Not Another Business Podcast with Toby Goodman

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Joe Foster – Co-founder of Reebok, Author of "Shoemaker"

The Rise of Reebok - Joe Foster

Toby Goodman — Tue, 10 Jun 2025 06:30:00 +0100

Joe Foster and his brother Jeff founded Reebok in post-war Britain, turning it into a globally recognized brand valued at $4 billion.

In this episode, Joe shares powerful insights from his journey, highlighting how he overcame family tensions, navigated international markets, and built strategic partnerships...

Long before the era of the internet.

You'll hear Joe's perspectives on identifying real business opportunities, building genuine relationships, and why having fun is essential in entrepreneurship.

Talking Points:

• Breaking Free from Family Business Constraints

• The Importance of Having Fun in Business

• Identifying Genuine Market Opportunities

• Navigating Early International Expansion

• Building Strategic Relationships

• Choosing the Right Partners and Employees

• Overcoming Early Failures in the US Market

• Strategic Pivoting to Aerobics and Women's Market

• Growing Without Internet and Modern Technology

12 Reasons to Listen…

• Leaving the Family Business

It’s at 02:00

• Developing Independent Drive and Mindset

It’s at 05:30

• Buying a Caravan in France as a Strategic Move

It’s at 08:00

• Taking Reebok to America

It’s at 09:30

• Understanding What Makes a Strong Partner

It’s at 13:00

• Importance of Patience in Business

It’s at 17:00

• How Joe Approaches Hiring and Team Culture

It’s at 18:00

• How Reebok Attracted Influencers Before Social Media

It’s at 25:00

• Getting the Game-Changing Five-Star Shoe

It’s at 27:00

• Pivoting Successfully into Aerobics

It’s at 28:00

• Building a Strong, Ego-Free Team

It’s at 21:00

• The Value of Face-to-Face Conversations

It’s at 30:00

Guest Deets:

Never miss an episode:

👀 Watch ‘Get Clients with Your Podcast’ when you join my email list

Here are three ways I can help you with your business:

📖 Read my best-selling book ‘Narrow Podcasting’

Stop Vanity Virtue Podcasting - David Abel

Toby Goodman — Tue, 03 Jun 2025 06:30:00 +0100

David Abel is the founder of Digital Lightbulb, a branding and e-commerce consultancy. But despite his expertise, his podcast wasn’t driving the business results he wanted.

In this candid conversation, I help David understand why more listeners isn't the best goal, how to create clear and compelling offers, and how to leverage value-based fees effectively. We dive deep into practical ways David can position himself clearly, improve his online presence, and turn podcast conversations into meaningful business opportunities.

Game Plan Talking Points:

• Why Listener Numbers Aren’t the Goal

• Leveraging Your Website for Credibility

• Transitioning from Employee to Entrepreneur Mindset

• The Risk of Virtue Signaling in Early Business

• Clarifying and Strengthening Your Brand Messaging

• Moving Beyond Selling Your Time

• Structuring Offers Around Value-Based Fees

12 Reasons to Listen…

• Why “More Downloads” Isn’t the Right Goal.

It’s at 02:00

• Building Real Business Credibility

It’s at 04:00

• Avoiding “Cart Before Horse” Mistakes

It’s at 04:30

• The Reality of Scaling Beyond Your Time

It’s at 05:30

• How to Clearly Define Your Offer

It’s at 06:30

• Why Your Website Matters (A Lot!)

