Resilient businesses are built by building an audience.

In this solo episode, Cole Heilborn challenges the assumption that people inherently care about brand campaigns, product launches, or high-production content, and instead argues that attention must be earned through relevance and value over time.

Drawing from recent conversations, industry observations, and Port Side's own projects, Cole breaks down the growing disconnect between how brands produce content and how audiences actually consume it. While many brands continue to rely on intermittent campaign cycles, the most durable brands are consistently investing in content that serves, entertains, or resonates with their audience.

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This podcast is produced by Port Side, a creative production studio creating content strategy + production for outdoor brands, rooted in emotion. Want to learn more about how we can help?

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