subscribers. We’re grateful to the thousands of writers who rely on Highland Pro.

On our official blog, Daniel wrote about what we accomplished in this first year, including stats and details on our many new features.

Here I wanted to share some of personal observations as Highland Pro’s part-time CEO and biggest fan.

Twelve lessons we learned

Highland Pro’s first year was successful, but certainly not flawless. Some choices paid off. Others didn’t.

1) We worried that Highland 2 users wouldn’t make the leap to Highland Pro. They did. Three quarters of Highland 2’s weekly active users made the switch in the first two months. Our core users embraced the change and saw the advantages to Highland Pro.

2) Likewise, we worried too much about complaints from people who “don’t like subscription software.” These people were not going to be happy no matter what we did. That’s okay! Let people have their opinions.

3) We moved our #TeamHighland community from Slack to Discord. They’ve been instrumental in helping us quash bugs and develop new features. Discord can feel messy and chaotic, but it’s easy to see the activity. Traditional forum software ends up becoming a ghost town.

4) As a company, we all needed to take a more active role in the support queue and #TeamHighland Discord. Customer service is not a separate department, especially with a subscription app. It’s much easier to fix bugs when you directly engage with the people encountering them. Often, they’re using the app in unexpected ways.

5) Onboarding and paywalls matter — but what’s going to work is not at all intuitive. We A/B tested multiple versions of the paywall and always guessed wrong. For now, a hard paywall when you first launch the app appears to be the most successful.

6) iOS and iPadOS are uniquely frustrating. For years, Highland users have clamored for a version they could use on their iPads and iPhones — but when you give it to them, they’re understandably frustrated by the limitations and compromises. Our reviews for the iOS version are considerably lower than macOS version, and I get it. If your only experience with Highland Pro is on the iPhone, you’ll be disappointed. Whereas if you see the iPhone app as a companion to the “real” version on the Mac, your expectations are appropriately modest.

7) One of the biggest issues for iOS/iPadOS is iCloud syncing. It’s a black box that should “just work,” but often doesn’t, leaving users frustrated and developers at a loss to explain exactly what’s happening. We did a lot of work to improve syncing, including robust new backup features to protect users against data loss in case something goes wrong. But it’s not as seamless as anyone would hope.

8) We expanded the team. This year was our first with a dedicated, full-time marketing director. Daniel tackled all the projects we never fully understood, including revamping our SEO. We also brought in our first outside coder on contract. We learned how to set milestones and appropriately scope new features. It was good practice.

9) We used the latest Apple frameworks as much as possible, but held off on implementing Liquid Glass for the UI. This was the right choice. On iOS, Liquid Glass is sometimes delightful. On macOS, it’s generally a distracting mess.

10) We sponsored the Austin Film Festival this year, including hosting the opening night party. We went all out: printed materials in every conference bag, hundreds of Team Highland t-shirts, and a special conference session about Highland Pro. The four of us who attended had a great time and met interesting writers. We pre-sold a lot of Scriptnotes books. It had limited measurable impact on Highland Pro sales, however. Our promo codes got redeemed at a surprisingly low rate.

11) We experimented with sponsoring smaller film festivals and conferences, focusing on university-affiliated programs. (Highland Pro is free for college students.) These ended up being pretty cost-effective, particularly when you’re giving away subscriptions and t-shirts.

12) For accounting reasons, we moved all our apps to a new App Store account tied to our LLC. It was only after the first two months that we realized our Small Business Program certification hadn’t transferred. We were paying Apple 30% rather than 15%. We got it fixed quickly, but oof. It’s the things you don’t even consider that can cost you the most.

Looking back at a year of Highland Pro, my biggest takeaway is gratitude. I’m endlessly thankful to the team who built it, tested it, and put it out there in the world. I’m grateful to everyone who tried it, whether they ended up subscribing or not. One of the biggest obstacles for a new app is inertia. Writers are used to Microsoft Word or Final Draft, even if they complain about them. I’m thankful to every writer who allowed themselves to be uncomfortable for a few minutes and try something new. (And better!)

I have the unique pleasure of being Highland Pro’s co-creator and most active user. It’s where all my words go. I’m writing inside it for hours each day — including this blog post, which I will fling to the team for comments. (And in the process, catch weird Fling bugs which Nima will quash.)

