Every business owner has one. The 3am thought that won't let go. The decision that isn't made yet. The thing that looks fine on paper but doesn't feel fine anywhere else.

In 2019, WeWork wanted to reach the owners of growing mid-sized businesses — a more seasoned audience with more complex anxieties. Rather than make an ad about shared office space, we pitched a podcast that spoke to the universal experience of building something and being terrified of losing it.

Up At Night featured successful business leaders talking candidly about what keeps them up — hosted at night, because the format was the insight.

It launched months before a global pandemic turned work anxiety into a universal condition and branded podcasts into a standard entry in every major marketing playbook.

Sometimes being early looks like being wrong, until suddenly it doesn't.