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.

Led by Managing Partner Corey Ford, San Francisco-based Matter is a “rigorous design thinking accelerator programme” for early stage media ventures looking to change media for good.

Joe Weir, chief revenue officer and vide president of digital media at The Dallas Morning News, explains why the news media company partners with Matter and what he thinks the company brings to the table.

“We wanted to implement the Matter process ... into our everyday business and learn how we can evolve our business,” Weir says. “It was an opportunity for us to learn more about early stage companies and invest in those.”

The Dallas team has traveled to San Francisco to go through a Matter boot camp. One new business came out of that process. And Ford has done a session with The Dallas Morning News leadership team.

“It’s a very uniquely designed thinking process that gets you out of your comfort zone and really pushes us to be uncomfortable,” Weir says. “We’ve really started to see a lot of change because of that.”

More from Ford, who spoke at INMA’s Data Insights Conference in Chicago in 2015.