How to choose the right partner for your branded podcast

First published in Puget Sound Business Journal Leadership Trust

By Joelle Nole, Larj Media Managing Director

Maybe you’re leading a marketing team inside a Fortune 100 company and you’ve been reading about the measurable ROI from podcasting, or you’re an author and your publisher is urging you to use the medium to promote your book, or perhaps you are a thought leader wanting to extend your audience.

Larj Media Founder and CCO Tina Nole and Seattle Design Center’s Gina Colucci record an episode of Inspired Design

Whatever the reason, you’re ready to harness the power of a podcast. And while it’s easy to jump right in, purchase recording equipment and create your guest list, I caution you to press pause right here. It’s all too easy for a branded podcast to fail, especially if you try to manage everything on your own.

Depending on your goals for the podcast, your budget and the time you want to spend on podcast production, there’s a variety of options for services and partnerships to consider.

I’m here to help you identify your needs and guide you toward the right collaboration partner for your podcast.

Option 1: Freelance producer/editor

Pros:

• When your podcast producer is in the recording session, they’re already mentally editing, so the edit will be pretty tight, requiring few or no revisions. Having one brain wear two hats can be extremely cost-efficient!

• They’ll customize, making you exactly what you ask for.

Cons:

• Be careful what you ask for. If you are new to the podcast medium, you’ll have a learning curve. Your producer will make a podcast for you, not necessarily for your audience.

• It’s risky for your podcast to depend on one person who’s juggling other shows; you may have to “wait in line.”

• If they move on, you’ve lost both your producer and editor and will need to fill both roles.

• Having one person cover two jobs may mean that they’re better at one, either content/story development or the more technical side of production. Or they may be mediocre at both.

Who benefits most:

• Interview-based podcasts recorded in a studio or over video conferencing tools (vs. in-field or on-location recording)

• DIY or self-publishing podcasters who need to start scrappy

• Podcasters who already have an audience and a solid content strategy and just need technical support for recording and editing

Option 2: Online editing services

Pros

• Inexpensive

• Quick turnaround, usually within 24 hours

• Easy to replace if necessary

• Will provide recommendations on basic technical needs so you can record on your own and upload your audio

Cons

• Will not streamline your narrative or shape the story — they’ll cut ums and ahs and that’s about it

• Generic offering with little to no discernment between your goals and the goals of other customers

• Requires more of your administrative time to track and manage

• Won’t protect you from the false starts and pitfalls of first-time podcasters

 Who benefits most:

• Hobbyist podcasters who have more time than budget to commit to their podcast, and who are prepared to cover the elements an online service can’t handle

• Experienced producers/editors who need a quick proof of concept to get a more full-scale production funded

Option 3: Full-service podcast production agency

RECOMMENDED

 Pros

• Knowledgeable podcast production professionals understand how to optimize this medium to appeal to your audience so you can focus on your day job.

• A team of producers, editors, engineers and project managers can scale to the speed and growth of your podcast and connect it to the other elements within your branding toolset.

• You can choose a podcast agency that fits with your organization regardless of location because a full-service agency has the tools and expertise to produce and record from anywhere.

Cons

• More expensive

• Agencies typically have an established methodology and process that can sometimes feel onerous

Who benefits most:

• Brands that already know their audience and want to engage them in a deep and meaningful way

• Organizations with a sense of urgency and no time to waste on failed attempts

• Marketing firms and in-house marketing teams that want their show to sound like it came from inside their own company

• Long-form, episodic stories or other narrative format podcasts (as opposed to interview format)

• Podcasts with celebrity or high-stakes guests who need to be handled professionally or need special accommodations for their recording sessions

Option 4: Your current marketing/PR firm

Pros

• You already have a strong working relationship with a team that knows your brand.

• They’ve already cleared your procurement process and you won’t need to justify additional budget.

• If your marketing firm partners with a professional podcasting agency, they can act as the go-between, so you’ll have the benefit of both a trusted brand partner and the expertise of a podcast firm without having to manage an additional partner.

Cons

• Podcasting will be a new service offering so they’ll be learning on your dime.

