We as a society can get caught up in numbers. It’s easy to start attaching our self-worth to the number of likes that we get, the followers we have and comments we receive across social media platforms. I know people who have let the pursuit of numbers fully consume them and miss out on opportunities to connect with others in the real world because they are focused on their next post.
Two of the most common questions I get from people interested in starting their own podcasts are: How many listeners do you have and how quick can you start getting ad revenue? My answer to both is, I don’t know. Neither is the reason why I started this endeavor.
An audience of one
Just because I don’t keep track of our weekly podcasts numbers doesn’t mean I don’t have an idea of who our audience is. We announced on our birthday week that we now have Baton Carriers in 101 different countries. Even with the large group that we are blessed to have I still write to you as an individual and you’ll often hear John and I talk about the table for three on the show. John, myself and you. It’s all I’m concerned with.
I regularly run across people that think they aren’t true leaders until they lead a certain number of people or obtain a certain title. They are looking for a sense of arrival when there is none in leadership. Even if you have zero followers you can lead your peers well by modeling great leadership behaviors. Focus on leading your one very well and you’ll be asked to lead more in the future. Let tomorrow worry about itself.
Hold on to your why
As your audience grows, there is a strong temptation to change who you are to match the trends of the day. Dale Partridge discusses this cycle in this book People Over Profit. You start out in the Honest Era, being defined by your values. You become successful and start chasing more in the Efficient Era. You begin to compromise yourself in the Deceptive Era and then you try to right the ship in the Apologetic Era. You can think about any large company are trace how they have gone through this cycle, sometimes multiple times. The same cycle also applies to our personal life in regard to growing an audience and influence.
Hold on to your Why so you don’t fall into the cycle that Dale talks about. It’s your North Star to keep you focused on staying in the right direction. Check your compass by evaluating yourself, your team and your organization to ensure that your values still hold true and your values on the wall haven’t turned into just another decoration. I typically do this personally and professionally a couple of times a year.
When you find yourself drifting from your Why, apologize and right yourself as quickly as possible even if it means letting go of some of your audience.
After the numbers and equipment questions, future podcasts often reveal how they are overwhelmed with getting great music, a logo, format, and quality sound. That fear and sense of perfection causes many people to never even start their show and once they do, most shows don’t go past number 7.
I mean, have you listened to PTB Episode 1?
It’s two guys who are huddled around one mic and not knowing a thing about podcasting. We didn’t even know how to record the show! I think it took me 5 hours to write the first intro music for the show.
……But we did it.
You can do it too. Just start. Start leading yourself well today. Start working on that project you’ve wanted to today. Start that podcast as a full-on amateur hour basement show. Don’t worry about being perfect for an audience of 1000 that you don’t have (yet). Do it for yourself or friend or family member. I just want you to start and then figure it out from there.
Your audience size truly does not matter. What matters is that you are willing to influence others one person at a time.
Make a better tomorrow.