It’s at 09:00

• From Employee to Entrepreneur Mindset

It’s at 13:00

• The Risk of Virtue Signaling in Business

It’s at 14:00

• Clarifying Your Brand Messaging

It’s at 17:00

• Creating Effective Sales Conversations

It’s at 23:00

• Using Your Podcast Strategically

It’s at 26:00

• Implementing Value-Based Fees

It’s at 33:00

Time-stamps:

00:00 The Problem with Podcast Goals

04:00 Building Real Credibility

05:30 Scaling Beyond Selling Your Time

09:00 Website Credibility and Visibility

13:00 Employee to Entrepreneur Mindset Shift

14:00 Risks of Virtue Signaling

17:00 Clarifying Your Brand Message

23:00 Creating Effective Sales Conversations

26:00 Strategic Use of Podcasting

33:00 Implementing Value-Based Fees

Guest Deets:

Find David HERE

David Abel on LinkedIn

Never miss an episode:

👀 Watch ‘Get Clients with Your Podcast’ when you join my email list

Here are three ways I can help you with your business:

📖 Read my best-selling book ‘Narrow Podcasting’

Helping Creatives Escape Hollywood’s Limits - Jerrica Long

Toby Goodman — Tue, 27 May 2025 06:30:00 +0100

Jerrica Long helps frustrated mid-career creative professionals escape the confines of the Hollywood system. But it took me a while to get to that!

She has a newsletter called ‘Greenlight Yourself’, some viral content and is building a following.

In this conversation, I share ways our mutual connection, Josh Spector, has helped me, and we game-plan Jerrica’s next steps.

Game Plan Talking Points:

• Defining Ideal Client Personas

• Navigating Day Job vs. Side Hustle

• Business Model and Future Planning

• Structuring and Delivering Client Offers

• Identifying and Attracting the Right Clients

• Positioning Jerrica to Greenlight Herself!

• Refining Messaging and Online Presence

Time-stamps:

00:00 How Josh Spector helped me reposition my course

03:36 The viral post to Hollywood

08:57 Finding the offer

11:32 Coaching Program and Membership Plans

12:34 Overcoming Hollywood Gatekeepers

19:02 Audience Growth Strategy Package

21:02 Community-Supported Client Growth

25:53 Spotting Credibility in Creative Fields

27:57 Targeting Established Creatives Newsletter

32:34 The value of the work.

34:05 Guiding clients to success

38:10 When only death forces a decsision

40:26 Crafting a ‘that’s me’ LinkedIn headline

Guest Deets:

Find Jerrica at Greenlight Yourself

Jerrica Long on LinkedIn: https://www.linkedin.com/in/jerricalong/

Also check out: Josh Spector HERE

Never miss an episode:

👀 Watch ‘Get Clients with Your Podcast’ when you join my email list

Here are three ways I can help you with your business:

📖 Read my best-selling book ‘Narrow Podcasting’

How To Mix Business With Pleasure - Gary Mullins

Toby Goodman — Thu, 22 May 2025 06:30:00 +0100

How do you let your community know about your business without coming across as cringeworthy?

Gary Mullins joins ‘Not Another Business Podcast with Toby Goodman’ to talk music, motors, and making memorable experiences for high-end clients.

Gary’s a gigging musician turned events entrepreneur and a key player in the Ferrari Owners Club.

We discuss how he bridges two luxury worlds to create standout opportunities for clients and how he has built genuine authority without relying on vanity metrics.

If you’re looking to turn creative work into high-value relationships—and grow your business without compromising your brand—this episode shows you how.

Game Plan Talking Points:

• Gary’s Business and Unique Selling Proposition

• Podcasting as a Business Tool and Authority Building

• The Creation and Impact of ‘Narrow Podcasting’

• Wearing Multiple Hats: Music, Cars, and Self-Promotion

• Defining and Serving Different Audiences

• Community Building within the Ferrari Owners Club

• Building Relationships and Attracting High-Profile Guests

• Linking Luxury Markets: Cars, Watches, and Event Experiences

• Structuring Content for Community Engagement

• Marketing Positioning and Brand Story

• Community Data and CRM Tactics

• Best Practices for Maintaining Relationships

• Launching New Businesses and Qualifying Opportunities

Time-stamps:

00:00 When to Write Before Podcasting?

