So, I’ve been thinking...should I start a podcast?

Guy Raz Newsletter – April 3, 2025

So before I dive in…some fun news.

I was in Chicago this weekend to attend the “Ambies”—an awards ceremony for podcasts. And guess what?

We won! 2 Ambies! How I Built This won best business podcast and our kids show Wow in the World won best kids pod!

Super proud of the teams on these shows and of our partners at Wondery who are truly the most amazing people to work with. It’s really cool to be recognized by our peers as well.

While in Chicago, I also had a chance to visit the absolutely insane restaurant, Alinea. If you haven’t seen the Chef’s Table episode on Chef Grant Achatz, do yourself a favor. It’s an incredible story.

Anyway, it was quite a Chicago evening because seated at the table next to us was Dylan Trotter, the son of the late legendary Chicago chef Charlie Trotter. Dylan is carrying on his dad’s legacy by reopening his dad’s eponymous restaurant.

It was really cool to tell Dylan that his dad (who passed away in 2013) is the reason why the United States today has some of the greatest chefs and restaurants on earth. (Netflix also produced an outstanding documentary on Charlie which is worth watching.)

Anyway, Alinea was, as you may imagine, a spectacle. It is one of the most famous restaurants in the world—and with good reason. The entire experience is like being at a show—from the way food is presented to how the servers delight and surprise guests at every turn.

One of the most incredible dishes was a simple puree of butternut squash mixed with robiola cheese, black truffle and dates! It was delicious. The last thing they bring you is an edible, helium-filled balloon that tastes like green apple taffy.

Look it up. It’s kind of insane.

(no, this pile of white powder is not what you think! It’s frozen meringue and shattered white chocolate ice cream—don’t ask me how they do this!)

OK…while I was in Chicago, I had an opportunity to meet up with a friend/entrepreneur who was seeking some advice. He’s thinking of starting a podcast…

Now…in full transparency…I’m asked for similar advice from friends and acquaintances quite often. “Should I start a podcast?” “How do I build an audience?”

Let me start with the easy answer. It’s YES and…

There are roughly 4 million podcasts in the English language. Fewer than 1% have more than 2000 listeners. And only a teeny tiny fraction of the top percent of podcasts make money.

It’s a tough business. But…if it’s not intended to be your MAIN business…then none of this should discourage you.

Why?

Well…say you have…um…let’s say…an HVAC business called Connie’s Conditioners. And maybe you have a spare hour or two once a week to record your thoughts and ideas. In this case, putting together a thematic podcast (This Week in HVAC’s with Connie) could become a brand extension.

Even if only 10 or 15 people tune in…that’s 10 or 15 people who will reliably call you when something goes wrong or when they need a new HVAC or when someone, invariably, asks “do you know a good HVAC person?”

What I mean is that any way you can extend your message or brand or offerings is worth the effort. And podcasting is a very inexpensive way to do this.

The other interesting thing about starting a podcast connected to your business is that it gives you an excuse to interview people you admire and might even want to work with one day. Maybe Connie wants to learn how to scale her HVAC business and build a branch in other cities. She could ask the CEO of a national company to come on the show and talk shop!

My point here is that if you want to start a podcast, think about it as a form of content marketing for your business. Use it as part of an ecosystem of offerings.

So for example, if you are a consultant, maybe you write books as well or give speeches. Having a podcast is simply another way to amplify your message—even if its only reaching a dozen or so people! Those are the people who will also buy your book and attend your speeches and suggest you for consulting gigs.

You can learn all the basics of podcasting by simply searching on YouTube. It’s that easy.

Don’t worry about how big (or small) your audience is. You don’t have to sound like How I Built This (podcasting is, after all, my work!) Keep your costs to a minimum and reach out to people in your community to come and join you for a chat.

It could be a game-changer for your business.

Have a great week!

—Guy

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On the Podcasts This Week!

Misfits Market: The Business Behind the “Ugly” Produce

Abhi Ramesh wanted to understand why perfectly good apples were being thrown away.

That single moment at a Philadelphia orchard sparked the idea for Misfits Market: a subscription box of discounted, “imperfect” produce that would otherwise go to waste.

So with a landing page and a few Facebook ads, Abhi tested the idea—and the response was overwhelming.

But turning misshapen carrots into a billion-dollar business wasn’t as simple as putting food in a box. It took Craigslist drivers, warehouse chaos, pandemic pivots, and one crucial insight: this wasn’t just a food business.

Tune in to hear how Abhi went from testing a hunch to running a company in 48 states. And why a few ugly apples were just the beginning.

