1/ One, Ten, One Hundred—our first @Wistia Original Series—drops today.

👇 A thread on how we pulled off our most ambitious creative project to

2/ One, Ten, One Hundred is the biggest creative risk we've taken at @Wistia. It's possible only because of our debt round and investor buy out to make Wistia independent.

https://t.co/6ZXX7gJp7E
3/ Instead of focusing on reliable but incremental growth tactics, we went independent to push the boundaries of what it means to do creative work in the business context.

https://t.co/CrBursClFU
4/ Our hope is that by producing entertaining, educational, and thought-provoking original work, we'll inspire business people and marketers to bring more of their creativity to work—and that growth for Wistia will be a byproduct.

https://t.co/XRfehjpA5C
5/ That meant that One, Ten, One Hundred had the single largest budget of any marketing project in Wistia's history, and it had few concrete objectives or quantifiable measurables.

https://t.co/uzcQT2m2Qt
6/ Big spend without a sense of short term ROI is a scary combination, but sometimes you need to not measure things if you want to create art that stands out.

https://t.co/kdwb3KuzvI
7/ The result is that @danmillsmusic, @crlvideo, and @wolfmantrev created awesome work that shows off and reinforces our values.

That creates a virtuous cycle which allows us to take bigger and bigger risks, making our content and brand stand out more over the long term.
8/ Creative ideas are fragile, and an offhand dismissal from management can kill them dead. Vulnerability needs to be nurtured and cultivated.

https://t.co/rwiiLjR4qh @marketo
9/ We bought out our investors, redeemed our team's stock options, and instituted profit sharing to align everyone in the company around this culture and vision of Wistia as a creative endeavor, not a growth business.

https://t.co/E5bk6aGNVU
10/ This came together at the premiere where we rented out a theater in Boston and binge watched all 4 episodes together.

Over 12 years with @brendan at Wistia, it's these moments of building and creating that have been the most fun and rewarding.

https://t.co/YSQWKGbIcX

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