Noman Akram 🎬's Linkedin Analytics

A few weeks ago, I sat on a pitch meeting with a podcast host. Both the founder and his content lead had a vision. “Let’s create something the audience will love, something super shareable” “Sure, but what does the brand need from this?” I asked. He blinked and said something about visibility. “Okay, but what kind of visibility? Are we trying to build trust? Drive leads? Or establish authority in a niche?” That’s when it clicked. They were building for the consumer. Not the customer. Here’s the difference: The consumer is the one who binge-watches the show. The customer is the one who pays for the show to exist. Most people chase trends and storytelling, and they get attention. But forget the business behind the mic. Or they do the opposite. Turn the podcast into a branded lecture with no soul and no audience retention. The result: A podcast no one listens to and no company wants to keep funding. Smart content teams avoid this by asking two questions before hitting record: 1/ What does the brand need from this show? 2/ What would make someone want to listen? Great podcasts don’t choose between consumer and customer. They serve both. That’s what makes them binge-worthy and bottom-line-worthy.

Saying No doesn’t shrink your business. Sometimes, it’s what makes it thrive. Every service provider hits this moment: Where you realise that not every client is your client. Not because they are bad. But because they want something you don’t do. They want fast when you care about depth. They want volume when you’re focused on meaning. They want done-for-them, when you build done-with-intention. I’ve learned to listen for those signals early. Because filtering your audience doesn’t repel opportunity it reveals it. It brings the right people closer: The ones who respect your process. Who value your craft. Who make the work feel energizing, not draining. When both sides are aligned: Message, Mindset, mission, work? It flows. If it doesn’t, it’s a red flag, not a rite of passage. So yes, we filter. And no, we don’t regret it. Not every client is a fit. And that’s not a loss. It’s leadership.

Last week, I found myself in the heart of Glasgow - At the TecTonic Night Summit Event. Part festival, part founder therapy. All fire. I’ve taken plenty of mentorship sessions over the years. But this one had a different energy. Amy Kelly and Greg Zienkiewicz didn’t just speak, they delivered. Biggest takeaways? →Use your talent to its fullest →Show outcomes, not just process →Make it easy for your people to say YES As someone deep in the video & podcast space where everyone wants a mic but few know what to do with it, it hit home. I didn’t just leave with notes. I left with partnerships, momentum, and a sharp reminder: Real conversations. Real credibility. Not cold pitches. That’s what moves people. So here’s the deal: If you’re a marketing consultant or coach who’s: → Ready to scale without burning out, creating 12 new offers → Sitting on powerful ideas you want to share with ease → Curious how video content can open revenue streams without turning you into a sound engineer... Let’s talk. Because there’s real power in teaming up.

The world doesn’t need more podcasts. It needs more podcasts that mean something. At Podcutz, we’ve helped dozens of founders and creators build shows that go beyond content and become conversations people come back to. Here are the niche themes we’re seeing rise in 2025: 📌 AI made simpler for the average person 📌 The lessons the school never covered 📌 Honest stories from solo builders and creators 📌 Community-driven, hyperlocal voices 📌 Neurodivergent experiences in work and life What do they all have in common? They speak to real people, with real questions, and they offer clarity instead of noise. So if you’re planning to start a show this year, ask yourself: Does this idea solve something someone’s searching for or is it just another take? Relevance over reach. Clarity over clutter. That’s what makes a podcast stick. Already exploring a niche? Let’s refine it. I’m happy to weigh in if you want a second pair of ears before you hit record. ______________________________________ I am building Podcutz with Shahkar from scratch.