#166 Isabella Sanchez Castaneda's Insights on Entrepreneurial Podcasting

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From the heart of Dubai, where
tomorrow is being built today,

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to the world.
Welcome to the CTO Show with

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Mimet.
Here we redefine technology and

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reimagine possibilities.
With MIMET delve into the

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riveting realms of a I
cybersecurity and digital

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technology.
Experience the thrilling highs

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and lows of startups, immerse
yourself in the spirit of

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entrepreneurship, and witness
the future of Business

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Innovation being written in real
time.

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Now, without further ado, let's
TuneIn and explore the future.

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Hello.
We'll come back to a new episode

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of The City or show with Mehman.
And today and for the first

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time, I'm talking to someone
who's expert in something.

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I decided to start a couple of
months back where someone

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especially in marketing, but
from a different perspective,

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which is podcasting.
And I have with me Isabella,

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today, I would pass it to you,
Isabella, so you can introduce

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yourself what you are up to and
tell us a little bit about your

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company and what you are doing.
Thank you so much for having me

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today.
My name is Isabella Sanchez

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Casania.
I am the Founder and CEO of ESA

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Media, Inc.
We are a digital marketing

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company focused specifically on
podcasting and even more

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specifically on podcasting that
is meant to turn listeners into

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buyers and clients.
So I specialize in working with

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entrepreneurs to create shows
that will allow them to really.

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Showcase their expertise,
increase their thought

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leadership, and then eventually
have people trust them enough

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and feel confident enough in
their frameworks and

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philosophies that they want to
work with them.

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That's great.
And this would be actually my

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first question to you today.
So you have businesses get more

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visibility through podcast,
right?

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Now from your experience, how
can technology driven startups?

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Because we focus a lot on
technology driven startups in

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the show here, leverage podcast
as a tool to create brand

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awareness and engagement.
Yes.

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So whether it's a technology
company or another company, it's

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all about showcasing your
philosophies.

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So a lot of times people come
into a show, especially if

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they're doing like an internal
show where it's only the founder

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speaking or someone in the
marketing department.

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And they're answering very
general questions about

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technology right now.
There's so many people talking

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about what is a I and what is
ChatGPT and how is that going to

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impact us instead of rooting it
in.

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How does this company view this
and what is our philosophy?

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So if a technology company goes
in and says this is our company

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stance on a I, this is our
approach to integrating.

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This new technology, this new
API, whatever it is into our

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software or how we work with our
clients, it helps people not

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only receive information, but
receive information in a way

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that they then associate with
you, associate with the company,

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with the founder, and it builds
more of that loyalty rather than

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just like, oh, I could have
gotten this information from

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anywhere.
Yeah, that's great.

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Now the question that someone
might ask.

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With all you know these
available I would say platforms

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to go and publish on like
usually like if they are in the

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B2C business maybe they would
choose something like Facebook,

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Instagram.
If they are into B2B maybe they

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would go to something like more
professional like link it Then

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now why does they need to have
an additional place to go and.

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Go out to the world and say hey,
like you need to listen to our

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story, which is the the podcast.
Yeah, so I'll answer this in two

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ways.
The first one is we love

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marketing and we know that every
business has to do it, but it

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takes so much time.
And so if you instead focus your

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marketing energy on making a
really great podcast, and then

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from there you pull from the
podcast to make tweets, to make

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LinkedIn post, to fuel your
newsletter.

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To pull clips from and then show
them on Instagram reels if

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that's your preferred platform
or TikTok even.

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You are then able to maximize
the effort that you have.

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Because as much as I would love
to encourage every entrepreneur

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to spend more time marketing, I
know that the back end of the

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business and the daytoday
operations take up so much time.

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The 2nd way I would answer that
question is that long form

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allows you to build trust
faster.

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Anyone can go on to a platform
and kind of make up some

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information.
Not make it up.

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It might be completely true, but
they may be able to organize

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information in a way that is
compelling for A2 paragraph post

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or is compelling for a 32nd
short form video.

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But for someone to decide, I'm
going to put my expertise, my

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company's values, and
positioning out on something

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that is longer than 5 minutes.
Takes a certain level of

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authority and it positions you
in a way where people look at

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them and say they really stand
behind what they're doing.

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So from a practical standpoint
and from a trust building

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standpoint, podcasting gets you
there so much faster.

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Yeah, and I agree with you
because since the I decided to

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do it and I'm doing just like of
course.

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I would utilize this for my own
business, but you know when I

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decide to start it's like just
to to make an authorities fault

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leadership for myself.
It's helped a lot because it can

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open a lot of doors.
You never know who is going to

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listen to your podcast now.
Two things I want to ask you and

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let me let me separate the
question so we have better

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answers.
Is there a sweet spot Especially

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I'm asking for entrepreneurs
that there a sweet spot on.

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How often they have to come up
with a new episode like Cap?

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Like is it daily, weekly,
monthly And how long?

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I mean the duration should be
the sweet spot again.

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Yes.
So I love weekly episodes.

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Just once a week is fantastic.
It's something that is more

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sustainable for people.
It's something that if we also

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look at consumer behavior,
people love to listen to about.

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An average of eight podcasts.
The typical consumer has a

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podcast that they like and so if
you do once a week, you're kind

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of in their flow in their
routine.

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The and also from the
sustainability standpoint, the

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length of time, I don't have a
preference.

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I believe that a 5 minute
episode can be as impactful if

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not more impactful than a 50
minute episode.

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Obviously if you have guests on
your show, you may want

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something a little bit longer,
but.

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It's not so much dependent on
the length of time, it's more

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how valuable is the information
that you're providing?

