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Welcome back to the deep dive.

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We're going behind the scenes this time.

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It's a podcast you might already know.

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The diary of a CEO with Steven Bartlett.

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We've got a ton of material,

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really interesting insider info directly from the CEO himself.

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You've given me YouTube videos, articles,

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all sorts of stuff.

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So much to unpack.

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Everyone always talks about consistency,

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but Bartlett's journey really shows you why it matters.

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Yeah, for sure.

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He started solo recording in his bedroom.

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Just him, right?

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No fancy equipment, just raw enthusiasm.

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Just going for it.

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But for the first three years,

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he wasn't releasing episodes on a regular schedule.

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Ah, interesting.

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And that's where things get interesting.

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His growth was pretty stagnant for those first few years.

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I see, so not much was happening.

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But then, the moment he committed to weekly episodes, boom.

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10 times the growth.

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Wow, that's huge.

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Yeah, he basically proved the consistency theory

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right there in the data.

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The data speaks for itself.

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He chose to release every Monday at 7 AM.

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Really?

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It seems like a weirdly specific choice.

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It does, yeah.

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What's the strategy there?

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It's all about understanding his audience.

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A lot of his listeners,

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they're tuning in on their Monday morning commute.

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Oh, I get it.

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Getting ready for the work week.

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Exactly.

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So by dropping a new episode

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right before that Monday morning grind.

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Like their Monday morning coffee.

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Exactly.

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It's their dose of entrepreneurial inspiration

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to start the week.

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Now for the first 10 months, he was flying solo.

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Yeah, just him.

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Yeah.

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When did he start bringing in guests?

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Well, he realized guest appearances

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were a fantastic way to reach new listeners.

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Podcast platforms, they don't really have

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that viral sharing.

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Not like you see on social media.

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Exactly.

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It's much harder for people to just like,

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stumble across a podcast organically.

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You can't really retweet a podcast episode.

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Precisely.

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So guests were a way to get in front of new people.

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Introduce the diary of a CEO

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to a whole new pool of listeners.

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Like tapping into their existing audiences.

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And it sounds like he genuinely enjoys that format,

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learning from all sorts of interesting people.

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Oh, absolutely.

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Plus, having guests made things more efficient.

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Instead of spending hours planning

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and scripting solo episodes.

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He could just have a conversation and keep things organic.

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And probably wrap up recording a lot quicker too.

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Smart move.

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Yeah.

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But here's something that really stood out to me.

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Bartlett has actually deleted episodes

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that he felt weren't up to snuff.

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Wow.

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Really?

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Even episodes with big name celebrities.

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Wow, that's serious commitment to quality.

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Yeah, he's basically saying,

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I'd rather protect my audience's time

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and maintain their trust

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than chase views with a subpar episode.

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I can respect that.

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He only mentioned deleting a handful out of almost 100.

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But the fact that he's even willing to do it.

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It sends a message, right?

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To his team.

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Quality is king.

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And that benefits everyone.

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The listeners get a consistently valuable experience.

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And it probably attracts better guests too.

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And sponsors, probably.

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That's for sure.

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Makes you wonder who those deleted guests were though.

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Oh, absolutely.

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But I respect him keeping it under wraps.

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It shows it's not about chasing clout.

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It's about the conversations.

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The insight.

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The value.

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Exactly.

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Speaking of value, let's talk about money.

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Because Bartlett didn't exactly skimp on investment

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to make this thing run smoothly.

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You went all in, huh?

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He started with a budget of about 4,000 pounds

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for equipment.

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Oh, wow.

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Ended up spending closer to 40,000 once things took off.

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That's a big jump.

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And then there's the team.

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A producer, a booker, a PR manager,

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someone dedicated to social media.

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It's a whole operation.

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Serious business.

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And that kind of investment needs a plan to make money.

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Which is where his sponsorship approach gets interesting.

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I'm listening.

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He basically flipped the model.

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Instead of those tiny agencies and dollar per download deals.

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He went a different way.

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He found brands he already used, went straight to the CEOs.

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Wow, bold move.

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And it worked.

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He got sponsors like Hewell, Fiverr, My Energy Brands

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that fit his lifestyle.

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Right.

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And he emphasized these aren't just scripted ads.

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They're real.

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He actually uses these products.

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That makes sense.

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So his recommendations feel natural.

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More believable.

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Super valuable and a world full of influencers.

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Right.

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Totally.

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The results speak for themselves.

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The diary of a CEO is making over $1.2 million a year.

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Seriously?

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That's roughly $100,000 every month.

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That's amazing.

