When we do our work without regard for a third party, simply to serve the reader, the customer or the story, we’re creating something that’s unsponsored.
The third party shows up when we’re encouraged (by payment or other means) to have multiple objectives. And those usually bring compromise.
When our goals are aligned with those that we serve, we have a rare chance to maximize both. It’s worth seeking out. We’re not unsponsored. We’re sponsored by the very people we’re engaging with.