That is an article on how to make podcasts about WEB3, Fintech, SaaS, business, and investments understandable for your target audience. But that one is unusual. It's more about the approach itself rather than about working techniques.
Let's go?
This post discusses the importance of tailoring your services to align with the listener's values. Initially, it may seem different, but everything will become clearer. I promise.
Language is a marker
Language exists to make it more convenient for you and me to understand reality. Imagine: an incomprehensible, multidimensional, multi-colored, and changeable something has appeared in front of you, and you are a scientist, and you need to interact with this Something and discuss it with your colleagues. Most likely, you will want to take a black marker and draw something into squares, classify it - this will make it much easier to deal with. So language is a marker; with its help, we draw the world into squares to understand it.
Our world is a multidimensional, changeable something; there is nothing concrete and permanent in it. At the molecular level, it is impossible to draw a clear boundary between the spoon and the rest of the environment. In time, the spoon now is different from what it was a second ago. There is no spoon, "second" is an artificial concept; time is also in question. It's good that there is language - otherwise, all this would drive us crazy.
We take a marker and draw lines: this is a spoon, this is a second. Order. These concepts do not exist objectively; it's just our way of dividing reality into squares. Classification is a very conditional thing and should not be taken too seriously.
Classification is conditional
The phrase "watermelon is not a fruit, but a berry" is absurd. The watermelon knows nothing about how we have classified it. Objectively, it is neither a fruit, nor a berry, nor any other concept that people have come up with.
But subjectively, watermelon can be included in dozens of groups in different classifications. For an eater, watermelon is a fruit; for a botanist, it is a berry; for an allergy sufferer, it is a mortal threat. To the question "is a watermelon a fruit or a berry," the exact answer is "according to what classification?" or "there is no watermelon."
How we classify
A person has a principle for how they classify reality: they always proceed from their own needs. If you're hungry, a watermelon is a fruit; if you want to pass the botany exam, it's a berry. Need is also the basis of classification.
Here's another example: if you live in a region where it's always frosty, and your life depends on the weather, then you'll come up with 100 words to describe different types of snow. Where a European draws one square, "snow," with a marker, an Eskimo will draw 100 different squares. Surprisingly, both will take their squares very seriously, as if snow even exists.
What does podcasting have to do with it?
Here is my editor preparing a script for a podcast about small business. The topic of discussion is "how to employ employees." Entrepreneurs and accountants meet in the studio as experts.
The editor suggests this episode structure:
- An open-ended employment relationship
- A fixed-term employment contract
- Work agreement
- Outstaffing agreement
You see: she structured it the way an accountant would. It's crucial for an accountant to complete all paperwork correctly, so for them, terms like "fixed-term contract," "contract," and "outstaffing" hold significant meaning. However, we're not making a podcast for accountants, which means we have to view the world through an entrepreneur's lens.
And they see employment options, for example, like this:
- For one-time jobs, a test period, or an internship - in general, if you need to formalize a relationship without obligation;
- For mass hiring of "blue-collar" workers - suitable if you need to constantly arrange hiring and dismissal due to turnover;
- For employment and retention of the core team, stars - suitable for long-term and lasting relationships.
Writing a script like that is indeed challenging. It would be easier to simply google "forms of labor relations" and break them down into scenarios. However, to view the situation through the eyes of an entrepreneur, one must delve much deeper - study their values, perspective, and typical scenarios. Then, overlay this worldview with the existing forms of labor relations in the legal field. Phew, it's a tough task.
Why it's worth it
The good news is that these efforts will pay off:
- In addition to the podcast, you'll bring insights to your team. Each episode becomes a bit of casting for the development team and an in-depth interview for the marketing team. Soon, you'll understand your target audience better than anyone in your company.
- Your content becomes priceless. There are already thousands of articles on the Internet about "forms of labor relations" written from accountants' point of view. Imagine how happy an entrepreneur will be when you start talking about this topic from their perspective, in their language, in their world. The audience will love you for it.
- It's simply more interesting. You'll have an amazing experience - you'll have to question your worldview, your classification system, and look at the world through someone else's eyes. Most likely, this experience will change you.
🎧🎧🎧🎧
That's all. Use guides, look up techniques in your favorite podcasts, or invent new ones.
And don't forget that you can entrust this work to us - we do it brilliantly.
For example, listen to our ongoing podcasts:
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- Crossing the Desert. This is the first reality podcast about business in the UAE. You're about to discover the journey of an enterprising individual who unexpectedly found himself in Dubai and is now striving to establish his roots here. Prepare for dozens of incredible stories!
- Everything is Personal. Navigate the ups and downs of successful tech professionals with "Everything is Personal," a conversational podcast presented by Fortis and hosted by Victoria Belousova, Fortis' Chief HR Officer.
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