Now anchored in daily life, the podcast has definitely established itself as a privileged lever for discovering numerous ideas and opportunities. Born in 2004 thanks to the digital age and the advent of portable audio playback devices, this format takes its name from the portmanteau word constructed from the term pod (in reference to the Apple iPod) and cast (broadcast, broadcast in French). This is audio or video content broadcast on demand over the Internet.
Increasingly popular with the general public and listened to on the move – in transport, during a sports session or during daily tasks – the entrepreneurial world is no exception. It is the ideal way for every entrepreneur to learn daily and constantly improve in their field, staying informed of the latest management techniques, productivity tools, advances in AI and market developments. It is also a powerful engine of motivation and inspiration through feedback, testimonies or debates. Zoom in on these podcasts that every entrepreneur should listen to.
Podcasts are popular and generate major revenue
On a global scale and particularly in the United States, the podcast audience and advertising market have crossed historic thresholds, exceeding 100 million monthly listeners according to Edison Research and generating several billion dollars in annual advertising revenue, as highlighted by the latest reports from PwC and the IAB (Interactive Advertising Bureau).
In France, several million pieces of audio content are listened to every day. Use has become widely popular among the entire population, even if the target remains particularly young and active (notably 18-35 year olds and executives). Listening is mainly shared between home and transport journeys, with an audience who declare themselves overwhelmingly captivated and immersed in these long-format stories. Faced with this enthusiasm, programs aimed at the entrepreneurial world have multiplied. Here is an essential selection.
New School, pioneer and source of inspiration
Originally launched in 2016 by Antonin Archer, “Nouvelle École” set itself the mission of interviewing different personalities “to think outside the box” through in-depth interviews lasting around an hour. The podcast was one of the first in France to meet the most inspiring figures: managers, athletes, content creators or artists.
From figures of popular culture to talents in digital creation, its guests recounted their journey and shared valuable advice for making their ambitions a reality. Figures from the tech and entrepreneurial ecosystem – such as Oussama Ammar, Guillaume Gibault (creator of Le Slip Français) or Jean de La Rochebrochard (Partner at Kima Ventures) – took part in the game. With an impressive catalog of episodes which marked an entire generation of founders, “New School” remains a historical reference and a great source of inspiration for anyone wishing to start a business.
Eventual Millionaire, the milestone of success
Business coach, author and professional speaker, American Jaime Masters has been offering her podcast “Eventual Millionaire” for more than a decade. Initially $70,000 in debt and dissatisfied with her career, she managed, thanks to an ambitious goal and a rigorous strategic plan, to repay her debt in 16 months before launching into coaching for entrepreneurs.
Its objective: to guide project leaders towards financial freedom, independence and professional fulfillment, with the ambition of helping its listeners build millionaire companies. With a catalog of several hundred interviews conducted with millionaires and successful business builders, it offers the opportunity to understand the workings of their success and to analyze the concrete methods applicable to one’s own entrepreneurial adventure.
Many themes are dissected there: marketing optimization, scaling up, application development or even affirmation of leadership. At the end of each episode, Jaime Masters systematically asks his guests for a very concrete action that listeners can implement the same week to get closer to their goals.
Generation XX, female entrepreneurship in the spotlight
- Giving women a voice: Giving a voice to women entrepreneurs in order to offer others the inspiration and motivation necessary to carry out their own projects: this is the challenge that Siham Jibril took on by creating the “Generation XX” podcast. Over the seasons, she has welcomed business leaders from various backgrounds and generations. Lasting 30 to 60 minutes, each episode highlights a personality who details their successes, their failures, their ambitions and their visions in complete sincerity, in an atmosphere of attentive listening.
- A diversified vision of entrepreneurship: The show demonstrates that female entrepreneurship is multiple and that there is not just one model to follow. Over the course of a vast collection of episodes, listeners discover the journeys of emblematic figures such as Claude Terosier, creator of Magic Makers (coding and creative programming workshops for children and teenagers), or Céline Lazorthes, founder of Leetchi and Mangopay.
A strategic lever for businesses
Many brands have fully understood the strategic advantages of podcasting. Indeed, it constitutes a remarkable tool for attracting prospects and retaining customers. It takes particular advantage of the mobility offered by smartphones and connected headphones. In addition, this format is ideally suited to new modes of information consumption. It is practical, accessible everywhere and available at any time.
Thus, through this channel, companies can transmit ideas or analyzes in a precise, intimate and creative way. Furthermore, the podcast remains relatively agile to produce, especially in comparison with heavier video productions. Finally, creating a branded podcast allows you to stand out from the competition. The company can thus assert its business expertise and develop a real thought leadership.
As such, the historical example of the giant General Electric clearly illustrates the potential of audio. With its audio fiction “The Message”, the brand had captivated more than 4 million listeners around the world. Thus, podcasts can engage an audience well beyond traditional advertising formats.
