#28: Setting Goals That Align

Many brand podcasts start the same way - with excitement, brainstorming, and a great idea for a show. But when someone asks “What does success look like?”, the answers are often vague: awareness, thought leadership, maybe downloads. Without clear goals, you’ll measure the wrong things and waste the most valuable resource you have - time.

In this episode, we break down how to connect your podcast’s goals directly to business outcomes. From designing your format around intent to measuring across three horizons, this episode gives you the frameworks to build a show that’s strategically aligned and built to last.

In this episode:

• Why “downloads” and “rankings” aren’t real goals

• How to start with business objectives, not podcast metrics

• The four goal types that shape your show: Awareness, Authority, Engagement, Advocacy

• Connecting creative design to strategic intent

• Using the Intent–Metric–Message framework for better reporting

• Measuring across three horizons: operational, marketing, and business impact

• Translating podcast results into leadership language

• Building alignment from brand purpose to audience value and business proof

Key Takeaway

Start with the business, not the show. When your podcast’s design, measurement, and storytelling all align with business goals, it stops being a marketing experiment and becomes a real brand platform.

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