The Best Practices Fallacy: How Death Wish Coffee Tripped into a Super Bowl Ad

Jay Acunzo
Nov 30, 2016 · 1 min read

If you want to break from convention and follow your intuition, where does that leave all those best practices out there? It’s so easy to follow a list or do what someone else says works. But what if best practices aren’t even the best?

Go outside the echo chamber with the story of a football coach bucking the trend and finding success — and hear why his peers STILL think he’s crazy, despite mountains of data from Harvard PhDs saying otherwise.

Then, hear the story of Mike Brown and Death Wish Coffee — and hear about the cardinal sin he committed early on that actually wound up HELPING his brand grow.

Join our Unthinkable journey — each week, a new hypothesis for what it takes to trust your intuition and succeed. Subscribe at or text TRUST to 444999.

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Jay Acunzo

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founder | author, Break the Wheel | host, Unthinkable podcast & other shows about creativity | keynote speaker 20x/yr