What2Know Podcast: A Look Back to Look Ahead

As someone that started podcasting over 10 years ago, it’s amazing to look at how this medium has evolved over the years. Left for dead back just a few years back, podcasts have made a major resurgence thanks to the popularity of shows like Serial, Crimetown and Presidential.

Back in February, we at W2O launched our own new audio series called the What2Know Podcast. The show focuses on learning about best practices, insights and innovation from a variety of industry experts. And while the show caters to leaders in the marketing and communications space, we work hard to make these entertaining (and valuable) for anyone that chooses to listen.

Now that we are 32 episodes in, it felt like the right time to take a look back at some highlights from our guests who have included some incredibly talented people ranging from celebrity chef, Tyler Florence, to Founder of the LAGRANT Foundation, Kim Hunter. Our topics have ranged from using social media to creating amazing fan experiences to escaping from Vietnam with a broken back and dysentery.

Here are a few of my self-created awards from yours truly:

  • “Dumbest moment” Award — Normally, I try and do a fair amount of research before each of my interviews but this process sometimes gets short-circuited when serendipity strikes. Just such a moment happened at the NewCo Shift Summit back in February when I bumped into Grammy-nominated singer/SuperPhone CEO, Ryan Leslie, in the hallway. I hadn’t had Mr. Leslie on my list of interview targets but after hearing his keynote presentation, I realized he was a “must get.” Luckily, I was able to do some crash research on him and had enough material to go on. So we sit down and before I hit the “record” button, I address him as Leslie Ryan. Duh. This turned into a laughable moment soon thereafter when we started the interview and Mr. Leslie waves his conference badge at me as I introduce him so I won’t mix up his name again.
  • “Most enjoyable” Award — While I’ve really enjoyed doing many of these interviews, I was pleasantly surprised at how enjoyable my interview with Stephanie Cathcart, global head of external affairs for GE Oil and Gas, went. Following Stephanie’s talk at the National StratComms Summit, I knew we were like-minded but five minutes into our conversation, there was just this incredible chemistry. She is a total digital nerd and understands the importance of great content.
  • “Best music connection” Award — I had met Comcast’s Chief Product Officer, Chris Satchell, several months before at a VIP party hosted by Comcast in support of the Olympics. Our mutual friend, Brian Solis, introduced us and we chatted for a good 30-40 minutes on at a rooftop bar in the Dogpatch neighborhood of San Francisco. The interview itself was a lot of fun because Chris is an absolutely brilliant technologist but at the end when I asked Chris about the “one album” he would chose to listen to on a deserted island, he shared his top three. And of the three: 1) Achtung Baby, U2, 2) Dirt, Alice in Chains and 3) American Idiot, Green Day, I could have easily chosen any of them for my “deserted island” album. I knew at that point that Chris and I would become good friends.
  • “Sweating bullets” Award — Similar to my “Dumbest moment” Award, I had the luck of sitting down with Mark McKinnon, the Executive Producer/co-host of Showtime’s, The Circus (also the campaign strategist for President George W. Bush, Senator John McCain and former Texas Governor, Anne Richards). I hadn’t expected that I would be able to interview Mark so when he agreed, I was on cloud nine. Unfortunately, the podcast unit I normally used was back in San Francisco so I had our second unit shipped from Austin. Three minutes into the interview, the batteries died and the bag the unit came in didn’t have backup batteries. Needless to say, I spent the next 10 minutes apologizing profusely to Mark while my colleague, Ally Masi, ran around like crazy looking for four AA batteries. Fortunately, the batteries were found and the show continued. And Mark was the consummate guest.
  • “Holy crap I can’t believe I’m talking to this person” Award — I’ve been a huge fan of the musician, ZZ Ward, for five years now. I’ve easily listened to her album, Til the Casket Drops a few hundred times and was quite impressed by how engaging yet approachable she was on social media. As luck would have it my friend (and President of Techonomy), Josh Kampel, knew her manager. Several weeks after I first connected with ZZ’s people, I was able to land an interview with Ms. Ward. It was one of the few I’ve had to do over the phone but it was still one of my all time favorites.

It’s been an awesome 32 weeks ride with some amazing guests. I look forward to the next 32. A big shoutout to all you listeners. And a special thank you to Blaire Clause for producing the show and Maya Ollie for creating the accompanying blogs and social posts.

You can listen to an abbreviated audio recap of the show below. Subscribe for our weekly updates!

Aaron Strout
Aaron Strout
CMO and head of financial services practice
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  • Kim LaRocca Henry

    What a great article!

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