Turning an Orphaned Talk Show into a Change-Management Engine

I inherited a talk show called The Edge. It was a real production investment, but it had no clear owner, no defined purpose and no strategy. At the same time, the company needed a credible, engaging way to drive AI adoption.

The challenge

Turn an ambiguous, underused asset into the main change-management and community program for AI adoption, using video, documentation and editorial content to change how people actually used the tools available to them.

What I did

• Gave it a spine. I restructured the show around three use cases: builder experiences, security overviews, and applied AI experts explaining how the product learns and is evaluated.
• Tied the agenda to priorities. I worked with a product committee so every episode served the organization’s most pressing adoption goals: behavior change, not just awareness.
• Owned the episodes end to end. I scripted them, reviewed them with subject-matter experts and their management chains, and drove production through launch.
• Built a community around it. Ambassadors, contributing authors and a tiger team gave the show owners beyond my team.
• Extended every episode. Internal articles, technical documentation, a tips newsletter, a prompt library and an MCP registry turned each episode into an ecosystem.

What changed

The Edge drew a large audience every episode, generated new demand and became the company’s primary change-management vehicle for developer AI tools.

What I took away

A format without a purpose is just a cost. Give it a few clear jobs and a community to carry it, and it becomes a channel.