• They’re probably used to short-term campaigns that make a big splash right away, so they may not understand the long-term, episodic nature of a podcast and how to sustain it.

Who benefits most:

• Marketing agencies of record with Fortune 100 clients who pay large retainers

• Large and mid-market brands who have a trusted marketing agency that can partner with a collaborative podcast production agency for the best of both worlds

Final thoughts

The world of podcast production services has grown as fast as the podcast industry itself. With so many types of production services available to you, finding the right one to match your podcast needs really boils down to time, budget and having a good sense of your longer-term goals. You don’t have to go it alone — and you’re wise not to. The ideal collaboration partner is ready and waiting to make a podcast that’s just right for your listening audience, so go ahead and make the leap!

Ready to jumpstart your podcast? Schedule a call with Larj Media today.

Battle Fatigue Short-Listed for International Women’s Podcast Awards

By Carmen Elena Mitchell, Larj Media Marketing Director

Larj Network is proud to share the news that our podcast, Battle Fatigue has been short-listed in three categories at the International Women’s Podcast Awards presented by The Skylark Collective.

Hosted by historian and voting rights activist, AJ Musewe and her best friend, spoken word poet, musician, actor and photographer, Dalin Costello, Battle Fatigue covers topics ranging from the “fake slave insurrection of 1835” to the battle for reproduction rights to Black joy and friendship. From intersectionality to mental health and self-care, AJ and Dalin dive deep into the topics of the day, while periodically coming up for air to nerd-out Black pop culture, Beyoncé and their favorite Marvel movies.

Aj Musewe and Dalin Costello record an episode of the Battle Fatigue podcast at Larj Media podcast studio in Seattle.

 Battle Fatigue is short-listed in the categories of “Moment of Dramatic Tension,” “Moment of Comedy Gold” and “Moment of Raw Emotion.” This is the fourth podcast award nomination for Battle Fatigue, which was nominated by the Black Podcasting Awards for Best Blerd Podcast in 2022, and Best History Podcast in 2021 and 2022.

 “Less than a third of the most successful podcasts worldwide are hosted by women, and the number run by women of colour is shockingly small.” – The Skylark Collective

The Skylark Collective is dedicated to championing the work of women and non-binary podcasters around the globe and has been leading the charge to shape the future of podcasting as a more accessible form of media for underrepresented voices.

 The event will be held at the Conduit in London on September 29th and live streamed globally.

 Take a listen to the clips below to get a taste for the fun, the brilliance and the hard truth-telling that is Battle Fatigue. Full episodes available wherever you get your podcast.

Congratulations to all the nominees!

Get Earballs on Your Podcast

Increase Podcast Downloads and Audience Size

By Tina Nole, Founder & Chief Creative Officer at Larj Media

First published in Podcast Business Journal

I recently read an article from Entrepreneur Magazine Online with the headline “Want 7-Figure Podcast Downloads? Try These 5 Strategies,” and let me be the first to tell you, this article is not only misleading it’s completely ridiculous!

Tina Nole, Larj Media Founder and Chief Creative Officer

First of all, the number you should concern yourself with when it comes to podcast success is downloads PER EPISODE, not cumulative. The podcast game is about building an engaged audience, not one-time listeners.

In March 2018, Apple Podcasts passed 50 billion all-time episode downloads and streams. They report there are 550,000 shows and over 18.5 million episodes available for listeners. Being heard above all that noise is a huge challenge, and being heard by over a million pairs of ears is an even larger task. It can be done, and the suggestions put forward by the author of this article aren’t a bad start — but they are certainly not the path to a million listeners.

The author suggests asking your guests (assuming you have them) to promote your show, being conscious of length (30 minutes is the sweet spot), publishing consistently, asking for reviews, and using giveaways. But there is a great deal more you can do to boost your numbers.

Invest half of your budget in marketing

Whether your budget is actual dollars or your personal time and energy, half of that budget should go towards marketing your show. From paid and targeted social media advertising or boost posting to PR campaigns and guerilla marketing. This should be in your plan from the get-go.

