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How to structure a great podcast interview -Preparation that makes guests sound brilliant

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The best podcast interviews rarely feel like interviews.

They feel like thoughtful conversations where the guest is relaxed, articulate, and insightful. That is not luck. It is structure doing its job quietly.

A great host is not the most interesting person in the room; they are the one who removes friction so the guest can think clearly and speak well.

Start with intent, not questions

Most interview prep starts with a list of questions. That is already too late.

Start with intent.

Before you write anything down, decide what this episode is really about. Not the guest’s job title or backstory; the insight the listener should leave with.

Ask yourself;

  • What does this person understand better than most?
  • What misconception could they help clear up?
  • What decision does the listener struggle with that this guest can illuminate?

Once that is clear, questions become easier and more focused.

Without intent, interviews drift into polite biography.

Brief your guest properly

Guests sound bad when they feel unsure.

A simple pre interview brief transforms performance.

This does not need to be long. A short note outlining;

  • The core theme of the conversation
  • The type of listener you speak to
  • The tone you are aiming for; reflective, practical, challenging
  • A reminder that pauses and thinking time are welcome

This removes pressure. Guests stop trying to perform and start trying to contribute.

It also signals that you have done the work; which immediately raises trust.

Structure the conversation in three acts

Great interviews follow a loose but reliable rhythm.

Think in three acts rather than a rigid script.

Act one; orientation
Help the listener and guest settle. Establish context, but do not linger. Avoid long CV run throughs. Focus on why this person’s perspective matters to the topic.

Act two; depth and tension
This is where the episode lives. Challenge assumptions. Ask follow ups. Stay curious rather than polite. Let the guest explore uncertainty, not just conclusions.

Act three; synthesis
Slow the conversation down. Ask reflective questions. What has changed their mind over time? What do they wish people understood earlier? This is where insight crystallises.

Holding this structure in your head keeps the episode flowing even if you improvise within it.

Ask fewer questions, listen harder

The biggest interview mistake is over questioning.

Great hosts leave space. They let answers breathe. They notice interesting phrases and pull on them.

Instead of jumping to the next question, try;

  • “Say a bit more about that”
  • “What makes that difficult in practice?”
  • “When does that advice not apply?”

These prompts sound simple, but they invite depth.

The goal is not coverage; it is clarity.

Use signposting to guide the listener

Listeners get lost when conversations wander without markers.

Occasional signposting helps enormously;

  • “This is the tension most teams run into”
  • “There are two parts to this”
  • “Before we move on, I want to underline that point”

This does not make the conversation artificial. It makes it legible.

Guests often appreciate this too; it helps them organise their thoughts in real time.

End with reflection, not promotion

The final moments of an interview shape how it is remembered.

Avoid ending on logistics or surface level plugs.

Instead, ask a reflective closing question;

  • “What do most people get wrong about this?”
  • “What would you do differently if you were starting again?”
  • “What should listeners sit with after this conversation?”

These questions elevate the entire episode and leave the listener thinking.

Preparation is generosity

The paradox of interviewing is that preparation makes things feel effortless.

When you structure well, guests relax. When guests relax, they sound intelligent. When guests sound intelligent, your podcast gains credibility.

None of this requires heavy scripting or production. It requires intent, attention, and respect for the conversation.

Using LinkedIn as your primary podcast distribution channel – Especially for B2B

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For most B2B podcasts, LinkedIn matters more than Apple Podcasts, Spotify, or YouTube. Not because it drives the most downloads, but because it reaches the right people at the right moment.

Decision makers rarely browse podcast platforms looking for new shows. They discover podcasts passively; through feeds, comments, and conversations they already trust.

LinkedIn is where that discovery actually happens.

Reframe what distribution really means

Distribution is not about pushing links. It is about creating repeated exposure to your thinking.

A LinkedIn first approach accepts a simple truth; most people will never listen to every episode, and that is fine. What matters is that they repeatedly encounter your ideas in different formats.

The podcast becomes the source material; LinkedIn becomes the delivery layer.

This shift alone changes how you promote episodes.

Start with insight, not announcements

The most common mistake is posting “New episode is live” with a link.

That post is for you, not the reader.

Instead, each episode should produce at least three standalone insights that make sense even if someone never clicks through.

Examples include;

  • A contrarian point a guest made
  • A pattern you noticed across conversations
  • A mistake you see repeatedly in your market

Write the post as if the podcast does not exist. Then, if relevant, reference the episode at the end.

