Podcast Summary: Built Online with Cody McGuffie

Episode: Your Competitors Aren't In Stealth Mode - Here's Why That Matters | ft. Ryan Estes
Date: December 23, 2025
Host: Cody McGuffie
Guest: Ryan Estes (Co-Founder of Kitcaster)

Main Theme

This episode explores the importance of founders stepping out of "stealth mode" and actively building their personal brands and businesses in public—primarily through podcasting. Cody and Ryan discuss how sharing your story, experiences, and mission—no matter how early or unconventional—can significantly benefit founders both in confidence and business growth. They dive deep into practical lessons for e-commerce founders, how podcast guesting and content can accelerate personal and brand development, and insights from Ryan’s journey building, selling, and scaling an agency in the podcast economy.

Key Discussion Points & Insights

The "Stealth Mode" Trap and Founder Mindset

• Stealth mode isn’t a strategy: Ryan asserts that being closed off and “protecting” your early business is a common but costly mistake.
  • Quote: “You are not a founder unless you put the company on your back, hold your chin up, and walk out that door and let everybody know. If you're not doing that, you have no right to be a founder or call yourself one because you're not. You're a hobbyist.” —Ryan [00:00, 08:58]
• Overcoming fear of judgment: Both Cody and Ryan share stories of starting businesses while wanting to “hide” and avoid public failure, which is ultimately counterproductive.
  • “Really this is rooted in a fear of judgment and a fear of failing in public... when you do that, you recognize that there's literally no one really cares… They're all worried about their own lives.” —Cody [12:41]

Kitcaster’s Business Model & Podcast Power

• What is Kitcaster? Ryan’s agency books startup founders/entrepreneurs as guests on relevant podcasts, with a focus on founder-led marketing.
  • “The mistakes that founders make is they wait to go to market strategy when they're ready to go to market. You only make that mistake once…” —Ryan [05:17]
  • “For us, conversation is the backbone of building that personal brand.” [05:51]
• Building a personal brand: Even “cringy” as a term, cultivating a reputation and visibility has long-term effects—regardless of project cycles.
  • “When that one ends, what are you taking with you onto the next project? Well, it’s what they call personal brand…” [05:39]

Who Should Tell Their Story (and Why)

• Everyone has a viable story: Cody highlights that many founders assume their subject matter (e.g., selling t-shirts to Christian moms) isn’t “worthy” of storytelling or podcast guesting. Ryan disagrees.
  • “Everyone has that entry point… it is super vulnerable… But you need to rip the Band-Aid off. Announce to the world what you’re doing.” —Ryan [08:58]
• The power of vulnerability: Starting small (family/friends) and scaling up is essential to gain confidence, ideas, and honest feedback.
• Founders as public faces: “If you want to be a founder, you have to let that go (fear of visibility)... put it on your back and hike it up the mountain. It’s not easy, but you will get better at it.” —Ryan [00:00, 08:58]

Podcast Guesting: ROI, Strategy, & Reality Check

• ROI on podcasting and guesting:
  • Content assets: Podcast appearances provide usable content for socials regardless of show size (shorts, clips, etc.).
  • Skill-building: Repeated guest appearances build confidence, narrative fluency, and social credibility.
  • Attribution is hard; benefits are often indirect and compounding over time.
  • “I don’t know if I see the ROI clearly enough to going on other people's podcasts and sharing my time and telling the story... Coach me up…” —Cody [16:25]
  • “I would probably agree with you… The cherry on top is the distribution. But if you took all that out… you get these assets… you’re building confidence… and fluency in talking about yourself and your product…” —Ryan [17:09]
• Good for high-lifetime value products/services:
  • “If your LTV is really high and your sales cycle is long, podcast all day long.” —Ryan [22:17]
• Not ideal for instant sales or mass consumer products:
  • Podcast-driven direct sales (like for authors) are rare and shouldn’t be expected [22:24–23:20].

Defining Success with Podcasts & Branding

• Measuring outcomes:
  • Success metrics must be defined by the individual founder’s goals (not always customer acquisition).
  • Emotional needs (community, recognition, closure) are valid drivers.
  • “I always start with asking them, how they would define it.” —Ryan [23:51]
• Personal, not just business, transformation:
  • Many founders use guesting for recognition, processing spite, or breaking through loneliness.

