It’s time to unpack the work behind the work.

Strategy is more than a plan. It’s the product of countless lessons, pivots, and decisions that happen long before the world sees the final result. It’s the messy, meaningful space where great journalism, strong teams, and public trust are actually built.

I’m Yoni Greenbaum, a media executive and strategist who’s spent a career leading teams across print, broadcast, and public media. I’ve learned that the most valuable insights come from navigating the chaos, not just admiring the outcome.

Backstory & Strategy is the space where I share what I’ve learned—and what I’m still figuring out.

This newsletter is for people who lead (or want to) and care deeply about aligning mission with momentum. It’s for those of us trying to build better things, not just bigger ones.

Here’s what you can expect:

• Honest lessons from the front lines of leading mission-driven teams.

• Actionable ideas on how to build content, engage communities, and lead with clarity.

• A clear-eyed perspective on what’s broken—and what’s possible—in media and journalism today.

Everything here is free, with new posts delivered most weekdays. No ads, no fluff, and no paywalls. Just perspective you can actually use.