Welcome back to the deep dive.
We're going behind the scenes this time.
It's a podcast you might already know.
The diary of a CEO with Steven Bartlett.
We've got a ton of material,
really interesting insider info directly from the CEO himself.
You've given me YouTube videos, articles,
all sorts of stuff.
So much to unpack.
Everyone always talks about consistency,
but Bartlett's journey really shows you why it matters.
Yeah, for sure.
He started solo recording in his bedroom.
Just him, right?
No fancy equipment, just raw enthusiasm.
Just going for it.
But for the first three years,
he wasn't releasing episodes on a regular schedule.
Ah, interesting.
And that's where things get interesting.
His growth was pretty stagnant for those first few years.
I see, so not much was happening.
But then, the moment he committed to weekly episodes, boom.
10 times the growth.
Wow, that's huge.
Yeah, he basically proved the consistency theory
right there in the data.
The data speaks for itself.
He chose to release every Monday at 7 AM.
Really?
It seems like a weirdly specific choice.
It does, yeah.
What's the strategy there?
It's all about understanding his audience.
A lot of his listeners,
they're tuning in on their Monday morning commute.
Oh, I get it.
Getting ready for the work week.
Exactly.
So by dropping a new episode
right before that Monday morning grind.
Like their Monday morning coffee.
Exactly.
It's their dose of entrepreneurial inspiration
to start the week.
Now for the first 10 months, he was flying solo.
Yeah, just him.
Yeah.
When did he start bringing in guests?
Well, he realized guest appearances
were a fantastic way to reach new listeners.
Podcast platforms, they don't really have
that viral sharing.
Not like you see on social media.
Exactly.
It's much harder for people to just like,
stumble across a podcast organically.
You can't really retweet a podcast episode.
Precisely.
So guests were a way to get in front of new people.
Introduce the diary of a CEO
to a whole new pool of listeners.
Like tapping into their existing audiences.
And it sounds like he genuinely enjoys that format,
learning from all sorts of interesting people.
Oh, absolutely.
Plus, having guests made things more efficient.
Instead of spending hours planning
and scripting solo episodes.
He could just have a conversation and keep things organic.
And probably wrap up recording a lot quicker too.
Smart move.
Yeah.
But here's something that really stood out to me.
Bartlett has actually deleted episodes
that he felt weren't up to snuff.
Wow.
Really?
Even episodes with big name celebrities.
Wow, that's serious commitment to quality.
Yeah, he's basically saying,
I'd rather protect my audience's time
and maintain their trust
than chase views with a subpar episode.
I can respect that.
He only mentioned deleting a handful out of almost 100.
But the fact that he's even willing to do it.
It sends a message, right?
To his team.
Quality is king.
And that benefits everyone.
The listeners get a consistently valuable experience.
And it probably attracts better guests too.
And sponsors, probably.
That's for sure.
Makes you wonder who those deleted guests were though.
Oh, absolutely.
But I respect him keeping it under wraps.
It shows it's not about chasing clout.
It's about the conversations.
The insight.
The value.
Exactly.
Speaking of value, let's talk about money.
Because Bartlett didn't exactly skimp on investment
to make this thing run smoothly.
You went all in, huh?
He started with a budget of about 4,000 pounds
for equipment.
Oh, wow.
Ended up spending closer to 40,000 once things took off.
That's a big jump.
And then there's the team.
A producer, a booker, a PR manager,
someone dedicated to social media.
It's a whole operation.
Serious business.
And that kind of investment needs a plan to make money.
Which is where his sponsorship approach gets interesting.
I'm listening.
He basically flipped the model.
Instead of those tiny agencies and dollar per download deals.
He went a different way.
He found brands he already used, went straight to the CEOs.
Wow, bold move.
And it worked.
He got sponsors like Hewell, Fiverr, My Energy Brands
that fit his lifestyle.
Right.
And he emphasized these aren't just scripted ads.
They're real.
He actually uses these products.
That makes sense.
So his recommendations feel natural.
More believable.
Super valuable and a world full of influencers.
Right.
Totally.
The results speak for themselves.
The diary of a CEO is making over $1.2 million a year.
Seriously?
That's roughly $100,000 every month.
That's amazing.
Clearly, there's money to be made in podcasting
if you do it right.
If you're strategic, for sure.
