Patrick Campbell is cofounder and CEO of the software company ProfitWell, which sells tools to help subscription businesses (SaaS and DTC) reduce cancellations and optimize pricing and ultimately earn more revenue.Their media team -- a small group of about 6 full-time employees and a few freelancers -- has been setting the B2B marketing world on fire of late, as they've created 11 original series in audio and video form, plus dozens of other projects.The thing is, these projects don't feel much like B2B marketing. ProfitWell isn't building a brand so much as creating culture -- and their brand's growth and the passionate fans surrounding the company become byproducts. Their culture-building activities include storytelling, sure, but also things called drops -- hot sauces, trading cards, and more.The company has also figured out how to balance the often competing desires of creative teams and deadlines or business goals. In doing so, they've overcome the biggest barriers holding back better creative work.TAKE THE SURVEY TO HELP ME BUILD SOMETHING NEW FOR YOU:https://jayacunzo.com/surveySHARE THE SHOW:Help others find Unthinkable in their favorite podcast player by sharing this link: https://pod.link/jaySUBSCRIBE TO THE NEWSLETTER:https://jayacunzo.com/newsletterEvery Friday, I send a new idea, story, or framework for crafting more resonant work to thousands of subscribers, ranging from entrepreneurs, freelancers, and independent creators, to marketers and leaders at brands like Adobe, Red Bull, Shopify, Salesforce, the BBC, Wistia, HubSpot, Drift, ProfitWell, a16z, and the New York Times.VOICES IN THIS EPISODE:Patrick Campbell, CEO of ProfitWell: https://profitwell.com and https://twitter.com/PatticusDan Callahan, Head of ProfitWell's Recur Studios: https://twitter.com/danfcallSPONSOR: RiversideRiverside is the easiest way to record podcasts and videos in studio quality, from anywhere. Record separate audio tracks to avoid the cut-outs, optional video to enhance the show’s experience, and even clip content for sharing elsewhere, all without leaving the platform. Riverside is powerful enough to be used by Marvel, the NY Times, TED, Freakonomics, Indie Hackers, GaryVee, and Guy Raz, but simple enough for thousands of indie creators and new podcasters to use it for their shows.Learn more and try it free at https://riverside.fm/CONNECT WITH ME ELSEWHERE:- Twitter: https://twitter.com/jayacunzo and https://twitter.com/UnthinkableShow- Instagram: https://instagram.com/jacunzo- LinkedIn: https://linkedin.com/in/jayacunzo- Email: jay@unthinkablemedia.comPRODUCTION:- Creator, host, writer, and editor: Jay Acunzo - https://jayacunzo.com- Producer and researcher: Ilana Nevins - https://www.ilananevins.com