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Did you include enough examples?
Did you include enough

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information where the person
feels like they really got a

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good grasp of the concept?
Did you make them feel smart

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people?
Sometimes when you go in and you

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are an expert in what you do,
you start to use this like big

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language and complicated.
Examples.

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And the other person on the
other end kind of feels like I

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didn't really understand.
And then they can turn it off

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and they're they're just a
little lost.

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But if instead you go in and you
give all the definitions and you

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allow the person to understand,
you make them feel smart and you

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make them feel like they
actually got something out of

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it.
And again, you can do that in 5

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minutes or 50, it's going to be
really how much can you handle

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as the host?
Yeah, that's informative.

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And I think, yeah, it depends on
the type of business also as

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well.
So the other question that I

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want to ask you, like recently
we started to see all podcasts,

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majority of them, they also do
video podcasts like, I mean they

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they push them on YouTube and
then they take shorts, you know

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to put them on YouTube as well
as YouTube shorts.

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We see them as reels.
Do you think that?

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This is the way podcasting is
going to be in the future.

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So we are a little bit moving
from just audio only or like Of

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course we will still put it on
Spotify or Apple podcast, but

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you see like this is the trend
now.

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Absolutely, Especially as we see
Spotify allowing video on more

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platforms.
So I do video episodes for

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myself and for all of my
clients.

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I think it just adds that level
of engagement.

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Also what we talked about before
it if you have the video up

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already, it gives you so much
more opportunity to repurpose to

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put on different platforms.
Some folks will take the full

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episode and put it on LinkedIn
as well.

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You can get more out of the
episode also if you are someone

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who's in a service industry
where you are having

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conversations more one-on-one or
more directly with a team of a

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company.
Having the video also increases

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that trust factor, because
they've seen your face before,

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they've seen your expressions.
How do you interact with your

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body language?
All of those pieces can really

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contribute to a show.
So I definitely think we're

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going to see even more video and
the shows that decide not to do

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video at first.
I understand that it might be a

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logistical thing, they may not
have the equipment or they may

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not have the time to edit video,
but.

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Longer term for success, the
shows that don't have video need

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to have a good reason for not
having video.

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OK.
And do you see like

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entrepreneurs should, you know,
just because one of the thing

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people used to tell me like we
think, you know, like it's

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something cumbersome, it's
something very complex, you

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know, like we would not have
time so.

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Can't.
I'm not sure if you agree with

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this or not, but if if you
don't, if yes, tell me why.

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If you don't, what are the, you
know, like kind of myth that

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people think about podcast and
they should say no like it's not

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the case.
I love this question.

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So I think the very first myth
that entrepreneurs especially

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get wrong is that you need
thousands of listeners for your

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podcast to be impactful.
And when we compare ourselves to

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what I call passion project,
podcast or entertainment based

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podcast and we see that they're
claiming that they get 100,000

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downloads in the 1st 24 hours
and making this huge impact, we

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start to get really down on
ourselves and we start to say,

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well this podcast isn't making a
difference.

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It's not helping my business
when you fixate on those

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listeners.
But what we don't realize is

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that if we're doing this for
marketing for our company.

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We don't need hundreds of
thousands of listeners.

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We just need the right listeners
to come to us.

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And that could be 10 people.
That could be 100 people.

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And if they're coming in
consistently and they're

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appreciating what we have to
give them, then again, it won't

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matter as much the quantity
because we have the quality.

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And I'm going to get this
statistic a little bit wrong

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because I forget exactly what it
is, but Buzz sprout put out.

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Some data that if you get
something around like 27 or 30

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listens within the first week of
your podcast being out, you're

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in the top 50% of podcasts
already and the bar to be

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successful is not as high as we
think it is.

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It just takes that consistency
to just show up, keep going, and

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that's myth #1 for sure.
Myth #2 is that podcasting is

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too saturated.
When we go on Spotify or we go

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on Apple podcast, we see
hundreds of shows and we think,

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why would mine stand out?
Why would mine really be

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successful?
And again, the numbers are on

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our side.
Very, very few podcasts ever

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make it past their 10th episode,
and the Apple always says that

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they have something like
3,000,000 podcasts on their

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platform.
But really only about 400,000 of

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them are active.
So many of them have stopped

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posting so many of them again,
never made it past that 10th

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episode.
Even more of them never made it

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past their trailer.
They put out like a 3 minute

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clip and then gave up.
So it's on.

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The numbers are on your side,
consistency is on your side, and

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that's what it really takes to
clear the bar of success with

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podcasting.
Yeah, I think I've seen this

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article, it's even it's in in
their blog on bus route where

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they mentioned, yeah, if you if
you make this in the first week

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or so, even 2 weeks you you are
in the top 50%.

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So yeah, I agree with you and
just from my perspective because

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people ask me like it must be
hard, it must be taking from you

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too much time.
Especially I'm doing daily by

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the way, so maybe we need to
change this, but a discussion

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for another time.
I tell them, yeah, see like if

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you overthink it at the
beginning, like, yeah, of course

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we'll take time because you are
overthinking the topic.

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How should I speak, how should I
prepare?

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And you know, like at the end I
discovered also this myself

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because I was supposed to have
this podcast.

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Back in 2019 and I kept
postponing, postponing and then

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beginning of this year I said
enough is enough.

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So let me get started and let's
see how it goes and the 2012 and

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this is like an advice for
entrepreneurs to yeah, like just

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don't be shy guys like it takes
you like of course the first few

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episodes will be the toughest
ones, but yeah, like with time

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you get used to it.
And if you are doing weekly, as

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00:14:25,160 --> 00:14:28,500
Isabella said.
You you would you would need

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00:14:28,500 --> 00:14:32,420
just half day maybe between
shooting you know and maybe you

241
00:14:32,420 --> 00:14:35,580
can hire someone to do the
editing for you and and and you

242
00:14:35,660 --> 00:14:39,140
know take care of the logistics.
So yeah, I agree with you on

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00:14:39,140 --> 00:14:43,820
this Now from marketing
perspective, you know we're

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talking podcasting but of course
it's all comes to the marketing

245
00:14:47,660 --> 00:14:51,260
strategy for a.
Entrepreneurial or a startup?

