Stories.
They bring us together or tear us apart. They unite or divide. They bring peace or war. Harmony or hate. Love or fear. And we live them out whether we know it or not.
The story of our friends or companions and the history that binds or breaks. The story of our job and why we love it, or don't. The story of our lives and what we want them to become. The story of our nation and what makes it special. We are all telling ourselves stories all day, every day, without even knowing it. And I think that is why I love telling them myself.
At times, that love has been a little discouraging. I’ve written a book, edited seven documentaries, and shared countless blogs for decades. Yet, in comparison to a financial banker, I have been paid pennies on the dollar. But you can’t put a value on stories, and you can’t extract money for hope, inspiration, and love…
That is, unless you do it upfront.Werner Herzog, arguably one of the most famous directors of film and documentary, had his own funding problems. When making his film Fitzcarraldo, Herzog ran into funding problems and decided to have a fundraiser to eat his own shoes. You heard that right. Werner Herzog ate his own shoes for money, and you can still watch him do it in the documentary on Amazon Prime by Les Blank called Werner Herzog Eats His Shoe.
It's kind of disgusting, and I'm amazed that he actually ate his soup-soaked shoes, but he did, and he did it for funding upfront because he believed in what he was doing. That conviction paid off because he started getting paid for his amazing ideas.
Many years later, he made the film “Lo and Behold” about the birth of the Internet, and Netscout, who funded the project, benefited big time. A case study showed a 10x increase in its annual brand impressions from approximately 30 billion during the year the film was released. That equated to a spend of approximately $20 million in earned media on a fairly low-budget documentary.
All things being equal, Walton Film Studios has produced results as well:
Profiling HURT (2007), with 50,000 views on digital platforms, featured Mark Gilligan’s run at the HURT 100, elevating his position in the community. His company UltraSignup went on to be one of the largest ultra-running race platforms; the company was sold for millions of dollars in 2020.
Jordan Rules (2012) & Subsequent Series was the most-viewed video on Pistons.com, reaching into the tens of millions (100x more than the average video). It was featured in sports blogs like Bleecher Report and arguably inspired ESPN to make the 30 for 30 Bad Boys (2014) because they realized the market was prime for that era.
Crossing Lines (a.k.a. OpenGov Across America) (2023) was attributed to the sale of the majority share of the company OpenGov (2024) for $1.8 billion. After the sale, the CEO stated, "The Chairman & CEO of Cox Enterprises referenced OpenGov Across America multiple times — seems like that stunt had value after all!"
These successes are ones that we are proud to have produced; however, the budgets were meager, and proving their value after the fact to gain reimbursement for work is next to impossible. The reason is simple, really: correlation does not equal causation. Marketing is not a hard product with material resources. You can’t weigh what it was against the market value today. No one will listen. Hence the reason artists like Dave Chappelle hold such a grudge for being underpaid after the fact.
But the fact remains that marketing content is a perpetuation of a story. A story that grows into an idea. And an idea that gives value to a brand. Doing that and doing it well is an extremely valuable skill.
For example, who knew that the idea of a “white picket fence and house” was part of the American Dream before someone told you it was? Or that “we are the land of the free and home of the brave” until it was written down and shared. But once the world knew it, America’s value went up, and everyone wanted to move here.
So here is the point.
To all my friends in media, marketing, and creative. The ones that do it for the love, not the money. STOP. Stop giving it away. Fight for what you deserve upfront.
Eat your shoes in the boardroom of life. Believe strongly in the value of what you are selling.
Because if you don’t do it upfront, you’ll never get it on the back end.














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