#33: Show Design Series: Designing a Podcast as a Show

In this episode, Ed Barker, founder of Studio 1878, sets out why designing a show and simply producing a podcast are two very different things.

A well-designed show has a clear, repeatable idea at its centre, and that consistency is what builds audience trust and loyalty over time. Two companies' podcast strategies are compared to illustrate what that difference looks like in practice. The episode also addresses a common mistake: replicating a format that works for someone else without understanding why it works, which rarely produces the same results. For marketing teams starting from scratch, the episode offers a framework for thinking through show design strategically before a single episode is recorded.

00:00 The Power of Podcasts for Brands

00:39 Starting with the Right Question

01:21 Podcast vs Show: Understanding the Difference

02:16 Example: Two Companies, Different Outcomes

03:24 Why Interviews Alone Aren't Enough

04:50 The Importance of a Central Idea

05:53 The Risk of Copying Successful Shows

06:49 Three Strategic Questions to Ask

08:22 Designing for the Return

08:50 Reducing Risk Through Upfront Design

09:51 Closing and Next Steps