To me, Highland Pro feels indispensable and almost inevitable, so it’s wild to reflect on just how much has happened over the past 12 months. For the next few months, we’re focused on stability and accessibility improvements in the app itself, and better community engagement. But as always, we have ambitious plans for Highland and beyond. I’m already looking forward to next year’s blog post.

How I use Highland Fling

March 20, 2026 Apps, Highland

Fling is a brand new feature for Highland Pro that addresses a long-simmering frustration: getting feedback on what you’ve written.

Whenever I finish a draft, I want to give it to some trusted people to read — both for comments and general proofreading. In the old days, that generally meant printing and handing it to them, or emailing a PDF. In the case of my assistant, I’ll often Slack him the original Highland file and ask him to mark up typos in Revision Mode.

This works, but it’s not ideal. You end up with multiple copies of every document.

What I really longed for was something like Google Docs links. When my college-aged daughter wants me to read something she wrote, she’ll simply send me the URL. I can make my notes right there in the document.

That makes sense for Google Docs, because it’s already on the web. I wondered: could we do the same thing for a native app like Highland Pro?

Surprisingly, yes!

Highland Fling creates a temporary, online version of your document that you can share with anyone. Your readers can then easily leave their notes and comments, all of which appear immediately back in your original document.

Your readers don’t need Highland Pro. For them, it’s just a web page. The whole experience is kinda magic.

Here’s a video about it:

I use Fling all the time, both for screenwriting and all the other documents I write. It’s the best of both worlds: Highland Pro’s powerful native editing, and the simplicity of sharing a link. We made a step-by-step guide for using Highland Fling, but honestly you’re likely to immediately intuit it.

Fling’s short duration (either one hour, one day, or seven days) is a feature, not a bug. A Fling isn’t meant to last. You’re not publishing something for the ages, just right now when you need someone to read something.

Around the office, we still use Notion for items where multiple people are writing and editing, and for reference material we want to keep around. But for everything that’s “just read this please,” Fling is ideal.

An example: This spring, one of my jobs as WGA Negotiating Committee co-chair was writing a 30-minute speech to members about our priorities in this negotiation. I wrote the speech in Highland Pro, of course. Fling was the perfect way to share it with my collaborators. They could make their notes right in the document, and see each other’s notes.

This blog post you’re reading? I flung it to Drew for proofreading. It’s our default way of putting eyes on anything.

Fling is available for the Mac version of Highland Pro right now. I’m really proud of how it turned out. I suspect many writers will find it just as game-changing as I do.

What I did in 2025

December 23, 2025 Follow Up

This was a tough year. American democracy strained under authoritarian assault. Here in Los Angeles, friends lost homes in the fires while many in the industry struggled to find work.

But good things happened as well. Babies were born. Terrific movies and TV shows debuted. My family was happy and healthy.

My husband has a great memory when it comes to personal history — he can tell you when we last had dinner at a particular restaurant — whereas the past to me is a smeary blur. So this year, I decided to go through my calendar, photo roll, and Day One entries to piece together what the hell I actually did in 2025.

Here’s a slightly redacted version, with names of certain people and projects omitted. In these redactions, I’m always referring to the same title, person or place. “Studio” is the same studio throughout, for example.

January

Went skiing at Mammoth with our nephew, Ben. Finished script and score prep for a new Big Fish musical reading, now a one-act. Pitched remake of Tentpole Movie to Studio, which controlled the rights.

February

Big Fish 29-hour reading in New York, with Jerry Zaks directing and Patrick Wilson as Edward Bloom. Recorded interview for Corpse Bride’s 20th anniversary. Released Birdigo on Steam. Studio said yes on Tentpole Movie remake. Finished the D&D campaign (Bandits!) I’d been running for the past year.

March

Released Highland Pro after a lengthy beta. Delivered final edits on Wolf’s Belly, a graphic novel illustrated Simón Estrada. (It comes out July 2026). Met on an animated Riot Games movie that never went anywhere. Remodeled primary bathroom shower. Studio realized Tentpole Movie was too close to another movie in development, and passed.

