🟢  Dear Unthinkable listener: Thank you SO much for your support over the years! I invite you to find and follow the new show, How Stories Happen, in your preferred podcast player in just 2 taps right here:https://episodes.fm/1736586770

Every episode, an expert, entrepreneur, creator, or communicator dissects a single story or draft piece by piece. Hear how they found it, how they developed it, how it might improve, and how they're using it to build their business and leave their legacy.

You'll walk away thinking more about the power of your words and less about the volume of your content.

Find the show here: https://episodes.fm/1736586770

ABOUT THIS EPISODE OF HOW STORIES HAPPEN:

When so many people are excited to create a higher volume of content, shouldn’t we think more about what gives our work greater power? That’s what our guest today understands better than most, and she draws that power from everyday moments she hunts out, like a squirrel finding nuts in the yard.

Meet Ann Handley—she’s a best-selling author, a pioneer in content marketing, and a popular B2B speaker with a knack for imbuing ordinary moments with extraordinary meaning.

Ann reveals her morning routine, her idea capture system, and most importantly, her process and practice of becoming a word-class noticer of stories during a time when so many people simply stuff a screen in their face or turn to cheat-sheets to produce generic content.

In this episode, we dissect a signature story shared to her newsletter, Total Annarchy, which she sent to just over 50,000 readers. We zero in on a pivot point in the middle that makes the work resonate, and we find plenty of existential debates that unfolded in her writing process.

Together, we discover how to connect with an audience on a more personal level and leave a lasting impression, ensuring your stories aren’t just heard but felt. The best part? You don’t need to experience anything groundbreaking for your words to hit hard. But you do need to become a notice.

Jump into the conversation: 
(04:48) Meet Ann 
(19:36) Ann’s Story 
(26:21) Dissecting the Story

Resources:

⚫ Follow Ann on LinkedIn: https://www.linkedin.com/in/annhandley/

⚫ Check out her website and subscribe to her newsletter here: https://annhandley.com/

⚫ Read Ann’s book, Everybody Writes: https://annhandley.com/everybodywrites/

🔵 Follow Jay: https://www.linkedin.com/in/jayacunzo/

🔵 Subscribe to Jay’s newsletter: https://jayacunzo.com/newsletter

🔵 Learn about Jay’s coaching and consulting: https://jayacunzo.com/

🟢 Created in partnership with Share Your Genius: https://shareyourgenius.com/

🟢 Cover art designed by Blake Ink: https://www.blakeink.com/

🟢 Find and support our sponsors: https://jayacunzo.com/sponsors

🟢  Dear Unthinkable listener: Thank you SO much for your support over the years! I invite you to find and follow the new show, How Stories Happen, in your preferred podcast player in just 2 taps right here:https://episodes.fm/1736586770

Every episode, an expert, entrepreneur, creator, or communicator dissects a single story or draft piece by piece. Hear how they found it, how they developed it, how it might improve, and how they're using it to build their business and leave their legacy.

You'll walk away thinking more about the power of your words and less about the volume of your content.

Find the show here: https://episodes.fm/1736586770

ABOUT THIS EPISODE:
Meet Andrew Davis. He is a powerhouse business speaker who’s given speeches in 35 different countries, at more than 50 events every year. He speaks to audiences ranging from marketers and entrepreneurs to plumbers and physicians — and there may not be a storyteller who is this craft-driven and obsessed with telling amazing stories in the worlds of business, marketing, and customer experience.

Andrew hosts a popular video series called the Loyalty Loop on YouTube, and he’s had a long career crafting stories of all kinds, including jobs as a producer for NBC and a writer for the news legend Charles Kuralt.

As an entrepreneur, Andrew has built and sold a marketing agency, produced docuseries for brand clients big and small, and authored multiple books about marketing and customer experience.

In this episode, we dissect one of his signature stories. It's been with him for almost ten years, and he can customize it across audiences and projects to arrive at basically any insight he needs to teach. It’s a rare look at how a true master of the craft executes the tiny things that create a big impact both for his audience and his business.

Jump into the conversation: 
(06:27) Meet Andrew 
(14:18) Andrew’s Story 
(22:38) Dissecting the Story 
(39:02) First, Last, Favorite

Bonus Video:

🎨 Watch a video animation of Andrew’s signature story:

https://jayacunzo.com/blog/how-stories-happen-episode-1-andrew-davis

Resources:

⚫ Follow Andrew: https://www.linkedin.com/in/drewdavishere/

⚫ Explore his speaking: https://www.akadrewdavis.com/

⚫ Watch the Loyalty Loop: https://www.youtube.com/playlist?list=PLeegDFQqmxjBUpr5FCHzlpsKVyeEmPuf3

🔵 Follow Jay: https://www.linkedin.com/in/jayacunzo/

🔵 Subscribe to Jay’s newsletter: https://jayacunzo.com/newsletter

🔵 Learn about Jay’s coaching and consulting: https://jayacunzo.com/

🟢 Created in partnership with Share Your Genius: https://shareyourgenius.com/

🟢 Cover art designed by Blake Ink: https://www.blakeink.com/

🟢 Video animation by La Hacienda: https://www.lahacienda.media/

🟢 Find and support our sponsors: https://jayacunzo.com/sponsors

Signature Stories is a miniseries where world-class business storytellers take us inside one important story and dissect it with us. It's like Song Exploder meets storytelling for our work! In our fifth episode of the series, a globetrotting, bestselling, keynote-giving, smart-opinion-having, big-idea-distributing author takes us inside what was ultimately a tiny moment in his life that sparked all that "big" stuff.  

Simone Stolzoff is the author of The Good Enough Job: Reclaiming Life from Work. He's written for the Atlantic and Wired, worked as a design lead for the innovation firm IDEO, and even got his creative start in school delivering spoken word poetry from the stage.

Together, we dissect a signature story that's become "mythology" to him from his own life, and we talk about what makes it work -- and why he approaches it with such restraint. Then, we learn why and how effective storytellers imbue stories with meaning to ensure they matter to others.

BECOME A STRONGER STORYTELLER:

1. Subscribe to Jay's free newsletter, Playing Favorites, and learn what it takes to stand out easier and resonate deeper by communicating with greater power, everywhere you show up. Join free at  jayacunzo.com.
2. Join the Creator Kitchen, a mastermind of smart experts learning to become more influential voices -- NOT by relying on any cheap tricks, but by mastering their craft and creating higher-impact content. Community, masterclasses, 1:1 and 1:few coaching from Jay, and more. Learn about membership and see what's inside the Kitchen at creatorkitchen.com.

