Gini Dietrich

The Fireside Chat: Talking Being Exceptional with Jay Acunzo

By: Gini Dietrich | January 26, 2018 | 
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The Fireside Chat: Talking Being Exceptional with Jay AcunzoThere is this cool thing that Content Marketing World does.

The person who has the highest scores from their presentation in the previous year is invited to keynote the following year.

I’ve even been known to ask for fours in my evaluations so I don’t get asked to keynote.

That’s scary! It’s close to 3,000 people!

But my guest today isn’t scared by a little challenge.

That’s exactly how he became a content marketing household staple.

Who is Jay Acunzo?

Jay Acunzo is sorry for marketing.

As we all know, the information age as a dark side. It’s advice overload.

We’re drowning in best practices, tips, hacks, and shortcuts that all lead to everyone being average.

Jay is a big advocate on how to successfully question conventional thinking to do better work.

As the host of the crazy popular podcast Unthinkable, Jay shares stories of people who do work that seems crazy, until you hear their side of the story.

Jay believes you can do exceptional work if you trust your intuition.

I’m crazy excited to have him here to explain what that means and how we can all aim for exceptional versus average.

The Fireside Chat: Talking Being Exceptional with Jay Acunzo

  1. In your Content Marketing World keynote, you spoke about being exceptional. I love that you ask the audience, “On a scale of 1-10, how many of you aim to be a five?” Why is it important to talk to marketers about being exceptional?
  2. In the same keynote, you talk about Death Wish coffee, which, if people watched the Super Bowl, will recognize. I love their example of leaning into the visceral responses instead of changing course because of them. For a communicator, this is important because we tend to change strategy based on the vocal few. Tell us about Death Wish and why leaning in worked for them.
  3. Why is intuition so important in content marketing? Can you tell us about intention, aspirational anchors, and cost principle insights?
  4. Let’s go back in a time a bit. You’ve worked for both Google and HubSpot. You’re kind of a big deal. What are the three things you’ve learned from working at those little tiny companies that everyone should apply?
  5. Now it’s time for the speed round.
  6. What’s next for Jay?

My Favorite Parts of the Conversation

  • Gin and Eggs—the super, secret breakfast we’re not supposed to talk about.
  • Do you want to be average? No, I didn’t think so. Jay talks about why we do average work, even though we really want to be exceptional.
  • Some really great case studies.
  • What time is the worst possible time to tweet.
  • Whether or not the hot dog is a sandwich.
  • Why we cling to best practices.
  • Why having brand personas and sticking to a strategy will make you exceptional.
  • Lean into the visceral responses!
  • “I just want to drink coffee, create stuff, and sleep.”
  • What is important (or not) about trends.
  • What he’s taking away from his former employers…and it’s not what you might think.
  • Why it’s important for you to do you.
  • The best meal he’s ever had, emotionally. (You will love it.)
  • His latest project…Break the Wheel.

Without Further Ado…The Fireside Chat

Enjoy the conversation…and let us know what you think!

(If you can’t view the video below, click here and you’ll be magically transported to YouTube to watch it.)

Next Month’s Fireside Chat

Next month, I am going to have a surprise guest.

Because, well, I failed to invite someone before this published.

So I will work on that and it will be a surprise.

Stay tuned for that on February 23.

About Gini Dietrich


Gini Dietrich is the founder and CEO of Arment Dietrich, an integrated marketing communications firm. She is the author of Spin Sucks, co-author of Marketing in the Round, and co-host of Inside PR. She also is the lead blogger at Spin Sucks and is the founder of Spin Sucks Pro. Join the Spin Sucks   community!

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