OUR AIM IS TO CREATE/CULTIVATE & MONETIZE IMPACTFUL, CULTURALLY-RELEVANT CONTENT IN BOTH THE ARENAS OF TRADITIONAL “ENTERTAINMENT AS MYTHOLOGY” AND THE MODERN SOCIAL VARIANT OF ENTERTAINMENT AS EDUCATION.
We are very aware of how vague that is, and I will punch myself in the mouth if all we succeed in doing is motivating people. That holds no interest for us as a team, and perhaps least of all me as an individual. We want to build things directly, and help others build things that solve what we believe to be the world’s biggest challenges. That’s why we’ll be running this company like an economic engine and not a non-profit. That is the only way for us to control our own destiny and not approach the world with our hand out. Additionally, the market gives instant and brutal feedback as to whether or not you’re delivering value. That forces you to get very specific, very fast.
We will be taking a phased approach over the next 5 years to building a company that’s designed to last. After the success of Quest Nutrition, I could have bought and island and retired, but that’s not the game I want to play. I believe that life is about the acquisition of skills and putting those skills to the test in service of something bigger than oneself. So Lisa and I doubled down and founded Impact Theory. As a team, It! is a group of people who believe in their ability to effect real change, and hold themselves accountable to doing so. As a collective, we are prepared to break ourselves in half to realize our shared vision. That vision breaks down as follows.
THE SHOW & COMMUNITY BUILDING
Having a great product and building a thriving community focused on a set of core values and celebrating transformation was how we built Quest Nutrition. It’s an undertaking we at It! know very well, and something we will be laser focused on. In fact, community building will be our number one priority in phase one. The main way we plan to build the community is by creating world-class free content that will help people become the best version of themselves and make clear what our ideology is. The main tent pole of our content ecosystem is Impact Theory the show, but we will have a host of other content that spins off of that show. Ultimately we will also have other content that is unrelated to Impact Theory the show, but is still ideologically connected. To us, it is critically important that the community be galvanized around a set of values, as this will be a key part of phase two.
IMPACTING CULTURE AT SCALE: BUILDING THE NEXT DISNEY
Impact Theory is a mission-based studio focusing on the development of empowering fiction and nonfiction content. We create comics, graphic novels, books, television, film, interview talk-shows and more. With every piece of content, from our social media channels that reach millions of people to our comic books and celebrity collaborations, our goal is always the same:
TO IMPACT CULTURE AT SCALE
Influenced by the luminous work of Joseph Campbell, the author of The Power of Myth, we believe the best way to impact culture is through story. With every story we tell, we seek to disrupt, entertain and empower.
THE IMPACT THEORY TEAM
Christopher grew up a citizen of the world. His father served 30 years active duty in the U.S. Army with his career taking Christopher and his family to Japan, Korea, Germany and various posts around the United States. Christopher holds a bachelor of science in broadcast journalism from Boston’s prestigious Emerson College, which lead to the beginning of his professional career at CNN.