***

IN THIS EPISODE:

Simone Stolzoff: website and books - LinkedIn - Twitter - Threads - Instagram

***

PRODUCTION CREDITS:

• Creator, host, writer, editor: Jay Acunzo
• Producer and researcher: Ilana Nevins

Today, we revisit an episode from earlier this year while we're between seasons: One of the smallest, but highest-impact, creative projects on the internet.

-- -- -- 

Book Jay to speak at your next event or company meeting: jayacunzo.com

Learn more about making an irresistible show for your brand. Visit MarketingShowrunners.com and join free subscribers from Red Bull, Adobe, Salesforce, Mailchimp, Wistia, Roku, the BBC, and more.

Today, we replay a classic episode from the Unthinkable archives, involving the fastest-growing B2B app of all-time, a TV producer-turned-speaker, and a healthy dose of examining the backwards way we approach content as brands.

-- -- -- 

Book Jay for your next event or company meeting. Visit jayacunzo.com

Interested in learning more about making a great show to support your brand? Visit MarketingShowrunners.com, the media company founded by Jay, to read and subscribe for free. You'll be in good company with marketing leaders from Red Bull, Roku, Adobe, Salesforce, Shopify, Zendesk, Wistia, the BBC, LinkedIn, Mailchimp, and thousands of startups and SMBs.

When we dub something a creative smash hit, we often point to the final product, as if their work was neatly contained in this one project. But it's often what happens AFTER something launches that makes it successful. Today, a revisited story about how to build momentum.

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For insights on how to make a great show for your brand, visit MarketingShowrunners.com and join marketing leaders from companies like Red Bull, Roku, Adode, Salesforce, Shopify, Wistia, Zendesk, the BBC, and more.

Fpr information about Jay's speaking and his book, Break the Wheel, visit jayacunzo.com

A story from Unthinkable producer and Marketing Showrunners staff writer, Tallie Gabriel, about a startup that's gone global with its attempts at reinventing live music, and how they manage to use small changes to create consistent innovation across dozens of cities and hundreds of venues. (Oh, and their venues? Yeah, they aren't technically venues...)

Follow @talligator_ and @jayacunzo

For speaking inquiries for Jay Acunzo, visit jayacunzo.com

Music in this episode partly provided by New York's legendary folk band, Cardboard Rocketship. Listen to them on Spotify.

Learn more about the craft of creating shows like this one for your brand. Visit MarketingShowrunners.com

When a past story Unthinkable listeners absolutely loved resurfaces in a rather facepalmy way, it's time to listen back to this ridiculous story.

For speaking inquiries to have Jay at your next event or company meeting, visit jayacunzo.com or explore his book, Break the Wheel, at jayacunzo.com/book.

You can join marketing leaders from brands like Red Bull, Roku, Adobe, Salesforce, Shopify, Zendesk, Wistia, the BBC, Drift, HubSpot, Mailchimp, and more who subscribe to Marketing Showrunners, Jay's organization providing insights and ideas for marketers who make shows. Visit marketingshowrunners.com/blog to read and subscribe free.

Scott looks every part a blacksmith. And while he might not work with any actual metal, he still forges his work with red hot fire. Today, we rerun a classic Unthinkable episode.

Join marketing leaders at companies like Red Bull, Roku, Mailchimp, Adobe, Shopify, Salesforce, and the BBC who get my Marketing Showrunners newsletter: One email per month to help marketers make great original series, like podcasts, video shows, and documentaries, to build passionate audiences. Subscribe at marketingshowrunners.com/subscribe

You can also book me to speak at your next event or company meeting: Visit jayacunzo.com/about-jay to learn more, or email speaking@unthinkablemedia.com

Mike Lombardi runs one of the best new restaurants on the planet. Hearing him speak, it kinda seems like that's ALL our jobs.

Subscribe to our monthly newsletter, all about brands making shows. Subscribers include leaders from Red Bull, Roku, Mailchimp, Salesforce, Shopify, Wistia, and more: marketingshowrunners.com/subscribe

Book Jay to speak at your company or event: jayacunzo.com

Where does innovation fit in boring industries? How do we get creative when things seem to work against us entirely? What happens when the Powers That Be don't seem to want YOU to be? Today, a story from producer Tallie Gabriel about Museum Hack, the organization that's trying to make a centuries old industry with few resources and little sex appeal look a whole lot more like the preferred entertainment destination of young people everywhere. (Seems Unthinkable, no?)

Learn more about Museum Hack at https://museumhack.com

Follow producer Tallie Gabriel on Twitter @talligator_ or host Jay Acunzo @jayacunzo, or on Instagram @jacunzo

Interested in the craft of making great original shows for your brand? Join marketers from Red Bull, Roku, Adobe, Salesforce, Shopify, Wistia, and more who get our monthly newsletter. Subscribe free at marketingshowrunners.com/subscribe

When we want to innovate, we need to know what to change, when, and how. So, um ... what exactly should we change? Also when? And while we're at it (yep, you guessed it), HOW? In this episode, a deconstruction of one of the most popular shows on the internet, plus two new concepts and frameworks we can use to answer all those questions.

For marketers making shows Join leaders at Red Bull, Roku, Adobe, Shopify, Mailchimp, Salesforce, Wistia, LinkedIn, the BBC, and more who get Jay's monthly newsletter, Hidden Gems. It's all about the craft of building original series to create passionate audiences. Join free at marketingshowrunners.com/subscribe

Interested in Jay's keynote speaking for your next event? Now booking dates into mid-2020. Inquiries: speaking@unthinkablemedia.com or jayacunzo.com

Why do so many leaders scream "INNOVATE!" and so many teams treat innovation like a bunch of random or infrequent stunts or radical changes? It always feels too urgent or too last-minute when we finally evolve. Why? What if there was a better way? What would it REALLY take to make innovation a habit, not a Hail Mary?

Jay's email: jay@unthinkablemedia.com

Subscribe to Jay's monthly newsletter for marketers making shows. Join leaders from Red Bull, Roku, Adobe, Salesforce, Shopify, Wistia, the BBC, LinkedIn, and more: marketingshowrunners.com/subscribe

Jay's keynote speaking site: jayacunzo.com

Doug Kessler's blog post on tone of voice in B2B content: https://velocitypartners.com/blog/tone-of-voice-the-b2b-budget-multiplier/

We interrupt the current series to bring you this message.

