Expertise Has Become A Commodity
- Expertise is commodified because answers are everywhere and undifferentiated.
- To charge premium or build legacy you must move beyond repeatable expert advice.
How Louder Than Words Taught John Growth
- John Bonini started the 'Louder Than Words' podcast to create outside work and learned it gained real listeners.
- The show reached notable ranks and taught him about audience, pressure, and guest-driven growth.
Building Some Good Content Community
- John launched Some Good Content as a community for deep practical marketing tactics rather than fluff.
- He urged members to go deep and share real examples, briefs, and frameworks.
So many of us focus on becoming an expert in our professional field. But what if instead, we wanted to become visionaries? Not THAT kind of visionary, mind you -- the over-hyped media machines that become the business world equivalents of the Kardashians. But instead, a type of useful, practical, attainable, and much-needed visionary.
On this episode we begin to unpack what it means to be a visionary. We learn about the “Quest Matrix,” and we begin to chart a path away from Expertville toward some new territory.
Along the way, we hear from John Bonini, a marketer at a crossroads.
QUEST MATRIX IMAGE: https://bit.ly/quest-matrix
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Every Friday, I send a new idea, story, or framework for crafting more resonant work to thousands of subscribers, ranging from entrepreneurs, freelancers, and independent creators, to marketers and leaders at brands like Adobe, Red Bull, Shopify, Salesforce, the BBC, Wistia, HubSpot, Drift, ProfitWell, a16z, and the New York Times.
VOICES IN THIS EPISODE:
John Bonini is a long-time content marketer, working for brands like IMPACT Branding and Design and the email software company Litmus as head of growth. He's now director of marketing at Databox and the owner of a membership and community group for marketers, Some Good Content.
Andrew Davis is a bestselling author and internationally acclaimed keynote speaker. Before building and selling a thriving digital marketing agency, Andrew produced for NBC’s Today Show, worked for The Muppets in New York and wrote for Charles Kuralt.
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PRODUCTION:
- Creator, host, writer, and editor: Jay Acunzo - https://jayacunzo.com
- Producer and researcher: Ilana Nevins - https://www.ilananevins.com
ABOUT THE SHOW:
Unthinkable is a storytelling podcast about creative people who break from conventional thinking to make what matters most. We’re traveling the business world to learn how to create work that resonates — with powerful stories from makers, marketers, and leaders like the CEOs of Zoom and Patreon, execs from Adobe and Disney, and creators like writer Tim Urban, comedian Sarah Cooper, and photographer Chase Jarvis. From artisans to entrepreneurs, writers, designers, podcasters, video creators, and all the weird and wonderful nooks of the working world, we’re meeting inspiring people to learn what we can do to resonate more deeply with the work we create.
Listeners have called the show “This American Life for my work” with stories “as captivating as some of the best, like Malcolm Gladwell and Dan Carlin.”
Thanks for listening and supporting Unthinkable!