In 2015, I decided to attack an enemy with my work: average content.

I'd spent years working on marketing teams at brands big and small, ranging from Google and HubSpot to a tiny startup nobody's heard of. After that time, I emerged disillusioned with the entire field. I was ashamed at how much mediocrity I'd shipped and even more frustrated with the mentality of settling which, to me at least, felt endemic to the industry.

After writing about my disdain for average content a few times, I decided to launch a podcast. I called it Unthinkable. The name hinted at my frustration at the time. I was ranting to my friend and business speaker extraordinaire Andrew Davis about my true feelings on the industry. It sounded something like this:

"Here's a novel idea: instead of create endless mediocre crap, why not create genuinely GOOD things? Wouldn't those things be easier to promote? Isn't it easier to get a well-built rocket into orbit? Then why do we keep duct-taping together scrap metal and trying to yeet it into the sun? It's called 'content marketing' NOT 'marketing content.' Which comes first? So here's a WILD concept: instead of pushing harder to generate subscribers, make things worth subscribing to. Instead of obsessing over growing followers, do something worth following. I'm so tired of saying to people in marketing, Hey, yanno that thing you're making? You should make it GOOD. What a shocker! What a CRAZY idea!"