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Clearly, there's money to be made in podcasting

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if you do it right.

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If you're strategic, for sure.

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But what I find really interesting is, for Bartlett,

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it's bigger than just money.

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You think so?

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He was open about his motivations in one YouTube episode.

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Initially, he cared more about having deep conversations

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than reaching a huge audience.

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Interesting.

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So depth over reach.

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Exactly.

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Even with a smaller audience, early on,

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he saw how those conversations could connect with people.

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That's powerful.

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He also talked about how podcasting itself, combined

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with his diary, had a huge impact on him personally.

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How so?

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It made him reflect on his experiences,

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analyze what he was learning.

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Like forced introspection.

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He even said it made him smarter and more self-aware.

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That's fascinating.

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It's like he's constantly evolving

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through those conversations.

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And through thinking about it all.

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And let's not forget, it honed his communication skills,

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which are valuable no matter what you do.

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Definitely.

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Everyone needs that.

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He even talked about forming real friendships

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with some guests, like Regi Yates and Liam Payne.

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I love those episodes.

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They're so genuine.

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It's not just transactional interviews.

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He's building real connections.

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It shows the power of opening up, being vulnerable.

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It's like he created a space for authentic connections

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to flourish, not just between him and his guests,

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but for the listeners too.

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It makes you think about his earlier stuff,

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those short viral videos on Facebook Watch.

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You're talking about those early videos.

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Yeah.

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He said those felt unfulfilling.

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Millions of views, but little impact.

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People would forget them instantly.

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All surface level, no real substance.

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Whereas with the podcast, even though it started smaller,

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the impact was much deeper.

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People would tell him how much those conversations meant

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to them, how it resonated.

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It's like the difference between a glance

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and a real conversation.

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One superficial, the other stays with you.

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And that's a powerful lesson, whether it's a podcast,

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a blog, a video, whatever you're creating.

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Yeah, it's tempting to chase likes and views.

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But in the end, it's the depth of the connection

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that really matters.

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That's a good takeaway.

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So what's next for the diary of a CEO?

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Well, based on what he shared, Bartlett's not slowing down.

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I can't wait to see what he does next.

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He's got big plans.

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Like what?

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Like taking the whole thing to the stage.

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They launched the diary of a CEO live.

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No way, really.

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Completely sold out Manchester's Albert Hall.

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Thousands of people, wow.

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Experiencing those in-depth conversations live.

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And now they're planning a UK tour.

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That's amazing.

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A brilliant way to reach more people.

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While still keeping it personal.

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He also mentioned constantly pushing to improve.

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In what way?

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Better guests, higher production value,

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his own personal growth.

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Is not settling.

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He's clearly passionate and dedicated

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to giving his audience the best.

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That's inspiring.

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So what can we learn from Steven Bartlett's journey so far?

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Well, he's shown that passion, consistency, and quality

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lead to amazing things.

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Both in your business and personally.

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He's challenged the typical ways of thinking about podcasts,

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about making money.

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And he's proven that sometimes doing things differently

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leads to more authentic, rewarding results.

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It's really something, isn't it?

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To see someone build a successful business

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while staying true to themselves?

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And making a real connection with people.

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Absolutely.

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And it makes you wonder, what's the bigger picture here?

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What does this tell us about the media landscape?

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About the power of real storytelling?

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It's an interesting question.

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In a world flooded with content,

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how do we stand out and make something truly meaningful?

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Something that resonates, inspires, leaves a mark?

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That's what we all want, right?

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It's something we should all be thinking about,

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whether we're podcasters, entrepreneurs,

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or just trying to navigate this crazy world.

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We're bombarded with information all the time.

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But what we really want is connection.

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Understanding.

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A shared experience.

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And maybe that's the true power of podcasting.

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A medium for vulnerability, authenticity,

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genuine human connection.

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And in a world that often feels disconnected,

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that's pretty powerful.

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It's amazing, you know?

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How just a simple conversation

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can lead to these deep connections.

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It's like that intimacy you get with podcasts.

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It really does.

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And Bartlett even compared it to, you know,

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that 36 questions to fall in love experiment.

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Obviously, podcasting isn't about, you know, romantic love.

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There's that shared experience.

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Vulnerability.

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That builds a connection.

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Exactly.

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It's about a space for real human interaction.

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And that can be so powerful.

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Like going back to this point about depth over reach,

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he's really pushing back against that obsession

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with viral content, you know, chasing huge numbers.

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Which is interesting because he's achieved both.

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He has, hasn't he?

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His podcast is consistently at the top of the charts.

