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.