Cost of Inaction: What if you DON'T launch a podcast? 😱

Hi, Reader.

Everyone wants to know about the ROI of podcasting. But what happens in a parallel universe if you *don't* launch a podcast?

Most business leaders interested in launching a show believe it's a tool to generate more business. Yes. Podcasting is absolutely a new business generator. But it's so much more than that...

Along your podcasting journey, you'll start to feel your confidence increase after publishing just one episode. After 10 episodes, your visibility starts to increase. After 50, you'll start to generate new business opportunities. But more than that, you'll have grown your network, sharpened your speaking skills, and clarified your own point of view along the way.

Keep going and who knows? Maybe you'll be in the lucky 22% of business podcasts to land a sponsor, like our guest today.

Don't take it from me. Here's what 71 business podcasters say

In our 2026 State of Podcasting in Professional Services report, we surveyed 71 business show hosts to get their perspective on the benefits, challenges, and opportunities facing business podcasters today.

More than 80% said their podcast has increased their online visibility, more than 70% said their podcast has unlocked new ways to repurpose content and has increased familiarity and trust with their brand.

But here's the real gold: 63% said their podcast has contributed to new sales opportunities.

In an age where lead generation tactics have morphed into the digital equivalent of telemarketers, a podcast-led strategy is a white glove approach to forging relationships and creating new business opportunities.

How Robert Hanna leaned into blue ocean opportunity to build 'Legally Speaking'

"The more risk you take, the more luck you make."

Recently, I had the pleasure of chatting with Robert Hanna, host of the Legally Speaking podcast. Rob shared golden nuggets of wisdom that every new business podcaster should pay attention to.

Robert shares his journey of launching a podcast in 2019 as a way to stand out in a highly saturated recruitment market by leading with value and building relationships.

We discuss the vital mindset shift from looking at immediate ROI to considering the "Cost of Inaction" (COI), how the pivot to virtual recording opened up a global guest pool, and Robert's ambitious strategy to build a media brand that becomes the first professional services podcast to be acquired. In this episode, you'll learn: