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Exploring the Ethical Tensions of Investment and Profit Sharing in Documentary Filmmaking

What the Michael Jackson Biopic Teaches Us About Storytelling

Why "True Story" Horror is So Profitable

Why I'm Changing How I (and STORYSMART®) Tell Stories

How a Story of a U.S. Airman Shot Down in Iran is Already Becoming a Feature Film

Turning Photos into Cinematic Storytelling Assets

There are moments in your career that don’t feel particularly significant at the time, but years later, you realize they changed everything. The television show we started when I was with the St. Louis Cardinals, Cardinals Insider, is now heading into its 11th season. In an industry where most things don’t last, there’s something meaningful about building something that endures. While I've already shared the story of how the show almost didn’t happen, what’s been on my mind recently is what we were doing before it ever aired. For me the show was never the starting point, it was a destination on a journey that began seventeen years ago when I decided to fully commit to becoming a brand journalist. A Baseball Brand Journalist When I moved over to the Baseball Operations Department to work with our Media Relations team in September 2009, the media landscape looked very different than it does today. Social media was still in its infancy. We had exactly one platform we controlled, Twitter, and even that was a bit of a mess. Our account was @MLBstlcardinals, while Major League Baseball operated @stlcardinals out of New York. It was confusing for fans and limiting for us. But it also created an opportunity. Instead of waiting for others to tell our story, we decided to start telling it ourselves. Not as marketers, but as actual storytellers. More specifically, we adopted a mindset rooted in journalism. The fundamentals I learned years earlier in college—who, what, when, where, why, and how. The discipline of getting it right. The importance of clarity, structure, and credibility. We weren’t trying to spin the story. We were trying to tell it honestly, accurately, and from a clearly defined point of view. That point of view mattered. We made a promise to our audience: we would cover the team like journalists, but from the inside. We weren’t going to pretend to be something we weren’t. We were insiders. That was the advantage. And instead of hiding from it, we leaned into it. At the same time, we understood the responsibility that came with that position. We didn’t need to be first. We needed to be right. That meant establishing standards. It meant covering the good moments like the wins, the milestones, and the behind-the-scenes access fans couldn’t get anywhere else. But it also meant not ignoring the harder stories when they arose. Credibility was always at stake, and we treated it that way. I knew were building something. A system. A mindset. A way of approaching storytelling that went beyond promotion and into something far more durable. Over time, that approach evolved into a weekly TV show that’s still on the air more than a decade later. But none of that happens without what came first. The decision to think as brand journalists with a point of view. Brand Journalists with a Point of View What we were building in those early days didn’t look like much from the outside. There was no studio. No formal production schedule. No distribution strategy beyond posting to social media and linking out to photos and video. In fact, some of the earliest tools we used would feel almost laughable today.