Steve Jobs famously said: “If I had given the people what they told me they wanted, we would all have ended up with smaller minidisc players”. The trick is in surprising people by giving them the thing they didn’t know they needed.

We were privileged to hear how Matt Potter, Chief Content Officer at John Brown Media Group, Washington Post journalist, author and broadcaster believes in getting deep inside a brand; into its stories, challenges and audiences. He revealed that 95% of his job is getting his clients to back away from the specifics. Intrigued? Watch his presentation, courtesy of John Brown Media Content Summit 2019.