Backstory & Strategy

Backstory & Strategy

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You Cannot Fix the Machine While You Are Running It
We all agree we need to pause to fix our broken workflows. But how do you actually do that when the deadline is 5:00 PM? Here are 3 ways to buy back…
 • Yoni Greenbaum
The Difference Between Surviving and Building Something Real
Most nonprofits ask people to keep them alive. The smarter move is to invite them into an identity that helps build a future.
 • Yoni Greenbaum
You Can’t Sharpen a Knife While You’re Cutting
I used to think a good manager kept the copy moving at all costs. I was wrong. Real resilience isn't about endurance—it's about the discipline to stop.
 • Yoni Greenbaum
Unbundling the Pledge Drive: A Vertical Strategy for Public Media
The "Viewer Like You" model is broken. Here is how to fix it without federal funding.
 • Yoni Greenbaum
Strategy Starts with Listening
Strategy starts with listening. We’re planning for 2026 and we need your input. Read our latest impact report and take the survey inside.
 • Yoni Greenbaum

November 2025

Milton, Murrow, and the Fight Worth Having at Thanksgiving Dinner
Explore the powerful lineage of free expression. See how the battles fought by John Milton and Edward R. Murrow set the table for our modern gratitude…
 • Yoni Greenbaum
We Don’t Have a Platform Problem. We Have a Clarity Crisis.
Stop chasing AI and new platforms. The greatest risk to news organizations in 2026 isn't external—it's the internal "Strategic Debt" of unclear roles…
 • Yoni Greenbaum
The Sustainability Maturity Curve for Mission-Driven Media
If you're stuck in 'Survival Mode'—approving every expense and tracking pageviews—you're confusing effort with momentum. Here is the 4-stage framework…
 • Yoni Greenbaum
My “Open Rate” Is a Vanity Metric. What’s Yours?
The great "metrics cliff" is a gift. It’s forcing us to stop measuring what’s easy and start measuring what actually matters.
 • Yoni Greenbaum
The Generation That Was Supposed to Save Journalism Isn't Who You Think
18-21 year olds now lean Republican by 12 points. Young women are moving left while young men shift right. And the language mission-driven newsrooms use…
 • Yoni Greenbaum
When "Free" is the Most Expensive Word
Many newsrooms are "saving money" by trading high-end analytics for "free" Google Analytics. But they're not making a simple swap. They're trading a GPS…
 • Yoni Greenbaum
A Story of Service, A Strategy for Truth
"I’ll be honest with you. I knew nothing about Thomas Brennan or The War Horse before I met him. I was just blown away." A personal reflection on how…
 • Yoni Greenbaum
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