Are You Willing to Lose to the Competitor Who Moves Faster?
Years ago, when I worked in “traditional” advertising, a client told me something that stuck with me:
“We don’t need to change. Our customers know who we are.”
Two years later, their company had lost 30% market share to a competitor who wasn’t bigger, wasn’t cheaper, but was more present in the right conversations.
That’s what happens when brands wait too long to adapt. They don’t just stand still—they fall behind.
Right now, marketers who are sitting on a stagnant business podcast or hesitating to fix what’s broken are paying a silent, compounding cost:
- How much is your underperforming podcast costing you in lost potential?
- Are you publishing episodes that no one is hearing? What’s the point?
- Is your podcast driving measurable impact, or just adding to your content clutter?
If your podcast isn’t growing, isn’t engaging, and isn’t delivering real ROI—it’s not just an underperforming channel. It’s actively hurting your brand.
This isn’t theory. This is happening.
And the brands who get it are already winning.
In this article, we explore the business cost of not starting a podcast (and, in turn, show you what the benefits of podcasts really are for brands).
1. Lost Revenue: The Money You’ll Never Get Back
Let’s talk about Disruptors, by RBC.
RBC launched Disruptors as a way to establish thought leadership in the business and innovation space. But for years, the podcast was a “cheap and cheerful” effort—minimal marketing, basic production values, and a lack of a strategic growth plan.
Then, JAR Audio took over. We didn’t just tweak it—we rebuilt it for performance:
✔ Upgraded recording quality to match RBC’s high brand standards
✔ Trained host John Stackhouse for stronger, more engaging delivery
✔ Refined storytelling, incorporating panel discussions and data-driven insights
✔ Implemented a full audience growth strategy across paid media, cross-promotion, and LinkedIn thought leadership
✔ Pitched Apple Podcasts for a “New & Noteworthy” feature—and secured it
The Results:
📈 Audience grew by 500%
📈 760,000+ unique listeners
📈 36,012 hours spent listening to RBC-led content (and, thus, the RBC brand)
📈 #1 in Canada’s Entrepreneurial podcast category
📈 #2 in Business category
📈 80% average episode consumption rate—well above industry benchmarks
JAR Audio transformed Disruptors from an underperforming business podcast into a top-tier, must-listen brand asset.
Now, ask yourself:
- If you already have a branded podcast, is it actually bringing in new leads, customers, or brand fans?
- Are you tracking conversions from your podcast, or just assuming it’s working?
- What’s the financial impact of a podcast that exists—but isn’t performing?
A podcast is either an engine for business growth or an expensive hobby.
2. Increased Costs: The Price of Playing Catch-Up
When I worked in ad agencies, I saw something happen over and over.
A brand would hesitate to evolve. They’d cling to outdated marketing strategies while their competitors leaned into new platforms.
And then?
Two years later, they’d be forced to change… but at 5X the cost.
When Genome BC launched Nice Genes! (produced by JAR Audio), they had a clear challenge:
✔ Genomics is complex and can feel inaccessible.
✔ Science education can easily fall into the “dry and technical” trap.
✔ Many science organizations struggle to connect with mainstream audiences.
But Genome BC knew that if they waited too long, they’d lose engagement with future generations of science advocates.
So, we built Nice Genes! to move people along the “science curious” pathway from unengaged to science advocates.
The Impact:
📈 4,200+ hours spent listening on Apple Podcasts.
📈 75% increase in followers season over season.
📈 90%+ average consumption rate per episode.
📈 Peaked at #9 on Apple Podcasts Canada: Science Charts
📈 Earned awards from Shorty, Quill, and Signal.
📈 “Sticky listeners”—on average, new listeners who discovered Nice Genes! through an ad listened to 3.4 episodes.
This wasn’t just a podcast—it was a full content ecosystem, amplified through:
✔ A fun, engaging tone that kept listeners hooked.
✔ Narrative storytelling that made complex topics compelling.
✔ Custom show artwork that helped secure a coveted Apple Podcast feature.
✔ Paid podcast-to-podcast campaigns that converted at 3X the industry benchmark.
✔ Strategic partnerships with other science podcasts, boosting cross-promotion.
If your branded podcast isn’t growing, it’s dying.
3. Competitive Disadvantage: You’re Already Losing Market Share
Look at Staffbase’s Infernal Communication (produced by JAR Audio).
Staffbase’s audience—internal communications professionals—needed a space to connect, share insights, and navigate the evolving role of internal comms.
So Staffbase didn’t just launch a podcast. They:
✔ Blended the podcast with their active Slack community to foster discussion beyond each episode
✔ Used audience insights to shape content that truly resonated
✔ Created a content ecosystem that went beyond just audio—fueling blog posts, LinkedIn conversations, and events
✔ Saw measurable brand lift, turning passive listeners into engaged advocates
If your branded podcast isn’t creating conversations, it’s a dead-end.
Final Thought: The Biggest Risk is Doing Nothing
I’ve never had a client tell me, “I wish we had waited longer to launch or improve our podcast.”
But I’ve had plenty say, “I wish we had done this sooner.”
If you don’t have a branded podcast yet—it’s time.
If you have one, but it’s not working—fix it.
Book a strategy call with JAR Audio today.
Final Questions to Consider:
- How many potential customers are ignoring your current business podcast because it’s not compelling?
- What’s the opportunity cost of waiting one more year to fix it?
- Who in your industry is winning with audio—and are you okay with them owning the space?
Your move.
Roger transitioned from a 22 year career in advertising account management to co-founding JAR, a podcast podcast production agency. As CEO of JAR, he propels the company’s growth by prioritizing audience engagement and podcast marketing. Under his guidance, JAR flourishes with a global clientele, aiming to broaden its reach across North America and revolutionize brand connections through immersive storytelling.
