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Diagnosis v. Treatment
The Pitt’s Public Health Students Confirmed Media's Biggest Missed Opportunity
Last week, I had the privilege of speaking to students at the University of Pittsburgh School of Public Health, and I left more energized than when I arrived.
Evan Shapiro's recent comment on PBS that 2026 is "change or die" for the media isn't hyperbole. It's a structural diagnosis.
The prescribed treatment, however, is being misread.
For mission-driven transportation providers, the ability to serve more people depends on something that rarely shows up in an operations budget: community trust.
A powerful idea is gaining traction; the minutes immediately after a film ends may be the most psychologically valuable window in the entire storytelling experience.
For years, content creators, marketers and nonprofits have chased precision: the perfect target, the perfect message, the perfect moment. But there’s a downside to precision. Too narrow means…too narrow!
If COP30 were a brand campaign, it would have all the makings of a blockbuster launch: global visibility, massive anticipation, the world’s most influential stakeholders, and a unifying narrative about an issue that affects every human being. Billions of people tuned in. Headlines were written. Leaders stood at podiums delivering lines that sounded strong and urgent.
When the NFL tapped Bad Bunny to front its Super Bowl campaign, it wasn’t chasing “wokeness” or Gen Z validation. It was making a smart, data-driven business move.
The Puerto Rican megastar commands one of the most loyal and globally engaged fanbases on the planet. For the NFL, that translated into something every executive understands: new audiences, new sponsors, and new revenue streams. It wasn’t a political statement; it was a market expansion strategy.
For decades, many mission-driven organizations have invested in raising awareness as the north star of impact. But as theStanford Social Innovation Reviewargued back in 2017, the goalcan’t be awareness for awareness’ sake. Awareness is a starting point—not an outcome.
We’re cooking up something special with1CommunityandNetflix—and it’s all about legacy, love, and the power of food to bring people together.
In today’s turbulent economic and political landscape, many organizations find themselves paralyzed—afraid to communicate, unsure of how to engage stakeholders without misstepping. Yet by staying silent, they risk undervaluing their sustainability initiatives, missing the opportunity to showcase these efforts and contribute to long-term business growth and ROI.