The gap between what people say and what they do is where the leverage lives.

I'm Josh Weaver, a media strategist and marketing leader based in Houston. For fifteen years I've planned media as an instrument of behavior change: the point isn't who saw it, but what they did next.

Today I direct media planning at Blue State, the purpose-driven agency, for a portfolio of national nonprofit accounts. Before that I led national public service campaigns at the Ad Council, including American Dreams for Love Has No Labels, and served as VP of Marketing at The Trevor Project, where I oversaw all of marketing and led the first rebrand in over a decade.

Earlier, I ran media strategy at Thrive Global and VICE Media Group, building campaigns for brands like Chanel and Microsoft that had to earn their place in the culture they were buying into.

Across all of it, I work the same way. Find the audience's own emotional truth instead of a demographic shorthand. Agree on how we'll know it worked before anything launches. Then look at the gap between what people say and what they do.

I studied journalism at UT Austin and Communication, Culture & Technology at Georgetown.