A few weeks ago I had the pleasure of joining James Kakais on the Presales Collective podcast to talk about what it means to be a pre-sales engineer in a high-growth startup. We touched on how I see the role of Sales Engineers being a multi-purpose Swiss Army Knife and what recommendations I have for others who want to explore the career path.
First things first – What is presales?
Presales, Solutions Engineering, or Sales Engineering (SE) is the crucial function that supports sales cycles together with salespeople. It is often found in B2B SaaS companies like Adobe, Salesforce, and Zoom. Some people look at sales engineers as the technical salespeople, others think of SEs as the technical backbone of the go-to-market motion. Wherever a complex product has to be sold and assessed to be fit for purpose, chances are likely that you will not just find a salesperson selling to you but also a sales engineer acting as a wing-man/wing-woman.
What role does presales play in a tech company?
The function exists because selling is a lot of effort and often involves a lot of technical selling too. This is done through product demonstrations, security reviews, product capability qualification, and competitive market positioning. The SE in a sales cycle makes sure what is promised will work and ensures to sell the value of the solution, so that the prospect in convinced your solution is best.
In contrast, the salesperson will focus on the sales process overall from the start, finding a qualified lead, and following through including pricing negotiations, organizing all the stakeholders, ensuring contracts are fine.
Many SEs argue that being an SE is the best of both worlds. One world being knowing the product, working at the forefront of the company’s innovation, and being an expert. The other world being that you are always customer-facing, talking to prospects, and not somewhere stuck in a back office all the while you have much less pressure than the sales rep.
Why do I call presales engineers Swiss Army Knives…
You probably can already imagine that supporting the sale of a product will vary hugely depending on the product that you’re selling. This also means that SEs can come from a variety of backgrounds. From my time as a Sales Engineer, I can say I’ve seen successful SEs come from all walks of life like:
…and many more
One thing all Sales Engineers have in common is the unstoppable eagerness to learn new things and be helpful. In that, SEs support their organisations as internal competitive experts, product marketers presenting the demos at roadshows, enablement supporters helping new hires ramp, and many other things. SEs are technical and non-technical. They have a set of skills – beyond being the technical expert – they can do really well. Unlike the jack of all trades who is a master of none.
Personally, as an SE I’ve done a variety of things: presenting at conferences, building better internal processes using tools we had, and doing charity pro-bono projects. It’s rewarding, especially as the role in many organisations is what you make of it.
How did I get into presales? – Career Principles
My career principles are very simple, do more of what you like and always be growing. It’s as simple as that, I enjoyed working with customers while bringing innovation to them as a CRM consultant. Then, I joined a tech company to just do that as a pre-sales engineer. Now, at a startup, I can bring all my previous skills to the table whilst wearing a strategic hat and planning an overall business expansion.
How can you get into presales?
Talk to Sales Engineers. We’re a great bunch. Learn about the role, the various paths in different companies and go from there. A sales engineer at Salesforce selling CRM is very different from a sales engineer at MongoDB who sells a database solution. It gets more technical if you want to be a sales engineer at AWS or Google Cloud where you need a solid understanding of the technology to be able to prove the value. Some SE roles will require you to be more technical, others are a lot less technical and require more creativity or project management skills.
One way to learn more is by visiting the presalescollective.com, a community of pre-sales engineers worldwide.
It’s a diverse, satisfying, and very exciting career path for driven people who like to learn new things and talk to customers every day.
Now you know what a Sales Engineer is and why it’s such an exciting career path open to people from so many backgrounds. If you want to know more about my path and how I see the presales role fitting into a technology company, check out the full podcast below:
This week was fun, I got featured in a CNBC article online. Check it out here or here on my LinkedIn if you want to follow the discussion.
The silver lining in this pandemic is that working from anywhere is a real possibility and allows us to explore new places, spend time with families and get out of the big cities and closer to nature.
I absolutely appreciate the hardship many are going through and see myself in a very lucky and privileged position compared to many others.
Making the most of what is a catastrophic 2020.
Work from anywhere
This pandemic is making it possible for workers in tech to work from anywhere. Big cities have lost their appeal. Since I moved to London, there was so much I learned, people I met and things I’ve experienced that now are not possible any longer. Musicals, concerts and even meeting friends is an endeavour.
