The Idea Impact Matrix: How to Craft Higher-Impact Content (Part 1)

“The most popular podcasts aren’t uniquely different, they’re just best in craft. They’re just doing the same thing that everyone else is doing but at a much higher level. I think that’s the same as newsletters, I think that’s the same thing as everything else.... you don’t need to be completely different, you just need to be good at what you’re do... See more

The trouble with podcasts is that they are difficult to grow: while text can be shared and consumed quickly, a podcast requires a commitment (which again, is why advertising in them is so valuable).

Text is different. Sure, some types of text (like newsletters) are somewhat podcast-like in their functionality, and have a low dunbar number. But there’s a lot out there that’s more utilitarian and is not about building a relationship with an author. (Breaking news, explainers, etc.)

The key problem we're solving is that there's so much great podcast content locked up in a two-hour-long MP3 file. How do you make the format more consumable, more discoverable? You do that by transforming it into an easier format. A short one-minute video clip is easier to consume and then discuss, versus sending a two-hour long podcast recommenda... See more

Think: Podcasts are based on RSS feed technology (which was pre-Facebook, YouTube, and a whole bunch of other things we take for granted)