Find and share this rant in essay form.

Subscribe to Jay's free newsletter to become a stronger storyteller. (Sent every other Friday, these essays help you get off the content hamster wheel, escape social feeds, and get the perspective and frameworks you need to write and speak with greater impact, everywhere you show up).

Recommended resources to help you do the work AI can't:

• The Idea Impact Matrix: how to craft more valuable, original work
• How to create original work consistently (a visualization of Jay's process)
• The paradox of storytelling (how to ensure your work resonates emotionally with others)
• From telling stories to BEING storytellers (the first episode of our Signature Stories series)
• How to differentiate your ideas (the XY Premise Pitch)
• Super-Stories (how to shape the same story to teach anything and everything you need to say)

JOIN THE CREATOR KITCHEN -- A MASTERMIND OF BUSINESS STORYTELLERS:

Where smart experts become influential voices. Join fellow entrepreneurs, marketers, and creators learning to craft more valuable, more original content, with a community of creative, kind humans, daily access to the Kitchen’s founders, masterclasses and elite guest interviews, group calls and 1:1 support, and shared focus sprints fitting busy schedules.

Learn more about membership at creatorkitchen.com

Re-releasing three popular stories for the holiday travel and downtime around the Fourth of July, 2019. Enjoy!

As always, you can subscribe to my monthly newsletter about crafting great shows at marketingshowrunners.com/subscribe. Join thousands of marketers from companies like Red Bull, Salesforce, Shopify, Roku, Zendesk, Zapier, Wistia, the BBC, LinkedIn, and Mailchimp.

For speaking inquiries, visit my personal site, jayacunzo.com

Re-releasing three popular stories for the holiday travel and downtime around the Fourth of July, 2019. Enjoy!

As always, you can subscribe to my monthly newsletter about crafting great shows at marketingshowrunners.com/subscribe. Join thousands of marketers from companies like Red Bull, Salesforce, Shopify, Roku, Zendesk, Zapier, Wistia, the BBC, LinkedIn, and Mailchimp.

For speaking inquiries, visit my personal site, jayacunzo.com

Re-releasing three popular stories for the holiday travel and downtime around the Fourth of July, 2019. Enjoy!

As always, you can subscribe to my monthly newsletter about crafting great shows at marketingshowrunners.com/subscribe. Join thousands of marketers from companies like Red Bull, Salesforce, Shopify, Roku, Zendesk, Zapier, Wistia, the BBC, LinkedIn, and Mailchimp.

For speaking inquiries, visit my personal site, jayacunzo.com

Consistently great work consistently changes. Does yours? The story of one of history's most revered creators, and the lesser-known story we can all learn from. What does it take to adapt and evolve with the ever-changing times?

Subscribe to Marketing Showrunners, the media and education company dedicated to teaching marketers to create original series to build passionate audiences. Join marketers from Red Bull, LinkedIn, Adobe, Shopify, Salesforce, Wistia, Zendesk, Mailchimp, and the BBC on the monthly newsletter: marketingshowrunners.com/subscribe

For speaking inquiries, visit Jay's website, jayacunzo.com

Revisiting an old favorite in light of some new events. There's a major shift happening in marketing that few are talking about. Instead, we talk about the industry's reactions to that shift. What if we looked the actual change in the eye? What great work might we create then?

Subscribe to Marketing Showrunners, the media and education company dedicated to teaching marketers to create original series to build passionate audiences. Join marketers from Red Bull, LinkedIn, Adobe, Shopify, Salesforce, Wistia, Zendesk, and the BBC on the monthly newsletter: marketingshowrunners.com/subscribe

For speaking inquiries for Jay, visit jayacunzo.com

"But my boss." It's the most common objection to doing better work. Today, we find a framework that can help us do the seemingly unthinkable: have an open, honest conversation, rather than avoiding conflict, in order to create consistently great things as an individual and a team. (Featuring Max Yoder, author of Do Better Work, and cofounder/CEO of Lessonly.)

Max's book: https://www.amazon.com/Do-Better-Work-camaraderie-progress/dp/1732843902/ref=sr_1_1?crid=21EMGCAYEQTIZ&keywords=do+better+work&qid=1558569526&s=books&sprefix=do+bettetr%2Cstripbooks%2C123&sr=1-1

Jay's book: https://www.amazon.com/Break-Wheel-Question-Practices-Intuition/dp/1544501056/

--

Interested in the craft of creating original series? (Podcasts, video shows, documentaries and more). Explore my new educational venture, Marketing Showrunners, advancing the craft of marketers making shows to build passionate audiences. Subscribers from teams like Red Bull, Zendesk, Salesforce, Adobe, Shopify, and more: www.marketingshowrunners.com

You can also explore my keynote speaking for your next event or company meeting: http://jayacunzo.com

Continuing our behind-the-scenes miniseries, we talk to Sarah Cooper: comedian, writer, author of the books 100 Tricks to Appear Smart in Meetings and the new one, How to Be Successful Without Hurting Men's Feelings. We dive into how a standup comedy act takes shape, what gets changed over time, and what we can learn about creating consistently great work from standups.

--

Interested in the craft of creating original series? (Podcasts, video shows, documentaries and more). Explore my new educational venture, Marketing Showrunners, advancing the craft of marketers making shows to build passionate audiences. Subscribers from teams like Red Bull, Zendesk, Wells Fargo, Accenture, Zapier, Pacific Content, Shopify, and more: www.marketingshowrunners.com

You can also explore my keynote speaking for your next event or company meeting: http://jayacunzo.com

How do we bring our full selves to our work, when a lot of that work feels like a slog? Even if we love our jobs, so much of what we do each day can repeat. We show up, we execute, and we repeat. Over and over again. Today, the story of the Boston-based venture capitalist Sarah Downey of Accomplice. The self-proclaimed nerd loves sci-fi, fantasy, and most of geek culture. Yet despite her role in tech, being her true self at work wasn't always welcome. Recently, she decided to unite her love for startups and Star Trek: The Next Generation. It's a project that forces her to bring herself -- her FULL self -- to the work every single day. Even though something about her work repeats day after day after day after day...

FURTHER EDUCATION & INSPIRATION:

Learn how to make a great show for your brand. Visit MarketingShowrunners.com and subscribe.

