Stop Chasing the Next Big Thing: Part Two

Picking up from last week’s Sam Barcroft-inspired post, Stop Chasing the Next Big Thing on why pitching passion projects can often be a waste of time, let’s dive deeper.

Passion is essential in any pitch—but it’s not just about being passionate; it’s about what you’re passionate about. Watch any episode of Dragons’ Den or Shark Tank (yes, they’re the same show), and you’ll notice a pattern: the most successful pitches solve a real problem or meet a tangible need. So Stop Chasing the Next Big Thing!

Interestingly, even when an idea is a non-starter, the best pitchers often walk away with job offers. Why? Because their passion is grounded in their ability to sell, adapt, and connect—not just in their attachment to a “passion project.”

Here’s the truth: the “next big thing” is often an illusion. Success lies in taking the last big thing and doing it better or differently. The real challenge is identifying the next big trend and transforming it into entertaining, engaging content that resonates with audiences.

4. Innovation Through Iteration: Reinventing Presentation, Not Content

In an era where the “next big thing” feels like a constant chase, true innovation often lies in how you package your content, not in reinventing the wheel.

Take the true crime genre: a familiar format that continually reinvents itself. The stories haven’t changed—mystery, suspense, and justice—but the way they’re told evolves.

• Dramatic reenactments add cinematic flair, making the experience feel like a movie.

• Master interviews bring gravitas and legitimacy, heightening audience trust.

• Archival footage and raw audio transport viewers directly into the story, creating an immersive experience.

The lesson? Don’t feel pressured to abandon what works. Instead, ask yourself: How can I make my content feel new without losing the essence of what audiences already love? Whether it’s fresh editing styles, creative use of graphics, or a new perspective, iteration keeps audiences engaged without alienating them.

5. The Art of Consistency: Lessons from the Masters

Think of iconic artists like Van Gogh, Warhol, or even contemporary filmmakers like Wes Anderson. Their brilliance isn’t just in their creativity—it’s in their consistency. Audiences know what to expect, yet they’re always delighted by the details that surprise them.

In media, the same principle applies.

• Shows like The Great British Bake Off thrive because of their reliable structure: challenges, camaraderie, and comforting storytelling. The innovation comes in small details, like themed weeks or fresh contestants—not a reinvention of the format.

• Consistency builds trust. When viewers recognize your “style,” they’re more likely to stick with you, knowing you deliver on their expectations.

As creators and producers, take a page from the masters: Understand your audience deeply, and refine what works. Wild reinventions may grab headlines, but consistency keeps audiences coming back.

6. Success Is a Moving Target: Monitor, Adapt, Deliver

In today’s media landscape, success isn’t static. It’s a constantly shifting target, dictated by evolving viewer habits and technological advancements.

• Monitor: Use analytics, audience feedback, and industry trends to keep a pulse on what’s changing. For example, platforms like TikTok and YouTube Shorts signal that short-form, snackable content is where many younger audiences live.

• Adapt: Adjust your strategies to meet audiences where they are. This doesn’t mean abandoning long-form content but integrating formats that complement their habits, like behind-the-scenes snippets or live Q&A sessions.

• Deliver: Stay one step ahead. Think of Disney+ or Netflix, which leverage data to anticipate shifts in consumption and release content tailored to those insights. Your focus should be not just where the audience is now, but where they will be.

In practice, this means staying flexible while holding onto your core values. Whether you’re experimenting with a new platform, format, or strategy, remain true to your brand while delivering content in a way that feels timely and relevant.

Final Thoughts on Stop Chasing the Next Big Thing

The pressure to chase the “next big thing” is real, but the path to success lies in a different approach. Iterate, stay consistent and adapt to change. By focusing on these fundamentals, you’ll not only stay ahead of trends but also build a loyal audience that values your work for the long haul.

What’s your take? Are you focused on iteration, consistency, or adaptability in your work? I’d love to hear how you’re navigating the shifting media landscape.