The story you haven’t told.
We find the thing in a business that could change how it is seen, trusted or chosen, and turn it into an advantage.
Telltale Industries, London · Antica Productions, Toronto
A story, told well, is a business asset.
- Reputation and trust
- How a business is understood by the people who matter to it.
- Influence and access
- A reason for decision makers to spend time with you.
- Markets and opportunity
- Relationships that open doors a campaign cannot.
- ExchangesGoldman Sachs
- Inside the Strategy RoomMcKinsey
- Making SenseJ.P. Morgan
- The a16z ShowAndreessen Horowitz
- Behind the TechMicrosoft
- IdeaCastHarvard Business Review
None of these firms is in the media business
Discovery
You may not know what you have.
Most businesses hold a story, an expertise or an access that nobody outside has seen, and that they themselves have stopped noticing. Finding it is the first thing we do, and often the most valuable.
Had a history. Had, unnoticed, a seat at the future of how people move, and the engineers who could speak for it.
Sold simulation. Held, in its own client work, the answer to whether you could test a body or a factory before building it.
Sold judgement. Had never shown it. A conversation is where judgement becomes visible.
Sketches from recent conversations. Names withheld.
Who matters
10,000,000
Sometimes the audience is the public.
or 50.
Sometimes it is the fifty investors, regulators or buyers who decide the outcome.
Who we reach, what they think, and what they then do. Not how many.
Why stories
A story changes what people understand, and then what they do.
Facts tell. Tales sell.
A story told by a credible person changes perception and trust, and trust is what moves a decision. Finding that potential in a business is both a science and an art.
- Commercial insight into what the business needs
- Audience intelligence: who is already paying attention, and to what
- Analysis of what holds and what loses attention
- Measurement agreed before anything is made
- Editorial judgement about what is worth saying
- Imagination to find the angle nobody has taken
- The craft to make something people want to watch
- The experience to know when not to make it at all
How we start
Start with the advantage, not the show.
- 01WhyWhat would change for the business?
- 02WhoWho shifts the picture, and where are they?
- 03WhatWhat would move them?
- 04ProofHow will we know it worked?
If a story cannot create an advantage, we say so and stop there.
Landscaping
Where attention already sits.
YouTube is the largest record of attention there has ever been. Read it well and you can see who is listening, to what, before a pound is spent.
We read it for three things: who is already watching, what they come back to, and where the supply is thin. That is where a business can be heard.
How we map a landscape.
A basis for every decision on talent, format and brief.
- 01Agree the winThe goal, and what success looks like, before anything else.
- 02Watch widelyA hundred pieces or more, logged by format, opening, appeal and views against channel size.
- 03Study the outliersThe pieces that far outperform their channel, and what they share beneath the topic.
- 04Name the real appealUsually a human or intellectual pull that sits under the subject.
- 05Find the gapWhere attention is high and supply thin, or a familiar subject waits for a new angle.
- 06Test a hypothesis“We think this will work because…” Then make it, and read the retention.
- 07Plan the spreadKnow the channel floor, and seed with communities already interested.
- →Decide
What it did for the business
Outcomes where we have them. Logic where we don’t.
Google DeepMindOutcome
The client valued the show enough to bring it inside and keep making it.
Taylor’s PortOutcome
A second sponsor bought the second season. The show earns beyond its founder.
Leo Baeck InstituteOutcome
A German edition with the Federal Agency for Civic Education: a public body chose to carry it.
WWF-CanadaOutcome
The charity followed it with a second show fronted by its own chief executive.
AccentureAccess
Chief executives of Verizon, Schneider Electric and Kaiser Permanente came as guests.
StoryCo, our ownLogic
One guest brought 801 subscribers. The test bed for what we recommend.
“Outcome” is something the client did; “access” is who came; “logic” is our reading, not a result. Sources below.
Google DeepMind: The Podcast
416,000
views for one episode with Demis Hassabis
4.9 / 5
from 1,700 ratings across Apple, Spotify and Podchaser
The problem was not reach. It was that the public met frontier AI through headlines, and DeepMind wanted it met through the people doing the work. Hannah Fry, inside the building. The clearest measure of value is what the client did next: it took the show in house and carried on.
YouTube, @GoogleDeepMind, 28 October 2026. Ratings: Rephonic and Podnews, September 2026. Telltale made the show from its first season to the 2024 video run.
Pivot to the Future, for Accenture
Fifty
is roughly how many chief executives a consultancy most wants in the room
Accenture did not need an audience. It needed the heads of Verizon, Schneider Electric and Kaiser Permanente to spend an hour with its own group chief executive, on the record, on Accenture’s subject. A show gave them a reason. That is the fifty, not the ten million.
Accenture newsroom, 30 May 2019; Podnews. Produced by eOne in association with Stuart Coxe, now of Antica Productions. “Fifty” is illustrative, not a count.
What we measure
From result down to reach.
Working together
Three ways in.
Talk
The first hour
Free
A conversation about the business, not about shows. We may tell you there is nothing here.
You getA view, and a straight answer
Look
The Discovery Brief
A strategic plan
What you have that nobody has seen, who it is for, what it would cost, how it would be judged, and whether to make anything at all.
You getA written case, yours to keep
Go
The programme
When the answer is yes
A pilot, then a season or a standing programme, with the agreed measure reported every season.
You getA programme, and its report
The team
Judgement, imagination, and the ability to deliver.
Jago LeeFounder, creative director
Twenty-five years in British and American television, from Tiger Aspect and Blink Films to Blue Ant. Co-founded Nerd; founded Telltale in 2021.
Jonny HassidExecutive chair
Began as a BBC documentary maker, co-founded TotallyMoney, and invests in and advises media and social enterprise companies.
Melanie JappyExecutive producer
Executive producer of The Wine Show, sold into more than 100 countries. Credits include a BAFTA nomination, an RTS Award and three Top 50 podcasts.
Stuart CoxeAntica, Toronto
Former executive producer of CBC’s The National and Dragons’ Den. Helped launch Shark Tank. International Emmy winner.
Telltale Industries, London and Oxford, with Antica Productions, Toronto. Over a hundred hours of BBC commissions.
The Telltale and Antica group
Transatlantic.
Through Antica Productions, our partner company in Toronto, we can reach audiences in the United States and Canada, in every sector.
SectorsTechnologyDrinksHeritageConservationProfessional servicesMedia
Work across the group includes Google DeepMind, Taylor’s Port, the Leo Baeck Institute, WWF-Canada and Accenture.
The first conversation
What does your business know that nobody has heard?
Jago Lee, founder and creative director
jago@telltaleindustries.com · telltaleindustries.com
Sources
- The ones that lasted
- Apple Podcasts and company pages, October 2026.
- Google DeepMind: The Podcast
- YouTube, @GoogleDeepMind, view count at 28 October 2026. Ratings from Rephonic and Podnews, September 2026.
- Intoxicating History
- Acast; The Drinks Business, December 2024; intoxicatinghistory.com; Signal Awards 2025.
- Exile
- lbi.org; Signal Awards 2023; Apple Podcasts, October 2026.
- This Is Wild and Good Nature
- wwf.ca media release, March 2026; Podnews; anticaproductions.com.
- Pivot to the Future
- Accenture newsroom, 30 May 2019; Podnews, Apple ratings.
- StoryCo
- YouTube Analytics to 26 September 2026; Spotify for Creators and Apple Podcasts Connect to 28 September 2026.
- Show artwork
- Cover art as listed in Apple Podcasts, October 2026, shown for reference.