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Most listen to business podcasts in Europe.

282
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It's incredible.

283
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And it's been there for over 40 weeks.

284
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Wow, that's really saying something.

285
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It's not just a fluke.

286
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It's not a flash in the pan.

287
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No, what's so fascinating is he's built this around

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being himself, sharing his diary, his thoughts,

289
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his experiences.

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And people connect with that, with that realness.

291
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It's proof that vulnerability isn't a weakness.

292
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It's a strength, especially in a world that feels so,

293
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I don't know, performative.

294
00:09:27,560 --> 00:09:28,560
Yeah, totally.

295
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People are craving that genuineness.

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And he's tapped into that.

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For sure.

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But let's go back to the money for a second.

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Because his approach to monetization

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is really different.

301
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It is, yeah.

302
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He didn't follow the usual playbook.

303
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Instead of relying on those low-paying ad networks,

304
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he built relationships directly with brands he believes in.

305
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And it's working for him.

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Making over a million dollars a year is no joke.

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It's not.

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And what's insightful is that he got higher rates

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by going straight to the CEOs.

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Cut out the middleman.

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It shows that when you have a clear vision,

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a dedicated audience, and you're committed to quality.

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You can create your own opportunities.

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You don't have to play by the old rules.

315
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It speaks to the power of a personal brand, too, doesn't it?

316
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Bartlett's success is tied to his reputation, his authenticity.

317
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Absolutely, his ability to connect with people.

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It all comes together.

319
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So thinking about our deep dive,

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what can you apply to your own work?

321
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What have you learned?

322
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For me, it's a reminder that authenticity and being vulnerable,

323
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those are strengths.

324
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Not weaknesses.

325
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Right.

326
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And consistency, always pushing for quality, those matter.

327
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You get results when you focus on those things.

328
00:10:34,880 --> 00:10:38,440
Yeah, it's inspiring to see someone challenge the norm,

329
00:10:38,440 --> 00:10:39,440
carve their own path.

330
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Like Bartlett did.

331
00:10:40,560 --> 00:10:41,480
Exactly.

332
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His story shows the power of passion being real

333
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and giving people something valuable.

334
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What I find interesting is how he flipped the traditional podcasting

335
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model on its head.

336
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In what way?

337
00:10:52,920 --> 00:10:55,960
He showed you don't need middlemen or compromise your values

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to be successful.

339
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He's doing it his way.

340
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He built a thriving business around meaningful conversations,

341
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sharing his perspective.

342
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And it makes you wonder, what could you create?

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If you embraced being vulnerable,

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followed your passions, and focused

345
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on those deeper connections.

346
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That's a powerful question to think about.

347
00:11:13,720 --> 00:11:14,280
It is.

348
00:11:14,280 --> 00:11:16,360
It reminds us that we all have something to offer.

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Something to share.

350
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And maybe that's the most important lesson here.

351
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Makes you think, right?

352
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About how we can create something with real impact.

353
00:11:23,400 --> 00:11:27,600
And sometimes it's about those less traditional paths.

354
00:11:27,600 --> 00:11:29,760
Yeah, like Bartlett with his sponsorships

355
00:11:29,760 --> 00:11:31,440
going directly to the brands.

356
00:11:31,440 --> 00:11:33,920
Or taking the podcast live.

357
00:11:33,920 --> 00:11:37,280
It's like he's redefining what a podcast can even be.

358
00:11:37,280 --> 00:11:39,040
It's an experience, not just content.

359
00:11:39,040 --> 00:11:40,000
And people are loving it.

360
00:11:40,000 --> 00:11:43,640
The diary of a CEO is the top business podcast in Europe.

361
00:11:43,640 --> 00:11:44,520
Really?

362
00:11:44,520 --> 00:11:45,040
That's amazing.

363
00:11:45,040 --> 00:11:48,200
Consistently on the charts for over 40 weeks now.

364
00:11:48,200 --> 00:11:49,640
And it's not just a small group either.

365
00:11:49,640 --> 00:11:51,960
He's reaching people from all walks of life.

366
00:11:51,960 --> 00:11:54,800
I think he's tapped into something we all crave,

367
00:11:54,800 --> 00:11:58,440
that human connection in a world that's, well,

368
00:11:58,440 --> 00:12:00,320
sometimes it feels like it's all about algorithms.

369
00:12:00,320 --> 00:12:01,280
Then AI.

370
00:12:01,280 --> 00:12:02,040
Exactly.

371
00:12:02,040 --> 00:12:04,760
It's refreshing to see this real human approach.

