I’m a Non-Technical Business Owner, How do I Start a Podcast?

We’ve developed this theory over that last five years or so, five years that have seen a lot of trial and error from a running-a-small-business stand point, that there’s nothing more valuable than knowing your limitations and then taking actions and making decisions which respect your acknowledgement of these limitations. No one is good at everything.

Don’t let your success rest on being your own total solution

You have a passion and you know what it is. Maybe it’s Star Trek, maybe it’s technology, or maybe it’s linoleum flooring. Whatever it is, you get excited about it and that excitement is translated by others as genuine passion. People hear you talk about linoleum flooring and they know, right away, “man, this person really cares about this stuff.” This is the secret sauce, the targeted, passionate expression of the thing(s) you love or are professionally committed to and inspired by. This attracts, like a magnet, other people equally interested in (colleagues) or in need of (customers) the thing you’re now establishing yourself as an advocate or purveyor of.

Don’t muck this up by letting things you’re not passionate about get in the way of that passionate expression. Don’t let things you’re not good at weigh you down and attach themselves to your passion in such a way that the expression of that passion begins to feel like an exhausting burden.

This is the death of genuineness.


If you own a flooring company and you want to start an B2B podcast that can help establish you as a knowledgeable, dependable, and honest purveyor of flooring solutions, you just have to show up, turn on the mic, and be you — that’s it.

But that’s not really it. Now you’ve got to get it from your recording device into your computer, you need to edit the audio for mistakes or loud noises in the background, you’ve got to upload it to the internet, promote it correctly, and make sure people hear it! On top of that, how did you record it? What mics did you use? What sort of media did you record to? “These aren’t the things I’m passionate or knowledgeable about! Help!”

And this is where you must make a critical decision:

  1. Do you commit yourself to becoming knowledgeable and passionate about podcasting so you can have control over every aspect of your podcast’s production, end to end?
  2. Do you hire a new staff member who is passionate about podcasts and podcast production to take care of the technical aspect for you?
  3. Do you bring in a consultant for the initial configuring of a podcast and then outsource editing to them on an as-needed basis?

We’re consultants so there’s a reason for us to be bias here but… #3 is almost always the best option. It excuses you from the ego-trap of option #1 and the money suck of option #2. And we’re not just saying that, because guess what!?

We don’t excuse ourselves from this theory!

Early on we realized there were two things about podcast production that were outside of our core competencies: transcription and audiogram creation. Transcription is critical to good SEO and audiograms were just starting to look like they were going to be critical elements to a podcast’s promotional strategy. We had some decisions to make.

Our composer, Nico, is a composer, not a writer or a typist — he’s also not an audiogram creator and the knowledge necessary to do that kind of work isn’t in his toolkit. I, however, am a writer and a recovering web and graphic designer, “I can do this” I thought.



Very quickly I realized that while I could type fairly fast (70wpm), I couldn’t type fast enough to keep up with dictation without slowing the audio down 4x. So that one-hour podcast? Two hours to edit, four hours to transcribe!

I stuck with it for the first month before I realized the trap I had fallen into. I didn’t need to provide this service to our clients myself in order to provide this service to our clients.

So we vetted solutions and wound up going with REV.com. I know the transcriptions will be done right, our client’s receive the benefit of not needing to worry about procuring transcription on their own, and we gain 4-hours worth of labor back per session. And that last bit is perhaps the most important piece as that four hours brings up our overhead, drives down our wages (or forces us to raise our prices), and makes podcast production less fun.

With audiograms it was the opposite. I was already competent in Adobe Illustrator and Photoshop so putting about 10-hours into learning After Effects was reasonable and paid dividends. We can now offer 100% customizable audiograms to our clients and it only takes me about 15 extra minutes per session — plus I’ve come to enjoy the creative element of making them and that has reinforced my love of podcast production.

So how do you start a business podcast as a non-technical talent?

By finding people to do that part of the work for you — be they consultants like us, new hires with podcast savvy, or existing employees with hidden production talents. Don’t try to do it all on your own! Know your limits! Focus on putting out quality content that sounds good and do whatever it takes to make that happen. Don’t sully your brand by publishing audio recorded on your cell phone while standing in a hallway — that’s like, the Wix Websites of podcasting.

If you need help, shoot us an email: [email protected]. Advice is free.

Thanks for reading.

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