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👋 Quick Intro

Now that you know what you’re doing and who it’s for, it’s time to work out what your show feels like. This is about tone, naming, visuals, and overall identity. You don’t need a full brand guide, just a clear sense of how your show should sound, look and land with people.

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🎯 Section 1: What Does Your Show Stand For?

You need to pin down the tone, voice and attitude of your show. It should reflect your values and feel like something your audience naturally connects with.

Use these prompts:

• What tone do you want?

  e.g. “Honest and direct, but helpful.”

• What kind of energy?

  e.g. Calm and curious? Fast and tactical?

• What do you care about?

  e.g. Transparency, giving founders practical advice, cutting the fluff

• What are you actively avoiding?

  e.g. Corporate jargon, performative panels, “thought leadership” for the sake of it

Think of your show like a person. What would you want them to be like at a dinner party?

🧠 Section 2: What’s Your Angle?

There are already a lot of podcasts out there. Yours doesn’t have to be the first or biggest, but it does need a point of view.

Try framing it like this:

• Topic – What space are you playing in?

  (Startups, Climate, AI, Health)

• Subtopic – What part of that space?

  (Solo founders, female investors, medtech scaleups)

• Pain – What’s the big frustration your audience has?

  (Lack of clarity, access, visibility, connection)

• Promise – What do they get from your show?

  (Honest insights, behind-the-scenes lessons, fresh ideas)

• Angle – What makes your show different?

  (Deep dives on public companies, reverse engineering how successful newsletters have grown, How startup X got it first 1000 customers)

The tighter this is, the easier everything else gets, content, guest selection, branding, and even growth.