You can also hire host Jay Acunzo to speak at your next event. Visit jayacunzo.com

When complacency kicks in, and others refuse to change, we often try to persuade them to change or act in the exact opposite way we should. In this episode, the story of how Sean Callahan and Russell Glass found more effective and far more delightful approach.

FURTHER EDUCATION & INSPIRATION:

Learn how to make a great show for your brand. Visit MarketingShowrunners.com and subscribe.

You can also hire host Jay Acunzo to speak at your next event. Visit jayacunzo.com

Something unthinkable is happening at Grado Labs in Brooklyn. That is, if you can find the damn place...

Today, a story about family, business, legacy, and hand-crafted products, found in the most unlikely of industries: the fast-paced, high-budgeted world of consumer electronics.

Interested in making a show yourself? Subscribe to my new newsletter specifically about the craft of creating original series. It's called "Hidden Genius," and it's available once per month: marketingshowrunners.com/subscribe

You can also read the Marketing Showrunners blog, where I publish regular insights and stories for makers and marketers who share one believe: Marketing isn't about who arrives. It's about who stays. Visit marketingshowrunners.com/blog

In this episode, we're joined by Amanda Natividad, the VP of marketing at SparkToro, who shares a story about the time she met her marketing hero: her now-boss, Rand Fishkin. Amanda is a former tech journalist and also a former test kitchen cook for the LA Times. She writes the newsletter The Menu which includes marketing advice and delicious recipes (for actual food, not marketing). And she takes us inside three different drafts for potential intros of this signature story, where we learn about the paradox in our storytelling: to connect deeper externally, we need to go deeper internally.

But does our work and culture encourage that? Amanda and Jay wrestle with that.

Throughout this series, we'll learn from how inspiring creators and experts craft their most valuable, most original stories that build connection and resonate deeply. We're putting on display the hidden details, tiny choices, and emotional moments, as we seek to go beyond telling stories to instead BECOME storytellers.

BECOME A STRONGER STORYTELLER:

Subscribe to Jay's free newsletter or work with Jay to consult your team or coach you personally: jayacunzo.com

Hire Jay to develop a differentiated podcast.

JOIN THE CREATOR KITCHEN MASTERMIND:

Where smart experts become influential voices. Join fellow entrepreneurs, marketers, and creators learning to craft more valuable, more original content, with a community of creative, kind humans, daily access to the Kitchen’s founders, masterclasses and elite guest interviews, group calls and 1:1 support, and shared focus sprints fitting busy schedules.

Learn more about membership at creatorkitchen.com

***

IN THIS EPISODE:

Amanda Natividad, VP marketing at SparkToro and writer of The Menu newsletter. Find her on LinkedIn.

***

PRODUCTION CREDITS:

• Creator, host, writer, editor: Jay Acunzo
• Producer and researcher: Ilana Nevins

In the third episode of our miniseries featuring in-depth, behind-the-scenes conversations about makin' stuff, we shed light into the black box that is the professional keynote speaking industry.

(Learn more about my keynote speaking at jayacunzo.com)

Alex Cook's grandfather brightened every room he entered. Now, thanks to Alex, his brother, an old dog, and some lobsters, Tirrell Cook might just inspire every family to brighten the lives of their eldest members.

Subscribe to the Marketing Showrunners newsletter: http://unthinkablemedia.com/subscribe

Explore Nanagram: http://nanagram.co

Hire Jay to keynote your next event or speak to your team: http://jayacunzo.com

In the second episode of our miniseries featuring in-depth, behind-the-scenes conversations about makin' stuff, we share never-before published thoughts and ideas learned by making this show for three years.

Subscribe to the Unthinkable Media newsletter to get one exclusive big idea each month for making great shows, plus a roundup of insights, resources, and show deconstructions: unthinkablemedia.com/subscribe

Inside the internet's smallest creative project (which is having a massive impact on its audience) through the eyes of its creator. Together, we uncover the two component parts to creative work that we can use to constantly exceed expectations over time.

Buy a copy of James Miller's book and share your receipt with Jay Acunzo for a copy of HIS book, Break the Wheel, signed, with stickers, for free.. Find James's book, A Small Fiction, here: https://www.amazon.com/Small-Fiction-James-Miller/dp/1783526874/

GET WEEKLY STORIES & INSIGHTS ON THE NEWSLETTER: http://bit.ly/DamnTheBestPractices.

WORK WITH JAY ACUNZO

Keynote Speaking: jay@unthinkablemedia.com or jayacunzo.com

Hosting/producing podcasts and video shows for brand clients: unthinkablemedia.com

Buy a copy of Jay's book, Break the Wheel: Question Best Practices, Hone Your Intuition, and Do Your Best Work: http://bit.ly/BTWbook

You can find Exceptions anywhere you listen to your podcasts, including on...

Apple Podcasts: https://itunes.apple.com/us/podcast/exceptions/id1451633126

Spotify: https://open.spotify.com/show/4tXUONfdFE0h9HculjEq36?si=mM6vCZnYSmSfaXkR5KgAvg

Overcast: https://overcast.fm/itunes1451633126/exceptions

JOIN THE NEWSLETTER to get weekly inspiration and insights to help you challenge conventional thinking and create your best work: http://bit.ly/DamnTheBestPractices.

WORK WITH ME

Keynote Speaking: jay@unthinkablemedia.com or jayacunzo.com

Creating shows for B2B clients: unthinkablemedia.com

Get my book, Break the Wheel: Question Best Practices, Hone Your Intuition, and Do Your Best Work: http://bit.ly/BTWbook

ABOUT THE SHOW:

Hosted by author and keynote speaker Jay Acunzo, Unthinkable is a sweet-sounding, story-style show exploring conventional thinking that forms in our work and sharing stories of the people who dare to question it. From big brands like Disney/ESPN and Slack to fast-risers like Death Wish Coffee and InVision to craft-driven makers and marketers in the arts, real estate, design/illustration, content marketing, public speaking, books, comedy, and a ton more, we travel to the far reaches of the business world to dig up stories you've never heard, revealing ideas you'd never considered. It's all focused on breaking from conventional thinking to think for ourselves in our work. It's Unthinkable.

ABOUT THE HOST:

Jay Acunzo is an author, keynote speaker, and a critically acclaimed show host and executive producer.

As a digital media strategist at Google, Jay was previously responsible for pushing marketing executives and practitioners into the digital age. He then held multiple leadership positions at high-growth tech startups, including HubSpot, and served as Vice President of Brand at the venture capital firm NextView.