246
00:14:51,660 --> 00:14:54,980
What unique approaches other
than podcasting?

247
00:14:55,100 --> 00:15:00,100
Like you, you usually also
advise them to have broader

248
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audience in parallel with the
podcast.

249
00:15:04,220 --> 00:15:08,540
Yes, I love to combine a podcast
with a short form platform.

250
00:15:08,740 --> 00:15:12,100
So that may look like Instagram.
For some people that may look

251
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like LinkedIn, I always
recommend an e-mail newsletter.

252
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And being able to notify people
of your episodes.

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Being able to, we, for example,
we just talked about some

254
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statistics.
So what I would do would be

255
00:15:26,970 --> 00:15:30,050
shared in the newsletter.
Hey, this is what the episode's

256
00:15:30,050 --> 00:15:32,330
going to be about.
These are some of the links that

257
00:15:32,330 --> 00:15:35,770
we talked about in the episode.
If you want to dive in further

258
00:15:35,770 --> 00:15:38,850
for this information with a
strong call to action.

259
00:15:39,690 --> 00:15:42,250
Same with the short from
platforms.

260
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Like I mentioned, you can
repurpose really easily from

261
00:15:45,250 --> 00:15:47,860
your show.
And connect deeper with people

262
00:15:47,860 --> 00:15:51,980
there and it creates more of an
ecosystem with your marketing.

263
00:15:52,220 --> 00:15:55,780
Unfortunately, when we look at
all these platforms, sometimes

264
00:15:55,780 --> 00:15:59,700
we start to see them either as
completely different and we have

265
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a wildly different strategy for
TikTok compared to LinkedIn.

266
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Or folks on the other side of
the spectrum will think that

267
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they're all exactly the same and
start posting the exact same

268
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content with the exact same
graphics on everything.

269
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And so it's finding the sweet
spot.

270
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And creating an ecosystem where
no matter where people find you,

271
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they get the same brand vibe.
I want to say they get the same

272
00:16:25,550 --> 00:16:31,350
brand awareness and like they
understand who you are, but it's

273
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platform appropriate and often
times the podcast can fuel that.

274
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I always do go back to that.
Yeah, that's that's great to

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hear.
It's a very like I think you

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00:16:43,210 --> 00:16:47,530
know I've seen I've you know
like face this myself you know

277
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this fueling thing.
Now some people you know they

278
00:16:53,650 --> 00:16:58,650
also hesitate you know to start
this because you know they they

279
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think that you know I'm again
talking about maybe people who

280
00:17:03,210 --> 00:17:06,650
are in the tech industry and you
know they are entrepreneurs in

281
00:17:06,650 --> 00:17:10,349
that in that field.
And they say the tech savvy

282
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people are so picky how we're
gonna do this.

283
00:17:14,270 --> 00:17:17,750
So what can you tell them?
What consideration you can tell

284
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them?
Guys, keep this in mind and

285
00:17:19,470 --> 00:17:22,550
everything will be okay and the
content that you will release,

286
00:17:22,910 --> 00:17:25,230
it will resonate with your
audience.

287
00:17:27,869 --> 00:17:31,910
Sometimes the pushback I get
from folks in the tech industry

288
00:17:31,910 --> 00:17:34,070
or industries that are a little
bit more.

289
00:17:37,100 --> 00:17:40,380
Not as sexy.
Maybe they fear that it's going

290
00:17:40,380 --> 00:17:42,580
to be boring.
They think, well, why would I

291
00:17:42,580 --> 00:17:45,740
put out a podcast if it's just
going to put people to sleep?

292
00:17:46,220 --> 00:17:50,060
But you know, if everyone is at
your company, is passionate

293
00:17:50,060 --> 00:17:53,580
about what you do, then you know
that at least the 20 people who

294
00:17:53,580 --> 00:17:55,220
are there.
Or if you're a smaller startup,

295
00:17:55,220 --> 00:17:58,740
even if it's five, you know the
conversations that get you

296
00:17:58,740 --> 00:18:00,660
going.
You know the conversations that

297
00:18:00,940 --> 00:18:04,210
will have people.
You know, hitting up the slack

298
00:18:04,210 --> 00:18:07,890
and and just typing out a bunch
of messages there or we'll get

299
00:18:07,890 --> 00:18:12,090
you in the break room, really
going pull from that, pull from

300
00:18:12,090 --> 00:18:16,970
that passion and allow yourself
to really showcase why it is

301
00:18:16,970 --> 00:18:18,890
that your company loves what
they do.

302
00:18:19,290 --> 00:18:23,370
And allowing people to see that
your frameworks, your

303
00:18:23,370 --> 00:18:28,050
philosophies are backed by a lot
of intention, yes, a lot of

304
00:18:28,050 --> 00:18:30,330
expertise, but also people who
really care.

305
00:18:30,670 --> 00:18:34,750
And you'd be surprised how many
people really want to dive in

306
00:18:34,750 --> 00:18:37,830
and learn about it.
And so if you're for whatever

307
00:18:37,830 --> 00:18:41,550
reason, thinking what I do is
too boring or what I do is not

308
00:18:41,830 --> 00:18:45,230
going to capture enough people's
attention, focus on just

309
00:18:45,230 --> 00:18:49,550
capturing the attention of that
one business partner that you

310
00:18:49,550 --> 00:18:52,470
have, or that one person you met
at a networking event who

311
00:18:52,470 --> 00:18:55,750
couldn't get enough of what you
had to share and.

