New Books Network Podcast Summary
Episode: Jonathan Baillie Strong: Community Enabler and Podcast Producer
Date: December 17, 2025
Host: Richard (New Books Network)
Guest: Jonathan Baillie Strong
Topic: Entrepreneurship, Podcast Production, and Building Local Communities
Episode Overview
In this engaging episode of the New Books Network’s Entrepreneurship and Leadership Channel, host Richard interviews Jonathan Baillie Strong (JBS)—media entrepreneur, podcast producer, and founder of the Jackson Heights Insider newsletter. Jonathan shares his professional journey from corporate consulting to podcast production, discusses the evolving landscape of business podcasting, and reflects on the importance of social capital and community engagement in both business and local life. Throughout, Jonathan offers candid insights and practical lessons from his diverse career, illustrating how entrepreneurship and leadership intersect with a deep sense of mission and community-building.
Key Discussion Points & Insights
1. Jonathan’s Self-Introduction and Career Evolution
- Podcasting Roots:
- “I would probably say … I’m a podcast producer. I run a podcast production agency.” (02:23)
- Past few years deeply focused on podcasting as a medium and industry.
- Current Transition:
- Recently broadened to “media entrepreneur” with a special interest in hyperlocal media through Jackson Heights Insider (04:26).
- New focus includes email lists, community engagement, and building interconnected media projects: “Now I would probably consider myself more of a media entrepreneur … starting this new media platform which is more focused on local, my neighborhood, hyperlocal, has given me a new platform and a very different perspective.” (02:23)
2. Jackson Heights Insider: Hyperlocal Media Initiative
- Origin and Purpose:
- Jackson Heights Insider is a newsletter and Instagram channel aimed at local events and issues in Queens, NY.
- Recently won an award for its community impact (06:40).
- Growth Philosophy:
- JBS explains the power of interconnected projects—a “flywheel of assets”—and resisting pressure to focus on just one thing, especially for multi-interested entrepreneurs (05:20).
- Community Engagement:
- “Getting from behind the computer screen and out meeting interesting people… has given me a new direction.” (03:45)
3. Lessons from an International Upbringing
- Background:
- Grew up as a “British kid in the Flemish countryside,” always looking for connection and belonging (13:49).
- Emphasis on adventure, integrating into diverse environments, and the drive to “find my tribe” and “bring people together.”
- Social Capital vs. Financial Capital:
- “Especially now with the way things are going … I would say a big barometer of success is maybe less on the financial side and … more on the social capital.” (14:37)
4. Community Impact Stories
- Inspirational Example:
- Shares the story of Jonathan Forgash, who during the pandemic helped feed up to half a million people by galvanizing local restaurants—“To me, that’s something.” (16:31)
- Memorable quote:
“That’s what inspires me. That’s what really, really gets me jazzed.” (18:38)
- Community as Currency:
- Success measured not only by money, but by positive social impact and local relationships.
5. Origins in Consulting & Corporate Innovation
- Career Path:
- Started in corporate telecom consulting in London.
- Sabbatical in Southeast Asia exposed him to digital nomadism and entrepreneurial thinking.
- Early entry into podcast production—part of the team that launched The Tim Ferriss Show.
- Community-building roles in London’s startup scene (Tech London) and IBM’s SoftLayer program.
- Relocated to New York to further pursue podcasting and entrepreneurship (07:26–11:50).
6. The Podcast Production Business (Spotlight Podcasting)
- Clientele and Approach:
- Focus on business, mission-driven, and organizational podcasts—universities, running organizations, coaches, consultants, and tech companies.
- Recent projects include University of Alabama (weight loss podcast), New York Roadrunners (marathon show), and robotics industry (21:32).
- Strategic Differentiator:
- “There are few or far between that actually focus on the strategy side of things … what we try and do is help people actually make good decisions rather than just follow what everyone else is doing in the top hundred.” (24:25)
- Tim Ferriss Show Experience:
- Despite minor role (“helped choose the cover art”), association with big names creates credibility, especially in hiring team members (24:55–28:45).
- Notable Quote:
“Loads of people come to me and they go, ‘Oh, turn me into the next Tim Ferriss.’ I’m like, … you’re not Tim Ferriss, I’m sorry.” (25:09)
7. Running a Lean, AI-Enabled Team
- Team Structure:
- Currently five team members—with roles spanning operations and creative tasks.
- AI plays a large role in streamlining show note production and basic writing (30:10–31:49).
- Leadership & Empowerment:
- Emphasis on not becoming a bottleneck—new hires (such as Grace) bring more autonomy and leadership to the team (32:45).
8. Sales, Client Acquisition & Business Growth
- Sales Evolution:
- Early momentum came from high-profile clients (e.g., Lewis Howes); more recent strategies include targeted cold outreach.
- Acknowledges that cold email is less effective today—exploring “Dream 100” approach: targeting clients with high mission alignment even offering free pilot work (35:57–38:36).
