What Hot Ones, Masterclass, and Liquid Death have in common

What do Hot Ones, Masterclass, and Liquid Death have in common?

They all won by breaking the rules of format - in entertainment, education, and consumer goods.

Think about it:

• Hot Ones turned celebrity interviews into a hot sauce endurance challenge
• Masterclass reimagined online learning through cinematic storytelling
• Liquid Death made water cool by packaging it like craft beer (and positioning themselves as a comedy platform...)

They’re not the only ones. Format innovation is reshaping everything from media to professional development to travel.

I've spent years designing learning experiences and professional development programs, and I'm obsessed with format innovation. The best formats feel obvious after the fact, but they're hard to get right.

Here's one I noticed this morning - Seth Godin's Akimbo podcast. The original was just Seth talking, followed by Q&A. Simple but effective.

Now it's back - in a different format:

• Part book tour
• Part coaching session
• Part spotlight on mission-driven founders

Last week's guest was Andre J. Marrero, former chef turned Nantucket chocolate entrepreneur. This week: Leneita Fix, executive director of The Reef Institute.

Like many great designs, it's deceptively simple. But look closer and you'll see the strategy: Seth's not just promoting his new book - he's demonstrating its principles in action by helping real entrepreneurs think through their challenges. Smart.

When I help companies reimagine professional development, we'll always question formats.

Because that's often where the magic happens.

Want to spot the next big thing in your work? Look for format innovation.

What other great format innovations are out there? Please share - I know there's tons I haven't heard about yet...