As my wife and I both have office-type jobs where a stable internet connection and a laptop are the only hard requirements, we can pretty much work from anywhere. So we made some plans. After spending a few weeks at home with families in Switzerland during the summer we thought we should do this again.
Our plan is to visit our families again but this time we will leave our flat. We want to move to a bigger place anyways. So, in between flats in London, we will just spend a few months saving on rent and live with our in-laws in Switzerland.
If the situation in 2021 improves and we can travel again we might even get ourselves into a nice AirBnB in Spain and spend a few weeks there before returning to London to hunt for a new and bigger flat.
Why move flats?
Two people on Zoom calls all the time is hard if you’re bound to a 1-bedroom flat. A centrally located flat in London is a great thing if you can take advantage of the city. Sadly, that’s not been the case in the last six months and probably won’t for the foreseeable future.
We’ll move to a bigger place to be able to work alongside each other much better. Also, we’ll get ourselves closer to a large park just outside the very center.
Using the gap of a few months will be perfect to save some money too and get our finances on track for future projects. Hint: buying real estate.
“Work from anywhere” here to stay?
I changed jobs in January. I joined a startup, Clari, a team of five in Europe building the international expansion. No office. Few perks. Massive personal and professional growth opportunity.
When I was in the fancy Salesforce Tower in London, people would often ask but will you not miss the office?
Probably I will miss it a bit, is what I would say but I would not base a career decision on the office. What happened later in that year is something I could have not imagined. Most of my former colleagues would not enter the Salesforce Tower either for 6 months and counting.
Work from anywhere has made people appreciate simpler things, access to nature and shown that the important bit for productive work is not necessarily an office. A great culture outshines the great office and lives on remotely, in Zoom background, Slack channels and how you treat people.
Many companies and employees see the benefits of work from anywhere. Commuting to an office will become much less frequent in the coming months and years I believe.
You want to change your career and the big corporate job is just not what you want to do anymore. Well, let me first discourage you a bit from joining a startup in the first place.
A) You will have to work really hard
B) Your current company benefits are probably better
C) Most startups fail
I could go on. There are a lot of reasons not to join a startup but if you’re still reading you came to the right post.
When I was at Accenture and later at Salesforce I always had an urge to do more than what was prescribed in my role. There was always an inherent entrepreneurial spirit in me and finally, after 5 years in big companies, I felt it was time to join a startup.
As you want to evolve in your career and grow there are a few things to consider and look for when you join a startup.
Not every startup is created equal and you can definitely make mistakes joining the wrong startup.
The 5 things to identify the right startup for you
These are my 5 things and I would say they apply to everyone considering joining a startup. There will inevitably be more factors but these are a good starting point.
1. Founders & Exec Team
The founders and executive team are crucial. Check each one of them out on LinkedIn and see how long they’ve known each other. You want them to be pros at what they’re doing. They need a track record of success. Ask yourself:
Are they a tightly-knit team that trusts each other?
Have they been successful in the past?
What are the values and the culture they’re building?
Don’t underestimate the values. The company’s values matter a lot in how they will navigate good and bad times. There will be both, trust me. In my interview I asked everyone very directly, how are you living the values in your company? Which is the top value? What value do you think exemplifies the CEO the most?
Check: LinkedIn, find videos, tweets,… to get a taste.
2. VC Backing
Startups most of the time will need some kind of funding to the started. They will get this from so-called Venture Capitalists (VCs). A great VC will bring great board members to the company that can help and ensure success.
Some of the top tier 1 VC firms are Sequoia Capital, Benchmark, and Andreessen Horowitz. You can always visit Crunchbase or PitchBook data to see who has invested in the startup you think of joining. If it’s a list of no-names, then think twice. If you see a Tier 1 VC firm, that is generally a good sign.
Once you know who the VC is, check out how much the startup has raised. Ideally, they will have enough cash in the bank for another 12 or so months when you join. Typically, a startup is funded by VC for 18-24 months and then the expectation is to get more funding.
