Jacob Sanders: Cheap Genius & Why Nobody Wants to Pay for Creativity | The Brand Builder (Long)
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Jacob Sanders: Cheap Genius & Why Nobody Wants to Pay for Creativity | The Brand Builder (Long)
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Jake Sanders wrote the theme music for this very show, scored a documentary on a shoestring budget, and once turned a law firm's marketing department into a full stage musical. So when he talks about the gap between what businesses ask creative people for and what they're actually willing to pay for, he's speaking from the trenches, not a keynote deck.
The theory he's built around it is called Cheap Genius, the idea that when a client says "let's get creative," what they usually mean is "let's get it for free." It's a phrase Jake picked up mid-negotiation on a real scoring gig, and it's become his lens for everything from client pitches to why so much modern advertising feels hollowed out.
Cheap Genius is only half the episode, though. Jake's also an audio illustrator who gets into the actual physics of why a sound cuts through a room of a thousand voices in a way a logo never could.
Bonus material: a hip-hop verse broken down bar by bar, and a scapegoat god named Blamo.