Bio
Jay Acunzo's central intellectual project is dismantling the best practices paradigm in marketing and replacing it with a decision-making framework grounded in contextual intuition. His book Break the Wheel uses a Game of Thrones metaphor: best practices are like the ever-spinning wheel where first one ruling approach is on top, then another, and breaking the wheel means asking six fundamental questions in any situation to make better decisions for your specific context.
Operating themes
- Operating thesis: Best practices are averages, and averages describe no one; the path to exceptional content is developing the intuition to ask 'what works best for us?' rather than copying what worked for someone else, because resonance, the urge to act that people feel when a message aligns with them, is what precedes conversion, not reach.
- Resonance Over Reach
- Thought Leadership Development
- Brand Narrative Construction
- Content Quality Standards
Cards
- Resonance with 1,000 in-market readers beats reach to 100,000 strangers — Resonance with 1,000 in-market readers beats reach to 100,000 strangers [Tier A]
Sources captured
- 2026-04 —
resonance-over-reach-a-conversation-with-jay-acunzo-velocity-partners.md(operator essay archive) - 2026-04 —
intuition-beats-best-practice-an-interview-with-jay-acunzo-velocity-partners.md(operator essay archive) - 2026-04 —
escaping-the-attention-economy-resonance-over-reach-with-jay-acunzo-off-the-grid.md(operator essay archive) - 2026-04 —
marketing-has-a-best-practices-problem-jay-acunzo.md(operator essay archive)