312
00:18:56,270 --> 00:18:59,510
Really let them be the person
that you're speaking to.

313
00:18:59,510 --> 00:19:02,670
And that will actually translate
into a much larger audience.

314
00:19:03,110 --> 00:19:07,510
And it's just about transmitting
like how passionate you are.

315
00:19:07,710 --> 00:19:12,390
I sometimes, I think on my show
this is kind of secondary, is

316
00:19:12,390 --> 00:19:15,350
when you're talking about
similar topics all the time, you

317
00:19:15,350 --> 00:19:17,350
start to say, well, haven't I
talked about it enough?

318
00:19:17,550 --> 00:19:20,150
Haven't I said everything I need
to say?

319
00:19:20,590 --> 00:19:22,790
And I have a podcast about
podcasts.

320
00:19:22,830 --> 00:19:24,560
It's not.
That fun?

321
00:19:24,960 --> 00:19:28,880
Like sometimes to me, I'm like,
I don't want to talk about the

322
00:19:28,880 --> 00:19:32,400
buzz sprout statistic again, but
anytime that I bring it up,

323
00:19:32,400 --> 00:19:35,280
people are like, Oh my goodness,
that completely changed my

324
00:19:35,280 --> 00:19:37,800
mindset around it.
That completely opened myself

325
00:19:37,800 --> 00:19:40,000
up.
So if you start to think of it

326
00:19:40,000 --> 00:19:43,680
as, yes, it might get a little
boring for you, but it doesn't

327
00:19:43,680 --> 00:19:45,200
have to be boring for everyone
else.

328
00:19:45,560 --> 00:19:49,120
It allows you to be more
creative and really keep keep

329
00:19:49,120 --> 00:19:54,290
pushing. 100% And again, if if
the audience will allow me to

330
00:19:54,290 --> 00:19:58,450
share from my perspective
because I thought because it's a

331
00:19:58,450 --> 00:20:01,290
technology podcast at the
beginning, you know, this is was

332
00:20:01,290 --> 00:20:05,210
my aim and let's say I discussed
cybersecurity, right.

333
00:20:05,250 --> 00:20:09,250
And then another episode and I
need to mention cybersecurity

334
00:20:09,250 --> 00:20:10,930
again.
So what I started to do, I said,

335
00:20:10,970 --> 00:20:13,570
OK, I have because it's a tech
show.

336
00:20:13,610 --> 00:20:15,970
I mean it's not a tech show.
Let me be clear It's it's like

337
00:20:16,130 --> 00:20:18,490
mixed between tech business and
entrepreneurship.

338
00:20:18,920 --> 00:20:22,000
So, but I need to bring these
topics from time to time for

339
00:20:22,000 --> 00:20:25,080
just educational purposes and
for people to know what's

340
00:20:25,080 --> 00:20:28,240
happening around because again,
we discussed the trends, what's

341
00:20:28,240 --> 00:20:31,160
going on.
So the way I started to do it is

342
00:20:31,360 --> 00:20:37,800
sometimes I bring someone who's
not necessarily a professional

343
00:20:37,800 --> 00:20:40,040
in cybersecurity, I'm just
giving an example.

344
00:20:40,600 --> 00:20:43,480
But he has the knowledge and he
can talk about it from a

345
00:20:43,480 --> 00:20:46,160
different perspective, maybe
from a marketing perspective,

346
00:20:46,160 --> 00:20:48,400
maybe from a sales perspective,
maybe from.

347
00:20:48,970 --> 00:20:51,490
You know maybe he he's a
motivational speaker, I don't

348
00:20:51,490 --> 00:20:54,370
know.
But he can convey the message to

349
00:20:54,370 --> 00:20:58,570
the audience in this way.
So I I did this myself on couple

350
00:20:58,570 --> 00:21:00,930
of times and maybe people
started to see because when I

351
00:21:00,930 --> 00:21:07,210
started my content was so rigid.
It was so I confess like it was

352
00:21:07,330 --> 00:21:11,410
only you know like if if it I'm
just reading the news, right.

353
00:21:11,410 --> 00:21:14,930
So like I'm an anchor on the TV
and that's OK like I saw this

354
00:21:14,930 --> 00:21:17,010
article and then and then I
figured out like.

355
00:21:17,390 --> 00:21:19,670
Yeah, you can make it fun
because I believe, like

356
00:21:19,670 --> 00:21:21,950
podcasting is, it's a fun thing
as well.

357
00:21:22,590 --> 00:21:26,310
Guys like you are on a radio
show and you are the host and

358
00:21:26,430 --> 00:21:28,390
you don't have to be.
I mean, of course they're

359
00:21:28,390 --> 00:21:30,110
serious.
We need to be serious.

360
00:21:30,110 --> 00:21:32,510
But I mean, you can joke, you
can, you know, bring the topic,

361
00:21:32,510 --> 00:21:35,110
you can add this.
And This is why I want to ask

362
00:21:35,110 --> 00:21:39,470
you, Isabella, like about how
important is also to put our

363
00:21:39,470 --> 00:21:43,630
personality and you know, like
give these storytelling things

364
00:21:43,630 --> 00:21:46,810
and, you know.
You know, make it like dynamic

365
00:21:46,890 --> 00:21:49,050
from from.
It's not only about the content,

366
00:21:49,050 --> 00:21:54,010
it's also about us putting, you
know, our feelings inside, you

367
00:21:54,010 --> 00:21:56,370
know, the podcast.
Yes.