- Charlie Hoehn’s “Work for Free” Method:
- JBS recommends proactive, specific outreach for those starting out, citing Hoehn’s model of offering value upfront to industry leaders (38:36–40:51).
- Quote:
“If you can’t even give away the thing you think you can sell, that’s quite a good indicator that maybe it’s not such a good idea.” (41:00)
9. Why Medium-Sized Businesses Start Podcasts
- Typical Motivations:
- Competitor pressure (“everyone else is doing it”), marketing, or ego-driven desires.
- Best approaches involve genuine mission alignment, identifying unique value, and deep understanding of what audiences want (42:46).
- Example: “If all your competitors are doing it, let’s look at how their shows differentiate and what people actually like or dislike about them.” (42:46)
10. Hyperlocal Community Building: Metrics of Success
- Tangible Impact:
- Communal dinners for neighborhood residents (often skewing toward women over 60), decreasing social isolation, supporting local businesses.
- Newsletter with 1,200 subscribers—75% open rate, 15% click-through rate—and plans for small, meaningful meetups (45:41, 47:45).
- Quote:
“I get such beautiful messages from people where, you know, it’s family saying, ‘We’re so grateful for this, thank you so much, please don’t stop this.’” (45:47)
- Financially Modest, Socially Rich:
- Revenue is modest; the true value is in the ripple effect of local connections and social capital.
- “Everyone thinks about scale … it’s exhausting. So yeah, I’m all about the little [interactions].” (49:27)
11. Events: Community Enabler, Not Just Organizer
- Philosophy:
- Prefers enabling and supporting local leaders versus taking center stage.
- “I would say I’m more interested at the moment, maybe … in being a community enabler rather than … a community builder.” (51:10)
12. Final Reflections & Personal Lessons
- Gratitude for Support Systems:
- Expressions of appreciation for family and supportive community:
“You know, it takes a village. Am I at the stage where I want to be…? I know I’m on my way there.” (53:50)
- Expressions of appreciation for family and supportive community:
- Finding Your Tribe:
- Importance of local activities, running club as life-changing—overweight, isolated before joining community; now feels connected and fulfilled (54:15–55:22).
- Words of Advice:
“Just commit to doing some kind of activity … find that little group, and that will become your tribe… those are people who will look out for you … and those will become your friends for life.” (55:40)
Notable Quotes
- On Social Capital:
“A big barometer of success is maybe less on the financial side and more on the social capital.” (14:37)
- On Success Stories:
“He raised over a million dollars, helped hundreds of restaurants stay open … fed, I think it’s like 300 to 500,000 people … during the pandemic. To me, that’s something.” (16:31)
- On Podcasting Clients:
“There are few or far between that actually focus on the strategy side of things … we try and help people actually make good decisions rather than just follow what everyone else is doing in the top hundred.” (24:25)
- On Value of Community:
“I love little meetups. I love meaningful interactions and I think it doesn’t—everyone thinks about scale … I’m all about the little [interactions].” (49:27)
- On Entrepreneurship:
“If you can’t even give away the thing you think you can sell, that’s quite a good indicator that maybe it’s not such a good idea.” (41:00)
- On Finding Your Tribe:
“Just commit to doing some kind of activity … find that little group, and that will become your tribe… those are people who will look out for you … and those will become your friends for life.” (55:40)
Key Timestamps
- 02:23 Jonathan’s self-introduction and transition from podcasting to broader media and community.
- 06:26 What Jackson Heights Insider is and its multi-channel nature.
- 07:26-11:50 Jonathan’s earlier career—consulting, startup community roles, and first podcast agency.
- 13:49 Impact of international childhood and drive to connect.
- 16:31 Example of social entrepreneurship with Jonathan Forgash.
- 21:32 The types of podcasting clients and Spotlight Podcasting’s unique value.
- 24:55 What the Tim Ferriss Show did (and didn’t do) for Jonathan’s business.
- 30:10 Running a lean team and adopting AI.
- 35:57–38:36 Client acquisition stories and the “Dream 100”/Charlie Hoehn approach.
- 42:46 Reasons why medium-sized companies seek business podcasts.
- 45:41–50:36 Jonathan’s goals, metrics of success, and impact for local community building.
- 51:10 Role as community enabler vs event organizer.
- 53:50 Personal gratitude and reflections on “finding your tribe.”
Tone and Language Observed
Jonathan speaks candidly, with a self-deprecating and insightful tone, often reflecting on lessons learned, the realities of entrepreneurship, and his preference for meaningful, human connection over flashy metrics. The atmosphere is conversational yet practical, with frequent anecdotes and straight talk about what works—and what doesn’t—in both business and community-building.
Conclusion
Jonathan Baillie Strong’s journey exemplifies the evolving nature of modern entrepreneurship—where technical expertise, social capital, strategic thinking, and community impact can intertwine. Listeners gain not only a roadmap for building a podcast or local media initiative but also inspiration on cultivating meaningful networks, measuring success beyond profit, and the lifelong journey of “finding your tribe.”