Thinking about starting a podcast? We asked Jason Gillikin of Walk West and host of the BizBrief podcast where to start, what makes a podcast worth listening to, and how businesses can turn one conversation into more content.

If someone has an idea for a podcast, what should they do first?

Get clear on your goals. "I want to start a podcast" is not a strategy. Why do you want one — business development, thought leadership, or community? The answer shapes everything.
Come to the Triangle Content Creators Meetup. Seriously. The community here is incredible, and everyone's generous.
Just press record and fail fast. Your first episode will not be your best episode. That's fine. The only way to get good is to start.

Beyond hosting, what are some ways people can get involved in podcasting or storytelling through to the Walk West Content Studio?

That's a great word you used, "storytelling." We always talk about the Business of Storytelling, and great storytellers get authenticity right: a consistent narrative everyone in the organization is actually telling.

Here's the thing — you don't have to launch a full podcast to start telling your story. A short video series works. Even a single content session can be edited and repurposed into months of material across LinkedIn, YouTube, you name it. Think about the ideas your audience actually needs to hear. We can capture that in an afternoon and turn it into a strategy. The podcast can come later — or never. The story is what matters.

You've worked with startups, nonprofits, universities, and major brands. What do the best podcasts all have in common?

They know exactly who they're talking to. The best branded podcasts aren't trying to be Dax Shepard or Amy Poehler or chasing downloads from strangers. They've picked a specific audience, and they serve that audience relentlessly.
They respect the listener's time. Most business podcast listeners are busy professionals trying to get smarter, faster. The best hosts know this and get to the point. Nobody's tuning in for rambling intros and 20 minutes of small talk.

Why do you think podcasting has become such a valuable tool for businesses and organizations?

It's the ultimate trust-builder. Potential clients can hear you think, answer hard questions, and be human before they ever shake your hand. By the time they reach out, they already know, like, and trust you. It makes the conversation a whole lot easier.
It's a content machine. One recorded episode becomes social clips, articles, short-form videos, LinkedIn posts. If you've ever stared at a blank screen thinking "What do I even post this week?", a podcast solves that problem.
It's the new golf. Nobody has five hours to spare anymore. And let's be honest, the "quick virtual coffee" has a 95% decline rate and a 50% no-show rate. But ask someone to be a guest on your podcast, to talk about themselves for an hour? Doors fly open. Conversations happen that otherwise wouldn't.

Ready to get started? Jason’s advice: Get clear on why you want to podcast, find your audience, and just press record. If you need guidance, Walk West offers podcast consulting to help you get there.