This removes friction and increases reach; people engage with ideas, not promotions.

Use native formats to earn reach

LinkedIn rewards content that keeps users on the platform.

This is not a conspiracy; it is a commercial reality.

For podcasts, that means;

  • Native video clips rather than external links
  • Text posts that stand alone without needing audio
  • Subtitled clips optimised for silent scrolling

Short clips work best when they capture thinking rather than soundbites. A calm, considered explanation usually outperforms hype or jokes in B2B contexts.

Aim for clarity over charisma.

Spread distribution across the week

Do not collapse all promotion into one day.

A single episode can comfortably support;

  • One insight post on launch day
  • One clip midweek
  • One reflective or follow up post the following week

Each post should explore a different angle from the same conversation. This avoids repetition while reinforcing the core idea.

Think of it as drip feeding the market rather than broadcasting.

Use comments as a distribution lever

Most people underuse the comments section.

If someone engages with a post, reply with substance. Expand the idea. Ask a question. Add nuance.

This does two things; it extends the life of the post, and it moves the podcast into conversation rather than content.

In B2B, credibility is built in dialogue, not monologue.

Occasionally, referencing the episode in a thoughtful reply is more effective than linking it in the original post.

Track the right signals

Podcast success on LinkedIn is not measured by downloads.

Better indicators include;

  • People referencing the podcast in messages or calls
  • Guests sharing clips with their own commentary
  • Comments that suggest behaviour change or reflection
  • Warmer inbound conversations

These signals are qualitative but consistent. Over time, patterns emerge.

If sales conversations start faster and require less context setting, the distribution is working.

Accept that not everyone will listen

This is important.

Many people who benefit from your podcast will never press play. They will absorb your thinking through clips, posts, and summaries.

That does not mean the podcast failed. It means it did its job.

The audio is the depth layer. LinkedIn is the surface layer.

When someone finally listens to a full episode, they are already primed.

Should you even start a podcast? A decision framework for busy operators

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Podcasts are easy to romanticise. They look calm, credible, and human. A couple of microphones, interesting guests, thoughtful conversation. From the outside, it appears low effort and high impact.

For most operators, that assumption is wrong.

A podcast can be one of the most effective long term assets a business builds; or a slow moving distraction that quietly drains energy. The difference is not production quality or download numbers. It is intent.

Before you record anything, you should answer a harder question; is a podcast the right tool for how you actually operate?

First question; what job would the podcast do?

Do not start with audience size or content ideas. Start with function.

A podcast usually does one of four jobs well;

  • Relationship building with peers, candidates, or potential partners
  • Authority building around a narrow area of expertise
  • Education for a market that misunderstands what you do
  • Trust acceleration for long sales cycles

If you cannot clearly point to one primary job, the podcast will drift. It will feel pleasant but directionless.

Busy operators rarely fail due to lack of effort; they fail because they add activities without removing anything else.

A podcast should replace something, not sit on top of everything.

Second question; do you already have access to conversations worth sharing?

The best podcasts are not created; they are surfaced.

If your calendar already includes;

  • Client conversations that surface recurring questions
  • Peer discussions where insight is exchanged freely
  • Candidate or market conversations full of pattern recognition

You are a strong candidate for a podcast.

If not, the podcast will feel forced. You will be hunting for guests and topics rather than capturing what is already happening.

A simple test; could you outline five strong episode topics based purely on conversations you have had in the last month?

If the answer is no, the timing may be wrong.

Third question; are you comfortable with delayed returns?

Podcasts are compounding assets, not campaign tactics.

They rarely create immediate spikes in leads or inbound. What they do create is familiarity. When someone eventually needs what you offer, you feel known.

This is uncomfortable for operators used to measurable short term feedback.

If you need quick validation or weekly performance metrics, a podcast will frustrate you. It works best when treated like brand infrastructure rather than marketing output.

That does not mean it cannot be measured; it just needs different indicators. References in sales calls, warmer introductions, better quality conversations.

Fourth question; can you sustain consistency without relying on motivation?

Most podcasts do not fail because they were a bad idea. They fail because they relied on enthusiasm.

If you only record when you feel inspired or have spare time, the show will stall.

Consistency comes from systems, not energy.

Ask yourself;

  • Could I realistically commit to one episode every two or four weeks for six months?
  • Can I batch recording without harming my core work?
  • Would I still record if downloads stayed low for the first ten episodes?

If the honest answer is no, that is not a personal failing. It is a signal to delay or simplify the idea.

