Holiday Special 2023 (Audio)

Holiday Special 2023 (Audio)

AcquiredDec 18, 20232h 26m

Ben Gilbert (host), David Rosenthal (host)

Audience growth and analytics mindsetShift from tech-only to great companiesEpisode selection and what makes episodes “work”Embracing scarcity; “boutique” production philosophyInterviews strategy: N-of-1 vs commodity contentAvoiding current events; leaning into historySponsors and enterprise partnerships (JP Morgan, ServiceNow)Ben joining full-time; investing together playbookListener Q&A: books, habits, advice, focusCarve-outs: tools, media, products, and parenting gear

In this episode of Acquired, featuring Ben Gilbert and David Rosenthal, Holiday Special 2023 (Audio) explores acquired reflects on 2023 growth, episodes, interviews, and future plans Acquired’s holiday special serves as a year-end board meeting: the hosts review 2023’s episodes, audience growth to ~500k listeners, and how the show has broadened from “technology companies” to “great companies.” They unpack why certain episodes (LVMH, Costco, Visa, Nike) worked, emphasizing a new insight: episode quality depends as much on recording-day headspace as on research depth.

Acquired reflects on 2023 growth, episodes, interviews, and future plans

Acquired’s holiday special serves as a year-end board meeting: the hosts review 2023’s episodes, audience growth to ~500k listeners, and how the show has broadened from “technology companies” to “great companies.” They unpack why certain episodes (LVMH, Costco, Visa, Nike) worked, emphasizing a new insight: episode quality depends as much on recording-day headspace as on research depth.

They explain a strategic shift away from routine “specials” and toward only truly “N-of-1” interviews—reserved for rare protagonists (Ek, Khosrowshahi, Huang, Munger) where Acquired’s deep prior research creates a uniquely differentiated conversation. Business-model learnings include embracing scarcity (boutique throughput), avoiding slot-filling, and working with larger enterprise sponsors as the platform matures.

Personally, Ben announces he’s a new parent and will join Acquired full-time in 2024 (transitioning to venture partner at PSL), while both hosts plan to invest more together in companies within the Acquired ecosystem. The episode closes with audience Q&A on books, habits, focus, and life advice, plus “carve-outs” (recommendations) and extensive thank-yous to collaborators and the community.

Key Takeaways

Acquired is intentionally broadening beyond tech to “great companies.”

They drop “technology” from the intro after realizing most 2023 episodes weren’t tech. ...

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“Growth isn’t the goal,” but saturating the right niche is good.

They welcome growth among curious, thoughtful learners of business history, while resisting expansion into mass-market content that would lower bar or attract misaligned communities (e. ...

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Episode quality depends heavily on recording-day headspace, not just research.

Nike was David’s favorite but taught them that over-preparing and pressure can reduce on-air looseness. ...

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Embracing scarcity is a feature, not a bug.

Studying luxury (especially LVMH and The Luxury Strategy) helped them see their monthly cadence as “boutique manufacturing. ...

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Most interviews are commoditized; only protagonist-plus-deep-research becomes N-of-1.

They originally tried to end interviews, but interviews with Ek, Khosrowshahi, Huang, and Munger performed like evergreen season episodes. ...

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Don’t slot-fill interviews; structure sponsorships to allow serendipity.

Pre-selling a fixed number of interviews forced “specials” that underperformed. ...

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Acquired is shifting further from journalism toward business history.

They avoid current-events coverage (e. ...

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Platform maturity enables enterprise partners without abandoning growth-stage startups.

With larger reach and longevity, Acquired becomes viable for Fortune 500 sponsors like JP Morgan Payments and ServiceNow. ...

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Investing will become more “Acquired-native,” focusing on known, high-conviction companies.

Ben and David plan to invest together more meaningfully in market-leading tech companies they already know through sponsorships/relationships (e. ...

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For regaining focus, build something you can control end-to-end.

David notes investing can feel uncontrollable; producing an episode is a repeatable craft with feedback loops. ...

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Notable Quotes

We went from a podcast about great technology companies… to a podcast about great companies.

David Rosenthal

I pay a lot of attention to the analytics… [it] helps you become better at making a product that people like.

Ben Gilbert

Luxury’s probably still not right… but we share a lot of traits. Scarcity is kind of the biggest one.

Ben Gilbert

The games that I prepared the hardest for… were not the ones where I played the best… you play loose.

David Rosenthal

I’m not interested in being any more of a guru than I already am.

Charlie Munger (recounted by Ben Gilbert)

Questions Answered in This Episode

On the intro change: what criteria do you use to decide whether a company counts as “tech” (e.g., Visa, Lockheed), and does that affect episode selection?

Acquired’s holiday special serves as a year-end board meeting: the hosts review 2023’s episodes, audience growth to ~500k listeners, and how the show has broadened from “technology companies” to “great companies. ...

