How (not) to start a podcast

Photo by Matt Botsford on Unsplash

"I see you have a podcast! I've been thinking of starting one myself — do you have any tips?"

Three years ago, I said yes to starting a podcast with a complete stranger.

When I read that sentence back now, I can’t help but laugh. I do have a tendency to say yes to things.

My co-host is a northern lass with #designthinking proudly displayed on her LinkedIn profile, and our goal was identical: to shout about the stuff that deserves more airtime.

Different career tracks, different countries. Why not? I thought.

36 episodes, a 12 week training course, one award and another nomination later, you pick up a thing or two. It felt like the right moment to take a breath and reflect on how far we’ve come.

If I could do it all again, I’d do a few things differently.

So if you’re standing on the edge of podcast curiosity, wondering whether you should “just give it a go” — here’s what I wish I’d known.

How not to start a podcast: A Beginner's Guide

1. Do it yourself

Yes, podcasting is fun. Yes, I’ve laughed my socks off.But also: it’s work. A lot of it. Planning, scripting, editing, writing blurbs, publishing and promoting. I always encourage people to co-create. Lucy and I divide and conquer, using collaboration software to manage everything remotely.

It makes podcasting more manageable alongside our full-time jobs.

2. Collaborate with someone with the same skillset as you

Tempting, but tricky. If you both love the same bits, someone still has to do the tasks no one wants. Be honest about what energises or drains you — and be clear about who’s doing what.

3. Talk about something unrelated to what you sell

When we started, design thinking was a small slice of my coaching practice. If I had to do it over, I might have chosen a topic more directly aligned with imposter syndrome, confidence, or coaching.

That said, design thinking also connects with my product development background, so I’ve always had plenty of material to draw from. Choose a topic that you can speak about for hours and that supports what you offer.

4. Post erratically

Momentum matters. Most successful podcasts post weekly (with help!). If that’s not realistic, aim for a fortnightly or monthly rhythm you can stick to.

We released 26 episodes across the first year — every two weeks. That built a small but loyal following. After a long break to plan season two, we now post monthly so we can stay visible and promote our course.

5. Overlook the importance of promotion

You’ve poured time and effort into something great — now you need people to hear it. That means promoting it across your channels.

We make sure each episode is shared, plugged in our newsletter, and linked to a relevant course or resource. If you're going to all this effort, make it count.

Feel weird about self-promotion? Do it anyway. It’s essential. And if you have something to offer — even better. Add a mini teaser or call-to-action in each episode to point people toward your work.

6. Never have guests

No guests = no access to their audience. Shared conversations and cross-promotion are brilliant for growth, and it’s more fun too.

7. Make it serious

One of our charms is that Lucy and I didn’t know each other before starting the podcast. Our chemistry and banter have become part of the appeal. Don’t be afraid to have fun — share your joy as well as your knowledge.

8. Expect too much from it

Fame, sponsorship, quitting the day job — maybe. But most podcasts exist simply for the love of learning and sharing.

So ask yourself: if you never made money from this, what would you want to walk away with?

For me, it’s ongoing growth. Learning about a topic I care about. Swapping ideas with someone I deeply admire. That’s already enough.

9. Skimp on equipment

Bad audio stands out. A good mic, some headphones, and a bit of editing go a long way. If you want a solid setup without the tech stress, I highly recommend Riverside.

10. Don’t record in advance

If podcasting isn’t your full-time job, it’s easy to deprioritise — especially when life throws curveballs.

Between us, we’ve had tooth explosions, flight delays, new love, funerals, redundancies, hospital visits — the works.Always have a few episodes in the bank. You’ll thank yourself later.

Conclusion: To podcast or not to podcast?

Above all, it’s worth asking yourself why you’re doing this — whether it’s a podcast, a side hustle, or a business. The most sustainable choices are the ones that actually mean something to you.

I tell this to clients all the time: if you’re unclear on your values, you might say yes to things that don’t really matter.

For me, it’s about growth and connection.

Working with someone so passionate and knowledgeable on a deeply human topic — that’s what keeps me grounded and energised.

If I had to do it all again, knowing how much love and effort it would take to run a podcast, would I say yes to Lucy again?

Hell yes.

What about you? Are you also a podcast host with some nuggets to share on your journey? Share it in the comments below.