Fifth question; does your business benefit from your voice?

Not every business needs a front person.

Podcasts work best when trust is tied to judgement. If buyers choose you because of how you think, explain, and challenge ideas, a podcast amplifies that.

If buyers choose you primarily on speed, price, or convenience, a podcast may not move the needle.

This is why podcasts work so well for consultants, recruiters, advisors, and agency leads. The product is not just the service; it is the thinking behind it.

The alternative to starting one

Deciding not to start a podcast is often the correct decision.

In some cases, appearing as a guest, running private roundtables, or producing short written insight will deliver more value with less overhead.

A podcast should be chosen deliberately, not aspirationally.

How to plan a podcast season that compounds value

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Themes, arcs, and narrative flow

Most podcasts are planned episode by episode. That is usually why they stall. Each episode might be fine on its own, but together they do not build momentum, memory, or trust.

A season based approach fixes this. When episodes are designed to connect, reinforce, and progress, the podcast stops being content and starts becoming an asset.

Start with a single strategic theme

Every season should answer one core question for the listener.

Not a topic; a problem.

For example;

  • “How do senior hires actually choose recruiters”
  • “What founders misunderstand about marketing attribution”
  • “Why most consulting engagements fail before delivery starts”

This theme becomes the lens through which every episode is filtered. If an idea does not serve the theme, it does not make the cut.

This constraint is useful. It forces clarity and stops the show drifting into general chat.

A good test is this; if someone listened to the entire season, what would they understand that they did not before?

Break the theme into a narrative arc

Once the theme is clear, map the season like a story.

Strong seasons usually follow a simple arc;

  1. Context and framing
  2. Tension or misunderstanding
  3. Insight and reframing
  4. Practical application
  5. Consequences and outcomes

You are not telling a fictional story, but you are guiding the listener through a journey. Each episode should feel like a logical next step, not a reset.

For example, a ten episode season might look like this;

  • Episode 1; why this problem exists
  • Episode 2; how the market currently talks about it
  • Episode 3; where that thinking breaks down
  • Episode 4; what high performers do differently
  • Episode 5; expert perspective that challenges assumptions
  • Episode 6; real world examples
  • Episode 7; common mistakes when trying to apply this
  • Episode 8; systems or frameworks that work
  • Episode 9; results and long term impact
  • Episode 10; synthesis and future outlook

This structure keeps listeners moving forward rather than dipping in and out.

Design episodes to reference each other

Compounding value comes from connection.

A season works best when episodes subtly reference previous conversations. This reinforces learning and rewards consistent listeners.

Simple techniques include;

  • Brief callbacks; “this links back to what we discussed in episode three”
  • Reusing language or frameworks introduced earlier
  • Asking guests to react to ideas raised in previous episodes

This creates a sense of continuity and depth. The podcast feels intentional rather than improvised.

It also makes the back catalogue more valuable; new listeners are encouraged to start earlier rather than skipping around.

Balance guest episodes with solo insight

Guest only seasons often lose narrative control. Solo only seasons can feel heavy.

The strongest seasons mix both.

Use solo episodes to frame ideas, introduce language, and summarise learning. Use guest episodes to stress test those ideas in the real world.

This keeps you positioned as the guide rather than just the host.

It also makes guest outreach easier; you are inviting people into an existing conversation rather than asking them to carry the episode.

Plan the season before you record anything

Do not record episode one until the full season outline exists.

You do not need scripts, but you do need intent.

Knowing where the season ends affects how you open it. Knowing future topics helps you ask better questions early on. It also allows you to batch recording and production, which is essential for consistency.

Think of the season as a single long form asset, released in chapters.

Let the season feed other channels

A well planned season should produce more than audio.

Each episode can generate;

  • Short clips that reference the wider season
  • Written insight articles expanding on key ideas
  • Talking points for sales conversations
  • Follow up emails or LinkedIn posts that deepen the narrative

Because the season has a single theme, everything reinforces everything else. This is where compounding actually happens.

Using a podcast to build a founder led community: the Community Flywheel Process

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If you want your podcast to become the centre of a real community rather than sit on the sidelines as occasional content, you need a clear process. The Community Flywheel turns your show into a repeatable way to attract the right people, spark conversations and build an audience that grows around your brand.

This guide walks through each stage; what you are trying to achieve, why it matters, what good looks like and how it could work for a founder led brand.

1. Get your foundations straight

Before you build a community, you need clarity on who it is for and what it promises. Without this, you create noise rather than connection. Good looks like being able to say in one or two lines who you serve, what they care about and why your space is worth joining.

