Be the show

Be the show. Not the commercial break.

Here’s how:

Don’t pitch.

• There’s too much good material out there
• Pithy pitching take you out of the race

Don’t use ad spend as a crutch.

• Organic is increasingly a litmus test
• Ad spend won’t save bad material

Don’t make it about you.

• Make it about what they want
• Make it how they like receiving it

Don’t behave like a commercial break.

• Behave like a beloved show
• Plan a series, episodes, a world

You have to work harder to build great things.

But great things work harder for your right back.

Isn’t that better?