If your startup hasn’t raised money in 24+ months, then ask them, how are things financially? How are they making money? These are questions you should not be scared to ask.
Here’s an example of Gong, a B2B SaaS startup with great investors and a big recent round. This will mean they are in growth-mode, have a lot of capital ready and probably an amazing team of board members that can advise the company on their scaling journey.
Most likely you want to pick a company that knows what they’re doing. If you’re in a stable job now then you want a startup that works. In a nutshell that means it has to pay customers. The startup will only have to pay customers if it’s solving a real problem and that’s what people call Product-Market-Fit.
In your prospective startup, check who are current customers, can you find testimonials? If yes that’s great. Read up on reviews on portals like G2.
That will give you an idea if it’s just a college drop-out’s pipe dream or something that could become a company of consequence.
Sometimes a good sign is competitors. If there are competitors, then you know there’s a market to be won.
Here’s an excerpt from G2 and customer reviews. A great resource to identify what is happening in that market and what horse you want to bet your career on.
This is a hard one. What are good indicators if the company is growing? There are a few things that you can find out while doing your research but then always use the interview as an opportunity to find out how much growth there is. Are they signing more deals, increasing revenue, hiring people?
A few things you can look at:
How many employees do they have and what functions?
What do Glassdoor reviews say?
Are they hiring many people currently on their careers page?
For example, on Glassdoor, you will get a great idea of the culture, how the company is doing and what people are saying about the prospects of the business.
The example here is by Seismic.
5. Personal Opportunity
Lastly, the key question is, what does this mean for you personally? Let think back to the start of this post. You want to escape the 9-5 grind and do something more exciting.
Ask yourself, what is it that you are expecting to do in the startup and are you sharing this with them? Of course, you will fill a box on the org chart but if you talk to the hiring manager he or she should know what you want to truly achieve in that company. Do you want to become the foremost expert in a field? Do you want to build a new office in a new location? Do you want to become a leader?
Always ask yourself:
Will you get a position that fits your personal ambitions?
What is the role you will have in the company?
How are they developing, coaching, leading people?
One more time, I suggest you read up on Glassdoor what it says about the company and ask in the interview. Ask the hard questions, how do you ensure a great culture of learning and development? Many startups don’t think about this early and well enough. These will struggle to attract and retain great talent in the future. You want to bet on the right opportunity for your personal career.
My final words
That’s it. These are the five things I looked for when joining Clari. You might have more factors than those. I would suggest researching these as a bare minimum and then in the interview ASK all the hard questions.
You should interview a startup just as much as they interview YOU.
What have I missed and what are you looking for? Join the conversation on LinkedIn.
This year’s Gartner CIO Symposium featured top experts in IT who shared their points of view. Here I summarise the top 4 CIO priorities for 2020.
Let’s start with some context first. In November, when it’s cold in most places in Europe9000 CIOs flocked to Barcelona to enjoy the sun and learn about the latest trends in the IT market. I joined the conference and had the unique opportunity to talk to so many CIOs, vendors and experts in the field to understand what is shaking up the world of IT.
Read on to learn about what the top 4 priorities for CIOs are that I have observed at this year’s Gartner CIO Symposium.
Having talked to dozens of vendors (including Zoom, Slack, AWS and Google Cloud), CIOs and tech professionals at the conference I’ve identified the top priorities that emerged from all the discussions. Here we go, the top 4 CIO priorities for 2020.
#1 Everything is a Platform
Here’s one that definitely belongs to the buzz word category. Every vendor calls themselves a platform these days. Software doesn’t seem to be a thing anymore. Companies like Zoom and Slack are communication platforms. Then you get data platforms, security platforms, engagement platforms and so on and so forth.
Platforms are the new software it seems. The original definition of the word might help to clarify that many of the platforms today are not platforms but good old fashioned software. But hey, if marketing brands it that way, who am I to judge?
Having said that, I must note that there is obviously some truly great platforms on top of which a customer can build and run things on. This includes vendors like Google Cloud, AWS and MS Azure. These are the modern utility providers of IT infrastructure on top of which many of the vendors at the conference have in turn built their software – apologies – platforms. 😉
#2 No-Code Development
The trends have emerged for two reasons.
How has no-code emerged?
