Fast Company’s Sam Becker on when reporting takes an unexpected turn, what makes a compelling story, and his tattoo that never fails to start a conversation

If you’re a regular reader of publications like Fast Company and Fortune, you’re likely familiar with Sam Becker’s work. The NY-based freelance journalist and writer covers a wide variety of topics, from artificial intelligence to the intersection of technology and finance. I recently had the pleasure of connecting with Sam to inquire about his career, why he wishes stories with policy and regulatory angles were getting more discussion, what constitutes a standout pitch (Hint: It’s all about storytelling), and more. 

Here’s what he had to say.

What’s one thing people would be surprised to know about you?

It may not come as much of a surprise once you get to know me, but I have a tattoo of Michael Douglas on my leg from the movie “Falling Down.” It’s a real conversation starter.

What is the most challenging part of your job as a freelance journalist covering such diverse beats?

I only find myself flailing a bit if I’m covering a topic that I’ve never covered before, and am clueless about the industry or other elements to the story. For example, last year, I did a story about a video game. I’ve never really written about gaming before, though I do play video games every once in a while and know a bit about them. But as far as who I should talk to for the story? Who’s a good authority, and respected within the industry? Who can actually provide some color? I was a bit clueless.

As a result, the story was…okay. I wasn’t very happy with it. 

But overall, I think that can be the main challenge when tackling different topics. That said, the variety of topics is also what makes it fun—I’m always learning about different things.

Your recent portfolio includes everything from AI developments to consumer finance trends. Of all the stories you’ve written, which one stands out as your favorite and why?

Most recently, I did a story about what’s happening to the Consumer Financial Protection Bureau, or CFPB. This was important—it’s an agency designed to protect the public, and is being destroyed for political purposes. Even though it must exist, by law. 

Having entered the workforce during the Great Recession and all that, I know how important that agency is, so I find this particularly infuriating on a personal level. That said, I think I enjoyed the story because it is of incredible interest and importance to anyone and everyone, even if they might disagree with my personal feelings about it.

How do you start your workday? Has your background in radio influenced your approach to story development?

My experience in radio is…well, I forgot all about it, to be honest. If anything, perhaps I might say sentences out loud to myself, as if I were reading them over the air, to make sure they’re conversational.

Starting my workday? I have two toddlers, so that’s chaotic. Once they get squared away, I go to my backyard and into my “work shed.” I have a big white board with all of my ongoing assignments and projects for numerous clients, and decide what needs to get done that day. If I’m having a day when I know I’m not going to be able to write very well (which happens), I think about how else I can use my time — outlining, planning, reaching out to sources, etc.

I’d say every day is a bit different, and as of late, I’m mostly hanging on for dear life.

Looking at your recent coverage of AI, financial policy, and workplace trends, what emerging stories do you anticipate will shape your reporting in 2025?

I don’t know what’s going to happen next. I think the real fly in the ointment right now is the new presidential administration—nobody knows what they’re going to do next. That uncertainty has everyone on their toes, and ready to pivot. They are also having a pretty adverse effect on the economy so far, so that could also have some big implications for workplaces and businesses.

What’s a common misconception about covering the intersection of technology and finance that you wish more people understood?

I suppose it’s that many of the newer companies and startups are still relying on or working in partnership with the larger, older, prehistoric companies they’re challenging. For example, there are many “new” online banks that are merely fronts for older, existing banks. They’re simply an online presence, using a new name.

Also, many of the startups that issue credit cards and things like that are also working in partnership with credit card companies or issuers, so you’re still dealing with many of the names you know and love (or hate), just with a shiny new name.

Can you share an example of when a story took an unexpected turn during your reporting process?

I was working on a story about how AI is being used on farms and agricultural operations for the BBC, and as I’m speaking with people, I came to the realization that things are much more serious and dire than I anticipated. I thought the story would be like “wow, look at this self-driving tractor, isn’t that neat?”

Instead, I’m learning that farms can’t find people to work, climate change has reduced yields by 20% so far, droughts are more common, there are more people to feed, and the situation is very serious. So, some of this technology is literally world-saving. It was…sobering. But important. And yes, there are robots that do things like count potatoes, but some of the other stuff is going to be critically important to producing enough food in the decades ahead.

What topics do you think are getting disproportionate coverage in tech and finance media right now? Conversely, what important stories aren’t getting enough attention?

Everything is about AI—even when nobody actually knows what that means or how it’s making a difference. In some cases, it’s clear, but in others? AI is just a buzzword.

Crypto, I think, is always getting too much coverage. The more I learn about crypto, the less I’m convinced it’ll amount to anything. We have people spending money on fake money that’s only use, right now, appears to be trading it for more real money? C’mon.

I think perhaps the thing I wish was getting more discussion is from a policy and regulatory angle, from the top, down. Like many other industries, the industry has more or less captured the regulatory body, and I think that consumers are going to end up paying for it. Under the Biden administration, we saw for the first time in decades, some real strong oversight and pushback in terms of antitrust and consumer protections.

I expect all of that will be reversed in the coming years.

When evaluating potential stories, what makes a pitch stand out to you? Beyond the data and research you often cite, what other factors influence your decision to pursue a story?

I’m looking for actual stories, not just topics. Characters, narratives, and problems to be overcome. Things like that. That’s what people find compelling. A company announcing XYZ isn’t really a story. But that doesn’t mean there may not be a story behind it. 

I’ll look for a compelling story, if possible, any data or insight, and sources that actually have something to say. I also think that, perhaps more than anything, I try to gauge whether the story is actually important. There’s a lot happening in the world, and Company X’s new AI tool may not be something anyone is particularly interested in right now.

That’s not to say that they won’t be, but I try to keep the bigger picture in mind.