Jay’s work has been cited in courses at Harvard Business School and by writers at the New York Times, the Washington Post, FastCompany, Fortune, Forbes, and more. He’s been called a “creative savant” by Salesforce and was named to the city of Boston’s “50 on Fire” list.

Today, Jay travels the world delivering keynotes and producing/hosting episodes of docuseries about creative work as the founder of Unthinkable Media.

JOIN THE NEWSLETTER to get weekly inspiration and insights to help you challenge conventional thinking and create your best work: http://bit.ly/DamnTheBestPractices.

WORK WITH ME

Keynote Speaking: jay@unthinkablemedia.com or jayacunzo.com

Creating shows for B2B clients: unthinkablemedia.com

Get my book, Break the Wheel: Question Best Practices, Hone Your Intuition, and Do Your Best Work: http://bit.ly/BTWbook

ABOUT THE SHOW:

Hosted by author and keynote speaker Jay Acunzo, Unthinkable is a sweet-sounding, story-style show exploring conventional thinking that forms in our work and sharing stories of the people who dare to question it. From big brands like Disney/ESPN and Slack to fast-risers like Death Wish Coffee and InVision to craft-driven makers and marketers in the arts, real estate, design/illustration, content marketing, public speaking, books, comedy, and a ton more, we travel to the far reaches of the business world to dig up stories you've never heard, revealing ideas you'd never considered. It's all focused on breaking from conventional thinking to think for ourselves in our work. It's Unthinkable.

ABOUT THE HOST:

Jay Acunzo is an author, keynote speaker, and a critically acclaimed show host and executive producer.

As a digital media strategist at Google, Jay was previously responsible for pushing marketing executives and practitioners into the digital age. He then held multiple leadership positions at high-growth tech startups, including HubSpot, and served as Vice President of Brand at the venture capital firm NextView.

Jay’s work has been cited in courses at Harvard Business School and by writers at the New York Times, the Washington Post, FastCompany, Fortune, Forbes, and more. He’s been called a “creative savant” by Salesforce and was named to the city of Boston’s “50 on Fire” list.

Today, Jay travels the world delivering keynotes and producing/hosting episodes of docuseries about creative work as the founder of Unthinkable Media.

Anthony Thomas, the CEO of Sticker Mule, adores operations and manufacturing. Those are decidedly not-creative areas to adore. Or so I thought.

JOIN THE NEWSLETTER to get weekly inspiration and insights to help you challenge conventional thinking and create your best work: http://bit.ly/DamnTheBestPractices.

WORK WITH ME

Keynote Speaking: jay@unthinkablemedia.com or jayacunzo.com

Creating shows for B2B clients: unthinkablemedia.com

Get my book, Break the Wheel: Question Best Practices, Hone Your Intuition, and Do Your Best Work: http://bit.ly/BTWbook

ABOUT THE SHOW:

Hosted by author and keynote speaker Jay Acunzo, Unthinkable is a sweet-sounding, story-style show exploring conventional thinking that forms in our work and sharing stories of the people who dare to question it. From big brands like Disney/ESPN and Slack to fast-risers like Death Wish Coffee and InVision to craft-driven makers and marketers in the arts, real estate, design/illustration, content marketing, public speaking, books, comedy, and a ton more, we travel to the far reaches of the business world to dig up stories you've never heard, revealing ideas you'd never considered. It's all focused on breaking from conventional thinking to think for ourselves in our work. It's Unthinkable.

ABOUT THE HOST:

Jay Acunzo is an author, keynote speaker, and a critically acclaimed show host and executive producer.

As a digital media strategist at Google, Jay was previously responsible for pushing marketing executives and practitioners into the digital age. He then held multiple leadership positions at high-growth tech startups, including HubSpot, and served as Vice President of Brand at the venture capital firm NextView.

Jay’s work has been cited in courses at Harvard Business School and by writers at the New York Times, the Washington Post, FastCompany, Fortune, Forbes, and more. He’s been called a “creative savant” by Salesforce and was named to the city of Boston’s “50 on Fire” list.

Today, Jay travels the world delivering keynotes and producing/hosting episodes of docuseries about creative work as the founder of Unthinkable Media.

Introducing a new miniseries running within Unthinkable: Creative Cafe, the kind of emotional, insider, and cathartic conversations creative people always have over drinks that microphones usually ruin when we try to record them. In this first episode of the series, we talk to one of the most creative honey badgers around, Dan Mills, creative director at Wistia. We cover things ranging from careers in music, how art and business collide (and why art is taking over), and why Wistia chose to reinvent itself as a company that makes far more than short, educational videos with the launch of One, Ten, One Hundred, a four-part docuseries.

JOIN THE NEWSLETTER to get weekly inspiration and insights to help you challenge conventional thinking and create your best work: http://bit.ly/DamnTheBestPractices.

Here's what to expect:

1. IMMEDIATELY: A quick welcome note and video.
2. WEEK ONE: A few of the most foundational ideas we need to go on this journey together.
3. EVERY WEEK THEREAFTER: One new story and idea for questioning best practices, being consistently creative, and producing refreshing work.

WORK WITH ME

• Keynote Speaking: jay@unthinkablemedia.com or jayacunzo.com

• Creating shows for B2B clients: unthinkablemedia.com

• Get my book, Break the Wheel: Question Best Practices, Hone Your Intuition, and Do Your Best Work: http://bit.ly/BTWbook

ABOUT THE SHOW:

Hosted by author and keynote speaker Jay Acunzo, Unthinkable is a sweet-sounding, story-style show exploring conventional thinking that forms in our work and sharing stories of the people who dare to question it. From big brands like Disney/ESPN and Slack to fast-risers like Death Wish Coffee and InVision to craft-driven makers and marketers in the arts, real estate, design/illustration, content marketing, public speaking, books, comedy, and a ton more, we travel to the far reaches of the business world to dig up stories you've never heard, revealing ideas you'd never considered. It's all focused on breaking from conventional thinking to think for ourselves in our work. It's Unthinkable. 

ABOUT THE HOST:

Jay Acunzo is an author, keynote speaker, and a critically acclaimed show host and executive producer.

As a digital media strategist at Google, Jay was previously responsible for pushing marketing executives and practitioners into the digital age. He then held multiple leadership positions at high-growth tech startups, including HubSpot, and served as Vice President of Brand at the venture capital firm NextView.