Invest in a producer

If you’re not a trained journalist and have little public speaking or “behind the mic” experience, consider hiring a professional podcast producer to coach you about how to sound authentic behind the mic, guide you to best practices with content, and coach you through (at least) your initial podcast idea and first few episodes.

Use professional equipment

I always say to my students if you expect me to put your voice in my ears for 20 minutes or longer, please respect your listeners enough to use a decent microphone.

Know your audience

I once heard that the Oprah team used an expression “Why does Jane care?” Jane represented their target audience, and they got to know Jane very well. They know how Jane spends her money, what she does in her free time, what she cares about, and ultimately who she is as a human. If you know your “Jane” you can go where she is to market your show. If your podcast is about yoga, for instance, your Jane likely does yoga, eats well, and is interested in the “wellness” movement. This can help you home in on where and how to market your show — whether with ad dollars or with time.

Get on other podcasts

Podcasters consumers tend to listen to five or more podcasts a week. Being a guest on another show gives you access to their audience, and they’re likely to subscribe to your show as well.

Last, do you really need a seven-figure podcast to achieve your goals?

It’s important to realize the enormous power of podcasting when it comes to intimately connecting with your target audience, and not to get caught up in the numbers game. Think of it this way: if 10 people listen to me (intimately) once per week for a half hour or more at a time, that’s pretty powerful. They’ll likely share me with their friends (if what I’m saying has a unique point of view and is well laid out). They’ll come to my parties, friend me on social media, and take a genuine interest in what I’m doing. Now multiply that by 10, and I have 100 people engaged with me, my voice, my brand intimately and consistently — that’s the equivalent of a university classroom. 200 – 500? That’s a conference! While it’s easy to get caught up in volume, the most valuable thing about a podcast listener is the reality that you are building a strong, long lasting, loyal, and ultimately consumer-driven audience — one pair of ears at a time.

Ready to jumpstart your podcast? Schedule a call with Larj Media today.

Seattle Design Center’s Branded Podcast: A Case Study

Inspired Design Podcast Opens Up New Markets for Seattle Design Center

By Carmen Elena Mitchell, marketing director at Larj Media

The Seattle Design Center is first and foremost a sensory experience: from the airy atrium with its sweeping staircase that greets you upon arrival, to the maze of fabrics and elegant furnishings on display in its luxury showrooms. Housed in a historic building in Seattle’s arts district, SDC is a marketplace for fine home furnishings, showcasing vendors from around the world, as well as an event venue where designers go to cultivate new ideas and draw inspiration.

 So, when Covid hit, like many brick and mortar businesses, SDC was faced with the question of how do you continue to engage customers when suddenly the world goes online?

 “We were the first design center to host a virtual market, which was hugely successful,” said marketing direct Gina Colucci, “and then everyone got zoomed out.”

 We met with SDC in January of 2021 to talk about how a branded podcast might reach their market during the pandemic. However, when we dug a little deeper into SDC’s history, it became apparent that their brand needed more than just a temporary covid-lifeline. Despite the allure of its physical space, and its reputation as resource among high-end designers, many Seattleites had no idea that SDC even existed.

We were able to offer a solution that would both expand brand awareness by appealing to the “design curious” and help keep their virtual doors open while the world went inside.

 WHY PODCAST?

Branded podcasting has seen a huge uptick in recent years. It’s an intimate and conversational medium which creates an elevated state of engagement for brands. Data shows that a well-produced podcast can increase a brand’s recognition by 89%.

But not all branded podcasts are created equal. As many brands are discovering, you need more than just a personable host and a good mic to rise above the noise (5 Reasons Your Branded Podcast Failed).

“I'm not doing a mom-and-pop podcast for SDC,” Gina said. “If we're going to do it, we're going to do it right. Our showrooms deserve that.”

 Fortunately, SDC chose to partner with Larj Media rather than attempting to produce their podcast in-house.

