A Note from Founder Jay Acunzo
As marketers, we often fall victim to a false choice: Either create something like NPR or Chef’s Table (with the same staff and budget needed, apparently) or shrug and create yet another interview series or talking head show. But in between those extremes are infinite opportunities to build an original series — something audiences adore, which turns passive audience into active superfans.
It’s not rocket surgery: Don’t create “yet another.” Create the only. This is a question of creativity. It’s all about resourcefulness, not resources.
Our new marketing mandate is to push beyond grabbing attention to learn how to genuinely hold it. The best marketers today prioritize subscribers, not impressions; quality time spent, not total visitors; and depth of resonance, not just broad reach. They move from traffic to audience to community. To hold attention, there’s no system to game, no algorithm to manipulate, and no cheat or secret to success here. There’s only one option: Create something genuinely worthy of your audience’s time. That’s hard to do, but it can still be simple to learn. That’s why I launched Unthinkable Media: To inspire marketers to make emotionally resonant, refreshingly enjoyable shows.
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We provide creative strategy, marketing advisory, and talent coaching and sourcing for B2B shows.