Advisory
I turn the podcast you already have into the engine that produces all of your marketing.
You are already recording the most valuable marketing asset your company owns. The problem is what happens to it after the episode publishes.
Most shows produce one thing. An episode. Then everyone moves on to next week. That same recording contains your ad copy, your search pages, your clips, your recruiting material, and the honest read on your own organization that no consultant can get out of your people. It is all sitting there in the transcript. Nobody built the system that takes it out.
That is the work I do. I do not run your show. I rebuild what happens around it, and I hand the engine to your team.
Book a working session →Fifteen minutes first. No slides. We look at what your show is already producing and what it is not.
The problem
Companies treat a podcast as content, so it produces one episode instead of forty assets.
Look at what it costs you to make one episode. The host's time. The guest's time. The room, the crew, the edit, the thumbnail, the upload. Now look at what comes out. One video, one audio file, a caption, and a link in a newsletter.
You paid for an hour of your best expert saying true things in their own words, and you published forty minutes of it once.
Meanwhile the marketing team is somewhere else entirely, paying a copywriter who has never done the work to write in the voice of the people who do. The words are fine. They are also invented. Your audience can tell.
Here is the part almost nobody says out loud.
Authenticity cannot be written. It can only be recorded.
The expertise that would actually convert a customer already exists inside your organization, in the heads of the people doing the work. Nobody captures it, so it leaves the building at the end of every shift.
And the bigger you get, the worse it gets. Systems standardize. Content centralizes. The voice flattens. If you grew a single brand, your locations stop sounding like they belong to their neighborhoods. If you acquired local names, you bought their local reputation and then made them sound like everywhere else you own. Two different structures, the same result. Content gets produced, and none of it sounds like the people who actually work there.
The reframe
A podcast is the top of your funnel, not a channel inside it. The conversation goes in the top and the assets come out the bottom.
Stop thinking of the recording as the deliverable. It is the raw material capture step. It is the only moment in your entire operation where a real expert speaks freely, on the record, in their own language, for an hour.
Everything downstream is a processing question. What do you pull out, who reviews it, where does it go, and who owns the system that does it every single week without you.
That is a build. It is not a content calendar.
I have spent fifteen years doing one thing in two directions. I draw out what is truest in a person, then build the thing that proves it. I hosted a podcast in dentistry for seven years and ended it in 2026. This offering is what I learned pointing that skill at an organization instead of an individual.
The methodology is the same one I use everywhere.
Wholehearted.Authentic Brilliance.Create Remarkable.
Get a person honest, find the thing only they can say, then build the asset that proves it to the market. The engine is that sequence, industrialized.
The engine
One conversation, eight outputs.
This is what a single recording produces once the engine is built. The first four are the reason you buy. The fifth is the reason nobody can compete with you. The last three show up on their own once it is running.
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The Show
The video and audio episode. The thing you already make.
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The Content Library
Clips and social, cut from moments that already happened instead of moments a team invented.
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The Search Layer
Unique pages per location or per practitioner, written from what your own people said. Answer engines cite specifics. Generic location pages give them nothing to cite.
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The Copy Mine
Verbatim native language for ads, landing pages and email. Your customers' words and your experts' words, not a copywriter's approximation of them.
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The Intelligence Report
An honest read on your own organization, sourced from your own people. Nobody else can produce this. Full section below ↓
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The Recruiting Engine
Skilled people choose employers on the same evidence customers choose vendors. Expert storytelling is the most credible recruiting asset you own and it costs you nothing extra.
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The Door Opener
An interview invitation opens doors a sales call cannot. Partners, referral sources and acquisition targets say yes to a conversation about their expertise.
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The Brand Brain
A verified knowledge base that compounds. Every recording makes the next quarter's marketing easier to write and harder to fake.
The publish gate. Nothing goes live without a named human approving it.
Every output above passes through a person on your side who is accountable for it. That is a designed part of the system, not a promise. Speed without a gate is how organizations end up apologizing for their own marketing. The engine is built to move fast behind a gate, not to move fast without one.
The differentiator
Everyone can tell you what your marketing did. Nobody can tell you what your own people think.
The engine produces both from the same hour of recording.
One interview, two tracks
Every interview runs in two parts.
The published track is what you expect. The expert's stories, their philosophy, why they do the work the way they do. That becomes your marketing.
The off-record track is ten to fifteen minutes at the end. It never publishes. It is what that person actually thinks about the organization they work for.
Same hour. Same host. Same trust already built over the preceding forty minutes. Two completely different assets, and only one of them is marketing.
Why an agency cannot copy this
Nobody commissions fifteen hours of executive-grade interviews with their own people purely for research. It is too slow and too expensive to justify as a research line item. Survey vendors do not get candor. Consultants get performance.
But when the interviews already exist as a content asset, the intelligence inside them is a second product sitting on the floor of the first product's factory. The cost is already paid. The moat is that the interviewer is already in the room and already trusted.
That is the whole trick, and it only works if the interviewer is good enough to earn the second track.
How a finding survives to reach you
An opinion someone voiced once is not a finding. Here is what has to happen before anything reaches your leadership team.
