Content tips & strategies for growing your career, brand, and business every Saturday morning.
I didn't see this coming
Published 6 days ago • 3 min read
Two unexpected content lessons from an INSANE documentary.
Devin Reed
Together with Fathom
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I’ve been there. You’ve sent the perfect follow-up, felt confident, and then… silence. Weeks go by, and the deal you were so sure about? Dead in the water.
I just finished watching Chimp Crazy—and it’s wild.
The documentary dives into the bizarre and often dangerous relationships between humans and their pet chimpanzees. There's love, lies, felonies, and a lot of "holy sh*t!" moments. It’s from the guys who made Tiger King, the most popular pademic content. If you like shocking stories, this one’s for you.
I was so intrigued that afterward, I checked out the producers’ interview on Joe Rogan’s podcast. And they shared something about their creative process that surprised me.
They filmed for 250 days — but the final documentary was only four hours long.
That means they only used ~0.02% of all the footage they captured.
By many accounts, that’s a complete waste.
Even the producers admitted this is a terribly inefficient way to produce a series.
But they also admitted that it was the only way to tell the story as powerfully as they did.
I became fascinated with understanding why it was so captivating.
This got me thinking about two often-overlooked content principles:
Pace: The speed at which you deliver information
Potency: The concentration of valuable information
There's not a single boring moment in Chimp Crazy. There are no unnecessary tangents or exhaustive scenes.
They hook you, make their point, and then hook you with another related story.
It's impressive storytelling.
Now in SaaS, we obviously don't have the luxury (or risk) of including chimpanzees and their odd owners to make compelling content.
However, we can use these two principles to make our content more engaging.
Pace: Fast Isn't Always Better
Pace isn't about being fast—it's about being intentional and consistent.
Let's look at some examples:
The Godfather: Slow-paced but high in potency. No wasted scenes.
Basketball (fast) vs. Baseball (slow). Both have millions of fans.
“24” (fast-paced action thriller) vs “Breaking Bad” (slow-paced character-driven drama). Both won many awards.
Your pace contributes to your tone, refines your voice, and gives you a distinct style.
Over time, your audience will come to know, like, and expect it.
Potency: Leave Them Wanting More
As a writer, your goal is to get all your best ideas down. As an editor, your goal is to spot the best ideas and cut the rest—even the good ones.
High potency content:
Keeps your audience engaged
Makes them anticipate your next piece
Gives them value for the time they're spending with you
The big mistake I see all the time is exhaustive content. Too much information said over too many words.
Make your point, then move on.
If you respect your audience, respect their time.
Putting This Into Practice
Edit for Pace: If you lose interest while reading your own work, your audience will, too. Listen for that inner voice saying, "Get to the point!"
Edit for Potency: Cut anything that's not interesting or new. Remember, you're not revising to keep—you're revising to cut.
Make an Offer Asset They Can't Refuse: Every piece of content should feel like a great deal for your audience's time.
When I edit, I’m not just revising—I’m refining, cutting, and making sure every sentence earns its place.
When you see my name in your inbox, I want you to get excited and anticipate the value inside.
Remember, your audience isn't giving you their time—they're spending it.
That means they expect a return. Make it worth their while, and they'll keep coming back for more.