B2B Tech & Blockchain: Truth Telling with True Thirty Co-Founder Joey Dumont
TrueThirty is a reporter-driven, strategic consulting team the likes of which we've yet to see.
By understanding what's news and what's not, by gaining a depth of knowledge that goes beyond the superficial, True Thirty is able to earn critically needed relevance and trust in a time of misinformation and content overload.
Guided by measurable insight and journalism, True Thirty has positioned itself to empower creative teams to produce content and experiences rooted in truth — original narratives that wake up audiences and inspire action.
Brand Storytelling caught up with True Thirty Co-Founder Joey Dumont to discuss what goes into the process of delineating between what's news and what's not, why that matters, and what discovering truths means for good storytelling across different verticals:
How does being able to determine what’s news and what’s not set you apart from other consultants?
It's the process that sets us apart. We always start from a story-first perspective and go from there. We ask the same questions that an assignment editor would ask: "why should I care?" "How are you going to tell this story?" "What makes this story important?" In the old days of journalism, reporters had to fight for limited space by putting up the best argument for why their story mattered, why it belonged on the front page. We put our ideas through the same kind of process. Knowing what's news not only helps us create individual pieces of content, but it allows us to find the unique - sometimes oblique - angle on a brand's purpose, its reason for being.
You have reporters and strategists working in tandem to execute your unique offering - how does that work?
Strategists and reporters work in parallel with nearly constant contact as both workflows move forward. Think of it like an intelligence agency. The reporters are out there picking up anecdotal clues, gathering quotes, seeking out sources. The strategists are looking at those signals along with the big picture, using deep social listening tools and their own instincts for finding the truth under the jargon. Together, the two disciplines find the parts of bigger conservations that brands can authentically enter and own.