Jay’s work has been cited in courses at Harvard Business School and by writers at the New York Times, the Washington Post, FastCompany, Fortune, Forbes, and more. He’s been called a “creative savant” by Salesforce and was named to the city of Boston’s “50 on Fire” list.

Today, Jay travels the world delivering keynotes and producing/hosting episodes of docuseries about creative work as the founder of Unthinkable Media.

A plea about creativity in the workplace, and a brief exploration of the evolution of the internet to learn why we should change how we communicate our value to others as creators. We're joined by Patreon's CEO, Jack Conte, as well as a collection of creative voices: Chase Jarvis (CEO of CreativeLive), Deb Aoki (Sr. Experience Designer, Adobe), Josh Bernoff (author, editor, and blogger at Without Bullshit), Juliana Casale (Head of Marketing, CrazyEgg), Angela Schneider (writer and photographer), Macaela Vandermost and Corey Fanjoy (both from Newfangled Studios).

JOIN THE NEWSLETTER to get weekly inspiration and insights to help you challenge conventional thinking and create your best work: http://bit.ly/DamnTheBestPractices.

Here's what to expect:

1. IMMEDIATELY: A quick welcome note and video.
2. WEEK ONE: A few of the most foundational ideas we need to go on this journey together.
3. EVERY WEEK THEREAFTER: One new story and idea for questioning best practices, being consistently creative, and producing refreshing work.

WORK WITH ME

• Keynote Speaking: jay@unthinkablemedia.com or jayacunzo.com

• Creating shows for B2B clients: unthinkablemedia.com

• Get my book, Break the Wheel: Question Best Practices, Hone Your Intuition, and Do Your Best Work: http://bit.ly/BTWbook

ABOUT THE SHOW:

Hosted by author and keynote speaker Jay Acunzo, Unthinkable is a sweet-sounding, story-style show exploring conventional thinking that forms in our work and sharing stories of the people who dare to question it. From big brands like Disney/ESPN and Slack to fast-risers like Death Wish Coffee and InVision to craft-driven makers and marketers in the arts, real estate, design/illustration, content marketing, public speaking, books, comedy, and a ton more, we travel to the far reaches of the business world to dig up stories you've never heard, revealing ideas you'd never considered. It's all focused on breaking from conventional thinking to think for ourselves in our work. It's Unthinkable. 

ABOUT THE HOST:

Jay Acunzo is an author, keynote speaker, and a critically acclaimed show host and executive producer.

As a digital media strategist at Google, Jay was previously responsible for pushing marketing executives and practitioners into the digital age. He then held multiple leadership positions at high-growth tech startups, including HubSpot, and served as Vice President of Brand at the venture capital firm NextView.

Jay’s work has been cited in courses at Harvard Business School and by writers at the New York Times, the Washington Post, FastCompany, Fortune, Forbes, and more. He’s been called a “creative savant” by Salesforce and was named to the city of Boston’s “50 on Fire” list.

Today, Jay travels the world delivering keynotes and producing/hosting episodes of docuseries about creative work as the founder of Unthinkable Media.

Up next in Signature Stories, we're joined by Jenny Blake, author, speaker and podcaster. She's written three books and hosts the wildly popular podcasts "Free Time" and "Pivot." Jenny sits down with Jay to share a story about a walk with her dog. Jay and Jenny unpack how we can pull out moments of meaning from a small interaction, and how to reshape a story for an audio-only medium versus video. 

Throughout this series, we'll learn from how inspiring creators and experts craft their most valuable, most original stories that build connection and resonate deeply. We're putting on display the hidden details, tiny choices, and emotional moments, as we seek to go beyond telling stories to instead BECOME storytellers.

BECOME A STRONGER STORYTELLER:

Subscribe to my free newsletter. Every other week, get a new story/framework to help you stand out easier and resonate deeper with your work: 

• jayacunzo.com/newsletter

CRAFT A PODCAST YOU’RE PROUD TO CALL YOURS:

Work with me one-on-one to develop or improve a show that stands out easier and resonates deeper. Using your creativity, NOT your budget, you’ll walk away with an irresistible premise and format – and the on-mic skills to tell stories and conduct interviews that grip and inspire them.

• Book an hour now or learn more about my coaching and collaboration.

JOIN THE CREATOR KITCHEN MASTERMIND:

Connect with Jay and peers who care deeply about the craft: The Creator Kitchen is a mastermind of content creators learning to ship higher-impact work. We help you see the possibilities, decide the best approach, and execute with clarity + confidence on your most important projects.

• Learn more about membership – plus get some free samples – at creatorkitchen.com

***

IN THIS EPISODE:

Jenny Blake: author, podcast host of Free Time and Pivot with Jenny Blake,  and international keynote speaker. 

"Reclining Liberty" Artist: http://www.zaqart.com

***

PRODUCTION CREDITS:

- Creator, host, writer, editor: Jay Acunzo

- Producer and researcher: Ilana Nevins

Robby Novak's most popular video has been seen over 44 million times, and even though it's his face, his words, and his VIDEO, almost nobody watching knows his name is Robby Novak. Instead, they call him something else: Kid President. In this episode, hear why even the most enjoyable of videos KP has created -- and the best work from the best creators on the planet -- suffers from one issue that we must face as well.

Watch Kid President's Pep Talk video here: https://www.youtube.com/watch?v=l-gQLqv9f4o

JOIN THE NEWSLETTER to get weekly inspiration and insights to help you challenge conventional thinking and create your best work: http://bit.ly/DamnTheBestPractices.

 A quick welcome note and video.

1. IMMEDIATELY: A quick welcome note and video.
2. WEEK ONE: A few of the most foundational ideas we need to go on this journey together.
3. EVERY WEEK THEREAFTER: One new story and idea for questioning best practices, being consistently creative, and producing refreshing work.

WORK WITH ME: 

• Keynote Speaking: jay@unthinkablemedia.com or jayacunzo.com

• Creating shows for B2B clients: unthinkablemedia.com

• Get my book, Break the Wheel: Question Best Practices, Hone Your Intuition, and Do Your Best Work: http://bit.ly/BTWbook

ABOUT UNTHINKABLE:

Hosted by author and keynote speaker Jay Acunzo, Unthinkable is a sweet-sounding, story-style show exploring conventional thinking that forms in our work and sharing stories of the people who dare to question it. From big brands like Disney/ESPN and Slack to fast-risers like Death Wish Coffee and InVision to craft-driven makers and marketers in the arts, real estate, design/illustration, content marketing, public speaking, books, comedy, and a ton more, we travel to the far reaches of the business world to dig up stories you've never heard, revealing ideas you'd never considered. It's all focused on breaking from conventional thinking to think for ourselves in our work. It's Unthinkable. 