 THE GOALS

Together, we homed in on the goals for the podcast:

• To change the perception of SDC to a more inviting and inclusive place for the community, including the “design-curious”

• To position SDC as a thought-leader in the design space

• To increase brand awareness in Seattle and the Pacific Northwest during the pandemic

THE PROCESS

Before we even think about hitting “record,” we guide our clients through a process to help identify their purpose, audience, and expectations for the podcast.

How do you want to tell your story?

In our conversations with SDC about their podcast, one concept that kept rising to the surface was the idea of “humanizing designers.”

 “SDC, and design centers in general, work against this reputation of not being approachable or not being welcoming,” said Gina. “We want people to know that design is for everyone.”

 The concept we landed on was to have each designer take us to their “place of inspiration.” Rather than interviewing them in the venue where their design was displayed, we would meet them in the place where it was conceived.

In this way, we focused on eliciting those stories of wonder and discovery and happy accidents that are often part of the creative process. This, we felt, would bring the listener into designer’s world in a more intimate way.

Who do you want to hear it?

We were fortunate in that a large share of the audience for podcasting (curious, affluent, college graduates between the age of 34-55) overlapped nicely with the demographic that SDC wanted to reach, which included “people in the Seattle and in the Pacific Northwest who are curious about art and design.”

The real question was how to make the show relate to them? The why of the podcast? Why should they care?

Together, along with the SDC team, we dug into their audience’s tastes and sensibilities. These folks frequent Seattle’s high-end restaurants, have season tickets to Seattle Opera and go to the Northwest African American museum. They’re interested in art and culture.

With this in mind, we landed on the idea of exploring the “behind-the-scenes” stories of the destinations they patronized. On the podcast, we would appeal to their natural curiosity by introducing them to the designers behind the iconic interiors and objects that they were already familiar with.

What do you want to come of it?

A branded podcast, when done right, does not feel like a commercial – it feels like a gift.  Because we were beginning this venture during Covid, we wanted to make sure we had something of value to offer people at that particular point in time, as well as down the road. We asked: what do we want people to do or think or feel when they take their earbuds out of their ears?

Gina had a ready answer, “I wanted to offer something to a listener that would inspire their own creativity. Something that could engage their imagination while they were stuck at home or out for a walk.”

Of course, the by-product of this type of engagement is positive brand affinity, visits to the website and further down the funnel, visiting the design center itself.

PRODUCTION

Producing a podcast like Inspired Design is more involved than just coordinating with guests and hooking up the mics. It’s a team effort involving plotting out the narrative for each episode, talking through sound design, coordinating with editors and venues, and preparing everything for distribution.

On top of that, Inspired Design, is an audio story about something visual. Many design podcasts miss an opportunity to emotionally engage their listeners by recording in a studio. For SDC, we really wanted to create “theatre of the mind” by getting out of the studio and catching those moments of spontaneity that happen out in the field. It also gave us the opportunity to capture those wonderful moments of natural sound—the creaking of floorboards or the whistling of the tea-pot—that engage the listener’s imagination allowing them “to see” the story as it unfolds.

RESULTS

The Inspired Design podcast has been successful not only at reaching its target audience, but in attracting new and more diverse audiences.

Some notable results include:

• Significant increase in traffic to the SDC website

• Significant increase in visitor engagement time on SDC website

• Featured on Apple’s top 20 design shows

• Expanded audience into a younger and more diverse demographic

• Created opportunities to expand SDC designer network

• Demonstrated thought leadership and relevance within the industry

CONCLUSION

By diving deep into our clients’ goals and audience behaviors in our pre-production process, we were able to create a branded podcast that exceeded their goals. 

“It’s elevated our standing in the community as thought leaders. It’s validating our place in the industry,” Gina said. “I'm getting a lot more people reaching out to me with opportunities for SDC from other adjacent industries, like fashion and architecture. We also have a lot of design students that listen – which is great because this is the next generation designers for SDC.”

What started out as “covid solution” has brought an unexpected boost to their marketing efforts. Even though SDC is now doing in-person events, they were so happy with the reception that they decided to continue partnering with Larj to produce the podcast. Inspired Design is currently in its third season. 

