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    Business

    Unthinkable with Jay Acunzo

    An inside look at the unconventional choices of quality-obsessed creators – and the memorable things they made as a result. It’s a show about trusting your intuition and your craft more than best practices and blueprints. Since 2016, Unthinkable has inspired creators to ship more personal, powerful work. In the era of AI and endless commodity content, that type of work is now urgent. Hosted by Jay Acunzo, founder of the Creator Kitchen.

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    Latest Episodes:
    Speakeasy Business Jun 05, 2023
    Show notes

    In marketing today, there's the widely used, noisy way to market yourself and your business, but then, just maybe, there's a calmer, quieter, perhaps more effective way.

    Stories from one of the world's most surprising speakeasy lounges, based in London, as well as one of Jay's favorite marketers who doesn't show up much publicly -- least of all on social media -- yet has found a way to build a business which is in-demand and even overbooked. (Now that sounds pretty unthinkable.)

    In this episode: speakeasy business! Why going deeper instead of broader, emphasizing value instead of scale, and prioritizing resonance over reach are all viable ways to build your business and leave your legacy.

    DEVELOP MORE INSPIRING IDEAS & STORIES:

    1. Jay's free newsletter, with a new idea for communicating in ways that connect shared every other Friday: jayacunzo.com/newsletter
    2. The Creator Kitchen: Jay's membership for quality-obsessed creators, built in partnership with Melanie Deziel (author, speaker, NY Times, TIME, HuffPost). Use code UNTHINKABLE for $100 off membership.
    3. Jay's 1:1 coaching: book an hour or a month of swapping voice memos -- or book Jay as your dedicated collaborator, coach, exec. producer, and creative partner to develop your ideas and tell more effective stories.

    ***

    INSIDE THIS EPISODE:

    • Michelle Warner: Website
    • Paul Tvaroh and Lounge Bohemia (Lounge Bohemia Instagram)
    • Jay Clouse (Creator Science, Jay's podcast and business)

    ***

    PRODUCTION CREDITS:

    - Creator, host, writer, editor: Jay Acunzo

    - Producer and researcher: Ilana Nevins


    Beware this Storytelling Advice | One-Shot #23 May 22, 2023
    Show notes

    A list of steps isn't helpful if you're facing the wrong way. That's why in this one-shot, we try to pivot the right way... as it relates to story. Jay unpacks three common misconceptions about how we understand story and why it's actually more important to understand how to be storytellers than to understand story.

    ***

    KEEP MAKING WHAT MATTERS:

    1. Learn more about Jay's 1:1 coaching and collaboration: https://jayacunzo.com/accountability-group-for-b2b-marketers-creators

    2. Get a new story/framework from Jay every other week for making things that matter more to you and others: jayacunzo.com/newsletter

    3. Join the Creator Kitchen, a membership program for professional communicators to achieve their creative potential.

    Go inside the making of Unthinkable and all Jay's projects, immerse yourself in the work of inspiring creators, get personalized feedback from Jay, and join live sessions to do better work, more consistently and confidently.

    creatorkitchen.com

    (Use code UNTHINKABLE for $100 off membership.)

    ***

    PRODUCTION CREDITS:

    - Creator, host, writer, editor, sound design: Jay Acunzo

    - Producer and researcher: Ilana Nevins


    MINI-Series: Copywriting with Margo Aaron May 10, 2023
    Show notes

    In a 4-part Mini Series, we're unpacking how we create little pockets of resonance. Through conversations with sound designers, copywriters, comedians, and creatives, we are mapping out how we can create work that can make audiences feel connected, validated, and seen.

    First up is a conversation with brilliant copywriter Margo Aaron who walks us through some of her most powerful copywriting blogs, her opinions on watching the news (links below) and what copywriting can feel like when it’s done right.

    SHOW LINKS

    Margo's essay on watching the news: https://www.thatseemsimportant.com/media/what-happened-when-i-stopped-watching-the-news/

    Jay's response to Margo's essay: https://jayacunzo.com/blog/differentiation-isnt-about-topics-how-to-find-actual-whitespace-to-stand-out

    VOICES IN THIS EPISODE:

    Margo Aaron is a copywriting expert and has taught over 4,000 students in the art of copywriting through The Copy Workshop. She is the host of the popular internet talk show, “Hillary and Margo Yell at Websites” and a writer at her award-winning website, That Seems Important.

    KEEP MAKING WHAT MATTERS:

    1. Get a new story/framework from Jay every other week for making things that matter more to you and others: jayacunzo.com/newsletter

    2. Join the Creator Kitchen, a membership program for professional communicators to achieve their creative potential.

    Go inside the making of Unthinkable and all Jay's projects, immerse yourself in the work of inspiring creators, get personalized feedback from Jay, and join live sessions to do better work, more consistently and confidently.

    creatorkitchen.com

    (Use code UNTHINKABLE for $100 off membership.)