Make sure you have:

• A clear niche
• A defined audience
• A simple value promise

For a founder led brand, that might look like:

Niche: early stage operators, product builders or independent founders
Offer: insight, conversation and access to peers in similar positions
Core promise: a place to learn from others who are solving similar problems

When this is nailed, your podcast becomes a magnet for the people you want and your community starts with a strong identity.

2. Build your Dream 30 community list

This step turns your community from a vague idea into something deliberate. A good start looks like a list of 30 specific people who would bring energy, credibility or momentum to your early group.

Choose a mix of:

• Founders
• Operators
• Rising leaders
• People who influence your niche

Start with your network; people who often comment on your posts; or people you would love to build a relationship with. Your aim is to bring this mix into your world through the podcast, then into the community space where conversations can continue.

Actionable hint: Tag each person as either “Core member”, “Rising voice” or “Connector”. This helps you create balance when inviting people into the group.

3. Use qualitative research to shape the community

Before you name your community or build a platform, speak to 5 to 10 people in your niche. You are trying to understand what people need, what they cannot find elsewhere and why they would join a group like yours.

Ask questions such as:

• What challenges are you dealing with right now
• What conversations feel missing in your market
• What groups or podcasts you follow and why
• What you would value in a small founder space

Good looks like hearing the same three or four themes repeated. These become your early content pillars, podcast topics and community prompts.

Actionable hint: As soon as three people ask for the same thing, make it a recurring segment in your podcast or a monthly discussion theme inside the group.

4. Outreach that feels human and community led

Here, you are inviting people into something with purpose. You want the invite to feel relevant, personal and low effort. Good looks like quick replies, people saying yes and guests arriving at calls already interested in the wider idea.

Your outreach should explain:

• The purpose of your podcast
• Who it is for
• Why you thought of them

Attach a simple one page overview that explains the show and mentions that you are building a small community alongside it.

A simple line could be:

“We bring together founders and operators to talk openly about their challenges and share what is working. Would you be open to joining us for an episode”

Voice notes work well for this stage; warm and human always lands better than corporate.

5. Use the pre call to shape both the episode and the community

Your aim in the pre call is to find the angle for the episode and to spot how this person might fit into your community. Good looks like a short call where they leave feeling excited and you leave with themes you can use in your next discussion thread or poll.

Ask:

• What is on your mind at the moment
• What they would love more honest conversation about
• What groups or communities they feel are missing

This gives you both content and community structure at the same time.

6. Treat the recording as the start of a relationship

During the recording, let the guest take the lead but keep an ear out for stories, struggles and patterns that could become future community discussions. Good looks like a relaxed conversation where the guest shares practical insight; you finish with ideas for content and a reason to follow up.

Ask questions such as:

“What challenge have you been trying to solve this quarter”
“What lessons would you share with someone a few steps behind you”

These answers become the seeds of community prompts, live events and shared resources.

7. Create a natural follow up into the community space

After recording, you have an easy reason to reconnect. This is where you bridge someone from “podcast guest” to “community member”.

Good lines include:

“We have a small group of operators discussing the themes you mentioned. Would you like to join them”

“We recently started a founder circle where people share similar challenges. Want me to add you”

If the community is early, this feels like joining something meaningful at the ground floor. That feeling is powerful.

8. Turn each episode into assets that feed the community

Every episode gives you material to spark conversation:

• Clips
• Quote cards
• Short written insights
• Questions you can turn into polls
• Themes you can build events around

Good looks like a rhythm where each episode fuels a week of activity inside the community and on your public channels.

9. Nurture and grow the flywheel

A community takes shape through repetition. You keep it alive by creating simple ways for members to contribute:

• Polls
• Live Q and A sessions
• Monthly roundups
• New member spotlights

Good looks like a space where you are not the only one posting. Once this happens, you have a proper community.

How Founders Use Podcasts For Business Development

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If you want your podcast to drive revenue rather than sit in the “nice marketing” bucket, you need a clear process. The PBD (Podcast Business Development) Process turns your show into a repeatable way to start, deepen and convert relationships with ideal clients.

This guide walks through each stage; what you are trying to achieve, why it matters, what good looks like and how it could work for a founder led AI brand.

1. Get your foundations straight

Before you use a podcast for BD, you need to know what you stand for and who you serve; otherwise all that activity just creates noise. This step is about clarity; a clear offer, a defined audience and confidence in your sales process. Good looks like being able to explain in one or two lines who you help, how you help and what a successful engagement looks like.

