Podcast Guesting for Founders: When It's Time (And When It's Not)
Let's talk about that thing you've been thinking about for the past six months.
You know the one. The "should I invest in podcast guesting?" question that pops into your head every time you're scrolling LinkedIn and see another founder casually mention they were just on interviewed on a top podcast and sounded totally badass doing it. The one that makes you wonder if it's actually worth it, or if it's just another shiny marketing tactic that sounds better than it actually is.
Yeah, that one.
Here's the thing: You're not wrong to question it. As a founder and busy human, you've got approximately 107 priorities competing for your attention at any given moment, and podcast guesting isn't exactly free. It takes time, energy, and let's be honest, getting over that weird feeling of "who would even want to hear from me?".
But here's what we know after working with hundreds of founders: the ones who keep waiting for the "perfect time" to invest in podcast guesting are the same ones who, two years later, watch their competitors become household names in their industry while they're still debating whether it's worth it.
So let's skip the part where you spiral about this for another three months and get real about what podcast guesting actually delivers.
The Numbers Don't Lie (Even When You Wish They Did)
First, the reality check you need: podcasting isn't a cute little hobby anymore. There are over 584 million podcast listeners worldwide, and that number is growing by nearly 7% every year. In the US alone, 55% of people aged 12+ listen to podcasts monthly. That's not a niche audience—that's more than half the country.
But here's where it gets interesting for you as a founder: 76% of top-ranked podcasts regularly feature guests. Translation? There's a massive, built-in distribution channel just waiting for someone with your expertise to show up and add value.
Still think it's not for you?
Here's What Actually Happens When You Show Up
Remember when you thought LinkedIn posts would never work? Or that video content wasn't "your thing"? Right. Podcast guesting is kind of like that, except it's even better because you're spending 30-60 minutes in someone's ear, not competing for 2.3 seconds of their attention in a scroll.
When you guest on the right podcasts (and yes, we said right podcasts—not just any podcast with a microphone), three things happen:
1. You build trust at warp speed.
There's something about the audio format that creates instant intimacy. Your audience gets to know your voice, your perspective, your quirks. They're literally inviting you into their ears during their commute, their workout, their cooking time. That's not just reach—that's relationship building on steroids.
2. You position yourself as the expert.
When a podcast host introduces you as someone worth listening to, you're borrowing their credibility with their audience. It's like getting a referral from a trusted friend, except you're getting it with thousands of people at once. And unlike that blog post you wrote that got 47 views, podcast episodes have staying power—they get downloaded and shared for months (sometimes years) after release.
3. You create a content engine that actually works for you.
One 45-minute podcast interview can become: show notes, social clips, quote graphics, blog content, email newsletter material, and yes, even more podcast pitches. You're not just showing up once—you're creating assets that keep working long after you hang up the Zoom call.
The Part Where You Stop Playing Small
Look, we get it. You're busy. You're not sure you're "ready." You don't have the bandwidth to pitch podcasts yourself. Your calendar is already exploding.
But here's the uncomfortable truth: Your competitors aren't waiting to be ready. They're booking podcast appearances right now. They're showing up, building authority, and yes—they're closing deals because someone heard them on a podcast and thought, "Yep, that's the person I need to work with."
Meanwhile, you're still perfecting your positioning doc and waiting for the stars to align.
What Investing in Podcast Guesting Actually Looks Like
Here's what it doesn't look like: You frantically searching for podcasts at 11 PM, crafting mediocre pitches, and hoping someone responds.
Here's what it should look like: A strategic approach where you're placed on podcasts that actually reach your ideal audience, with hosts who are excited to have you, talking about topics that showcase your expertise and naturally lead people to want to work with you.
That's the difference between "doing" podcast guesting and investing in it.
When you invest (and yes, that means time, money, or both), you're not just getting on podcasts—you're building a visibility engine. You're creating a systematic way to reach thousands of qualified leads every month without having to show up on another soul-sucking sales call or post another "hot take" on LinkedIn that gets 3 likes from your cousins.
But Hold On—Let's Talk About "Too Early"
Before you get all fired up and ready to book that call, we need to have an honest conversation. Because yes, there is such a thing as too early for podcast guesting and we don’t want you waste your time and money if you’re not actually ready. But here's the good news: "too early" doesn't mean you need to have everything perfectly figured out. It just means you need some foundational pieces in place.
Here's the truth: Podcast guesting has minimal ROI if you don't have clarity on your business fundamentals. We've seen it happen. Someone gets on amazing podcasts, delivers great interviews, and then... crickets. Why? Because they weren't clear enough on what they actually offer, who they serve, or what listeners should do next.
You're probably too early if:
You can't explain what you do in two clear sentences. If your positioning is still "well, it depends" or requires a 10-minute explanation, you're going to confuse podcast audiences. Confused people don't become clients.
You're still validating your core offer. If you're in the very early "testing my idea" phase with zero proof it works, it's tough to deliver the kind of value podcast hosts want. You don't need hundreds of clients, but you need something to talk about beyond theory.
Your digital presence is MIA. If someone hears you on a podcast, gets excited, visits your website or LinkedIn, and finds... nothing clear to do next? That's a wasted opportunity. You need at least a functioning site with a simple call-to-action. Doesn't have to be fancy—just functional.
You're not quite comfortable talking about your work yet. Look, you don't need to be a TedX speaker, but you should be able to share your perspective without completely freezing up. The good news? This is a skill you can develop, and we actually help founders get comfortable with their messaging through our 1:1 personal branding sessions.
You have no idea what to tell listeners to do next. "Check out my website" isn't a strategy. You need a clear next step—whether that's booking a call, downloading a resource, or joining your email list.
The bottom line? You don't need to have it all figured out perfectly, but if you're pre-revenue, pre-clarity, or pre-"I actually know what I'm selling," podcast guesting is going to disappoint you. Not because it doesn't work, but because you're not ready for it to work.
If you're in that "almost there but not quite" zone where your business is real but your messaging feels mushy, that's actually the perfect time to work with us. We help you get clear before you start guesting, so when you do show up on podcasts, you're ready to make the most of it.
So, Is It Time?
Now, if you're reading this and thinking, "Okay but I do have my act together (enough)"—here are the signs it's time to stop overthinking and start doing:
You can clearly explain what you do and who you serve (and people actually get it)
You have clients/customers who've gotten real results from working with you
Your website won't make visitors immediately hit the back button
You want to scale your influence without scaling your time 1:1
You're tired of marketing tactics that feel like shouting into the void
You're ready to be seen as a leader in your industry, not just another founder with a company
You actually want to enjoy your marketing instead of dreading it
If you nodded along to at least the first three (non-negotiable) plus a couple others, congrats—you've officially run out of excuses, friend.
The Real Question Isn't "Should I?" It's "What Am I Waiting For?"
The podcast industry is growing. Your competitors are already on it. Your ideal customers are listening every single week. The hosts are literally looking for great guests.
So what are you actually waiting for? Permission? A sign from the universe? A perfectly clear calendar? (Spoiler: that's never coming.)
The founders who win aren't the ones with perfect timing. They're the ones who make the call, invest in the strategy, and show up consistently. They're the ones who, a year from now, will casually mention they were just on another podcast while you're still here, reading blog posts about whether it's worth it.
You already know the answer.
The question is: Are you ready to do something about it?