    ***

    PRODUCTION CREDITS:

    - Creator, host, writer, editor, sound design: Jay Acunzo

    - Producer and researcher: Ilana Nevins


    You Are Wu-Tang | One-Shot #22 Apr 24, 2023
    Show notes

    In 2016, Pharrell Williams dropped by NYU's Clive Davis Institute of Recorded Music to speak to a class. There, he met a young Maggie Rogers and sampled her song "Alaska." His reaction, captured on camera, went viral. This is a relatively known moment on the internet.

    What's not known is just how the words Pharrell shared and the element he noticed from Maggie's work can be applied to the work we do.

    In this shorter, monologue episode, we take a closer look.

    ***

    KEEP MAKING WHAT MATTERS:

    1. Get a new story/framework from Jay every other week for making things that matter more to you and others: jayacunzo.com/newsletter

    2. Join the Creator Kitchen, a membership program for professional communicators to achieve their creative potential.

    Go inside the making of Unthinkable and all Jay's projects, immerse yourself in the work of inspiring creators, get personalized feedback from Jay, and join live sessions to do better work, more consistently and confidently.

    creatorkitchen.com

    (Use code UNTHINKABLE for $100 off membership.)

    ***

    PRODUCTION CREDITS:

    - Creator, host, writer, editor, sound design: Jay Acunzo

    - Producer and researcher: Ilana Nevins


    In on the Secret Apr 10, 2023
    Show notes

    If you're going to reject conventional thinking and instead trust your intuition, you'll find yourself sharing tons of ideas with others. But this can feel scary, like our ideas are secrets we'd prefer to keep inside. And when someone shoots them down, we assume they just don't "get it."

    But what if the point of sharing our ideas is NOT to get the approval of others?

    Today, we go outside our echo chamber with Unthinkable contributor Andrew Littlefield to hear the story of an unusual art project in Brooklyn. Then, we talk to internet legend and creator of PostSecret.com, Frank Warren, to hear the story of his epic project.

    KEEP MAKING WHAT MATTERS:

    1. Get a new story/framework from Jay every other week for making things that matter more to you and others: jayacunzo.com/newsletter

    2. Join the Creator Kitchen, a membership program for professional communicators to achieve their creative potential.

    Go inside the making of Unthinkable and all Jay's projects, immerse yourself in the work of inspiring creators, get personalized feedback from Jay, and join live sessions to do better work, more consistently and confidently.

    creatorkitchen.com

    (Use code UNTHINKABLE for $100 off membership.)

    ***

    PRODUCTION CREDITS:

    - Creator, host, writer, editor, sound design: Jay Acunzo

    - Producer and researcher: Ilana Nevins


    What Do You See When You See an Elephant? | One-Shot #21 Mar 27, 2023
    Show notes

    Any story you find can serve your cause -- if you know how to mold it and change it appropriately to tell it your way, for your specific goals. Today, the four things we can change in any story we find to tell it better.

    "Better" doesn’t mean more epic or popular. It means more purposeful, more customized to your specific situation and needs — your audience, your goals, your desire to express yourself a certain way, to connect deeper with the world and others around you, and get your creative fingerprints all over the work. “Better” here means “more yours.”

    ***

    PUSH YOURSELF CREATIVELY:

    1. Get a new story/framework from Jay every other week for making things that matter more to you and others: jayacunzo.com/newsletter

    2. Join the Creator Kitchen, a membership program helping you push yourself creatively.

    Go inside the making of Unthinkable and all Jay's projects, immerse yourself in the work of inspiring creators, get personalized feedback from Jay and others, and join live sessions to do better work, more consistently and confidently.

    creatorkitchen.com

    (Use code UNTHINKABLE for $100 off membership.)

    ***

    INSIDE THE EPISODE:

    • Derek DelGaudio's version of the blind men and the elephant story on YouTube
    • DelGaudio's full special, In and Of Itself, on Hulu

    ***

    PRODUCTION CREDITS:

    - Creator, host, writer, editor, sound design: Jay Acunzo

    - Producer and researcher: Ilana Nevins


    Song Exploder Exploder (ft. Hrishikesh Hirway) Mar 13, 2023
    Show notes

    Hrishikesh Hirway is a musician and creator/host of the popular podcast Song Exploder. The show has a simple but powerful premise: each episode, a musician breaks apart a single track and, piece by piece, tells the story of how it was made. He's interviewed Madonna, Billie Eilish, Rick Astley, Lorde, U2, Yo-Yo Ma, and plenty of lesser-known artists creating beautiful music. Vulture even called the show "the best use of the podcast medium ever," and in 2020, Song Exploder became a TV show on Netflix, running for two seasons.

    Today, we turn the tables on Hrishikesh and ask him to break apart his work -- an episode of Song Exploder featuring the band The War On Drugs.

    We also examine this idea that artists and successful people are rarely asked questions that stick close to their work. There's a precedent set by big-picture interview shows and mass media hosts that leads to general advice or end-to-end biographies.

    Hrishikesh shares why starting his show was born out of a frustration with that approach, and he reveals what you can find when talking narrowly about the work.

    Plus, the creative strategy behind Song Exploder and why Hrishikesh removes almost all of his voice.

    This is a beautiful, existential, inspiring exploration of creativity -- all emerging from the tiny parts and pieces of doing the actual work.