“If we only did our in-person events, we're leaving a lot on the table. Having as many quality outlets as possible is something that is beneficial for us in the long run. Our industry is changing, everything is going digital. People listen to Inspired Design and they want to know more so they visit the SDC website. Or they’re already on the website and they discover our podcast page, so they end up spending more time there. It fills another glass without them feeling like they're being sold to.”

You can listen to Inspired Design here, or wherever you get your podcasts.

Ready to jumpstart your podcast? Schedule a call with Larj Media today.

5 Reasons Your Branded Podcast Failed, and How To Revive It

First published in Puget Sound Business Journal Leadership Trust

By Joelle Nole , Managing Director at Larj Media

You tricked out a quiet conference room with the latest recording equipment and captured some great interviews, and you even had a launch party with branded podcast schwag for the team! But after a few published episodes, the show just isn’t delivering on its promise. What happened?

Starting a podcast shouldn’t be that hard for a marketing team well versed in producing volumes of content for multiple ad campaigns across myriad platforms… or so you may have thought. 44% of all podcasts have produced three or fewer episodes. Sad, but avoidable.

Here are a few common pitfalls to avoid when your organization is considering launching (or re-launching) a branded podcast.

1. You thought the biggest hurdle to podcasting was figuring out how to record and publish.

Many organizations, especially ones that have mastered video production, aren’t prepared for the long game that is podcasting. Yes, the technical production is far more flexible than video production, which gives it a low barrier to entry, but sustaining production over time is something you and your marketing team must prepare for.

Coming up with 25- to 45-minute stories over 10 to 20 episodes requires you to deeply understand your audience and what you want them to do, think or feel after they take out their earbuds. Be clear and intentional about what is going to keep them coming back to your podcast regularly. Your unique perspective and your ability to give them something they can’t get anywhere else will guide your content plan.

Being diligent here is the foundation that will serve and sustain your production for the long haul.

2. You had a list of rock star guests for your host to interview, but didn’t see the downloads you expected.

If your guests are well-known authors, thought leaders or celebrities, they may try to tell the exact same stories they tell every time they’re behind a microphone. If your host isn’t skilled at owning and driving the discussion to get somewhere new and unique, even a guest’s loyal fans probably aren’t going to listen to the same stories they’ve already heard on a more popular podcast.

Choosing the right host, meaning one who is skilled enough to keep digging for the story that aligns with the purpose of your podcast, and pairing that host with an experienced producer that supports them in the studio is worth it. Invest in both!

3. You made a podcast for your CEO, not your audience.

Knowing who your podcast is talking to, where they are and what they care about is so important in this medium because of the intimacy of the listening experience. People develop a relationship with your host that almost feels like a friendship. If your host is not relatable to the audience you’re trying to reach, they won’t stick around.

We recommend creating one or two personas that define your audience. Name them, get to know them and ask yourself “Why does care about this?” Then, when your podcast is in market, reach out and get audience feedback. What do they want to hear more of, less of? Is your show the right length and depth? How do your listeners engage with your brand in other marketing channels? Listen and make the necessary modifications to meet your audience where they are.

4. Your team didn’t have the bandwidth to sustain it, so publishing was infrequent or inconsistent.

Podcast listening is habit forming: The latest research indicates that podcast listeners consume an average of eight episodes per week. Listeners like to incorporate podcasts into their routine: 70% report listening while doing housework, while 80% listen while commuting. If your latest episode isn’t available when they head out to walk the dog, work out or take on a solo chore, they’ll find something else to replace it.

Feeding the content machine that is a podcast can be very time-consuming. It takes time to plot out the production workflow, from booking and scheduling to editing and audio mixdowns. Then there’s writing the copy for each episode and making sure you have all the social media assets you’ll need to promote it. And new episodes need to come out at least every other week to gain traction.

Ultimately, a successful podcast requires both skills and resources to make it happen. It’s an investment worth making in order to get it right.

