#Exceptions: Teaser Trailer
Jay Acunzo: I don't know why DC and DG decided to give me the controls today, but here we are. This is not a voice you've probably heard before, at least not in this specific podcast feed. My name is Jay Acunzo, I'm the host of a podcast called Unthinkable, and I'm also the host of a brand new original series right here inside Seeking Wisdom. That series is called Exceptions. Exceptions is going to be a show about why brand matters so much, more than ever, in B2B. Across 10 different episodes, we're going to go inside some of the world's best B2B companies and learn how they think and execute when it comes to their brand. We're going to dig up stories and dig up ideas that these companies, quite frankly, haven't shared publicly before, and we're going to do it in a very different style. You see, Exceptions is not a straight interview series, it's more of a documentary- style show, and you're going to hear multiple voices per episode to make sure we're getting the real scoop about how great companies are building brands in B2B. Those voices will include executives and leaders from companies like InVision, Gusto, Zoom, Wistia, Help Scout, 10 brands in total, but you'll also hear a voice that goes missing in most business podcasts, the voice of the customer. I mean, we all talk about being customer- centric, but how often do we actually hear the customer's voice? I've been really sneaky in producing this show. I identified a customer for each brand we speak to, who's just going about their day and saying something about the company on social media, and then I reached out. It turns out that they all have incredible insight because, after all, a B2B buyer is also in business, and they also have great stories to share about these brands that they love. Now, if you've been paying any attention at all to Seeking Wisdom, you'll know that Drift, and in particular, DC and DG care deeply about developing strong brands, especially in B2B. They see it as the opportunity in this world of infinite supply, infinite choice for the buyer. Of course, a buyer only chooses to spend both time and money with a great experience. Wherever you're at with your B2B company and its brand, whether you're actually executing on a conversational marketing and sales strategy, or you're just beginning to realize that things need to change, that brand is a proactive tool to be developed, wherever you're at, this is a show for you. How did we get here? Well, I've actually known David Cancel and Dave Gerhardt for a while now, mostly through Boston Tech, where I worked for nine years before moving to New York. I worked for Google and HubSpot and the VC firm, NextView. About six or seven weeks ago, I was talking to DC on my own show, Unthinkable, and I asked him a bunch of questions about brand. He'd say his answer and I'd be like," Oh my gosh, yes. Also, what about this, DC?" and he'd go," Yeah, and what about that, Jay?" and I'd go," Yes," and we just keep escalating this for a while. Then finally, he's like," Hold on, you should reach out to DG because we need to do a show all about B2B brands." DG and I have known each other as well through being kind of OG business podcasters in the Boston tech community, and he was like," What if we talk to the exceptions to the rule?" Thus, Exceptions was born. Here we are. For a couple of months, I've been working my butt off to reach these hard- to- reach people and produce this show, and I'm already learning a ton, like how Gusto sends this one email through its product to keep customers, win new ones, and even recruit new talent. It's the same email. I've also learned how InVision thinks about making its documentary film and all these other lofty sounding projects in a way that feels actually practical and safe for them. I've also talked to Wistia about how they make their videos, and more importantly and eye opening for me, how they think about keeping or killing those videos. You know, how do you invest properly in the right things for your brand? There's just so much good stuff bottled up in these companies, and through stories and conversation, we're going to unlock it and pour it out into the world for all of us to enjoy. That's ready to launch right here, real soon. Get ready for Exceptions. I'm Jay Acunzo, and I'll talk to you soon right here in the Seeking Wisdom feed. Until then, try to understand what makes your brand the exception.