    Because there's magic in the minutiae.

    ***

    KEEP MAKING WHAT MATTERS:

    1. Get a new story/framework from Jay every other week for making things that matter more to you and others: jayacunzo.com/newsletter

    2. Join the Creator Kitchen, a membership program for professional communicators to achieve their creative potential.

    Go inside the making of Unthinkable and all Jay's projects, immerse yourself in the work of inspiring creators, get personalized feedback from Jay, and join live sessions to do better work, more consistently and confidently.

    creatorkitchen.com

    (Use code UNTHINKABLE for $100 off membership.)

    ***

    INSIDE THIS EPISODE:

    • Hrishikesh Hirway: Website | Twitter | Music: Spotify, Apple | "Still Dreaming" music video
    • Song Exploder: Website | Apple Podcasts | Spotify | others

    ***

    PRODUCTION CREDITS:

    - Creator, host, writer, editor, sound design: Jay Acunzo

    - Producer and researcher: Ilana Nevins


    Fine, I'll Talk About AI | One-Shot #20 Feb 09, 2023
    Show notes

    In this shorter, monologue episode, we explore how we arrived at a place where so many creators view AI tools like ChatGPT at a killer robot coming to beat down their doors and crush them and why we worry that these tools are greater masters of our craft than we are. We're obsessed with only one part of the craft, and it's the same part AI is getting alarmingly good at owning.

    What if we focused on the 3 Ps instead? Posture, process, and practice.

    For a full written version of this episode, read the original story.

    REFER A FRIEND

    Love the show? Help others find us in their favorite podcast player by sharing this link: jayacunzo.com/unthinkable-podcast

    ***

    MORE FROM JAY:

    Playing Favorites newsletter: stories and frameworks for creating work that resonates.

    Coaching and consulting: Hire Jay to work with you 1:1 on the most important elements of your brand or projects.

    Or, hire Jay to develop and/or host a show for your brand: jayacunzo.com/shows

    ***

    CONNECT WITH JAY ELSEWHERE:

    Website

    Twitter and LinkedIn

    Email: jay@unthinkablemedia.com

    ***

    PRODUCTION:

    - Creator, host, writer, editor, sound design: Jay Acunzo

    - Producer and researcher: Ilana Nevins


    Welcome to the Jumble Dec 08, 2022
    Show notes

    To be driven by creativity is to become a walking, talking collection of contradictions, but one conflicting notion sits at the center of the intertwining thoughts and emotions in our work -- the jumble, if you will.

    Today, we dive into that jumble to try and find an answer to this mysterious yet ubiquitous contradiction at the core, and it leads us to meet some of our listeners and experience their questions, conundrums, and even their creative work.

    REFER A FRIEND:

    Love the show? Help others find us in their favorite podcast player by sharing this link: jayacunzo.com/unthinkable-podcast

    ***

    INSIDE THIS EPISODE:

    • Cory Ames: Podcast | Twitter
    • Ashley Cummings: Writing | Twitter
    • Michael Ashford: Podcast | Twitter
    • Minnow Park: Website | Twitter
    • Jason Bradwell: Podcast | Twitter
    • Amanda Delaney: LinkedIn | Instagram
    • Tallen Gabriel: Website | Music

    ***

    SUBSCRIBE TO THE NEWSLETTER:

    Playing Favorites newsletter: stories and frameworks for creating work that resonates.

    ***

    CONNECT WITH JAY ELSEWHERE:

    Website

    Twitter and LinkedIn

    Email: jay@unthinkablemedia.com

    ***

    PRODUCTION:

    - Creator, host, writer, editor, sound design: Jay Acunzo

    - Producer and researcher: Ilana Nevins


    The Best Thing to Do Is The Right Thing Nov 15, 2022
    Show notes

    For years, the promise of content marketing far exceeded its reality. But more than ever, brands -- even in B2B, the more "boring" cousin to consumer businesses -- are creating content that gives us reason to believe: creativity, community, and capitalism and not only co-exist, but for-profit can be used for-good.

    Today, the story of In the Works, a publication from the software company Help Scout. We go inside the decisions and the strategy of both the company's CEO and the head of content responsible for crafting a brand new publication with a bold mission.

    There, we find the true dividing line between brands who do this whole storytelling stuff well ... aaand everyone else.

    REFER A FRIEND:

    Love the show? Help others find us in their favorite podcast player by sharing this link: jayacunzo.com/unthinkable-podcast

    ***

    INSIDE THIS EPISODE:

    • Nick Francis: Twitter | LinkedIn
    • Hillary Noble: Twitter | LinkedIn
    • Help Scout
    • In The Works
    • The Chezie story
    • List of brands building in-house media arms

    ***

    SUBSCRIBE TO THE NEWSLETTER:

    Playing Favorites newsletter: stories and frameworks for creating work that resonates.

    ***

    CONNECT WITH JAY ELSEWHERE:

    Website

    Twitter and LinkedIn

    Email: jay@unthinkablemedia.com

    ***

    PRODUCTION:

    - Creator, host, writer, editor, sound design: Jay Acunzo

    - Producer and researcher: Ilana Nevins


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