ABOUT JAY ACUNZO:

Jay is an author, keynote speaker, and a critically acclaimed show host and executive producer.

As a digital media strategist at Google, Jay was previously responsible for pushing marketing executives and practitioners into the digital age. He then held multiple leadership positions at high-growth tech startups, including HubSpot, and served as Vice President of Brand at the venture capital firm NextView.

Jay’s work has been cited in courses at Harvard Business School and by writers at the New York Times, the Washington Post, FastCompany, Fortune, Forbes, and more. He’s been called a “creative savant” by Salesforce and was named to the city of Boston’s “50 on Fire” list.

Today, Jay travels the world delivering keynotes and producing/hosting episodes of docuseries about creative work as the founder of Unthinkable Media.

I kick off Season 5 by sharing the worst advice I've ever received and announcing the next leg of our journey together to fight against conventional thinking in our work. As promised, here are the two links mentioned:

TRAVEL LOG: http://bit.ly/jay2019log

My transparent, public, and continually updated account (editorial calendar and more) of my work this year, packaged as a travel journal. We're fighting against one awful phenomenon in business (shortcut culture) and fighting for one major goal (creating unassailable work). My hypothesis is that we need to master the ability to create consistently great work -- that consistency is key. But how does that work? What does it take? The Travel Log contains all questions, ideas, stories, mental frameworks, science, and other goodies I'm uncovering and creating.

NEWSLETTER: http://bit.ly/DamnTheBestPractices

Subscribe to get a new story to start each week feeling inspired. The newsletter is the main vehicle where I push this quest forward, sharing everything from the podcast, as well as exclusive 1:1 video chat invitations, new projects and experiments, and behind-the-scenes insights that don't make it anywhere else.

WORK WITH ME: 

• I give ~20 keynote speeches a year to audiences ranging from 40 global brand executives to 400 fire safety officers to 4,000 marketers and everything in between: jay@unthinkablemedia.com or jayacunzo.com

• Hire me to host/produce an original series for your B2B company: unthinkablemedia.com

• Read my book, Break the Wheel: Question Best Practices, Hone Your Intuition, and Do Your Best Work: http://bit.ly/BTWbook

ABOUT UNTHINKABLE:

Hosted by author and keynote speaker Jay Acunzo, Unthinkable is a sweet-sounding, story-style show exploring conventional thinking that forms in our work and sharing stories of the people who dare to question it. From big brands like Disney/ESPN and Slack to fast-risers like Death Wish Coffee and InVision to craft-driven makers and marketers in the arts, real estate, design/illustration, content marketing, public speaking, books, comedy, and a ton more, we travel to the far reaches of the business world to dig up stories you've never heard, revealing ideas you'd never considered. It's all focused on breaking from conventional thinking to think for ourselves in our work. It's Unthinkable. 

ABOUT JAY ACUNZO:

Jay is a critically acclaimed show host and executive producer, as well as the founder of Unthinkable Media, which creates documentary series with brand clients.

As a digital media strategist at Google, Jay was responsible for pushing marketing executives and practitioners into the digital age. He then held multiple leadership positions at high-growth tech startups, including HubSpot, and served as Vice President of Brand at the venture capital firm NextView.

Jay’s work has been cited in courses at Harvard Business School and by writers at the New York Times, the Washington Post, FastCompany, Fortune, Forbes, and more. He’s been called a “creative savant” by Salesforce and was named to the city of Boston’s “50 on Fire” list.

In a world where “storyteller” has become a buzzword, Jay has earned a living by understanding how to tell actual stories -- emotional tales of people and teams doing their best work that help inspire others to push past conventional thinking in theirs.

In Episode 7 of my docuseries with brand partner Drift, we go inside a rising star in B2B, Lessonly. The company's internal principles guide everything they do, and they articulate some very atypical but refreshing principles. Underpinning every principle and every action spawned from those principles is one core concept: Psychological Safety. 

Hear why it's so dangerous to overlook this idea, and the very real ways it's changed Lessonly's team for the better. Plus, why is the company's VP of Marketing Kyle Lacy spraypainting 700 toy llamas gold in his garage? 

MORE GOOD STUFF:

My book, Break the Wheel, is about questioning best practices to think for yourself. If you want to make better decisions, faster, in your unique context, check it out on Amazon: https://www.amazon.com/Break-Wheel-Question-Practices-Intuition/dp/1544501056/

You can also get one new story each each week about thinking for yourself when surrounded by conventional thinking by subscribing to my newsletter at bit.ly/DamnTheBestPractices

In Episode 6 of my docuseries with brand partner Drift, I continue to explore why the world's best B2B companies are betting big on brand. Today, we go inside social media software company Buffer. They're an exception for many reasons, but chief among them is how they increase emotional resonance between their team and their audience. In this episode, I define the differences between traffic, audience, and resonance, and we hear how Buffer executes against each.

Special thanks to Brian Peters and Kevan Lee for joining.

MORE GOOD STUFF:

My book, Break the Wheel, is about questioning best practices to think for yourself. If you want to make better decisions, faster, in your unique context, check it out on Amazon: https://www.amazon.com/Break-Wheel-Question-Practices-Intuition/dp/1544501056/

You can also get one new story each each week about thinking for yourself when surrounded by conventional thinking by subscribing to my newsletter at bit.ly/DamnTheBestPractices

In Episode 5 of my docuseries with brand partner Drift, I continue to explore why the world's best B2B companies are betting big on brand, with a twist: We go outside the world of product companies and talk to one of the world's most well-known VC firms in tech, First Round Capital.

In the episode, we talk to Looker cofounder and CTO Lloyd Tabb about his experiences working with FRC, and then hear from Bill Trenchard, one of the partners at the firm. 

MORE GOOD STUFF:

My book, Break the Wheel, is now available on Amazon in print, ebook, and audio formats: https://www.amazon.com/Break-Wheel-Question-Practices-Intuition/dp/1544501056/

You can also get one new story each each week about thinking for yourself when surrounded by conventional thinking: bit.ly/DamnTheBestPractices

In the third of three Thanksgiving Week specials, we hear the incredible story of two individuals who so in-touch with WHY they do their work that they make decisions others can't possibly stomach, and overcome challenges most of us have never faced.