368
00:21:56,530 --> 00:22:00,010
Before I answer that, I want to
just touch on what you mentioned

369
00:22:00,010 --> 00:22:02,530
about cyber security and feeling
like you've talked about it too

370
00:22:02,530 --> 00:22:05,690
much.
And again, to us it feels like

371
00:22:05,690 --> 00:22:07,810
too much.
But I promise there's someone

372
00:22:07,810 --> 00:22:11,610
who has found your show in the
last two weeks.

373
00:22:11,930 --> 00:22:14,490
Who has listened to only a
couple episodes and has only

374
00:22:14,490 --> 00:22:17,330
heard you talk about
cybersecurity once and is

375
00:22:17,330 --> 00:22:20,850
probably waiting for you to talk
about it again and again from a

376
00:22:20,850 --> 00:22:24,170
different angle.
Maybe I follow some people on

377
00:22:24,170 --> 00:22:29,770
Instagram who every month put
out a a reminder for you to set

378
00:22:29,770 --> 00:22:32,810
up two factor notification or
two factor authentication on all

379
00:22:32,810 --> 00:22:35,650
of your accounts, and they do
that every single month.

380
00:22:35,650 --> 00:22:38,170
No fail.
And every time I'm like that's

381
00:22:38,170 --> 00:22:41,650
such a great reminder like it's
and I'm sure to them they think

382
00:22:41,650 --> 00:22:43,650
that I've put this out every
single month.

383
00:22:43,650 --> 00:22:46,930
People are sick of it, but
someone has just found you.

384
00:22:46,930 --> 00:22:49,370
So I wanted to touch on on that
piece.

385
00:22:49,690 --> 00:22:55,370
And then to your question on, I
lost your question.

386
00:22:55,370 --> 00:22:59,530
Hold on, tell me again.
I was like going on about that.

387
00:22:59,970 --> 00:23:03,570
Yeah, you know about how
important is to, you know, put

388
00:23:03,570 --> 00:23:07,700
the personal touch.
You know, tell stories, yeah.

389
00:23:07,980 --> 00:23:11,620
Yes.
So with putting in your

390
00:23:11,620 --> 00:23:13,620
personality.
So I think there's a balance to

391
00:23:13,620 --> 00:23:17,940
strike.
So sometimes we can go for that

392
00:23:17,940 --> 00:23:21,300
what you mentioned of like being
too much of A news anchor and

393
00:23:21,300 --> 00:23:25,620
just going in and and especially
in those quote UN quote boring

394
00:23:25,620 --> 00:23:28,420
industries on in those
industries that you have to be

395
00:23:28,420 --> 00:23:30,260
really precise about your
language.

396
00:23:30,620 --> 00:23:33,820
You might fear bringing in your
personality because you think.

397
00:23:34,180 --> 00:23:38,820
People won't take me seriously
or people won't appreciate the

398
00:23:38,820 --> 00:23:42,140
information as much if I'm
telling a joke at the end of it.

399
00:23:42,700 --> 00:23:46,340
And then there's the complete
opposite end of folks who put in

400
00:23:46,340 --> 00:23:48,660
too much of their personality
where they're talking about

401
00:23:49,700 --> 00:23:53,900
things that are completely
unrelated to what they are

402
00:23:53,900 --> 00:23:57,580
talking about.
So I follow someone who in more

403
00:23:57,580 --> 00:24:01,340
of a like less of a technical
industry, but.

404
00:24:01,740 --> 00:24:06,100
Is a mindset coach and a
business coach combined and

405
00:24:06,100 --> 00:24:08,580
always starts the episode
talking about like what just

406
00:24:08,580 --> 00:24:12,660
happened in pop culture.
And when they're able to connect

407
00:24:12,660 --> 00:24:15,980
that back to the mindset reframe
that they're giving in the

408
00:24:15,980 --> 00:24:17,860
episode, it's really, really
valuable.

409
00:24:18,220 --> 00:24:21,940
But when sometimes it just feels
like it's out of thin air, it

410
00:24:21,980 --> 00:24:25,300
creates A disjointed episode and
then you're kind of left

411
00:24:25,380 --> 00:24:27,300
confused as to why they included
it so.

412
00:24:27,710 --> 00:24:30,750
Always include your personality.
Have the the jokes.

413
00:24:30,750 --> 00:24:35,390
Have the little moments where
you can maybe use a word that is

414
00:24:35,390 --> 00:24:40,070
really unique to you, but make
sure that it is related to what

415
00:24:40,070 --> 00:24:42,910
you're speaking on.
And having that balance is

416
00:24:42,910 --> 00:24:45,390
something that will only come
from practice.

417
00:24:45,710 --> 00:24:49,430
It'll only come from doing an
episode where you're like, maybe

418
00:24:49,430 --> 00:24:52,550
I didn't, I didn't want to make
that joke, but I did, and that's

419
00:24:52,550 --> 00:24:53,950
okay.
I have another episode coming

420
00:24:53,950 --> 00:24:56,390
out next week or another episode
coming out tomorrow.

421
00:24:56,810 --> 00:25:00,970
And or on the other end, you're
like, I was way too serious, I

422
00:25:00,970 --> 00:25:05,130
was just not myself there.
And it's just giving yourself

423
00:25:05,130 --> 00:25:07,090
that feedback and finding the
sweet spot.

424
00:25:08,610 --> 00:25:10,450
Yeah, I want to add something
here.

425
00:25:12,210 --> 00:25:16,810
Remember that your audience are
people like you, so there are

426
00:25:16,810 --> 00:25:18,490
people who can be serious
sometimes.

427
00:25:18,490 --> 00:25:23,180
They can be funny sometimes.
And because I work as a

428
00:25:23,180 --> 00:25:26,020
consultant for a long time and
you know, especially in the

429
00:25:26,020 --> 00:25:30,500
technology consultancy, the idea
is these guys are serious guys.