Get the full analysis with uListen AI

You described LVMH/Costco as changing Acquired—what specific production or editorial decisions now look different post-LVMH?

They explain a strategic shift away from routine “specials” and toward only truly “N-of-1” interviews—reserved for rare protagonists (Ek, Khosrowshahi, Huang, Munger) where Acquired’s deep prior research creates a uniquely differentiated conversation. ...

Get the full analysis with uListen AI

What are your “game day” routines now to optimize headspace and avoid the Nike-style over-pressure?

Personally, Ben announces he’s a new parent and will join Acquired full-time in 2024 (transitioning to venture partner at PSL), while both hosts plan to invest more together in companies within the Acquired ecosystem. ...

Get the full analysis with uListen AI

You said scarcity is a strength—what are the explicit guardrails that prevent you from scaling in ways that would dilute the show?

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For interviews, what’s the checklist for “N-of-1 protagonist conversations” (e.g., must-have prior episode coverage, time investment, narrative uniqueness)?

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Transcript Preview

Ben Gilbert

I am loving that you also busted out the holiday sweater. Feels very appropriate.

David Rosenthal

Yes, I purchased this holiday sweater at the Seattle Nordstrom for our 2019 live show at the University of Washington.

Ben Gilbert

It was, like, two months before the pandemic hit.

David Rosenthal

That's right, and I think I wore it last year, too.

Ben Gilbert

I feel like you did. Yeah, we were right behind me. I wish we were doing it again this year, but, uh, seems prudent to, uh, not have a father of a toddler hop on an airplane and then sit in a confined space with me for five hours right now. [laughing]

David Rosenthal

[laughing] A lot of germs in my life right now.

Ben Gilbert

Thank you for your precautions.

Speaker

Who got the truth? Is it you? Is it you? Is it you? Who got the truth now? Is it you? Is it you? Is it you? Sit me down, say it straight. Another story on the way. Who got the truth?

Ben Gilbert

Welcome to season thirteen, episode five, the season finale and holiday special of Acquired, the podcast about great companies and the stories and playbooks behind them. I'm Ben Gilbert.

David Rosenthal

I'm David Rosenthal.

Ben Gilbert

And we are your hosts. Do you see what I did there, David?

David Rosenthal

I did. I did. No technology.

Ben Gilbert

No technology. Yes, I motion to, uh, you know, the whole board of directors here, that we drop technology from our intro, since I crunched the numbers, and four of the fourteen episodes we did this year were technology companies.

David Rosenthal

Ah. All right, well, it's a good thing that there are no other board members of Acquired besides you and me-

Ben Gilbert

[laughing]

David Rosenthal

-because I am in full agreement.

Ben Gilbert

Unanimous.

David Rosenthal

And otherwise, we would have had a deadlocked vote there, one to one.

Ben Gilbert

That's true, and, uh, I don't think our charter really actually ever accounts for what to do in that circumstance. [chuckles] So yes, listeners, if you count Lockheed Martin, it's five. If you count Visa, it's six. But the minority of the episodes that we did in 2023 were tech companies, which is a very fascinating evolution to me, based on where Acquired started analyzing technology acquisitions that actually went well. But, of course, we will keep doing deep episodes on tech companies, since we are nerds, and that's where we've spent, you know, our whole careers so far. So if you liked the programming and assembly language on air from Nvidia, or I guess, assembly language pseudocode, or our Qualcomm episode, where we tried to describe how the CDMA protocol works, we're still here for you. We're just gonna do a lot of LVMH, NFL, uh-

David Rosenthal

Costco

Ben Gilbert

... Visa, Costco.

David Rosenthal

Nike.

Ben Gilbert

Nike, and, uh, you know, mixed in there. So what are we doing here today? Well, David and I are gonna bring you good tidings, good cheer, hopefully, and, uh, keep you company.

David Rosenthal

Yes, happy holidays. Cheers!

Ben Gilbert

Cheers.

David Rosenthal

I've got my, uh, cinnamon, uh, infused hot chocolate here. It's delicious.

Ben Gilbert

Ooh, you're feeling very festive. Yes, we are here to, uh, keep you company on your long drives, or flights, or workouts, or house cleaning, or whatever over the holidays. On our agenda today is a recap of Acquired this year, both the state of the franchise from the board of directors themselves. We will also be giving you some new tidbits on our favorite episodes, behind each one of them, why we picked them, how they came to be, what listeners helped us select, that sort of thing. We're gonna talk about how we see Acquired fitting into the broader media landscape, how our views about the show and the stuff that we cover have changed over time, what's in store for Acquired in 2024, new carve-outs, and answering listener questions from the Slack. And then at the end of the episode, we're gonna share a little bit about David and my investing lives and how those will be changing in 2024, as, uh, David, you and I are gonna get to do much more of our investing together.

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