Podcast Builder Club
Podcast Builder Club

Episode 23 · 1 year ago

What Starbucks' Business Model Can Teach You About Podcasting

ABOUT THIS EPISODE

Starbucks didn’t become a mega company overnight and your podcast audience won’t grow overnight, either. However, just like the brains behind Starbucks realized people want the same cup of coffee wherever they go, you too have the power to create an experience your listeners will want again and again. Check out why your podcast needs a system and how to build one, how to focus on the craft of your business, and why you need to build a community!

In this episode, Travis shares…

  • Your system: Create your own system to improve your consistency and efficiency as a podcaster
  • Your craft: Put extra effort into one or two aspects of your podcast to reflect your passion
  • Your community: Offer people a place to feel part of something meaningful

Memorable Quotes:

  • “Having a system is going to allow you to be consistent, release more episodes, and have a better life balance as a podcaster.”
  • “When we’re making things, having that passion to go a little bit deeper in every aspect of it, will really make a huge difference.”
  • “By offering people a place to have a community with, they’re going to biologically want to be a part of something, so make yourself a community.”

Links to resources:

Onward by Howard Schultz

Go to https://www.facebook.com/groups/poddecks to join the Podcast Builder Club!Go to https://www.poddecks.com/ to give your interviews a unique twist!

Hey podcasters, today I want toshare with you some of the strategies starbucks used to become the biggest coffee companyin the world that you can actually apply to your podcast to grow your audienceand become more successful. Starting a podcast is easy, but growing an audiencecan be hard. podcasters faced so many challenges that can make them want toquit. So I'm here to help them stay in the game. This ispodcast therapy. So coffee my favorite beverage. Yes, I drink more coffee thanwater, probably, which I'm working on, but a Nice Hot Cupof coffee can energize you, rejuvenate you and put you in the right headspace to record a killer podcast episode. Now I'm reading a book called onwardby Howard Schultz. That is a great memoir that talks about how starbucks grewto be the biggest coffee company in the...

...world and they didn't just go straightto the top. There were trials and tribulations that he shares within the book. So if you're a fan of starbucks or business in general, I highlyrecommend this book. But there was many pages that I highlighted where there werethings that I thought I could share. These principles with podcasters because they definitelydirectly apply to growing any business or podcast. So I want to share them withyou today. So a few things you're going to learn in this episodetoday is why you need a system and how to build one, how tofocus on the craft of Your Business and, of course, why you need tobuild a community, and a bunch more ear nuggets along the way.If you like this episode, consider leaving a review. I read every singleone and it brightens my day almost more than a nice hot cup of coffee. So back to the episode. Here starbucks. Okay, how does starbuckshave locations all over the world, drinks in every cooler and every gas stationand can serve you the same exact thing...

...every single time you order it.Write a consistent drink, a consistent treat. How do they do that? Well, because starbucks has spent a lot of time developing their system. Sothe entire store runs out a system. They have checklist for how long coffeecan sit in a drip brewer or how much ice to put in each cup. Right, so they've documented everything along the way that it takes for themto make a cup of coffee. The same thing applies to McDonald's or anyother restaurant where it's a chain and you go in and you get the sameexperience every single time. So how does this apply to podcasting? Well,the first thing that applies to is sly you having your own internal system ofhow you produce a podcast. That means from starting with planning the episode toacquiring a guess, to recording the episode, to editing the episode, to publishingthe episode and promoting that episode. So my question to you is,do you have a system in place or,...

...every single time you want a podcast, are you sort of just making it up as you go along?Well, the reason you may want to document this and just write out alittle checklist or outline of what you need to do every single episode is thatit's going to speed up your process, so you're going to be able tocreate more episodes. Similar to how there can be a line around the blockfor starbucks and you generally can get a cup of coffee or a drink ina few minutes, it is because they've built a system in which they cancreate consistent and efficient coffee delivery to you over and over and over again,so they're able to serve more customers faster. What I'm trying to impose on youhere is that you can create more podcast episodes faster, right, whichgives you time to do other things. So having a system is just it'sgoing to be one of the things that's going to allow you to be consistent, release more episodes and just have a better life balance as a podcaster.I know, because I'm a podcaster, how much work goes into each andevery episode, and so I want to...

...try to help make sure that youcan still have fun with your friends, have hobbies and do other things andyou don't get completely consumed by having to create a podcast episode every single week. Now, the next thing that stuck out to me in this book washow much Howard Schultz was focused on the actual craft of coffee, everything fromthe exact being that they wanted to purchase to how it was roasted, toeven training the Baristas on how to make a perfect cup of Espresso, trainingseven thousand people to be able to make a perfect shot of espresso. Sohe was hyper focused on the craft and making sure that they weren't just servingcoffee. Right, you can get coffee anywhere and, don't get me wrong, if you're a Duncan person and you don't like starbucks, I totally understand. I think the principles still somewhat apply. So how much time are you spendingon the actual craft of podcasting?...

