Stop Making Media. Start Making Stories.

Why does some content capture our attention, change our minds, and move us to act—while millions of others go unnoticed?

The answer isn’t necessarily better content, bigger budgets, or more sophisticated technology.

It’s storytelling.

And in a world where nearly anyone can create and distribute media, understanding how to tell a meaningful story may be more important than ever.

The problem isn’t content. It’s connection.

We live in an era of constant media creation. The barriers to production and distribution have never been lower. But more content doesn’t mean more value.

Consider podcasting. According to research from September 2026, there were approximately 4.4 million indexed podcasts worldwide, yet fewer than 10% published new episodes within the last 90 days.

Meanwhile, podcast ad revenue is concentrated among a relatively small number of shows. In fact, the top 3,000 shows by audience size accounted for approximately 83% of estimated U.S. podcast ad spending in Q2 2026.

The lesson?

Creating media that sells ads vs. media that’s meaningful are two different things.

Watch: Stop Making Media. Start Making Stories.

To explore this distinction, I recently delivered a lecture to graduate students in New York City. I’ve adapted it into the video below. I hope you’ll find useful before creating your next piece of content.

Drawing on more than 15 years of experience in podcasting, entertainment, business, and storytelling, I explore why stories matter, what industry research tells us about audiences and influence, and how starting with story — no matter who you’re talking to — creates value and keeps people listening.

So whether you’re a creator, marketer, entrepreneur, producer, or simply someone interested in how stories shape the world, I hope this presentation gives you a different way to think about what you create.

Stop making media. Start making stories that matter.

Want more?

I write about the intersection of mind, media, and meaning—including storytelling, psychology, business, and influence.

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