The value was already there.
For five years I was Managing Editor of All 4, or 4oD, as most people still called it, Channel 4's on-demand service. I was asked to drive growth, and the first instinct was to commission more: new shows, new names, new reasons to visit.
What really moved the numbers was finding new ways into what we already had. Annual views went from around 400 million to over a billion, and by 2020 the archive was delivering more than half of them. The programmes had always been there. What changed was how easily people could find them.
It's the same problem I see in organisations now. The good work is usually there already, but people need help discovering it.