The Evolution (and Exit) of Kitcaster

• Origin story: Local Denver podcast led to recognizing booking guests as a scalable pain point.
  • “Sometimes the best agency is the one that's right underneath your nose…” —Ryan [32:59]
• Validating business quickly: Pre-sold the service to friends/clients before building anything [32:59].
• Agency scaling and exit: Kitcaster grew from 0 to a $2M run rate, was acquired in 2024, and Ryan remains onboard [32:59].

The Future of Agencies and Solopreneurship

• AI-driven leverage: Both predict leaner, smaller agencies can now scale faster thanks to technology.
  • “Next generation of businesses are going to be like solopreneurs… building hundred million dollar companies. This is going to be a common thing.” —Cody [39:06–39:33]
  • “At our highest, we had 24 people… now we’re at eight, and I can see a path to four.” —Ryan [39:33]
• Insight on multiples and selling agencies:
  • Typical agency exits are 3–4x EBITDA; unique positioning and brand can command a premium. [37:56–39:06]

The Reality of Founder Emotional Life

• Identity and business:
  • “Your project doesn’t define who you are… If it fails, that means that you’re not a failure… It’s going to fail. Everything fails.” —Ryan [41:10]
  • “If you really want to celebrate those highs, boy, you're gonna be punished on the lows.” —Ryan [41:27]
• Advice on resilience:
  • “The emotions are absolutely normal. It's feeling bad about feeling bad. That's what kills you… allow it to be here and allow it to leave when it does.” —Ryan [42:45–43:26]

Notable Quotes & Memorable Moments

• "You are not a founder unless you put the company on your back, hold your chin up, and walk out that door and let everybody know. If you're not doing that, you have no right to be a founder or call yourself one because you're not. You're a hobbyist." —Ryan Estes [00:00, 08:58]
• “No one really cares about what you're doing or what you're not doing. They're all worried about their own lives… but what this really impacts is you personally.” —Cody McGuffie [12:41]
• “Your project doesn’t define who you are… If it fails, that doesn't mean you’re a failure. It’s going to fail. Everything fails.” —Ryan Estes [41:10]
• “If your LTV is really high and your sales cycle is long, podcast all day long.” —Ryan Estes [22:17]
• “Sometimes the best agency is the one that's right underneath your nose... what do you like doing and what are you really good at doing? Chances are people need it, too.” —Ryan Estes [32:59]

Timestamps for Key Segments

| Timestamp | Topic / Quote | |-----------|-------------------------------------------------------------------------| | 00:00 | Ryan’s founder manifesto: public vs. stealth mode | | 04:52 | What Kitcaster does; why founder-led marketing matters | | 08:58 | Story: the tube squeezer and the dangers of hiding in stealth | | 12:41 | Cody on fear, judgment, and stepping into the light as a founder | | 16:25 | Cody’s skepticism: declining podcast invites, questioning ROI | | 17:09 | “I would probably agree with you…” – Ryan’s nuanced answer to ROI | | 22:24 | Why podcasting won't drive instant sales; better metrics to track | | 23:51 | Success on podcasts = personal definition and emotional outcomes | | 32:59 | How Kitcaster started, validated, and scaled through Covid | | 37:56 | Real numbers: selling an agency, multiples, and what brings premiums | | 39:06 | Rise of super-lean, AI-powered solopreneur businesses | | 41:10 | “Your project doesn’t define who you are…” – the founder’s emotional arc| | 42:45 | Allowing yourself to feel and process founder lows and highs |

Final Rapid-Fire Takeaways

• Favorite business book: Traction by Gino Wickman [40:59].
• Wish he knew before starting: “Your project doesn’t define who you are.” [41:10]
• Who should start a business? “People who look at the world and think, ‘I could do this’—and are willing to persist and endure.” [43:30]

Where to Find Ryan Estes

• LinkedIn: Ryan Estes
• AI for Founders podcast/newsletter: aiforfounders.co
  • “We’ll probably release two or three podcasts a week and then cap it into a weekly newsletter.” [45:53]

Summary:
This episode is an actionable, honest look at why founders—regardless of stage—must push past invisibility and self-doubt, leverage conversations and podcasts for growth, and embrace both the vulnerabilities and rewards of building out loud. Ryan and Cody deliver a blend of practical advice and reflective wisdom for anyone serious about building online in 2025 and beyond.