But what I find really interesting is, for Bartlett,
it's bigger than just money.
You think so?
He was open about his motivations in one YouTube episode.
Initially, he cared more about having deep conversations
than reaching a huge audience.
Interesting.
So depth over reach.
Exactly.
Even with a smaller audience, early on,
he saw how those conversations could connect with people.
That's powerful.
He also talked about how podcasting itself, combined
with his diary, had a huge impact on him personally.
How so?
It made him reflect on his experiences,
analyze what he was learning.
Like forced introspection.
He even said it made him smarter and more self-aware.
That's fascinating.
It's like he's constantly evolving
through those conversations.
And through thinking about it all.
And let's not forget, it honed his communication skills,
which are valuable no matter what you do.
Definitely.
Everyone needs that.
He even talked about forming real friendships
with some guests, like Regi Yates and Liam Payne.
I love those episodes.
They're so genuine.
It's not just transactional interviews.
He's building real connections.
It shows the power of opening up, being vulnerable.
It's like he created a space for authentic connections
to flourish, not just between him and his guests,
but for the listeners too.
It makes you think about his earlier stuff,
those short viral videos on Facebook Watch.
You're talking about those early videos.
Yeah.
He said those felt unfulfilling.
Millions of views, but little impact.
People would forget them instantly.
All surface level, no real substance.
Whereas with the podcast, even though it started smaller,
the impact was much deeper.
People would tell him how much those conversations meant
to them, how it resonated.
It's like the difference between a glance
and a real conversation.
One superficial, the other stays with you.
And that's a powerful lesson, whether it's a podcast,
a blog, a video, whatever you're creating.
Yeah, it's tempting to chase likes and views.
But in the end, it's the depth of the connection
that really matters.
That's a good takeaway.
So what's next for the diary of a CEO?
Well, based on what he shared, Bartlett's not slowing down.
I can't wait to see what he does next.
He's got big plans.
Like what?
Like taking the whole thing to the stage.
They launched the diary of a CEO live.
No way, really.
Completely sold out Manchester's Albert Hall.
Thousands of people, wow.
Experiencing those in-depth conversations live.
And now they're planning a UK tour.
That's amazing.
A brilliant way to reach more people.
While still keeping it personal.
He also mentioned constantly pushing to improve.
In what way?
Better guests, higher production value,
his own personal growth.
Is not settling.
He's clearly passionate and dedicated
to giving his audience the best.
That's inspiring.
So what can we learn from Steven Bartlett's journey so far?
Well, he's shown that passion, consistency, and quality
lead to amazing things.
Both in your business and personally.
He's challenged the typical ways of thinking about podcasts,
about making money.
And he's proven that sometimes doing things differently
leads to more authentic, rewarding results.
It's really something, isn't it?
To see someone build a successful business
while staying true to themselves?
And making a real connection with people.
Absolutely.
And it makes you wonder, what's the bigger picture here?
What does this tell us about the media landscape?
About the power of real storytelling?
It's an interesting question.
In a world flooded with content,
how do we stand out and make something truly meaningful?
Something that resonates, inspires, leaves a mark?
That's what we all want, right?
It's something we should all be thinking about,
whether we're podcasters, entrepreneurs,
or just trying to navigate this crazy world.
We're bombarded with information all the time.
But what we really want is connection.
Understanding.
A shared experience.
And maybe that's the true power of podcasting.
A medium for vulnerability, authenticity,
genuine human connection.
And in a world that often feels disconnected,
that's pretty powerful.
It's amazing, you know?
How just a simple conversation
can lead to these deep connections.
It's like that intimacy you get with podcasts.
It really does.
And Bartlett even compared it to, you know,
that 36 questions to fall in love experiment.
Obviously, podcasting isn't about, you know, romantic love.
There's that shared experience.
Vulnerability.
That builds a connection.
Exactly.
It's about a space for real human interaction.
And that can be so powerful.
Like going back to this point about depth over reach,
he's really pushing back against that obsession
with viral content, you know, chasing huge numbers.
Which is interesting because he's achieved both.
He has, hasn't he?
His podcast is consistently at the top of the charts.
Most listen to business podcasts in Europe.
It's incredible.
And it's been there for over 40 weeks.
Wow, that's really saying something.
It's not just a fluke.
It's not a flash in the pan.
