Editor’s note: The INMA Silicon Valley Study Tour spent five days touring 14 companies with 34 news media executives from around the world. This video is one in a series sharing some of what the group learned on this in-depth study tour of the technology companies and cultural influencers impacting news media today.

The d.school — more formally known as the Hasso Plattner Institute of Design at Stanford — is one of the most talked-about movements in the media industry. 

Justin Ferrell, the school’s director of fellowships, would like to see news media companies move beyond their content-creating comfort zone: “I get really frustrated by seeing new platforms developed here [Silicon Valley] that then the legacy companies end up pitching their content to.”

A recent conversation with d.school founder David Kelley about former student Evan Spiegel, who founded Snapchat, led Ferrell wonder aloud to INMA’s group of media executives from around the world why this is.

“They’re not smarter than you. They don’t know more about the industry than you do. There are other factors. And how do you build those factors into what you do so that three to four years down the road, you’re not just pitching your content to them?”

Video editor: Ethan Berman.