In a way this show feels like it was created for Brand & Creative execs because it’s about a studio head who wants to make amazing films but also has to make money for the studio… sound familiar? Seriously, when Seth Rogen’s character has to compromise on a creative vision or tries to help (although he can’t) I can feel it in my bones.

Aside from how close to home it hits, it’s just a really fun show. Highly recommend it!

So I’m doomscrolling earlier this week and I get a push notification…

Mr. Exit Five, DG himself shouted me out

As you might imagine, confusion hit almost instantly. For those that don’t know, Dave is the founder of Exit Five and hosts the biggest podcast in B2B Marketing. We know each other a little bit but for him to shout me out like this in front of this massive audience of B2B marketers was mindblowing. I took his quote (with permission) and turned it into a testimonial on the podcast website.

“Dmitry Shamis hosts a good podcast.” -Dave Gerhardt

Then the very next day this happened…

That’s me at #10

I’ve never met Rish before. I have no idea how he heard of my podcast but to be on a list with this many all stars is wild but it’s time to stop patting myself on the back. The reason why I bring this all up is because with 10 episodes out the door it allowed me to reflect. It also brings us to the first lesson:

1. You never know who’s watching

I didn’t know Dave checked out the show. I had no idea who Rish was. I don’t know the people who have liked or subscribed or watched but that doesn’t matter because they’re there.

The following for the show isn’t huge by any means but every episode gets a few more views or listens and while I’m consistent in my posting it’s not like my DMs are exploding with raving fans. Point is here, even if you don’t hear about it, people see what you’re doing so make sure it’s as good as it can be.

2. It’s ok to ask for help

When I was getting started I thought I’d do this whole show by myself—branding, scheduling, interviewing, producing, editing, promoting, all of it. It took all of one episode to realize how silly that was.

This primarily came from a place of not having budget. While that’s a valid concern it doesn’t mean there isn’t a way to get things done. I come from a background where you needed big budgets to get anything done this was a mental blocker for me because as we know there’s plenty of amazing talent out there that’s not on a Hollywood studio budget.

Getting help made the show that much better because I could focus on fewer aspects.

3. It’s not about you (unless it is)

I’m not going to talk about personality driven shows here because this isn’t one of them, it’s an interview show, which means it’s not about me it’s about the guest.

Make them feel welcome and make them feel comfortable because in the case of What’s Your Process? they’re literally sharing the thing that they make a living off of.

4. Let the guest talk

This one seems obvious but it’s something I needed to re-learn. I’ve shared that I’m an introvert on many occasions but that doesn’t always fly when leading teams because sometimes someone has to speak first. It’s no different here but then you remember it’s not about you and that you’re job is to create space for your guest.

That doesn’t mean let them meander endlessly. It also doesn’t mean that you have to take them at face value. You should ask questions and prod them for more. Regardless, let them talk.

5. Editing is way harder than interviewing

At the start I was confident that sitting there talking to my guests was going to be tough. In some cases it was but it wasn’t until sitting down to cut things out that I realized how hard editing was.

It’s hard because rarely is the whole conversation not good. Sure, you’ll get your stammers and a few asides. Cutting those is easy but usually guests will share personal anecdotes or make funny jokes or reveal something about them that’s interesting. I always try to keep those parts in because I think as important as the processes are, the audience also wants to know the guest. That said, if they don’t advance the episode then sometimes they gotta go as painful as it might be.

6. Promoting may be even harder

We already talked about how you never know who’s watching but what are they seeing that even gets them to watch? Where are they seeing it?

I can’t pretend that I’ve cracked this one because even with Ross Simmond’s process for repurposing, a video might get 200 views on Linkedin then 2,000 on TikTok. And figuring out what that clip should be is tricky too because you may have some amazing soundbites (I literally tell Nish Patel in next week’s episode that “I’m glad he’s disabled”—it’ll make sense with context) but the show is about process, not shock value so I’d hate to trick the audience.

7. Sometimes things don’t work out as expected

Some of the guests you’ll interview are unreal! They’re literally everything you’d hope they would be and more. Some guests on the other hand, will let you down.

For me that meant maybe they didn’t come prepared or they pitched too hard or maybe they just didn’t have anything interesting to say. Sometimes people get sick and have to cancel. You just have to push through and make the best of those situations.

8. Support is a two way street

Going into this one of my big ideas was I need guests with big audiences to promote the show to their big audiences… well remember those 200 impressions on Linkedin? It doesn’t always work out as you planned.

Here’s the thing though, promotion is a two way street. Your guests are building and sharing as well. Be there to support them. 1.) it’s just the right thing to do, and 2.) the more you show up in other people’s feeds, the more people will become aware of you and find your work. It’s a win-win.

9. It doesn’t matter what you think

If you don’t like your work, you can’t expect other people to like your work. But there is a world in which you like your work and they don’t.

Ultimately, your audience is your guide and if they’re willing to share with you then you better listen. And when they do share, make sure you save those screenshots!

I’ve saved a screenshot of every piece of feedback (good or bad) the show has received

10. Structure is your friend

The thing that too many marketing leaders forget is that best brands aren’t the wild and crazy ones (except Liquid Death). The best brands are the consistent ones because they prepare your audience to know what’s coming—even if it’s the unexpected aka LD again…

It’s no different with an interview show. My podcast only has 4 questions:

1. What do people need to know about you?

2. What’s one thing you’re world class at?

3. What’s the process?

4. What’s next?

Yeah, I’ll ask smaller questions in between to get more details but when the audience tunes in they know what to expect. The guests change, the processes change but the show stays consistent. As the creator, that makes my life way easier too.

There’s always more to do

The funny thing about the Dave share and the Rish post is that while I’m fully confident in the show and my own abilities, at no point have I sat there thinking “this thing is done” or “I’ve got it all figured out.”

I go back to episodes all the time and wish I asked better followups or that I stopped a guest from going on and on. I wish that I cut certain sections or didn’t cut others. I’ve learned that I need to stop over-explaining my questions and just let the guest speak and I’ve realized that sometimes I need to take more control of the conversation.

The point is, while it’s lovely to be recognized and it’s so important to celebrate the wins, I still think about ways to improve and get better. The last 3 episodes of season 1 are in the can but I’m already thinking about season 2.

And you know that means I’m coming for that #1 spot.

Two quick things this week:

1. OhSnap! is going to LA for Canva Create next week. If you’re around and wanna meet up, let me know. Would love to connect with some more people on the ground.

2. I’m starting to think about Season 2 of What’s Your Process? Let me know who you wanna hear from.