Once a hobby for talkers and storytellers, podcasting has quietly transformed into one of the most powerful business tools of the decade.
More entrepreneurs are launching podcasts not as side hustles or passion projects, but as strategic startup ventures, building personal brands, loyal audiences, and real revenue streams. Podcasting is no longer just content, it’s commerce.
Just ask business coach, digital media and creative consultant, and entrepreneur Josh Cary. When he launched The Hidden Entrepreneur Show in 2018, he wasn’t chasing clicks or sponsorships. In fact, he wasn’t even thinking about business. He just wanted to find his voice. “I spent 40 years of my life playing small,” Cary says. “I wanted to stop hiding and connect with others ready to do the same.”
But what began as a creative outlet quickly became a strategic business tool, and Cary’s story highlights a broader shift happening in the creator economy. “Coming from an acting and film background, I’ve always had the itch to create and perform, so podcasting felt like a natural outlet. I saw it as a way to teach, share, connect, and entertain. And when I started receiving feedback from guests and listeners that I was a strong host, it clicked,” he shares.
A Low Barrier with High Upside
Podcasting has one of the lowest barriers to entry in the digital landscape. Anyone with a mic and a message can start a show. But as Cary points out, it also has one of the highest bars for success. The trick isn’t just hitting “record.” It’s knowing how to show up with intention.
Many assume that monetization begins only after hitting massive download numbers. But Cary flipped the script. Instead of chasing ads or sponsors, he used the show to build relationships with potential clients. By inviting them on as guests, not to pitch, but to offer value, he organically showcased his skills and deepened his credibility.
This resulted in a business built around podcasting, not dependent on it.
Turning the Mic Into a Magnet
Cary soon realized that every episode could serve a dual purpose, ie, content and conversion. He developed offerings for entrepreneurs who wanted to launch shows of their own, become more effective guests, or learn how to turn a podcast into a lead generation engine. “Your podcast should be aligned with your business offer,” he says. “Not the other way around.”
This is where many aspiring podcasters get it wrong. They build a show hoping an audience shows up, without a clear path to revenue. But Cary encourages creators to start from the inside out, know your offer, know your audience, then reverse-engineer a podcast that speaks directly to them.
When done right, he says, “your podcast becomes a scalable revenue engine.”
Standing Out Isn’t Optional, It’s the Game
In an ocean of nearly 5 million active podcasts, standing out requires more than just charisma. It demands self-awareness, communication skills, and intentional design.
According to Cary, most hosts think they’re more engaging than they really are. “You have to learn how to hold attention,” he says. “How to lead a conversation. How to create something people actually want to spend time with.”
And it’s not just about being different. It’s about being deeply yourself and building your show around your unique voice and message.
Podcasting as a Launchpad
So, is podcasting a smart first business for aspiring founders? Cary doesn’t hesitate: absolutely — if you understand what it really is. “It shouldn’t be the entire business,” he says. “It should be the fuel for the business.”
Cary coaches founders to treat podcasting as the top of the funnel. Whether hosting or guesting, a strategic podcasting presence builds credibility, drives discovery, and creates conversion opportunities. In a digital age where authenticity is currency, podcasting is one of the fastest ways to build trust at scale.
But, as Cary emphasizes, “Podcasting can drive top-line revenue fast when done strategically. The mic is just the starting point. What you do with the content is what makes all the difference.”
In today’s creator economy, podcasting is more than a passion project, it’s a business model in disguise. The tools are accessible, and the impact is scalable. And for entrepreneurs who are ready to show up with strategy and purpose, the mic might just be their most valuable asset.
