Find Your 100 True Fans

About Author Graham Brown

Graham Brown is the founder of Pikkal & Co – performance communication agency responsible for producing Award Winning Podcasts for business brands. Clients including McKinsey, Julius Baer, IBM and the Singapore Government. Investors and Advisors from Netflix, Intel, Apple and iQiYi. He is a published Amazon author covering human communication technologies, marketing and branding. He has produced over 1,000 podcast episodes and webinar shows with notable shows including the Tony Fernandes Podcast. Graham is a graduate in Artificial Intelligence and is currently leading Pikkal & Co to use Machine Learning and Conversation Analytics to automate the heavy lifting of communication to elevate the human touch.

“But I don’t have an audience”

Like all new projects, it’s easy to have concerns and doubts about new domains of expertise. Podcast clients are no different. Some feel they won’t have an audience to share their conversations with.

This is one of the biggest mental roadblocks to getting started.

Our stories are hobbled by the idea that we need large audiences to be worthy. But you are not getting elected. You don’t need to play that game, being everything to everybody to capture 51% of the vote. Instead, you can be a Rockstar with only 10% as long as that 10% “love” rather than “like” you.

Focus on Love not Like

Yes, I know “Love” is not commonly used in business, except when it’s co-opted by social media or McBurgers to sell their product. Real Love requires commitment. Real Love requires opening up and letting go. Break down the walls of your heart, break down the walls of your organization. Stand for something. Communicate that cause. Plant a flag. Risk rejection. Dare to be vulnerable.

If people “like” your story, you might as well be invisible.

So what if you don’t know who your 100 true fans are?

Plant a Flag, Let People Rally Round

Plant a flag.

“This is what I want to talk about”

Because you step up, others will follow. This is human nature. If you create conversations that matter people will gather round. In time your tribe will form and your job is to tighten it.

You only need to get started. Communications today is better Optimal than Perfect, so starting beats musing over the options. Your Minimum Viable Podcast will evolve and develop the conversational architecture that resonates with your fans.

Be Authentic, Dare to Be Vulnerable, Go with the Flaw

To find your fans, speak from the heart. Rock stars take risks: Men wear make-up, women flaunt their sexuality. Rock Stars crowdsurf half-naked, held up by the hands of their fans. Rock Stars are unapologetic, vulnerable and we need them. Boredom is the opposite of being a Rock Star. Boredom is the opposite beauty and truth. A mass market, sterilized reality that offends nobody but pleases none.

As the French philosopher Albert Camus remarked, “We expend a tremendous amount of energy just trying to be normal”

Podcasts: Get our Guide for Corporates

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Stop Worrying about the Opinions of ‘Normal’ People

Normal people “don’t get it.” Understand that normal people fail because they’re just not cut out to do it. Doing anything worthwhile is a grind. It almost always involves dealing with the rejection of others. If you’re too normal, you care too much about being just like everyone else. Once you accept this reality, you are free from the penury of being “most people.”

For years I’ve struggled listening to the opinions of “normal people” when I told them my plan to build a podcast agency:

– “People don’t like listen to podcasts”
– “I don’t have 20 minutes in the day to listen”
– “Won’t work in Asia”
– “Why do you want to do that?”
– “Why don’t you do video, instead?”

And I had my doubts, and I looked inside and asked myself if I was wrong, if this risk had been worth it and I confess at times I thought of giving up. But look at where we are now. In the post virus era, podcasts may be the only way businesses can connect authentically and at scale.

So my advice to all of you grinding out your businesses while “normal” people doubt your work: Why set yourself on fire to just to keep others warm? Life is too short to waste on being “normal”. You only live once, but if done right once is enough.

When you were given the microphone did you find your voice? Did you step up or did you ask for permission? Did you hold back and edit your voice to meet the expectations of others? Did you play it safe or did you play from the heart?

Your 100 True Fans will remember you for this.

You only have one life to give. Give it to those that matter most.
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Podcasts: Get our Guide for Corporates

podcast planning guide

About Author Graham Brown

Graham Brown is the founder of Pikkal & Co – performance communication agency responsible for producing Award Winning Podcasts for business brands. Clients including McKinsey, Julius Baer, IBM and the Singapore Government. Investors and Advisors from Netflix, Intel, Apple and iQiYi. He is a published Amazon author covering human communication technologies, marketing and branding. He has produced over 1,000 podcast episodes and webinar shows with notable shows including the Tony Fernandes Podcast. Graham is a graduate in Artificial Intelligence and is currently leading Pikkal & Co to use Machine Learning and Conversation Analytics to automate the heavy lifting of communication to elevate the human touch.
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