One, there is a massive shortage of talent to develop custom applications that serve the business needs of companies. The old “Software is eating the world” mantra is progressing at a pace that didn’t allow for talent to catchup.
Universities and schools are moving slow to rotate their curricula to the digital world and a massive community of self-educated learners has emerged thanks to YouTube, Coursera and other self-directed learning platforms.
Nonetheless, it is not enough for companies still. The number of people required who understand IT systems simply outstrips the supply.
Gartner published a survey earlier this year about this exact issue posing a big risk for companies. “Organizations face huge challenges from the pace of business change, accelerating privacy regulations and the digitalization of their industries,” said Matt Shinkman, managing vice president and risk practice leader at Gartner.
Second, with the fast-paced evolution of IT tools, it is possible today to build software with a lot less effort. Accessibility is a key criterion, thanks to the ubiquitous cloud, cheap computing power even on our phones and simple programming languages we can create software a lot easier. Developers have started making their own lives easier too by developing software on top of software that works with simple drag-and-drop.
Pre-built templates, standard operations and workflows are used to enable them to automate things. Taking that even to the next level where developers create tools that only use simple building blocks which can create some fantastic software already.
Win-Win with No-Code and Low-Code
That is in essence how the low-code or no-code platforms have emerged and can be used by everyone with a basic understanding of processes and technology. With such capabilities, a company doesn’t need developers as much any more but can put the power of owning and shaping business processes in the hands of businesspeople. IT is only required at this point for governance and low-touch support in that case which creates a win-win situation for the business.
The use of low-code will free up IT capacity to engineer more sophisticated tools that can’t be addressed with low-code and in turn, also provide more interesting work for developers.
#3 Single Platform vs Best of Breed
One key priority that has emerged from talking to many CIOs and vendors at Gartner’s conference this year is the need for a seamless experience. That could be with for customers, employees, partners, suppliers. It doesn’t matter. Business is complex and software tools are prevalent across all parts of the business.
Now, there are two schools of thought that I have observed. There’s the single platform approach with which a company opts for a mega vendor like Microsoft, Salesforce, Google as strategic platforms and would only get another vendor in the mix if they can’t address the need.
On the other hand, a new kind of tools is emerging. These are cloud-native, built with open APIs from the start and integrate seamlessly with other tools. A combination of that might be how seamless it is to use Google Suite, Zoom and Slack. Three vendors with unique value propositions that work in perfect harmony thanks to native APIs or even pre-built connectors.
From a customer’s perspective, CIOs are looking to achieve a seamless experience for their key stakeholders. Today, that can be done with more than just one approach. CIOs choose the single platform or best of breed. In 2020 both deliver great experiences if implemented right.
Additionally, whilst it’s easier for procurement to only get the software from one vendor it’s important to note that one vendor doesn’t mean seamless experience or seamless integration. All of the mega-vendors have gone through large acquisitions sprees to bolster their portfolio and as with all acquisitions, the integration of new products in a portfolio takes time and effort. Not every company manages that successfully.
Examples include the Yammer and Microsoft acquisition or SAP’s acquisition of Qualtrics both great tools on their own but it’s questionable if they provide more value together with their new owners as opposed to integrating with other cloud-native tools.
#4 AI is becoming a commodity
This is for the readers who are way ahead of the curve of many CIOs already. While some discussions centred around cloud vs. on-prem, should I have a CRM or can I trust the encryption of AWS others has gone past that? Many CIOs are looking beyond that to retain a competitive advantage for their companies.
AI (Artificial Intelligence) – I really shouldn’t have to write it out any more – has seen an unprecedented hype cycle. And we’re only now starting to see more clearly what is real value that can be generated and what’s just hype.
Most use cases of AI today revolve around some basic statistical analyses and machine learning i.e. a machine learning from examples and making judgements about new information. It’s simple but effective if you want to look at customers who have churned and predict what you can do to prevent it. It helps you identify employees at risk of leaving based on attrition patterns and much more. These are fantastic use cases and to date, you would have had to get a developer to create data models using algorithms.