5. That’s not actually a podcast.

Repurposing the audio from a video does not a podcast make. Neither does publishing a Zoom conversation to YouTube. Your podcast needs to be available across all platforms. Using a publishing platform like Libsyn, SoundCloud or Podbean (there are several others) will ensure your podcast appears across all players, including Spotify and Apple Podcast.

Podcasts are intimate experiences for listeners; 65% listen regularly on their smartphones, often using headphones or earbuds. Ensure high-quality audio that makes listening through earbuds a pleasant experience. Audio should be mixed and mastered to remove anomalies in the levels, background noises and pops. Your listeners are with you regularly for 20 to 40 minutes each time; honor that time by giving them the best listening experience possible.

Final thoughts

It may not be easy to convince your leadership to keep investing in a podcast if you’ve tried once and failed, but once you get your branded podcast right, it will become an incredibly powerful tool in your marketing mix. The number of podcast listeners in the U.S. is increasing by millions each year; the latest research reports that 177 million Americans listened to at least one podcast episode last year. Don’t let one failed attempt rob your business of the massive possibilities available in this medium. Get back at it! Your audience will be glad you did.

Don’t worry about sounding professional. Sound like you. There are over 1.5 billion websites out there, but your story is what’s going to separate this one from the rest. If you read the words back and don’t hear your own voice in your head, that’s a good sign you still have more work to do.

Be clear, be confident and don’t overthink it. The beauty of your story is that it’s going to continue to evolve and your site can evolve with it. Your goal should be to make it feel right for right now. Later will take care of itself. It always does.

Ready to jumpstart your podcast? Schedule a call with Larj Media today.

How To Give Good Creative Feedback

By Joelle Nole, Managing Director at Larj Media

For most of us, when we are asked for creative feedback, we tend to offer it, even if we’re not exactly sure what might be helpful or useful, because of course, we all have taste, style and we know what we like. But the quality of our feedback goes a long way toward ensuring that we’re getting the results from the investment in a creative endeavor, whether it be a brand campaign, a website, video or a podcast. Your feedback needs to be clear, concise, actionable and it needs to align with the goals of your project and the audience your projected is intended to serve.   

If you lead a creative team, or are diving into a creative project yourself, help your stakeholders help you by giving them some suggestions on how to give useful, meaningful, and actionable feedback. 

1.  Ask your team how they want to receive feedback: Good news first or last? Written or discussed in person? One-on-one or together with the team? 

2. Stick to what you know. Give feedback that draws from your area of expertise and unique perspective. Come from your place of experience and knowledge. 

3. Explain why. Give context for your feedback. Refer to the creative brief or the initial goals and objectives to help explain where your feedback is coming from. 

4. Avoid sharing your personal taste or being vague and subjective. Intuition doesn’t have a vocabulary so using words like “punchy” or “impactful” should be accompanied by examples of what those words mean to you. 

5. Be kind. Offer positive comments, praise and gratitude often. Highlight what works well and why. 

6. Resist offering the solution or being prescriptive. For example, in podcast production, time stamps are markers used to highlight where you’re hearing the error, or segment that doesn’t work. Do not use the timestamps to prescribe an edit (e.g. “cut 12:22 – 12:28”)  A prescriptive solution may solve the current issue but may also introduces a new problem. Your creative team has a more wholistic view of the project and needs to have the freedom to come up with alternate solutions. 

7. Be timely. The team cannot move forward without all the feedback so turn it around quickly to keep the project moving forward.  They’re waiting… 

8. Be comprehensive. Collect and deliver all the feedback together at one time. Offering follow up feedback when the next revision is already in production creates re-work and slows the momentum. 

9. **Don’t let the perfect be the enemy of the good. If you missed something in a previous revision and are just now catching it 2 or 3 rounds later, consider whether it’s important enough to slow the project down. If you missed it previously, maybe it wasn’t all that crucial. Sometimes we catch new things we didn’t hear before because we’re now hearing such a final version that the slightest imperfection comes to light. 

   **Voltaire said that.  

I Owe Jim Collins an Apology: A Lesson in Leadership

First published in Puget Sound Business Journal Leadership Trust

By Joelle Nole , Managing Director at Larj Media

I was listening to Brene Brown’s Daring to Lead podcast (which has major production quality problems that drive me nuts, but that’s an article for another day). In this episode, Brown interviews Jim Collins, author of Good to Great.