372
00:12:04,760 --> 00:12:07,480
It's like he's created this space where people can just

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be themselves, feel seen and heard.

374
00:12:10,160 --> 00:12:11,800
You know, it goes beyond business.

375
00:12:11,800 --> 00:12:13,880
It's about life, about shared experiences.

376
00:12:13,880 --> 00:12:15,960
And that's something we all need, I think.

377
00:12:15,960 --> 00:12:18,520
Especially in a world that can feel so divided.

378
00:12:18,520 --> 00:12:20,960
Bartlett's podcast reminds us that we're not

379
00:12:20,960 --> 00:12:22,160
so different after all.

380
00:12:22,160 --> 00:12:23,920
And it's created a community too.

381
00:12:23,920 --> 00:12:27,360
People connecting online, offline, sharing their stories,

382
00:12:27,360 --> 00:12:28,640
supporting each other.

383
00:12:28,640 --> 00:12:31,000
It's spreading beyond just the podcast itself.

384
00:12:31,000 --> 00:12:33,720
It's the power of vulnerability, being authentic.

385
00:12:33,720 --> 00:12:35,440
When we share our own struggles,

386
00:12:35,440 --> 00:12:37,760
it gives others permission to do the same.

387
00:12:37,760 --> 00:12:39,840
And that can be so healing.

388
00:12:39,840 --> 00:12:42,640
For everyone involved, it breaks down walls,

389
00:12:42,640 --> 00:12:44,360
reminds us we're not alone.

390
00:12:44,360 --> 00:12:46,240
Connecting this to the bigger picture,

391
00:12:46,240 --> 00:12:49,560
it seems like people are hungry for this authenticity.

392
00:12:49,560 --> 00:12:52,640
Tired of the perfect images on social media.

393
00:12:52,640 --> 00:12:53,760
They want something real.

394
00:12:53,760 --> 00:12:54,600
Raw.

395
00:12:54,600 --> 00:12:56,680
Something that reflects the ups and downs of being human.

396
00:12:56,680 --> 00:12:58,480
And Bartlett's podcast does that.

397
00:12:58,480 --> 00:13:00,280
It's not always perfect.

398
00:13:00,280 --> 00:13:01,600
But it's genuine.

399
00:13:01,600 --> 00:13:02,920
And that's what draws people in.

400
00:13:02,920 --> 00:13:05,840
It reminds us that it's okay to be imperfect.

401
00:13:05,840 --> 00:13:08,280
Those imperfections, they make us who we are.

402
00:13:08,280 --> 00:13:10,360
So what stands out to you from all this?

403
00:13:10,360 --> 00:13:13,680
What could you apply to your own work, your own projects?

404
00:13:13,680 --> 00:13:16,480
Honestly, it's that reminder that being yourself,

405
00:13:16,480 --> 00:13:17,880
that's powerful.

406
00:13:17,880 --> 00:13:19,440
It's not about having it all figured out.

407
00:13:19,440 --> 00:13:22,160
It's about sharing your perspective, your truth.

408
00:13:22,160 --> 00:13:24,560
Embracing those vulnerabilities.

409
00:13:24,560 --> 00:13:26,760
Being open to learning, connecting with people

410
00:13:26,760 --> 00:13:27,800
on a real level.

411
00:13:27,800 --> 00:13:30,800
And not being afraid to challenge the norm,

412
00:13:30,800 --> 00:13:32,720
to create something that matters.

413
00:13:32,720 --> 00:13:35,240
It's a reminder that we all have something to contribute.

414
00:13:35,240 --> 00:13:37,560
Whether it's a podcast, a blog,

415
00:13:37,560 --> 00:13:39,080
even just how we live our lives.

416
00:13:39,080 --> 00:13:39,920
Making me the difference.

417
00:13:39,920 --> 00:13:41,560
So what story will you tell?

418
00:13:41,560 --> 00:13:42,800
What connections will you make?

419
00:13:42,800 --> 00:13:44,000
What impact will you have?

420
00:13:44,000 --> 00:13:46,640
Those are the questions we'll leave you with today.

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00:13:46,640 --> 00:13:48,560
That's it for this episode of The Deep Dive.

422
00:13:48,560 --> 00:13:50,040
Thanks for joining us on this journey

423
00:13:50,040 --> 00:13:51,840
into the world of podcasting.

424
00:13:51,840 --> 00:13:54,760
And the power of real, authentic storytelling.

425
00:13:54,760 --> 00:13:57,240
Until next time, keep exploring.

426
00:13:57,240 --> 00:13:59,920
Keep learning and keep diving deep.