It’s time to unpack the work behind the work.
Strategy is more than a plan. It’s the product of countless lessons, pivots, and decisions that happen long before the world sees the final result. It’s the messy, meaningful space where great journalism, strong teams, and public trust are actually built.
I’m Yoni Greenbaum, a media executive and strategist who’s spent a career leading teams across print, broadcast, and public media. I’ve learned that the most valuable insights come from navigating the chaos, not just admiring the outcome.
Backstory & Strategy is the space where I share what I’ve learned—and what I’m still figuring out.
This newsletter is for people who lead (or want to) and care deeply about aligning mission with momentum. It’s for those of us trying to build better things, not just bigger ones.
Here’s what you can expect:
Sharp analysis on what’s broken—and what’s possible—in media and journalism today.
Actionable frameworks that you can use, not just read.
Leadership playbooks from a career on the front lines.
Everything here is free, with new, in-depth posts delivered two to three times a week.
No ads, no fluff, and no paywalls. Just strategy you can actually use.
A Quick Note
Everything I share here reflects my own views and experiences. They don’t represent the official positions of my employer—past, present, or future—or any organizations I’ve worked with.
I routinely experiment with a wide range of AI tools—including Google Gemini, Claude, ChatGPT, and Grammarly—to research, test assumptions, and hone structure. If I were growing up today, I have no doubt I would be classified as neurodivergent; for me, these tools are essential collaborators for executive function. They allow me to juggle multiple competing ideas, follow research down unexpected alleys, and manage the logistics of writing without losing the thread. These tools help me organize the chaos, but they never replace my voice—they refine it. Final calls on story, framing, and “the soul” of the work are always mine.