- Every transcript is processed against one fixed schema. No cherry-picking.
- Every quote is verified character by character against the source recording. Unmatched quotes are deleted, not paraphrased.
- Every falsifiable claim is handed to an independent reviewer whose instruction is to refute it, not to confirm it.
- Surviving findings are reviewed by the interviewer, who knows what was asked, what was off limits, and what a professional would never say aloud on a recording.
- Support is counted by distinct people, not episodes. Counting episodes as opinions is the single most common failure in qualitative research and it inflates everything.
The evidence ladder
We publish findings honestly, with the strength attached.
| Label | Support | What it licenses you to do |
|---|---|---|
| Universal | 15 or more of 20 people | Make it a brand-level claim |
| Strong | 8 to 14 people | Publish it as a pattern |
| Moderate | 4 to 7 people | Publish it with the count attached |
| Anecdote | 1 to 3 people | Use it for one asset. Never call it a trend. |
Every finding has five parts
- Statement. A plain title you understand on first read.
- Description. What it means, in direct language.
- Evidence. The verified quotes, with a person count.
- The marketing language it produces. Actual usable copy, split by audience.
- The recommended directive. What your executive team should do about it.
A finding without a directive is trivia.
Why people keep talking to me in year two
Positive quotes get attributed. Critical quotes never do. That is what keeps the candor alive.
If someone says something worth being credited for, they get credited. Anything critical of the organization is reported without attribution and without an episode number.
The candor is the entire asset and it survives exactly one breach. So the rules are structural, not sentimental. Aggregate reporting. Anonymity by default. Explicit consent on the off-record segment. And a standing rule that nothing individually attributable ever reaches leadership.
Designed this way, it produces a report every quarter. Designed any other way, it produces one report and then people stop talking.
I will hold that line with your executive team. That is part of what you are hiring me for.
Proof
Twenty two interviews, 190,354 words, 2,370 verified quotes, six findings that survived review.
These numbers come from one engagement in 2026 with a dental franchise organization of more than 150 locations.
| Measure | Result |
|---|---|
| Episodes produced | 22 |
| Distinct people interviewed | 20 |
| Words of transcript | 190,354 |
| Verified verbatim quotes | 2,370 |
| Quotes that failed verification | 0 |
| Falsifiable claims challenged | 98 |
| Claims refuted and removed | 45 |
| Customer stories catalogued | 81 |
| Findings that survived to publication | 6 |
The number that matters most
Forty five of ninety eight claims were refuted and removed. That is the system working. A report that survives its own review process unchanged was never reviewed.
Not one of those 22 interviews asked a single question about how a doctor feels about the organization.
Every finding leaked out sideways from interviews aimed at something else entirely. Nobody was probing for it. That is the floor of what this method produces, not the ceiling.
Fit
This works when your expertise lives in people, not in a product spec.
This is for you if
- You already publish a podcast, or you have already decided to start one, and you are not satisfied with what it returns.
- You have multiple locations, multiple practitioners, or a bench of genuine experts.
- Your customers choose you on trust rather than on price or features.
- You compete for skilled people and you are losing some of those races.
- You have someone internally who can own the engine once it is built.
- You want your own team to run it. You are not looking to rent a voice.
Best fit beyond the case above: veterinary groups, med spas, specialty medical, law firms, home services franchises, wealth management, private education. Anything where the expertise is in somebody's head and the customer is buying that head.
This is not for you if
- You want someone to produce content for you. That is a production contract. My company BYND Media does that work, and I will point you there instead of selling you an advisory engagement you do not need.
- You want every quote pre-approved and softened before it publishes. The gate exists, but a gate that rewrites people defeats the entire premise.
- You are not willing to let your people say something uncomfortable in a room you are not in.
- You are a solo operator with no other experts. The engine needs more than one voice to be worth building.
- You are looking for a guaranteed lead number in ninety days. I will not invent one for you.
Honest note
If what you actually need is for someone to run the whole thing, say so on the call. I would rather send you to the right room than sell you the wrong one.
How to start
One working session. No contract, no proposal, no deck.
Here is the ask, and it is deliberately small.
We spend one session together looking at what you already record. I map the eight outputs against your actual show, tell you which ones your setup can produce right now, which ones need a change to how you interview, and what the intelligence layer would surface in your organization specifically.
You leave with the build plan whether or not you hire me. If we go further, it looks like one of three things.
1. The audit
One session and a written build plan. This is where everyone starts.
2. The build
I design the engine with your team. The interview architecture, the two-track consent model, the processing schema, the evidence standard, the publish gate, and the handoff. Your team runs it after.
3. The standing seat
I stay in for the quarterly intelligence cycle. I review the interviews, hold the attribution line, and bring the findings to your leadership team myself.
There is no menu price on this page on purpose. What it costs depends on how many voices you have and how much of the engine already exists. I will tell you on the call.
Prefer email? shawn@shawnzajas.com
Your competitors can copy your offer, your pricing and your website. They cannot copy an hour of your best person telling the truth.
That hour already happens every time you record. The only question is whether anything downstream of it is built to catch what comes out.
Book a working session →