DECISION-SHAPER — in the trust business

• Sells: the frame everyone else looks through. Rogan and Swisher, opposite politics, same mechanism.
• Pitch: something a well-sourced expert doesn't know, with the commercial framing stripped out.
• Media brand: media brands have few decision-shapers left. Same with brands, which often make these people and then lose them. The few left have a standards policy between you and them.
• Newsletter: the natural home for decision-shapers— independence is the revenue model.
• Podcast: they want a guest who'll disagree with them on air. If legal wants to dial in, don't book it.
• Never: an embargoed funding announcement. Or the follow-up.