This week I did something I've been telling people to do for years but had been too comfortable to try myself. I pushed for volume. A daily podcast. Ten clips a day. Twenty pieces of content across every platform. The kind of output that used to take my team six hours and three people.
So we ran an audit, rebuilt the entire thing with AI, and got it down to something I can run from the sideline of my kid's soccer practice.
In this episode I get into why we did it, the system we built, the tools we actually use, the problem we hit (one of them involves Messi and Ronaldo), and the early numbers that genuinely surprised me.
If you've been creating and not getting the results you want... this is the audit conversation you've been avoiding.
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Chapters:
00:00 Almost said the wrong show name
00:25 The Jenny Hoyos episode that started this
01:18 Selling "multipurposing" before clipping existed
02:24 The panel argument about posting volume
02:59 Why "it depends" is the real frequency answer
04:34 Why most people play it safe (capacity, not strategy)
05:11 It's not the content... it's the ecosystem
05:42 Where we've been dropping the ball (email)
06:37 Quick intro for new listeners
07:26 The case study: relaunching The Football Show
08:08 Going volume... daily podcast, 10 clips, 7 graphics
08:59 The audit: 6 hours, 2-3 people
09:06 Reverse engineering it with AI (Claude + Descript)
10:07 Recording to clips distributed in 40 minutes
10:44 The Messi and Ronaldo graphics problem
11:04 Find what excites you (or it won't work)
11:42 The room with billionaires
12:22 Audit yourself and your team
14:14 Inside the workflow... research to outline
15:37 Why we record directly in Descript
16:18 The QC and design handoff
17:09 Why we told an editor not to improvise (this time)
17:58 The publishing pyramid and the Six Levers
18:12 Distribution... $10 ad tests and the early numbers
19:04 TikTok clips hitting 16K-20K views
19:29 Audit your resources, then double your output
20:39 The math... $6K of production for $400
20:46 Close, office hours, and CTA
Tune in and enjoy!