430
00:25:30,980 --> 00:25:34,260
You know, like they come with
their suits, you know, like they

431
00:25:34,300 --> 00:25:40,020
act like if they are, you know,
owning the world and ruling the

432
00:25:40,020 --> 00:25:42,340
world.
My approach was completely

433
00:25:42,340 --> 00:25:44,020
different.
So I was going, you know,

434
00:25:44,260 --> 00:25:48,500
easygoing, you know, trying to
be very friendly, you know, to,

435
00:25:48,500 --> 00:25:50,140
you know, to build a
relationship.

436
00:25:50,680 --> 00:25:54,240
And actually I was always, you
know, knowing that this is the

437
00:25:54,240 --> 00:25:56,920
way that it should be done and
people were criticizing me, hey,

438
00:25:56,920 --> 00:25:58,320
like you don't look a serious
guy.

439
00:25:58,320 --> 00:26:00,840
I mean, you know, like you you
are very friendly.

440
00:26:00,840 --> 00:26:03,640
And then it turned out that
actually my method was work the

441
00:26:03,640 --> 00:26:06,640
best.
So the best project I've worked

442
00:26:06,720 --> 00:26:11,480
on where when I was spontaneous,
I didn't act, You know, I didn't

443
00:26:11,480 --> 00:26:15,560
try to to to be in another
someone's else shoes showing

444
00:26:15,560 --> 00:26:17,920
that, you know, like I'm, you
know, I'm the serious guy.

445
00:26:17,920 --> 00:26:21,790
Like I'm working with this.
Big company and coming here so

446
00:26:21,790 --> 00:26:24,310
this I do now.
I did the same approach with the

447
00:26:24,310 --> 00:26:28,310
podcast so and This is why and
maybe I think I mentioned in one

448
00:26:28,310 --> 00:26:30,750
of the episodes but if you are
listening to us or watching us

449
00:26:30,750 --> 00:26:33,470
the first time.
So guys, I don't prepare a

450
00:26:33,470 --> 00:26:36,950
script for my podcast.
I used to do when I used to do

451
00:26:36,950 --> 00:26:40,550
the solos one but I don't
prepare and you can ask them

452
00:26:41,470 --> 00:26:44,790
privately if you want like we
didn't prepare for this because

453
00:26:44,790 --> 00:26:49,270
I believe in the spontaneous
discussion and even when I.

454
00:26:50,160 --> 00:26:52,960
Push the podcast out.
I mean the episode out.

455
00:26:53,200 --> 00:26:56,280
I don't edit much.
I don't edit unless like the

456
00:26:56,280 --> 00:26:59,640
other day we had some technical
issues so they guess they lost

457
00:26:59,640 --> 00:27:02,560
their camera for a while.
And then of course I need to

458
00:27:02,560 --> 00:27:04,360
remove this, right?
So I cannot push it, but

459
00:27:04,480 --> 00:27:07,320
otherwise I don't remove.
Although like I have all the

460
00:27:07,320 --> 00:27:10,520
tools that can make my podcast
looks like I'm speaking without

461
00:27:10,640 --> 00:27:13,880
any single, you know, like I
don't remove them.

462
00:27:13,960 --> 00:27:17,280
I keep them as as it is because
I believe this is how it should

463
00:27:17,280 --> 00:27:22,530
be now.
And the other thing also, I want

464
00:27:22,530 --> 00:27:25,890
to mention this one of my
guests, he did something very

465
00:27:25,890 --> 00:27:28,090
fun.
So he talks about technology.

466
00:27:28,090 --> 00:27:30,970
So what he decide to do is Sam
Kamani in New Zealand.

467
00:27:31,210 --> 00:27:34,410
He decided to talk about
technology, but he brings in a

468
00:27:34,410 --> 00:27:37,130
comedian to make the things more
fun.

469
00:27:37,130 --> 00:27:42,090
So yeah, like there are a lot of
creative ways in, you know,

470
00:27:42,170 --> 00:27:46,410
getting a very boring topic,
engaging and you can reach it to

471
00:27:46,410 --> 00:27:50,870
the customers now.
We're almost done and we're

472
00:27:50,910 --> 00:27:53,830
coming to them.
And there's one question I want

473
00:27:53,830 --> 00:27:56,950
to ask you like.
It's more about personal

474
00:27:56,950 --> 00:28:00,390
learning and growth.
So as an entrepreneur yourself,

475
00:28:00,390 --> 00:28:04,430
you have successfully navigated
challenges and starting a

476
00:28:04,430 --> 00:28:08,550
business during uncertain times.
What advice do you have for

477
00:28:08,550 --> 00:28:11,590
others looking to start their
journey, you know?

478
00:28:12,130 --> 00:28:14,650
And it could be in any sector
like you're in in the media,

479
00:28:14,650 --> 00:28:17,570
they could be in technology, but
I'm sure that there's something

480
00:28:17,570 --> 00:28:18,770
that you can share with
everyone.

481
00:28:20,650 --> 00:28:25,730
I would say expecting pivots is
the biggest lesson I wish I had.

482
00:28:26,090 --> 00:28:29,250
Because when I started my
business, especially being a

483
00:28:29,250 --> 00:28:32,010
much younger entrepreneur, it
was.

484
00:28:32,330 --> 00:28:35,890
I thought that it had to look
like having it all put together

485
00:28:35,890 --> 00:28:38,650
and then sticking to that one
offer.

486
00:28:39,020 --> 00:28:42,580
Or that one strategy forever and
that if that first strategy

487
00:28:42,580 --> 00:28:46,220
didn't work, then it meant that
I didn't have what it takes.