April

Celebrated 25th anniversary with a 14-day trip to Jordan and Egypt. We flew in and out of Dubai, where a hotel gym weight bench smashed my left thumb. Placed third in Rachel Bloom’s birthday Spelling Bee.

May

Pitched a feature based on Mattel’s Little People to various buyers. Got no takers. Had a general meeting with president at Studio, which led to a protracted series of meetings about a remake of Classic Title with Famous Director and Movie Star.

June

Zoomed with various tabletop RPG designers about a potential heist game. Announced feature I’m writing for Laika — my first WGA-covered animated project. Participated in the first No Kings protest in Anchorage, Alaska, before a weeklong cruise along the coast with my extended family. Served as an advisor to the Sundance Screenwriters Lab online. Staycationed in Venice (CA) while contractors replaced 20 windows and doors in the house.

July

Visited our friends in Cambria on our way to San Francisco, where we ran the San Francisco Half Marathon.

August

Turned in first draft of Laika project. Received first printed galleys of Scriptnotes book. Took various meetings and zooms about Classic Title. Agreed to co-chair the WGA negotiating committee. Went to Bears in Space.

September

Met with potential designers for a new software project. Hired first international contractor. Finished construction at the house. Stayed two nights in West Hollywood during termite tenting. Hosted a pool party. Zoomed with International Director’s development team about Series. Studio said no to Classic Title.

October

Visited daughter in Australia, where she was studying for the semester. Traveled to Hamilton Island with friends. Saw the Great Barrier Reef and Blue Mountains. Attended the No Kings protest in Los Angeles. Pitched Series to streamers. Hosted two live Scriptnotes at the Austin Film Festival, where Highland Pro was a sponsor this year. Spoke with producer about moving Long-Dormant Project to a new home.

November

Visited the set of Indie Film shooting in Palm Springs. Attended first meeting of AI Coalition. Traveled to Las Vegas to see Kelly Clarkson, along with The Mob Museum, The Neon Museum, and Meow Wolf.

December

Launched the Scriptnotes book with a live show at Dynasty Typewriter. Turned in rewrite of Laika project. Finished office sound panel installation. Spent a week in Mexico City. The thumb I smashed in April has finally regrown its nail. Apple featured Highland Pro as one of its 26 Amazing Apps for 2026.

25 for 25

Last year, my husband and I made a list of goals for things we want to do together, which we called 24 for 2024. This year, we completed 17 of our 25 goals, including hosting three game nights, attending two sporting events, and seeing our first-ever opera.

Movies I saw in the theater

  • 28 Years Later
  • After the Hunt
  • Captain America: Brave New World
  • F1
  • Knives Out: Wake Up Dead Man
  • Mickey 17
  • Mission: Impossible – The Final Reckoning
  • One Battle After Another
  • Opus
  • Predator: Badlands
  • Showgirls (revival screening)
  • Sinners
  • Suspicion (revival screening)
  • Superman
  • The Fantastic Four – First Steps
  • The History of Sound
  • The Naked Gun
  • Thunderbolts
  • Tron: Legacy
  • Twinless
  • Weapons
  • Wicked: For Good

Shows I saw on stage

  • Channing/Tatum
  • Cult of Love
  • Eureka Day
  • Mike Birbiglia’s The Good Life
  • Parade
  • Pump Up the Volume
  • Rent
  • Stereophonic
  • Sunset Boulevard
  • WEER

Books I read

  • Nine Princes in Amber by Roger Zelazny
  • Strange Houses by Oketsu
  • Colin Gets Promoted and Dooms the World by Mark Waddell
  • Darryl by Jackie Ess
  • If Anyone Builds It, Everyone Dies by Eliezer Yudkowsky, Nate Soares
  • More Everything Forever by Adam Becker
  • The Ideological Brain by Leor Zmigrod
  • Self-Sabotage by Jeffery Self
  • Waiting for Godot by Samuel Beckett
  • Four Thousand Weeks by Oliver Burkeman
  • The Keep by Jennifer Egan
  • The Scaling Era by Dwarkesh Patel
  • Antimemetics by Nadia Asparouhova

Other Stats

I ran 692 kilometers. I went to the gym 47 times. I played 39 sessions of D&D.

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