I read Good to Great in the early 2000s when I was at the Gates Foundation. It was gifted to all of us because Collins wrote a monograph of it for social sectors, which we all found sitting on our desks one morning. I remember that the principles from the book strongly resonated with me, and to this day, I comment on how meaningful it was for me as a young leader when I see it on the shelf in the offices of colleagues and friends.

But if I’m being honest, when I saw Jim Collins’ name on the list of episodes in my podcast app (Overcast is my preference, but Brene is exclusively Spotify these days), I actually couldn’t recall a single point from the book I’d read. I just simply forgot over time. So, I was excited to refresh my memory through the lens of Brown, who I deeply respect and admire (even if she does need some serious help with her podcast).

The thing that struck me most, and the whole reason I share this story with you, is that somewhere along the way, without realizing it, I internalized what I learned from Good to Great and baked it into my own leadership truths so deeply that I thought they were my own! It was surprising and humbling to discover that maybe I’m not such a “natural leader” at all. Maybe there’s no such thing. Maybe I’m actually just a product of the leaders who most inspired me.

I think I’ve undervalued the time and effort I put into constructing a decent leader out of what was once a young, overwhelmed manager who was often in over her head, reaching out for guidance in books and articles she only peripherally understood. Somewhere along the way, it seeped in and became my very own bag of tools.

To give Jim Collins the credit he actually deserves, here are two big truths of mine that are not actually mine after all, as it turns out.

The ‘First Who Principle’

According to Collins, you need to get the right people on the bus before you decide where the bus is going. Hire intrinsically motivated people who are committed to doing great work. These people will employ that attitude to whatever they take on and this makes them very adaptable to change. Change is the one thing we always know we’re going to have ever-present. So hire people who will continue to achieve no matter what they’re doing. I am very proud of the folks I’ve hired over the years — hiring has become a superpower of mine and I owe much of that to Jim Collins.

The ‘Hedgehog Concept’

For the sake of doing his work justice, here is Collins’ actual description of the Hedgehog Concept: “When we examined the Hedgehog Concepts of the good-to-great companies, we found they reflected deep understanding of three intersecting circles: 1) what you are deeply passionate about, 2) what you can be the best in the world at, and 3) what best drives your economic engine.”

The way I internalized this truth is to remember what we’re great at and why. I tend to avoid the temptation to pivot or expand on our offerings because I feel pouring effort into an additional offering will dilute our resources and cost us in terms of the quality of our core business. I’m not sure that’s exactly how Jim intended it to be interpreted, but that’s what I gained from this concept.

Final thoughts

We might not always remember the source of our wisdom, but we’re applying it all the time in our work. I continue to “sharpen the saw” per Steven Covey, and I’m even more motivated to keep at it now. After all, I’m still constructing myself as a leader. I can’t remember exactly where I read about how important it is to be a “life-long learner” but I know it’s true.

Signed copy of Good to Great sent from Jim Collins himself after reading Joelle’s article!

As a business leader, you’re probably a life-long learner as well, and you’ve probably found the number of resources available to be practically endless. Your preferred sources of leadership advice will vary depending on things like your industry, core values and learning style. Similarly, adopting or adapting particular lessons isn’t an overtly conscious action, in my experience, and when you do so will depend entirely on what resonates with you personally. I’ve found that advice or lessons coming from someone who hasn’t actually applied them in real life, or can’t speak to their own personal hard lessons, feel inauthentic and I avoid incorporating them into my leadership style and my business.

Of course, to make this sort of decision requires time to think, a luxury when you’re a busy professional, but this is a critical step. There’s no point in spending time reading and researching if you’re not going to take the time to think about it and internalize it so you can apply it. So before you incorporate any advice into your business (even that outlined in this article!), take a step back and consider why that advice resonates with you personally, and envision how you will apply it, and then one day, maybe when you least expect it, that new idea or skill will be your very own.