No, what's so fascinating is he's built this around
being himself, sharing his diary, his thoughts,
his experiences.
And people connect with that, with that realness.
It's proof that vulnerability isn't a weakness.
It's a strength, especially in a world that feels so,
I don't know, performative.
Yeah, totally.
People are craving that genuineness.
And he's tapped into that.
For sure.
But let's go back to the money for a second.
Because his approach to monetization
is really different.
It is, yeah.
He didn't follow the usual playbook.
Instead of relying on those low-paying ad networks,
he built relationships directly with brands he believes in.
And it's working for him.
Making over a million dollars a year is no joke.
It's not.
And what's insightful is that he got higher rates
by going straight to the CEOs.
Cut out the middleman.
It shows that when you have a clear vision,
a dedicated audience, and you're committed to quality.
You can create your own opportunities.
You don't have to play by the old rules.
It speaks to the power of a personal brand, too, doesn't it?
Bartlett's success is tied to his reputation, his authenticity.
Absolutely, his ability to connect with people.
It all comes together.
So thinking about our deep dive,
what can you apply to your own work?
What have you learned?
For me, it's a reminder that authenticity and being vulnerable,
those are strengths.
Not weaknesses.
Right.
And consistency, always pushing for quality, those matter.
You get results when you focus on those things.
Yeah, it's inspiring to see someone challenge the norm,
carve their own path.
Like Bartlett did.
Exactly.
His story shows the power of passion being real
and giving people something valuable.
What I find interesting is how he flipped the traditional podcasting
model on its head.
In what way?
He showed you don't need middlemen or compromise your values
to be successful.
He's doing it his way.
He built a thriving business around meaningful conversations,
sharing his perspective.
And it makes you wonder, what could you create?
If you embraced being vulnerable,
followed your passions, and focused
on those deeper connections.
That's a powerful question to think about.
It is.
It reminds us that we all have something to offer.
Something to share.
And maybe that's the most important lesson here.
Makes you think, right?
About how we can create something with real impact.
And sometimes it's about those less traditional paths.
Yeah, like Bartlett with his sponsorships
going directly to the brands.
Or taking the podcast live.
It's like he's redefining what a podcast can even be.
It's an experience, not just content.
And people are loving it.
The diary of a CEO is the top business podcast in Europe.
Really?
That's amazing.
Consistently on the charts for over 40 weeks now.
And it's not just a small group either.
He's reaching people from all walks of life.
I think he's tapped into something we all crave,
that human connection in a world that's, well,
sometimes it feels like it's all about algorithms.
Then AI.
Exactly.
It's refreshing to see this real human approach.
It's like he's created this space where people can just
be themselves, feel seen and heard.
You know, it goes beyond business.
It's about life, about shared experiences.
And that's something we all need, I think.
Especially in a world that can feel so divided.
Bartlett's podcast reminds us that we're not
so different after all.
And it's created a community too.
People connecting online, offline, sharing their stories,
supporting each other.
It's spreading beyond just the podcast itself.
It's the power of vulnerability, being authentic.
When we share our own struggles,
it gives others permission to do the same.
And that can be so healing.
For everyone involved, it breaks down walls,
reminds us we're not alone.
Connecting this to the bigger picture,
it seems like people are hungry for this authenticity.
Tired of the perfect images on social media.
They want something real.
Raw.
Something that reflects the ups and downs of being human.
And Bartlett's podcast does that.
It's not always perfect.
But it's genuine.
And that's what draws people in.
It reminds us that it's okay to be imperfect.
Those imperfections, they make us who we are.
So what stands out to you from all this?
What could you apply to your own work, your own projects?
Honestly, it's that reminder that being yourself,
that's powerful.
It's not about having it all figured out.
It's about sharing your perspective, your truth.
Embracing those vulnerabilities.
Being open to learning, connecting with people
on a real level.
And not being afraid to challenge the norm,
to create something that matters.
It's a reminder that we all have something to contribute.
Whether it's a podcast, a blog,
even just how we live our lives.
Making me the difference.
So what story will you tell?
What connections will you make?
What impact will you have?
Those are the questions we'll leave you with today.
That's it for this episode of The Deep Dive.
Thanks for joining us on this journey
into the world of podcasting.
And the power of real, authentic storytelling.
Until next time, keep exploring.
Keep learning and keep diving deep.