488
00:28:46,860 --> 00:28:50,020
But when you see the best
businesses and the biggest

489
00:28:50,020 --> 00:28:53,740
businesses that we look up to in
every industry, we see that they

490
00:28:53,740 --> 00:28:56,540
started with something and it
kind of flopped and it looked

491
00:28:56,980 --> 00:28:58,980
one way and now it looks
completely different.

492
00:28:58,980 --> 00:29:01,940
And they're always iterating and
they're always pivoting.

493
00:29:02,340 --> 00:29:07,460
And so I have been a podcast
producer for a few years.

494
00:29:07,860 --> 00:29:11,260
But I was also testing things
like Instagram strategy or

495
00:29:11,260 --> 00:29:15,580
LinkedIn strategy and how could
I help people with their

496
00:29:15,580 --> 00:29:18,180
marketing and all of these
different platforms until I

497
00:29:18,180 --> 00:29:22,900
really found the frameworks and
the formulas that I knew would

498
00:29:22,900 --> 00:29:26,420
really work for me.
And then when I decided to apply

499
00:29:26,420 --> 00:29:31,380
those frameworks to my podcasts
and my clients with podcasts,

500
00:29:31,660 --> 00:29:34,940
then something really clicked
and I was able to go in deeper

501
00:29:34,940 --> 00:29:37,370
there.
And the first iteration of my

502
00:29:37,370 --> 00:29:40,490
offers look very different than
what they look now.

503
00:29:40,810 --> 00:29:45,610
And if I hadn't stopped or if I
hadn't, like, sat there and been

504
00:29:45,610 --> 00:29:48,010
like, I can't believe that
you've pivoted so many times or

505
00:29:48,010 --> 00:29:50,170
I can't believe that you're
changing it again.

506
00:29:50,330 --> 00:29:53,450
If I had just accepted it as
part of the process, I think I

507
00:29:53,450 --> 00:29:57,770
would have had a much smoother
time and would have actually

508
00:29:57,770 --> 00:30:01,610
probably pivoted faster and
gotten to certain milestones

509
00:30:02,210 --> 00:30:06,560
with less drama.
I like this.

510
00:30:06,960 --> 00:30:09,680
There is nothing wrong with
pivoting even fast.

511
00:30:11,160 --> 00:30:14,680
Now I have you know, I left
corporate and I am on my own.

512
00:30:14,680 --> 00:30:17,120
Although like of course I have
the experience.

513
00:30:17,120 --> 00:30:19,880
I've seen others, but of course
still I'm learning in in this

514
00:30:19,880 --> 00:30:23,960
process and regarding pivoting,
this is something I did even

515
00:30:23,960 --> 00:30:27,520
with the podcast and I did it in
public and you know I have no

516
00:30:27,520 --> 00:30:31,880
issues and there's nothing wrong
in pivoting because my idea

517
00:30:31,880 --> 00:30:34,400
first I thought like I would do
only solos.

518
00:30:34,980 --> 00:30:40,780
And I would do, you know, less
episodes, but then there's

519
00:30:40,780 --> 00:30:42,580
something that triggered me to
do more.

520
00:30:42,660 --> 00:30:45,340
Maybe maybe I will change later
by the way, like I don't know,

521
00:30:45,740 --> 00:30:51,540
but you need to listen to what
your audience is saying or

522
00:30:51,620 --> 00:30:55,300
saying and then based on that
you do and we discussed these

523
00:30:55,300 --> 00:30:59,780
guys on on different episodes
when we brought someone who is.

524
00:31:00,150 --> 00:31:03,550
You know we we get professors in
in in entrepreneurship teaching

525
00:31:03,550 --> 00:31:05,790
in the universities this to
students and we get the people

526
00:31:05,790 --> 00:31:08,790
who learned them by themselves
and everyone talks about the

527
00:31:08,790 --> 00:31:10,150
same thing.
You need to listen to your

528
00:31:10,150 --> 00:31:13,550
customers.
You need to listen to, you need

529
00:31:13,550 --> 00:31:16,910
to follow the market and if you
something like let's say you

530
00:31:16,910 --> 00:31:20,350
know A I comes into the picture
and you see that a I might

531
00:31:20,470 --> 00:31:22,670
affect your business.
So you need to find a way how

532
00:31:22,670 --> 00:31:25,710
you can leverage a I actually to
get your business pivoted like

533
00:31:26,030 --> 00:31:31,030
this is the way we do it.
And at the end I have a famous

534
00:31:31,030 --> 00:31:35,230
question, and the question is
very simple, what the question

535
00:31:35,230 --> 00:31:38,750
you wished I asked you and how
would you answer it?

536
00:31:41,670 --> 00:31:44,030
Oh.
No, I'm like, what's?

537
00:31:44,110 --> 00:31:51,390
What should I say?
I think the question that often

538
00:31:51,390 --> 00:31:56,470
is most valuable is what would.
What do I see a lot of

539
00:31:56,470 --> 00:31:59,470
podcasters doing wrong when it
comes to marketing their

540
00:31:59,470 --> 00:32:04,950
business via a podcast?
And I would answer that in two

541
00:32:04,950 --> 00:32:08,270
ways.
One, I think is I would answer

542
00:32:08,270 --> 00:32:10,470
it with being not focused
enough.

543
00:32:10,870 --> 00:32:15,470
And sometimes, and this is
specifically for my personal

544
00:32:15,470 --> 00:32:20,630
brands, for the folks who really
want to grow their own thought

545
00:32:20,630 --> 00:32:23,590
leadership as well as their
companies where.

546
00:32:24,070 --> 00:32:27,390
They start to bring in way too
many topics too early.

547
00:32:27,510 --> 00:32:31,950
So they want to talk about if
they are a technology company,

548
00:32:32,630 --> 00:32:34,590
they want to have their episodes
about technology.

