Podcast Spotlight: Small Spark Theory

Business podcasts have been on a tremendous growth curve over the last 18 months or so. Podcasts for entrepreneurs, marketing, recruiting, sales, and more are all tailored to help experienced or new business owners run a more successful enterprise. Small Spark Theory is one such podcast, but their target audience is unique. Small Spark Theory is geared towards agencies and helping them attract and gain new clients.

Their description condenses their pitch better than I can, “Regardless of size and discipline, many agencies encounter the same new business challenges, and more and more, the solution is not necessarily an ambitious marketing plan, or expensive sales resource, but instead a forensic application of process and a marginal gains approach to performance improvement.”

Small Spark Theory host, Lucy Mann, has over 25 years of agency experience and uses the podcast to discuss her proven strategies and tactics at retaining and getting new business for agencies of all sizes. Though I’m not the target audience, I can appreciate the production value of the podcast specifically and also understand the value of the conversation.

I got a chance to discuss the podcast over email with Lucy to talk about the specific challenges Small Spark Theory faces, their new entry into podcasting, and listener feedback. See below for our Q&A.

Listen: Apple Podcasts

Discover Pods: As a business-focused podcast, what are some differences that go into producing the podcast that likely differ from more entertainment-focused podcasts?

Lucy: We realised from the outset that we needed the podcast to be informative and useful, with practical tips that listeners can implement immediately. This has informed everything, from the way we choose our guests, to the interviewing style and structure, and our editing rigour.

And on a practical level we understood that as a business podcast, we are very lucky to have our listeners’ time! Many listen on their commute when they could easily choose something more entertaining so we worked really hard at the beginning (as complete novices) to make the sound quality as good as possible. Even when we recorded the early episodes at home, we were obsessive about cutting out external noise and distractions and invested in professional editing.

DP: How has listener feedback been?

Lucy: Really positive! Getting the first episode out was terrifying, as I’m sure it is for anyone, but we’ve had so much encouragement. Most importantly, we’ve had feedback from listeners saying how our advice, and the advice from our contributors has made a tangible difference to how they are managing their businesses. That’s the best possible compliment.

DP: As a relative new podcaster, what are some of the unexpected things you’ve experienced so far?

Lucy: How many people listen to podcasts! And how far a podcast travels. I’m still surprised when we get approached by a new client for the consulting business and we ask how they found us, more often than not now it’s through the podcast. We never expected that would happen.

DP: What’s the biggest challenge you face as an indie podcast?

Lucy: Definitely time. We would love to produce more than one episode a month but making the podcast whilst running the consulting business means that for now, we are at capacity. It’s a chicken and egg situation really, ideally we would get a sponsor on board which would make life a lot easier, but as a relatively niche podcast, we don’t have a huge audience. Making sense of that to a potential sponsor and factoring in download stats makes it difficult, and with only one episode a month, we don’t reach a critical mass. It’s on our to-do list to address this year!

DP: What are your five favorite podcasts?

Lucy: In no particular order…

2Bobs – Co-host David C Baker appeared on Small Spark Theory in episode 13
Desert Island Discs – Not strictly a podcast but a massive inspiration
Alex Baldwin Here’s the Thing – because he’s superb and the interviews are great.
The Adam Buxton Podcast – Isabelle, our producer wants to marry him.
This American Life – my first podcast experience.

DP: Anything else you’d like to add?

Lucy: Thank you for having us!