Before you record anything, make sure:

  • Your offer is clear
  • Your ideal client is narrowly defined
  • You can run a decent discovery call and pitch when the opportunity appears

For a founder led AI brand, that might look like:

  • Niche: Seed to Series B AI product start ups in the UK and Europe
  • Offer: Strategy, build and integration for practical AI products or internal AI tools
  • Core promise: Ship usable AI features faster with fewer missteps and less wasted engineering time

When these are nailed, the podcast becomes a magnet for exactly the people you want to speak to and gives your business development conversations a solid backbone.

2. Build your Dream 30 BD list

This step is about turning your podcast from a vague content idea into a targeted BD engine. You decide who you actually want relationships with and give your show a clear commercial focus. Good looks like a list of 30 specific people or companies where you know, “If we built trust here, it could lead to serious work.”

Create a list of 30 target guests who would be perfect prospects or strategic partners:

  • Founders and CTOs of AI or tech start ups
  • Product and engineering leaders in your ideal customer profile
  • Investors or advisors who specialise in your space

Start with:

  • People already in your network
  • 1st and 2nd degree LinkedIn connections
  • People who regularly engage with your content

Actionable hint: Tag each target with one simple label;

  • “Prospect”
  • “Influencer”
  • “Partner”

Your goal is to bring all three types into the show over time so your podcast business development for founder led brands hits both short term pipeline and long term brand.

3. Do qualitative research first

Here, the aim is to build a show around what the market actually cares about, not what you assume they care about. This step is important because it gives you language, themes and angles that land with your audience. Good looks like hearing the same challenges and phrases repeated; then being able to say, “Our podcast exists to answer these exact problems.”

Before you name the show or plan topics, talk to 5 to 10 people in your target market. Ask:

  • What are your biggest challenges right now in building, selling or implementing your product
  • Where do you think your market is trending over the next 12 to 24 months
  • Anywhere you feel your sector lacks real, honest insight
  • Do you listen to any industry podcasts; which ones and why

You are listening for patterns. These interviews give you:

  • Podcast topic ideas
  • Language your market actually uses
  • Clues about gaps in existing content

Offer a “free question list” resource at the end of these calls. It positions you as helpful and lets you capture what people care about in one place.

Actionable hint: As soon as you hear the same challenge 3 or more times, make it a recurring segment in your podcast.

4. Outreach that feels human

This step is about opening doors in a way that feels like an opportunity for the guest, not a favour to you. It matters because the quality of your guests depends on whether your invite feels credible, easy and relevant. Good looks like high reply rates, guests saying yes quickly and people arriving at the pre call already positive about the show.

When you reach out to potential guests:

  • Send a short DM or email explaining:
    • The purpose of the podcast
    • Who listens
    • Why you thought of them
  • Attach or link to a simple one page podcast info PDF:
    • Show name and theme
    • Typical audience
    • Format and recording time
    • A few sample episode titles
  • Use voice notes where appropriate; they cut through the noise and feel more personal.

Example outreach line:

“We feature founders building practical AI products and dig into what is really working in shipping features, winning customers and scaling teams. I would love to have you on to share your story and lessons.”

If this step works, your Dream 30 list turns into a steady stream of accepted invitations and warm conversations.

5. Use a structured pre call

The goal here is to make sure every episode has a clear angle and every guest feels prepared, while quietly qualifying them as a potential client or partner. It is important because a strong pre call leads to better conversations, better content and more natural sales opportunities later. Good looks like a short, focused call where the guest leaves saying, “That feels clear, I am looking forward to it,” and you leave with a sense of their needs and buying signals.

Aim to get every guest to book a 15 minute pre call using Calendly or similar. In that call:

  • Build rapport
  • Clarify the angle for the episode
  • Ask what is exciting them, what they are building and where they are struggling
  • Confirm the run time, tech setup and rough questions

You are doing two things at once; preparing a great episode and qualifying a commercial relationship.

Actionable hint: End the pre call by booking the recording time while you still have their attention.

6. Treat the recording as a consult, not just content

This step is about using the recording to understand your guest’s world in detail while making them feel like the star. It matters because the depth of insight you get here directly feeds your later BD conversations. Good looks like a relaxed, flowing conversation where the guest shares real challenges and stories; you come away with notes that make a follow up call obvious.