But the world is moving on and similarly to the low-code platform trend, I see the commoditization of AI emerging. Many vendors want to put AI in the hands of non-data scientists for the simple reason of massive talent shortage. Also, if you’re lucky to have your data scientist, ML ops engineer and all the rest you will want to make them as productive as possible.
Forrester, another research firm has placed some top vendors in their waves. I guess quadrants were taken by Gartner.
There are different tiers however.
AWS, Google and Microsoft Azure provide platforms with built-in capabilities to develop applications and AI capabilities. That is on the most technical side of things but can greatly enhance developer productivity. They’re all competing heavily to get students and startups sucked in their ecosystem with free credits.
Data Science / ML Productivity
The next set of vendors is tackling the space of point-and-click AI. These tools provide fairly in-depth configuration and setup capabilities which can be intimidatingly scientific which is perfect for a data scientist who is too tired of coding up models in R or Python all day long. Some of these are Dataiku, Tableau, Alteryx, Datarobot and Tenzi which make data scientists and ML engineers a lot more productive.
Lastly, a set of vendors is emerging that truly wants to skip the data scientist and allow every business analyst to use AI thus truly commoditizing AI. This would include tools such as Salesforce Einstein and some of the above that was mentioned provide this type of capability too. It’s a fast-moving space and further movement towards making AI/ML more accessible to the masses is inevitable. That will allow organisations to harness the insights in their data and make better decisions faster.
Ready for 2020
Lastly, before you leave I wanted to share with you what Gartner is saying. The symposium runs annually and the research firm uses it to communicate what they see as the top priorities for CIOs. Here’s Gartner’s point of view.
With that, you have a clear view of what is moving the market for CIOs in IT. If you’re a CIO or tech professional, reach out. I would appreciate hearing your point of view. Find me on Twitter (@realSemir) or on LinkedIn.
Did you know you can learn basic Python in only a few weeks without being a programming geek already? Probably not. Neither did I. In my job, I don’t need to program, but it helps to understand the technology and how the technical stuff works on a high level. So, I should learn something about it.
The big question is, where to start?
If you randomly google “learn python” then you’ll find 206 million results. Some very technical, some super basic. I needed something that helped me. I don’t like reading about technical details. I much prefer to have a teacher teach me.
So, naturally, I started looking at MOOCs (massive open online courses) and found the absolute best course. With that course, I managed to learn the basics of Python in just a few weeks.
The one course I recommend is “Python for Everybody”. There is no better starting point to learn Python. This specialisation consists of 5 courses and is provided by the University of Michigan.
The specialisation gets fantastic ratings between 4.6-4.9 stars out of 5 with thousands of reviews on the various courses.
Chuck Severance is the instructor and starts at the very basics as he slowly progresses to more advanced topics. He shows how you can work with data in Python, access a database and even visualise data using external tools.
He is the best instructor out there. He’s leading the entire specialisation and will give you a great grounding of Python even if you have never used it before. Chuck is legendary and super enthusiastic about Python and teaching. That makes it easy for anyone following the course to learn the fundamental concepts. Not every course on Coursera has great teachers, and sometimes there are gaps in the content that make it hard for students to follow. Not here. Chuck is legendary.
What will you be able to do?
As you’re not a geek, just like myself, you probably won’t create the next Facebook using Python. One thing you will achieve is a high-level understanding of all the concepts. Learning the basics is crucial, so when you talk to a software engineer, you can speak the same language. You’ll be able to write basic Python scripts to manipulate data and visualise it using libraries like D3.
From Hello World to Awesome Data Visualisations
This course will take you a few weeks to up to a few months to complete. It’s all self-paced and suitable for beginners. That also shows in the fact that the course has over 250,000 people enrolled. Let’s have a look at the curriculum.
Course 1 – Programming for Everybody
The course starts with the basics highlighting the importance of programming. You will code a famous ‘Hello World’. The course continues onwards with helping you install the right tools that you’ll need throughout the specialisation. It concludes with you being able to set values, run basics if/else statements and loops. Which is pretty cool, considering you only just started. Also, all material is available online: https://www.py4e.com/.
Course 2 – Python Data Structures
After you learnt the basics of navigating data, we’re going deeper into the different structures. You will see how easily you can pull data from a file, process it, manipulate it and store it back into a file. This part of the course is still quite simple but sets you up for success in course 3.
