When NOT to start a podcast

I advised a potential client not to start a podcast.

We jumped on a call because he wanted help launching one. After talking through his idea and the motivation behind it I recommended that he didn’t do it.

Not something I expected to say. But being honest matters.

Podcasting done properly is a long-term commitment. The last thing we want is for someone to launch with enthusiasm and then quietly run out of steam.

We talked about his business, how he helps people and why a podcast felt like a good way to promote what he does and generate leads. All solid thinking in theory.

In many cases a podcast is a brilliant way to build trust, authority and real thought leadership. We see our clients do this to great effect. In this case though it didn’t feel like the right fit - at least not now.

Podcasting isn’t something to dabble in. Especially if time, content ideas or budget are likely to become an issue.

Here's when we typically advise clients to wait

1. When you're still defining your strategic objectives. If you can't clearly articulate what success looks like beyond "we should have a podcast," you're not ready. Start with clarity.

2. When time commitment isn't realistic. A CEO who can't make themselves available for 2 hours each month for recording, reviewing and guest coordination is setting up for failure. Consistency matters more than perfection.

3. When budget doesn't match ambition. If you want Radio 4 quality but have a DIY budget, the gap between expectation and reality will frustrate everyone involved.

Good podcast advice isn’t always about starting shows. Sometimes it’s about knowing when not to. For this particular person I suggested a few alternative options that felt more aligned with his goals. We’ll stay in touch.

Now you know when not to start a podcast, why not check out our post laying out the many reasons why some businesses should start a targeted podcast.