Entrepreneur

Nov 3, 2026 · Mentioned in the reading · Ragan Communications

J.B. Sauceda: “volume is not the goal” in communications

In an interview by Allison Carter for Ragan Communications, producer and entrepreneur J.B. Sauceda argues that AI makes it easier to produce more writing, but that communicators are neglecting the more important question: what should they say, and why? He says this contributes to a “really bad signal-to-noise ratio problem” and leaves recipients sorting through lengthy, circular messages that may not mean much. Sauceda’s answer is not simply to write less. He argues that communicators and leaders should take responsibility for deciding whether a message needs to be sent, and make it legitimate through empathy and attention to recipients’ emotional reality. He says those qualities matter more than volume and that AI “just can’t achieve” them. His broader point is that sending people the work of figuring out why a message matters is a failure of human connection. He applies the same principle to media pitches: understand the producer’s needs and show why a story fits, rather than sending a generic, elaborate pitch. His advice rests on his experience producing “Texas Country Reporter” and on what he says he sees among leadership teams; the interview does not provide independent evidence for how widespread these patterns are or whether AI cannot achieve the qualities he names.