05:18 Writing My Book on Podcasting

07:55 From Book to Global Recognition

10:44 Balancing Business and Music Careers

14:01 Environment's Role in Communication

18:41 Cultivating Motorsport Networking Events

21:49 Buying Feelings, Not Products

25:47 Exclusive Access for Executive Experiences

28:31 Subtle Luxury and Class Appreciation

32:16 Ferrari Podcast Audience Survey

36:24 Ferrari Enthusiast's Lifestyle Insights

40:47 Qualifying New Business Opportunities

42:42 Evaluating Meaningful Revenue Paths

46:30 Community Leadership: Being a Guide

49:34 Luxury Appeals to Discerning Tastes

Guest Deets:

Find Gary Mullins Here: https://www.garymullins.co.uk/

Connect with Garry on LinkedIn: https://www.linkedin.com/in/garywmullins/

Never miss an episode:

👀 Watch ‘Get Clients with Your Podcast’ when you join my email list

Here are three ways I can help you with your business:

📖 Read my best-selling book ‘Narrow Podcasting’

Streamlining Personal Brand & Simplifying Your Content - Dayna Steele

Toby Goodman — Tue, 20 May 2025 06:30:00 +0100

How do you organise your content if you do more than one thing?

In this episode of 'Not Another Business Podcast with Toby Goodman’, Texas legend Dayna Steele shares how she manages her diverse personal brand encompassing roles such as a Hall of Fame DJ, author, playwright, Alzheimer's advocate, and podcaster.

We explore strategies for consolidating content and directing followers to a single platform, to streamline communication and enhance engagement.

You’ll hear about the results Dayna sees from working with me, and more practical tips for content management across various mediums.

Time-stamps:

00:00 Introduction and Overview

00:22 Meet Dayna Steele: A Multifaceted Professional

00:39 Streamlining Content and Building Assets

01:30 Navigating Social Media and Email Lists

02:40 Effective Promotion Strategies

04:27 The Importance of Mailing Lists

05:24 Daily Prioritization and Organization

07:16 Connecting with Your Audience

08:33 Dayna's Diner: A Labor of Love

09:38 The Evolution of Radio to Social Media

11:51 Personal Branding and Consistency

16:47 Surviving Alzheimer's: A Personal Mission

17:47 Off Their Rockers: Celebrating Women Over 50

19:27 Unifying Diverse Content Under One Brand

20:53 Building Your Website and Email List

21:12 Dayna's Diner and Personal Insights

21:47 Newsletter Sign-Up and Content Strategy

21:59 Promoting Events and Engaging Your Audience

22:30 Effective Email Sign-Offs and Calls to Action

31:19 Using AI for Content Creation

34:56 Archiving and Repurposing Content

Guest Deets:

Find Dayna at: https://www.daynasteele.com/

Never miss an episode:

👀 Watch ‘Get Clients with Your Podcast’ when you join my email list

Here are three ways I can help you with your business:

📖 Read my best-selling book ‘Narrow Podcasting’

Adding Online Value To In-Person Events - Ciara Chinniah

Toby Goodman — Tue, 13 May 2025 07:00:00 +0100

How do you keep your clients engaged between in-person events without falling back into the trap of trading one-to-one time for money?

Professional drummer and educator Ciara Chinniah joins me to share her journey from teaching in schools to running empowering women's drum camps and co-hosting the ‘Drummer Mamas Podcast.’

In this conversation, we game plan for:

• Even better client engagement

• Leveraging podcasts to serve business

• Build trust and visibility through partnerships

Time-stamps:

03:19 Drum Camps: Emotional & Empowering

06:19 The podcast that supports mamas and papas

12:33 Instant Gratification of Drumming

15:14 Who dynamic ads keep the asset alive

18:20 Who to sell ads space to

21:24 Beware the Tony Robbins Effect

23:01 Post-Event Engagement Strategy

29:06 Balancing Membership Growth and In-Person Engagement

32:01 Power of Price Anchoring

34:41 Women's Retreat

Guest Deets:

Find Ciara at: https://www.ciaradrums.com/

Listen to Drummer Mamas Podcast: https://drummermamas.buzzsprout.com/

Never miss an episode:

👀 Watch ‘Get Clients with Your Podcast’ when you join my email list

Here are three ways I can help you with your business:

📖 Read my best-selling book ‘Narrow Podcasting’

How To Measure Podcast Success in Business - Gautam Raj Anand

Toby Goodman — Tue, 13 May 2025 06:30:00 +0100

Gautam Raj Anand, the founder of Hubhopper, South Asia's largest podcasting platform, joins me, Toby Goodman, to discuss the true metrics of podcast success for business, SaaS business retention challenges and more…

In this conversation:

• Helping friends talk about what you do

• Quality over quantity in podcast listens

• Pod-fade / Why most podcasts die

• The tactical role of dynamic ads

• The importance of linking business goals to podcasting for business.

• What companies that want to podcast due to fear of missing out can avoid the red ocean

• Using dynamic audio to support business without external sponsorship

Time-stamps:

00:00 Introduction and Guest Overview

00:49 Podcasting Success Metrics

01:18 Who is Gautam Raj Anand?

02:10 Starting a Podcast: Key Considerations

04:14 The Importance of Content and Consistency

05:31 Avoiding Podfade and Maintaining Momentum

06:38 Monetization and Audience Engagement

07:17 Tailoring Podcasts for Business Goals

15:57 Dynamic Ads and Content Repurposing

18:53 Addressing Podcast FOMO

30:48 Quality Over Quantity in Podcasting

Guest Deets:

Find Gautam at: https://hubhopper.com/

Connect with Gautam on LinkedIn

Never miss an episode:

👀 Watch ‘Get Clients with Your Podcast’ when you join my email list

Here are three ways I can help you with your business:

📖 Read my best-selling book ‘Narrow Podcasting’

Does podcasting dilute authority? Kymberlee Medina

Toby Goodman — Tue, 06 May 2025 06:30:00 +0100

Kymberlee Medina (aka Coach Kym) is considering starting a podcast, but she has questions.

She joins me, Toby Goodman, to ask questions like...

• Does constant exposure make consultants less exclusive?

• Does being a podcast guest enhance authority or dilute your brand?

• Should you worry about what your podcast is called?

• Why bother having a podcast if you can be a guest on others?

We break down:

• Why top-of-funnel podcasting is failing many businesses.

• What to do before you launch your own show.

• How to avoid wasting time on branding, titles, or tech.

• Whether podcasting dilutes your authority or deepens it.

• How to use podcasting to build real relationships, not just reach.

If you’re pod-curious, rethinking your visibility strategy, or want to launch with clarity and confidence, this conversation will save you time and help you make smarter decisions.

Time-stamps:

00:39 Meet Kymberlee Medina: From Dancer to Coach

01:28 The Power of Podcasting: Where to Start?

03:20 The Debate: Does Podcasting Enhance or Dilute Authority?

06:22 Naming Your Podcast: Does It Really Matter?

10:00 The Evolution of Podcasting: Lessons Learned

13:57 Creating Content That Stands the Test of Time

15:43 Dynamic Podcasting Strategies

25:02 The Power Dynamics of Hosting vs. Guesting

30:01 The Importance of Changing Your Mind

31:25 Control Your Brand with Your Own Platform

31:59 The Illusion of Authority in Podcasts

33:47 The Value of Authentic Testimonials

38:09 Podcasting as a Living, Breathing Entity

40:51 The Evolution of Podcasting: A Case Study

49:08 Creating Dialogue Through Podcasts

53:59 Using Podcasts for Relationship Building

Guest Deets:

Find Kym at: https://powerplayerclub.com

Connect with Kym on LinkedIn

Follow / Subscribe everywhere you get your podcasts including:

👀 Watch ‘Get Clients with Your Podcast’ when you join my email list

Here are three ways I can help you with your business:

📖 Read my best-selling book ‘Narrow Podcasting’