Podcast Summary

Podcast: Just One Tip from Your Podcast Performance Coach
Host: Tim Wohlberg
Episode: 252 – How to Start a Podcast for Your Business in 2026 Without Wasting Time or Money
Date: January 6, 2026

Episode Overview

This episode zeroes in on the essential steps to start a business podcast that delivers true ROI. Tim Wohlberg debunks the common missteps entrepreneurs make—like jumping straight into equipment, show name, and platforms—without proper strategic groundwork. In under six minutes, he delivers a no-nonsense framework for launching a purpose-driven podcast that grows authority, generates leads, and supports business goals.

Key Discussion Points & Insights

1. Don’t Start with the Podcast ([00:15])

• Tim flips the common narrative: "If you're starting a podcast for your business, don't start with the podcast. Yeah, I know that sounds backwards."
• He stresses that buying hardware or picking a clever name are not foundational activities.
• The real work—setting intention—is most often skipped but is critical for success.

2. The Role of Intention ([01:00])

• Entrepreneurs often assume podcasting will automatically create visibility, authority, and clients.

• Tim’s key assertion: "Podcasting works. Unintentional podcasting does not."

• He urges listeners to first clearly define the role the podcast plays in their business:

  • Is it to build authority?
  • Warm up prospects before sales?
  • Support or introduce offers?

  Quote:

  "A podcast without a purpose becomes content for content's sake, and that's how podcasters burn out." (Tim Wohlberg, [01:30])

  • Tim references Episode 61 for a deeper dive on the "why."

3. Define Your Audience ([01:55])

• "It’s not anyone who might be interested or business owners in general."

• Trying to appeal to everyone is the “fast track to the podcast graveyard.”

• Critical questions:

  • Who exactly is your ideal listener?
  • Why would they consistently tune in?

  Insight: Clarity about audience and intended outcome directly steers show decisions and prevents drift.

4. Creative Design with Structure ([02:30])

• Creativity needs focus: episode length, solo or interview format, and topics must all stem from your why and who.
• Mimicking favorite podcasts blindly is discouraged.
• Consistency creates listener trust:

  "When someone presses play, they should know what kind of experience they're about to have." (Tim Wohlberg, [03:10])

5. Naming & Branding ([03:20])

• Title, branding, and identity come after the strategic foundation is set.
• Podcast branding should align with broader business or personal branding.

6. Performance & Equipment ([03:40])

• Most new podcasters start here, but Tim stresses this is “about halfway through.”

• Sound quality and delivery are critical but secondary to content and strategy.

• He stresses effective performance:

  • Clear, confident explanations.
  • Avoiding rambling or stiffness.
  • Treating the show as a “one to one conversation” even though it serves many.

  Quote:

  "Learning how to perform well is part of respecting your message and your listener." (Tim Wohlberg, [04:20])

7. Production Process ([04:40])

• Reliable, repeatable production makes “creating a great show week after week feel like clockwork.”
• Skipping this step often undermines consistency and quality.

8. Publishing & Distribution ([04:55])

• Getting listed on platforms like Apple Podcasts and Spotify is important but should come after strategy, design, and practice.
• Tim reframes technical setup as a straightforward task once the foundations are set.

9. Launch & Marketing Strategy ([05:10])

• Promotion is a must:
  • Many business podcasters falter by assuming listeners will simply appear.
  • Active marketing is required; treat your podcast like a “new baby” that needs ongoing attention.
• Memorable pop culture analogy:

  "Remember the Seinfeld episode where everyone says, 'you gotta see the baby, you gotta see the baby'? That’s your podcast." (Tim Wohlberg, [05:35])

Notable Quotes & Moments

• "Unintentional podcasting does not [work]." ([01:15])
• "A podcast without a purpose becomes content for content's sake, and that’s how podcasters burn out." ([01:30])
• "Trying to create a podcast for everyone is the fast track to the podcast graveyard." ([02:05])
• "When someone presses play, they should know what kind of experience they're about to have." ([03:10])
• "Learning how to perform well is part of respecting your message and your listener." ([04:20])
• "A podcast is like a new baby. You don’t just have it, coo over it for a few weeks, then set it down and walk away." ([05:25])
• "Your podcast truly will grow up to be your pride and joy and a chip off the old business block." ([05:50])

Key Steps to Launching a Business Podcast (as per Tim Wohlberg)

1. Define the purpose and role in your business (your "why")
2. Identify your ideal audience—be specific
3. Design structure and consistency—creativity within strategic guardrails
4. Align naming and branding to your business
5. Invest in gear and performance, but only after previous steps
6. Set up reliable production workflows
7. Handle publication/technical setup
8. Actively market your show to nurture audience growth

Actionable Takeaway

Before you hit record, invest time in clarity: know your podcast’s exact business role, speak to a defined audience, and build a show experience that serves both. Consistent, strategic, and authentic execution—not just gear or platforms—produces results.

Further Resources & Next Steps

• For a guided process, Tim invites listeners to book a free call for his “Concept to Casting” program. Details at podcastperformancecoach.com.

Summary by: [Your Podcast Summarizer]