On recording day:

  • Spend 5 to 10 minutes warming up, chatting and relaxing the guest
  • Ask a mix of story, strategy and pain point questions
  • Dig gently into challenges you might later help solve

Examples of BD friendly questions:

  • “What has been the hardest part of building or scaling your AI product this year”
  • “Where have external partners really helped, and where have they made things harder”
  • “If you had a magic wand for your go to market or delivery process, what would you fix first”

You are not pitching on the recording; you are gathering insight and showing you understand their world, which sets up the next step.

7. Design the natural follow up

Here, the aim is to turn a nice conversation into a commercial opportunity without it feeling forced. This step is crucial because most of the revenue comes from what happens after the episode, not from the recording itself. Good looks like guests happily booking follow up calls because the conversation feels like a continuation of something valuable they already started with you.

After recording, you have an easy reason to reconnect. Use it well.

Good follow up lines:

“We have been reviewing the episode and your point about the complexity of shipping AI features really stood out. We are seeing similar things with other product teams. Would you be open to a quick call to share what we are seeing and hear how it matches your experience”

“For a few podcast guests we are offering a complimentary product or strategy audit. Would you like to schedule a short session to explore some potential improvements”

In that follow up call:

  • Share 2 or 3 specific insights
  • Ask about their roadmap and priorities
  • Offer a clear next step if there is a fit

Actionable hint: Always bring a simple one page “challenge menu” they can pick from; for example “feature velocity”, “customer adoption”, “data and infrastructure”, “go to market”.

8. Turn each episode into an asset pack

This step is about squeezing maximum value out of every conversation you have. It matters because each episode can do multiple jobs; deepen the guest relationship, build your brand and educate the wider market. Good looks like a system where every episode automatically becomes clips, posts and insights that keep you visible in front of the right people.

After the episode goes live, send your guest:

  • Video clips
  • Quote graphics
  • A short write up or blog version
  • Suggested post copy they can paste straight into LinkedIn

Make it easy for them to share. Their posting extends your reach and reinforces the relationship.

You can also repurpose episodes into:

  • Newsletter features
  • Insight reports, for example “What 20 AI founders say about getting models into production”
  • Roundtables and webinars
  • Ebooks and guides

When you run podcast business development for founder led brands this way, each episode becomes weeks of relevant marketing fuel.

9. Nurture over time

The purpose of this step is to turn one off episodes into long term relationships. It is important because the biggest deals often come months after the first conversation, when timing finally lines up. Good looks like a light but consistent rhythm of touchpoints where you stay helpful, relevant and top of mind, without spamming anyone.

Use your podcast CRM or a simple spreadsheet to track:

  • Episode date
  • Company milestones (funding, launches, anniversaries)
  • Personal dates (promotions, birthdays if you know them)

Reasons to re engage:

  • Invite only roundtables for founders in your niche
  • Sharing new market data, benchmarks or playbooks
  • Inviting them into a private WhatsApp group or “Operators Club”

Over time, some guests become:

  • Clients
  • Referral partners
  • Sources for market intel

This is where the compounding effect kicks in; your podcast turns into a network asset, not just a content series.

Mini case study: Applied AI Studio

This case study is here to show what “good” looks like when everything comes together. It shows how consistent use of this process can turn conversations into revenue, rather than just a nice content project. Good looks like a clear link between episodes, follow ups, proposals and closed deals that you can actually track.

Imagine “Applied AI Studio”, a founder led consultancy that helps early stage AI product companies ship and commercialise features.

They launch “The Applied AI Scale Up Show”, a podcast for founders and CTOs building practical AI products.

In year one:

  • They invite 30 guests from their Dream 30 and wider network
  • 24 say yes, 20 episodes go live
  • From those 20 guests:
    • 6 become paying clients for projects or retainers
    • 3 become warm referrers who introduce them to other founders

Their average project is worth £30k.

If 6 guests become clients over the year, that is:

  • 6 clients × £30k ≈ £180k revenue
  • Add on two smaller advisory or workshop engagements from referrals, worth another £20k

Total influenced revenue; £200k+.

The podcast does not replace classic BD; it makes it easier to start, deepen and convert high value relationships, while producing content that builds brand in the AI product space.

Conclusion

Used properly, a podcast is not just a channel for brand awareness; it is a structured way to do business development at scale. You identify who you want to work with, invite them onto a platform they value, run great conversations, then follow up in a way that feels natural and useful.

For founder led brands, especially in specialist markets like AI, this approach lets you sit at the centre of the conversation your buyers already care about while seeding commercial opportunities all year round.