Most business owners treat podcast invites like a nice-to-have. BIG mistake. Last year I heard a podcast where a founder mentioned spending $25K/month on ads… and still get asked in sales calls: “So… what do you actually do?” Then they did one thing differently: They showed up on three high-quality niche podcasts where their buyers already listen. What changed wasn’t “awareness.” It was trust. Because a great podcast isn’t a billboard. It’s a 30–45 minute credibility transfer. You’re not...

Reader, Quick note before the holidays. In January, I’m opening a small, invitation-only pilot for founders who have been seriously considering a podcast—but only if it’s done with intention, craft, and long-term leverage. This is for founders who: Already see podcasting as an authority play (not a vanity project) Have a small team (1–3 people) and limited margin for distraction Care about credibility, relationships, and signal—not just downloads The focus of the pilot is to help you design a...

“You don’t need more leads. You need more meaningful conversations.” The lightbulb moment was almost visible above his head. I was chatting with a prospect that was having a challenging time connecting with a qualified and relevant audience.. It's a problem I see all too often. Most businesses are drowning in leads but starving for genuine connections. I learned this lesson the hard way myself. Three years ago, I was obsessively focused on growing my email list. More subscribers meant more...