HIBT Advice Line: Stay Scrappy, Stay Focused

This week on the Advice Line, I’m joined by Jeff and Curran Dandurand, co-founders of Jack Black Skin Care. Jeff and Curran know how to play the long game… and today, they’re helping three founders do the same.

First up, Inga: How do we find the right advisors for our early-stage brand?

Inga Potter runs Cold Current Kelp, a women-founded kelp farm and skincare brand based in Maine. With a small team and big goals, she’s wondering where to focus and how advisors might help. Our advice is to focus on sales. Advisors are great, but revenue moves the needle.

Next, Ashley: How do I find my market for a luxury home brand?

Ashley Gold founded Âme Atendre, a design-forward tableware brand based in Park City. The branding is beautiful, but traction has been slow. We recommend narrowing the product line and partnering with a few local boutiques.

Finally, Brent: How do I build community around my outdoor cookware?

Brent Frisker created GOSO Cookware, a lightweight, camp-ready pan with a loyal Kickstarter base. He wants to grow a culture around it. We think he can lean into storytelling: share trail recipes, host real-world demos, and turn “Michelin Stargazers” into your tribe.

Jeff and Curran remind us: focus, resilience, and the right people make all the difference.

If you would like to be featured on an upcoming episode, call and leave a 1-minute message at 1-800-433-1298 or send a voice memo to hibt@id.wondery.com

Johnny Marr on the Magic of Creative Chemistry

Johnny Marr was still a teenager when he helped form The Smiths. His guitar work didn’t just define the band’s sound. It reshaped an entire era of indie rock.

In this episode, Johnny talks about what led him to knock on Morrissey’s door, how their creative partnership took off, and why some of his best work happened when time was running out and the pressure was on.

He also reflects on his surprising post-Smiths chapter with Modest Mouse and what still drives him creatively today.

Tune in to find out why Johnny believes consistency (not mystery) is the real secret to making great art.

Watch it on YouTube:

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Marissa Mayer: Betting on Bold Moves (Yahoo)

When Marissa Mayer took the helm at Yahoo, she became the company’s seventh CEO in just over five years.

Coming off a successful run at Google, she stepped into a struggling company teetering on the edge of irrelevance. But instead of playing defense, she pushed forward. She made bold bets to reinvigorate the brand and create value ahead of its eventual sale to Verizon.

In this episode, Marissa reflects on leading through uncertainty, embracing failure as part of the process, and the lessons she learned from trying to turn around a tech giant.

Science Podcasts for Kids!

The Scoop on Dino Poop!

Investigative Reporter Mindy is on a mission to solve a prehistoric puzzle: How did dinosaurs get SO big?!

In this week’s Wow in the World, me, Mindy, and Dennis head to the National Archive of Coprolites and Bromalites (that’s fancy talk for fossilized poop and vomit!) to dig into the messiest mystery of the Mesozoic.

Armed with micro scanners and a nose for news, we uncover clues inside ancient dino droppings that reveal a BIG secret about their diet.

It’s Raining… WOWs!

Did you know raindrops are shaped more like hamburgers than teardrops? Or that the average raindrop takes two minutes to hit the ground?

Grab your umbrellas and join us for a drizzly new round of Two What’s And A Wow!

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From the Archives!

Jack Black Skin Care: Curran and Jeff Dandurand

In the late 1990s, skincare for men was barely a category… let alone a booming business. But Curran Dandurand saw an opportunity hiding in plain sight.

With a background in beauty and a hunch that American men were ready for more than just soap and aftershave, she teamed up with Emily Dalton to create a premium skincare brand designed specifically for men.

Investors weren’t convinced, but Curran’s husband, Jeff, was. Together, they launched Jack Black in 2000, starting small and pushing into department stores one shelf at a time.

Then came unexpected boosts: a product placement with the Dallas Cowboys, a nod from Matthew McConaughey, and growing demand from men who were ready to upgrade their routines.

Thrive Market: Nick Green

In 2013, Nick Green had a bold idea: bring healthy groceries to everyone.

With that mission in mind, he and his co-founders launched Thrive Market, an online membership model blending the best of Costco and Whole Foods. But when they pitched the idea to venture capitalists, the response was overwhelmingly negative.

Dozens of VCs passed. Instead, Thrive Market was brought to life by hundreds of small checks from health-conscious bloggers and early believers.

That bet paid off. Within a year, Thrive proved the skeptics wrong. Today, the platform serves over 1.5 million paying members and brings in more than $500 million in annual sales.

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See you next time!

What do you want more or less of?

Just send a tweet to @guyraz or a message on IG to @guy.raz or LinkedIn and put #GuyRazNewsletter at the end so I can find it.

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