Now I think it's cool that somepeople just record a podcast and they put it out as is. That's totallyfine, but if you spend a little time editing or maybe really consciously planningand crafting your episode, I think it shines above the rest of podcasts becauseyou've put this extra effort into it. So doing things like spending an hourperfect thing your setup right, documenting the settings on your microphone and how youwant your voice processed every single time so it's a consistent release is one wayto craft your podcast and that can go for a multitude of things. Thatcould be for how you find guests. Are you going to find really greatguests? Are you going to accept anybody on your podcast just so you canput out that next interview? So the craft portion really made an impact onme as far as when we're making things, having that passion to go a littlebit deeper in every aspect of it...

...will really make a huge difference.And starbucks fans or starbucks customers around the world are loyal. They will waitin the line around the block to get their favorite drink. They will getthe APP and try to get points so they can get a free drink.It. The craft part of it actually creates a cultural phenomenon of loyal fansright and that's exactly what we want to do as podcasters. Craft. Iwant you to think about how you can craft your next episode now. Thethird thing that really stuck out to me was that starbucks was really focused atone point on transitioning from coffee shop to community. They wanted it to bea place where people meet and have meetings and common oversations and people come todo homework and even people have conversations with the Baristas. They spent a lotof time making sure that the espresso machines weren't too high so that there waseye contact between the person making your coffee...

...and you while you were waiting forthem to make that delicious, whatever drink that you just ordered. So communitya huge, huge part of starbucks. We've all met someone at starbucks.It's the easiest place to go. Say Hey, I need to meet someonesomewhere. Let's go to the starbucks on the corner of fifth and Maine Right. So it's a really cool thing to think about as far as building acommunity. And, of course, if you're going to go meet somebody atstarbucks, what are you going to do? You're going to order some coffee.So I want you to think about community. Right. Another thing thatstarbucks does with community is they purchased a company called Ethos and they give aportion of every sale that water to children that don't have clean water. Sothat's a really great cause and a really great way that they're showing that they'regiving back to the community as well as taking care of the people growing thebeans that their coffee is made with. So think about community. How couldyou inject community into your podcast? Can...

...you start a facebook group where peoplecan rally around one idea or method? Can you create some type of communitywhere you're giving money to charity? You know, we're raising money for charitytogether. Can you create a mastermind? Can you just simply name your groupof podcast fans? Right, create a little tribe human beings. We wantto be a part of something. It is biologically programmed into your brain thatif you are not part of a community, you will be an outcast and youwill die. Just like back in the day, you needed to havea group of people to hunt and gather with. You got outcast from thatgroup, you were going to be in big trouble. So by offering peoplea place to have a community with, they're going to biologically want to bepart of something. So make yourself a community and if you're looking for acommunity of likeminded podcasters, you can come to the podcast builder club. It'smy private facebook group where we've got over...

...five hundred podcasters who are collaborating andnetworking and it's a really safe place to ask questions and have fun. SoI'm inviting you to my community. So those are the three things that thisbook really just made the connection from coffee to podcasting. The system right,developing your own system for every single episode, where you could literally have somebody elsedo all the work because they know exactly each step to take and inwhich order your craft. You know, a lot of the top podcasters arepeople who are spending a lot of time putting effort into the planning or writing. You know, true crime is probably one of the biggest, most downloadedpodcasts in the world and those take a lot of crafting. The story,the interviews, putting things together in the right order. So think about howyou can make little tweaks to craft your next episode. And, of course, community, right, we know we...

...need to be a part of acommunity and we're more separated than ever. So people are looking for new placesto connect with people. So Start Your own community. It may take timeto build, give yourself the grace to build it one person at a time, and by the time you're done, you're going to have hundreds of peoplein your group that are collaborating with you and networking with each other and you'llhave a safe space for people to be a part of your community. So, again, the book that I was reading was onward by Howard Schultz.It's actually called onward colon how starbucks fought for it its life without losing itssoul. But a lot of parallels to building a business, which a podcast, let's be honest, inevitably is a business. Right, you have allthese tasks that you need to take care of and I want to make surethat you know that you're building a business, you're building a brand, you're buildbuilding more than just a radio show on the Internet. So, ifyou enjoyed this episode, make sure that you subscribe and go out there todayand bring a friend a cup of coffee,...

...sit on the front porch and justhave a chat right connect with someone you haven't connected with in a whileover a nice hot cup of coffee, no matter which way you take it, sugar, cream and black the whole deal. It could be starbucks,could be Duncan, it could be your favorite local coffee shop, but goahead and connect with somebody that you haven't talked to you in a while today, rekindle that relationship and see where that heads. I'll see you, guysin the next episode. As always, your friend Travis here, Aka theQuestion Dude, Aka young question mark, and I'll see you, guys inthe next episode. Thanks for listening. If you enjoyed this episode, thenumber one thing you could do to help is to subscribe, rate and reviewthis podcast. Or if you know another podcast you may be struggling and needsa little bit of podcast therapy, just click that share button and share itwith the podcaster you'll love the most.

I'll see you in the next episode.

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