549
00:32:34,590 --> 00:32:38,030
And then they're going to do
episodes about being a working

550
00:32:38,030 --> 00:32:41,670
father and being someone who's
balancing family and

551
00:32:41,670 --> 00:32:43,390
entrepreneurship.
And then the next episode is

552
00:32:43,390 --> 00:32:46,830
going to be about, you know,
finances and managing your

553
00:32:46,830 --> 00:32:48,110
finances.
And then they go back to

554
00:32:48,110 --> 00:32:51,670
technology and it just becomes
too much.

555
00:32:52,180 --> 00:32:55,300
So I would say the biggest
mistake is not having that focus

556
00:32:55,340 --> 00:32:58,340
and really diving in.
And I say this because I did

557
00:32:58,340 --> 00:33:01,100
this, my podcast started in a
way.

558
00:33:01,140 --> 00:33:06,060
Again, I pivoted in public as
you did, and it was about like

559
00:33:06,060 --> 00:33:09,380
anything and everything under
the sun and people started

560
00:33:09,380 --> 00:33:12,060
questioning like what do you do?
What's your expertise in?

561
00:33:12,300 --> 00:33:15,020
I'm, I don't know what I should
trust you in.

562
00:33:15,660 --> 00:33:18,900
And once I really started to
focus and said no, no, I'm going

563
00:33:18,900 --> 00:33:23,710
to spend. 2023 only talking
about podcasting and only

564
00:33:23,710 --> 00:33:25,590
talking about marketing via a
podcast.

565
00:33:25,910 --> 00:33:30,550
People were focused in with me
and could understand exactly how

566
00:33:30,550 --> 00:33:35,270
I help them, why I have certain
beliefs and so I would say that

567
00:33:35,270 --> 00:33:38,190
is going to really transform
people's approaches.

568
00:33:38,590 --> 00:33:43,510
And on the other side like we we
mentioned already is just not

569
00:33:43,510 --> 00:33:45,390
starting.
Is thinking that it's not for

570
00:33:45,390 --> 00:33:46,710
me.
Thinking that you're not

571
00:33:46,710 --> 00:33:49,070
interested enough.
Thinking that people don't want

572
00:33:49,070 --> 00:33:51,510
to listen to you.
I promise there are people who

573
00:33:51,510 --> 00:33:54,710
need your message.
Whoever's listening to us right

574
00:33:54,710 --> 00:33:56,670
now.
You have something to say.

575
00:33:56,670 --> 00:34:02,110
You have a unique philosophy, a
concept that makes your business

576
00:34:02,110 --> 00:34:04,870
different, that people need to
understand, and they're going to

577
00:34:04,870 --> 00:34:07,110
best understand it via a
podcast.

578
00:34:08,270 --> 00:34:10,630
That's great inside.
Yeah.

579
00:34:10,630 --> 00:34:12,150
And I did the same mistake
again.

580
00:34:12,310 --> 00:34:17,429
You know, I I, I confess.
And so now you know the the main

581
00:34:17,429 --> 00:34:22,270
goal for me is how it's like
kind of educational more than

582
00:34:22,270 --> 00:34:26,870
it's I would say focusing on on
on something specifically.

583
00:34:26,870 --> 00:34:29,790
It's for me.
So how I can bring people to

584
00:34:29,790 --> 00:34:33,550
talk and you know encourage
fellow entrepreneurs to start.

585
00:34:33,590 --> 00:34:36,670
You know to encourage them to
even start a business maybe

586
00:34:36,670 --> 00:34:40,389
start a podcast they can might
start you know partnership with

587
00:34:40,389 --> 00:34:42,190
someone I don't know.
So this is the.

588
00:34:42,780 --> 00:34:45,980
The goal of the podcast now for
me and of course establishing my

589
00:34:45,980 --> 00:34:48,420
thought leadership.
And this is nothing wrong in in

590
00:34:48,620 --> 00:34:53,500
mentioning your goals in public
out say well I really enjoyed

591
00:34:53,500 --> 00:34:57,139
the discussion today Isabel.
I hope also whoever is watching

592
00:34:57,139 --> 00:34:59,820
or listening to us today that
you enjoy.

593
00:35:00,400 --> 00:35:03,920
And as usual, if you have any
questions, any feedback about

594
00:35:03,920 --> 00:35:06,640
this episode, all the show
engineer, please don't hesitate

595
00:35:06,640 --> 00:35:09,360
to reach out to me.
I would be more than happy to

596
00:35:09,360 --> 00:35:11,080
get your feedback and discuss it
with you.

597
00:35:11,120 --> 00:35:14,280
Also, if you are interested to
be on the show, same as Isabella

598
00:35:14,280 --> 00:35:16,720
was today, don't hesitate to
reach out to me.

599
00:35:16,720 --> 00:35:20,200
You can find me on LinkedIn, on
Twitter and you can send me an

600
00:35:20,200 --> 00:35:24,860
e-mail as well and.
We are trying our best to get

601
00:35:24,860 --> 00:35:28,380
the best of the best and make
the show really making impact.

602
00:35:28,500 --> 00:35:32,460
So if you want to come, please
let me know and we will discuss

603
00:35:32,460 --> 00:35:33,420
it.
Thank you very much.

604
00:35:33,420 --> 00:35:35,220
And we'll meet a new episode
very soon.

605
00:35:35,220 --> 00:35:37,580
Thank you.
Thank you so much for having me.

606
00:35:39,540 --> 00:35:42,940
Hit that subscribe button, share
the show with your tech savvy

607
00:35:42,940 --> 00:35:46,380
friends and fellow entrepreneurs
and leave us a review on your

608
00:35:46,380 --> 00:35:50,220
favorite podcast app.
Your support means the world to

609
00:35:50,300 --> 00:35:50,700
us.