If you’ve been trying to “go viral” to grow your business, you’re playing the wrong game. In this episode, I break down the exact media strategy big brands are using to control the conversation in their industries, and the good news is, you can copy it.

First, I clarify the difference between market share and mindshare. And if you win mindshare, you start influencing buying criteria long before anyone talks to sales. Then I walk you through examples (like a16z and HubSpot) and why their content isn’t “viral”—it’s consistent. I also reveal the real secret sauce to becoming successful.

I’ll give you my practical framework, plus why you need an owner for guest booking if you want to scale.

In This Episode:

01:22 Mindshare vs. market share explained

04:02 Example: a16z and “owning” tech conversations

06:32 Example: HubSpot’s podcast ecosystem

07:20 The real secret sauce is infrastructure

09:01 Systems and tools to build your media machine

12:20 Why guest booking needs an owner

13:38 Winning the “silent” research phase in B2B

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How Big Brands Control Markets With Mindshare (2026 Strategy)