Use product thinking to connect with your audience in person

Newsrooms should think big when it comes to tours, but start small and leverage product thinking. Separate ideation from execution, to give them both the time they deserve.

You could take this very literally: Set a 30-minute timer for a (fun!) no limits brainstorm. Then another 30-minutes honing in on the ideas that compliment your organizational goals. And then outline how you’ll execute in a final 30-minute sprint.

In about 90 minutes, you’ll be closer to launching your tour pilot.

Think big

I used to plan all different types of events: 1,000+ person parties, three-day conferences, VIP dinners, and office meetups. 

Regardless of the event type, my favorite part was, and still is, when the event is far enough away that you can dream a little. Every other sentence starts with “wouldn’t it be cool if…” or “what if we did this…” There’s a special kind of energy in that moment, before reality and logistics hem you in. Tours offer this opportunity too.

As journalists and newsroom leaders in 2025, we’ve got to get down to business. But, we also still need space to let all the possibilities be possible. 

Not all of the creative ideas will stick but some of them might become your signature, or might lead you in a new direction. In newsroom speak, this is the moment to figure out “what is our unique angle?”

Start small

In a world of acronyms and jargon, there’s one that might be my favorite: Minimal Viable Product or MVP.

In the journalism industry today, there’s a growing contingent that will start nodding when you say “MVP,” and then there’s a lot of folks who will look quizzical — and that’s great! Someone new I can share my MVP love with. 

A “Minimal Viable Product,” as defined by the News Product Alliance is:

“The version of your product with only the features necessary to glean feedback to guide future development. An MVP can validate your product’s worth to users or help you refocus your concept if necessary to minimize unnecessary work.”

My translation: It is the most basic version possible. There are only essential features. You can’t move forward without feedback. Users must find it valuable. Don’t do extra work (yet).

Here’s a few more reasons why this concept rocks:

• Permission to not be perfect. You know how that article needs to be absolutely buttoned up before it goes out the door? Not your MVP.
• Embrace constraints. You’ve got a deadline or word limit. You work within those constraints to deliver the best story possible. This is the same, and one dead end can quickly lead to a new exciting avenue.
• Continue to assess what’s working — and what isn’t.  Is your great idea actually working? Our assumptions get us into trouble all the time. Journalists’ inquisitive nature can actually aid the ongoing assessment of an MVP, if you let it.

Technically, I started with a “Minimal Viable Service” but this product approach was crucial for laying out the bare bones. I figured out the absolute minimum to go from “someday I’ll do tours” to “I do walking tours.” 

After every tour, I use my experience and attendee feedback to iterate (another handy product term) creating a cycle of constant improvement. It’s never about a big “revamp.” Instead, I’m always making small adjustments.

Start small, let people know you’re trying something new, and keep checking back in with your goals. Yes, there’s always more you could do — but stay focused.

Next month, I’ll be back with takeaways from Future Tides second tour season.

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And if you know anyone that fits into one of these buckets, please let me know:

1. Other publications or journalists who are already giving walking tours.
2. Local publications/newsrooms/outlets who might be interested in testing out tours.
3. Examples of “tours for locals” that aren’t about history.

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Cite this article

Kuhlman, Cara  (2025, Oct. 10). Think big about tours, but start small. Reynolds Journalism Institute. Retrieved from: https://rjionline.org/news/think-big-about-tours-but-start-small/