Course 3 – Using Python to Access Web Data
This course goes into the detail of how the web works and how you can get external data to play around with. It’s a fantastic starting point to get your programming skills to the next level. Because here, you will use the basics you have learnt to take data not just from your input or a file on your desktop. You will go onto a website and use that data in your program. Until this point, you’ve played around a lot, but all will be forgotten unless you store it somewhere. That’s when databases come into play.
Above is a screenshot of what the course video looks like when explaining networking. Professor Severance explains everything in great detail and will use an interactive drawing technology to draw up concepts so you can follow along easily.
Course 4 – Using Databases with Python
Now you need to think about data for the long term. That’s when databases come into play. You use the standard SQL language in Python to write data into a database where it can be stored for future uses. This is great as it’s the first time you’re work lives on beyond the black terminal window.
Course 5 – Capstone: Retrieving, Processing, and Visualizing Data with Python
The capstone ties all knowledge you have gained throughout the course together. You will deal with some ambiguity too as there is a lot of code that is reused to save the effort of getting everything ready from scratch. It lets you focus on the core part of this which is to retrieve, process and visualise data.
Above is my visualisation from a large text file of emails. I created a word cloud using a third-party library, and that’s the result.
Each course features a quiz with real-life exercises that will get you some hands-on experience with Python. Assignments are also part of the specialisation. You’ll help review other students’ code as well.
That’s it. An amazing 5-course specialisation on Coursera which get you up to speed on the basics of Python. How to boost your career with Python now? Read on.
How to Get Started
It’s super simple. I used Coursera to complete this course. Coursera is a fantastic platform, as it provides free courses. Some you can try for a whole week to see if you like them before going for a paid version which includes a certificate. If you want to start the course on Python, follow this link and get immersed.
Once you complete the courses, you’ll be awarded a certificate which you can share on LinkedIn.
More importantly, you’ll have a good basic understanding of how applications are built in one of the most popular languages out there. Here’s my certificate which I shared on LinkedIn.
Then, I started to gain some recognition for it on my LinkedIn profile and even more Coursera themselves liked my post. This led to a significant increase in profile views. There were over 36,000 views of my post and over 350 people liked it. That’s by far more than anything else I’ve ever posted.
Many of you will do this course to learn something new. The certificate is a nice to have as well. Now, I’m sure that also some of you will use this to get a new job, a better job, a job that requires you to know Python.
Well, this is great evidence to show you that people on LinkedIn will notice you. If you’re looking for a new challenge in your career, this could be a great way to let others know. The world is small. Someone might reach out if you use LinkedIn the right way.
I hope this review was helpful, leave a comment, follow me on Twitter @realSemir.
The question we’ll answer today is how to start a podcast in 2020 and 3 reasons why you should do it. I want to give you a few clear steps on how to start a podcast with some great resources I’ve put together and also explain why it’s such a great way to promote your business, your project or your own brand.
Podcasting has been around for years. You probably listen to many of the short or long-form audio on your commute, while you’re pumping at the gym or when you’re cooking dinner. You’re not the only one 51% of the US population listen to podcasts regularly to some of the 550,000 active podcasts on the internet.
There are podcasts on pretty much every topic you can imagine from science updates to cooking lessons, even how to negotiate in business or what you need to know when investing. They’re the perfect complement to our dull commutes and help us stay on top of the news, technology trends or they just entertain us. Whatever, you want.
It’s flexible to use, the podcasts just arrive in your app, often their short, bite-size ranging from 5-30 minutes and the good ones are really engaging and fun.
A quick look at Google Trends shows that podcasting has been around since the mid-2000s but recently it picked up again and this is an opportunity for you.
Why? Read on.
For any aspiring entrepreneur, established professional or even student, it’s a way to have a voice and be literally in the ear of your audience. It’s a growing medium to reach your audience in a very direct way.
Entrepreneurs, journalists and companies can reach their audience and build a community very easily and I get to learn from the most respected voices about entrepreneurship, economics and many other topics.
By now you’ve probably got a good idea of how this could help you but let me spit it out for you exactly.