It's Unthinkable ;) 

(For more weekly stories, subscribe to my newsletter, Damn the Best Practices: bit.ly/damnpractices)

In the second of three Thanksgiving Week special episodes, an old classic featuring a New York artist's odd but revealing experiment and the story of Frank Warren, creator of PostSecret.

Why do we let judgment of our ideas affect our willingness to share them? How do we overcome that? Can we reach a place where we stop shoving others away when they criticize us, claiming they don't "get it"?

(For weekly stories, subscribe to my newsletter, Damn the Best Practices: bit.ly/damnpractices)

Why do we gorge ourselves on holidays? Why do we do ANYTHING that seems mindless? "Because that's how we do things around here." In this story, the psychological phenomenon that explains this type of decision-making ... and what we need to do to break from it.

This concept was pulled from my book, Break the Wheel: Question Best Practices, Hone Your Intuition, and Do Your Best Work. Buy now on Amazon in print, ebook, or audiobook formats: https://www.amazon.com/Break-Wheel-Question-Practices-Intuition/dp/1544501056/

In Episode 4 of my docuseries with brand partner Drift, I continue to explore why the world's best B2B companies are betting big on brand.

Today we go inside Help Scout an talk to CEO/cofounder Nick Francis, head of support Abigail Phillips, and an actual Help Scout customer. Plus, we hear from some of their employee's plants.

MORE GOOD STUFF:

My book, Break the Wheel, is now available on Amazon in print, ebook, and audio formats: https://www.amazon.com/Break-Wheel-Question-Practices-Intuition/dp/1544501056/

You can also get one new story each each week about thinking for yourself when surrounded by conventional thinking: bit.ly/DamnTheBestPractices

This is Part 2 of a story that originated in my newsletter, Damn the Best Practices. It got such a great response that I'm syndicating it here. You can subscribe at http://bit.ly/damnpractices

Last time, I shared a psychological concept I uncovered while researching for my book, Break the Wheel. Today, the solution to that mental barrier blocking better decision-making at work.

GET THE BOOK ON AMAZON OR AUDIBLE:

Break the Wheel: Question Best Practices, Hone Your Intuition, and Do Your Best Work

Amazon (print, Kindle, audiobook): https://www.amazon.com/Break-Wheel-Question-Practices-Intuition/dp/1544501056/

Audible: https://www.audible.com/pd/Break-the-Wheel-Audiobook/B07JH7FQCJ

Thanks for listening!

Up next in Signature Stories, we're joined by Michael Bungay Stanier, speaker, coach and author of the wildly popular book "The Coaching Habit" and the brand new book, "How to Work with (Almost) Anyone." Michael sits down with Jay to share a story about a very bad job. Jay and MBS dive into how to use open loops, comedy in storytelling, and crafting tiny stories to create a sense of safety for your audience -- plus, they add some seasoning to the main ingredients of Michael's story to make it tastier.

Throughout this series, we'll learn from how inspiring creators and experts craft their most valuable, most original stories that build connection and resonate deeply. We're putting on display the hidden details, tiny choices, and emotional moments, as we seek to go beyond telling stories to instead BECOME storytellers.

BECOME A STRONGER STORYTELLER:

Subscribe to my free newsletter. Every other week, get a new story/framework to help you stand out easier and resonate deeper with your work: 

• jayacunzo.com/newsletter

CRAFT A PODCAST YOU’RE PROUD TO CALL YOURS:

Work with me one-on-one to develop or improve a show that stands out easier and resonates deeper. Using your creativity, NOT your budget, you’ll walk away with an irresistible premise and format – and the on-mic skills to tell stories and conduct interviews that grip and inspire them.

• Book an hour now or learn more about my coaching and collaboration.

JOIN THE CREATOR KITCHEN MASTERMIND:

Connect with Jay and peers who care deeply about the craft: The Creator Kitchen is a mastermind of content creators learning to ship higher-impact work. We help you see the possibilities, decide the best approach, and execute with clarity + confidence on your most important projects.

• Learn more about membership – plus get some free samples – at creatorkitchen.com

***

IN THIS EPISODE:

Michael Bungay Stanier: author of "The Coaching Habit", podcast host and keynote speaker  

***

PRODUCTION CREDITS:

- Creator, host, writer, editor: Jay Acunzo

- Producer and researcher: Ilana Nevins

This story originated in my newsletter, Damn the Best Practices. It got such a great response that I'm syndicating it here. You can subscribe at http://bit.ly/damnpractices

I first uncovered this psychological concept in the research for my book, Break the Wheel: Question Best Practices, Hone Your Intuition, and Do Your Best Work, now available on Amazon: https://www.amazon.com/Break-Wheel-Question-Practices-Intuition/dp/1544501056/ref=tmm_pap_swatch_0?_encoding=UTF8&qid=&sr=

Thanks for listening!

In Episode 3 of my docu-series with brand partner Drift, I continue to explore why the world's best B2B companies are betting big on brand.

Today's most exceptional companies rely on creating great experiences to stand out from the commodity noise.

Subscribe to my weekly newsletter, Damn the Best Practices, for one new story each week about questioning conventional thinking: bit.ly/damnpractices

You can also say hi on Twitter @jayacunzo or Instagram @jacunzo

My new book, Break the Wheel, is now available on Amazon: https://www.amazon.com/Break-Wheel-Question-Practices-Intuition/dp/1544501056/ref=tmm_pap_swatch_0?_encoding=UTF8&qid=&sr=

Order your copy of Break the Wheel on Amazon: https://www.amazon.com/Break-Wheel-Question-Practices-Intuition-ebook/dp/B07HQF97J7

ABOUT THE BOOK:

Break the Wheel: Question Best Practices, Hone Your Intuition, & Do Your Best Work

Our world is flooded by advice, ideas, and experts, but we shouldn’t make decisions based on “best practices.” Instead, we should do what works best for us, building careers and companies with the sort of clarity that leads to exceptional work. Only, first, we need to escape the endless cycle of stale approaches and trendy tactics that holds us back. We need to Break the Wheel. In this quick-hitting, powerful book, keynote speaker and podcaster Jay Acunzo hands us a sledgehammer. With a diverse range of real-world stories, Break the Wheel offers a simple but powerful way to think for yourself when surrounded by conventional thinking. Along the way, Acunzo offers six fundamental questions to ask in any situation to start making the best possible decisions, regardless of the best practice. Remember: Finding best practices isn't the goal. Finding the best approach for you is.