So, why should you start your own little podcast business?
3 Reasons For Starting Your Podcast
Here are 3 reasons why you should start a podcast and not just listen to them.
Start a Podcast for Networking
Starting a podcast means you’re starting a platform. This platform will allow you to invite people who need a platform. It’s little effort for your guest to spare 30-45 minutes and appear on a podcast to talk about their business, passion, project or whatever the case might be.
You’ll be able to invite whoever you like to network with and you’ll already have something to offer to them, a platform for promotion. It’s a win-win situation. You get to learn from your interviewee whilst your interviewee gets a promotional platform too.
If you don’t start a podcast think about this the other way, try to be featured on a podcast to promote your business. It’s a great way to reach your audience especially as there are podcasts for every niche.
Start a Podcast for Marketing
It’s not just networking that you’ll get out of meeting new people you’re interviewing but there is much more than that on top. So many people listen to podcasts and just like with any content, if it’s valuable people will listen to you too.
You get to share your expertise which you’ll have anyway as your running a business, starting a project or fighting for a cause. Add little bits where you promote your business. Think about the call to action that you want to position.
Start a Podcast for Branding
This is an important one, regardless if you’re a single consultant aiming to acquire new clients or a business already which aims to build a strong brand to find new customers and employees.
A podcast adds a whole new flavour to your brand. It’s audio. It literally gives you a tone, a voice which is a much richer channel emotionally.
This is so important today as podcasting is growing and it is an untapped opportunity. You can be recognised as a great business or great employer. Imagine a podcast where the founders of a company talk about how they focus on building a strong culture, working to achieve customer success and innovating a product. That gives you a much better insight to the company than a website or Glassdoor ranking.
How to Start a Podcast
Here’s a clear, quick, step-by-step guide on creating a podcast.
Choose what you’re objective for the podcast is (marketing, branding, networking, …)
Write a clear mission statement, just a paragraph of what your show is about
Create a nice looking artwork cover
Define a plan for the episodes you want to create
Define a clear structure for each episode that you can use consistently (e.g. intro, interview, fire round, outro)
Make sure you have the right equipment and test it
Start inviting people to create a pipeline for interviewees
Record the first few episodes and edit them, so they’re launch-ready
Launch your podcast to your audience and publish episodes regularly
As we’ve established the why. I hope the above gives you some ideas on the how. But this post isn’t focused too much on the logistics. Here are a few good examples of resources on how to start a podcast.
And of course, you can always Google for more great podcast publishing platforms. Before I leave you to get started with podcasting, here are some great podcasts short and long-form.
Some Great Podcasts to Learn From
Check out Masters of Scale for amazing editing. The show is engaging, keeps you interested and is also easy to follow.
The next one is a short-form podcast by Chris Guillebeau about others who start a side hustle. He’s basically built his hustle on talking with other people about their hustles. Great, right?
Then, you’re not so smart, a great podcast, very informational and good editing.
Lastly, Inside Intercom, a great example of how a company can promote thought leadership add a personal tone to their brand and provide real value to their listeners. They regularly interview amazing people from around the industry and I always finsih it with something that I learnt.
It’s up to you now
I hope that was useful for you and that you see how the digital world is constantly changing and podcasting is becoming an increasingly interesting channel to strengthen your brand, drive your marketing and build your network.
Leave me a comment and share how you’re getting on!
There are many great blogs out there that focus even more in-depth on this topic. One to call out is fellow blogger Andrew on myaudioplanet and his epic “How to start a podcast in 2020” post.
Have you sent a message recently using a smart phone? I have. I’m sure you have too. When you use any social network or app chances are that one of the big Silicon Valley giants already thinks they know what you want to send. It’s incredible how the many tools like Gmail, LinkedIn, Facebook and Instagram become much more than just tools but prescriptive automation machines.
Google and LinkedIn recently updated their messengers to become more suggestive. You see smart replies everywhere. Here are just a few examples.
A few months ago Google took this to the next level by releasing Smart Compose. The Silicon Valley giant now predicts the body of your email step by step. Google says “Compose, a new feature powered by artificial intelligence, to help you draft emails from scratch, faster.”