Meet two Ivey grads producing podcasts—and here’s why they do it.
The podcast is having a moment. This surprisingly intimate form of digital communication is the perfect fit for our multi-tasking lives. A suitable podcast is always at your fingertips, and there’s a good chance you’re tuning in.
According to the 2019 edition of The Infinite Dial – an annual survey by Edison Research and Triton Digital – more than half of all Americans have listened to a podcast, and just over one third tune in on a monthly basis. That’s up from one in four people the previous year.
Apple confirmed there are more than 550,000 podcasts. The most popular genres? Comedy, education, and news.
Getting a podcast up and running is as simple as downloading an app, talking into your phone or mic, and distributing your soundbites around the world. With millions of people looking for free, mobile, customized content 24/7, podcasts offer a powerful opportunity for businesses – and individuals – to reach a global audience and build their brand.
So, it’s no surprise that Ivey alumni have taken to the airwaves. Here, two experienced podcasters share their adventures in this booming digital space.
Kristina Safarova, MBA ’12
In her role as CEO at FIRMSconsulting.com, Kristina Safarova oversees two successful podcasts that harness the power of critical thinking, creativity, and storytelling to help listeners solve some of the world’s toughest problems.
The Case Interviews & Management Consulting podcast was launched in 2011 and now boasts over 350 episodes. This was followed in 2015 by The Strategy Skills podcast, which has more than 80.
“We are listened to in more than 150 countries and routinely rank in the Top 10 for careers podcasts,” says Safarova. “We have had more than 3.5 million downloads.”
The podcasts are a key way to promote the company’s strategy training membership services, and to reach listeners unable to join the one-on-one coaching and paid online membership programs, Safarova notes.
“We stick to just two topics: case interviews and strategy. There is so much to cover,” she says. Listeners appreciate the unscripted nature of the podcasts, which feature in-depth discussions about strategy engagements and the management consulting industry with global leaders in the field. “Our audience wants to learn in an entertaining and engaging format. It’s about authenticity and offering content that does not exist anywhere else.”
Rebecca Luo, HBA ’16
After graduating from Ivey, Rebecca Luo landed a job with a Silicon Valley startup. In addition to working remotely as an inside account executive, Luo produced and hosted the company’s podcast series.
In 2018, Luo decided to reevaluate what she wanted out of life. Acknowledging her desire for creative and independent work, she decided to change course. Luo packed up her life and moved to Thailand where she is pursuing her childhood passion for Muay Thai and working as an independent sales consultant.
In March, Luo began sharing her journey to a more authentic life through a podcast called Becca The Sun.
“The theme of the podcast is you are always one decision away from a totally different life,” Luo explains. “I interview people who are on a creative, athletic, or entrepreneurial journey and we document the rain and the shine – what it really takes for people to live life on their own terms.” For Luo, the podcast is an important part of growing her personal brand. “It’s also about creating a community and a support system,” she notes.
“So far it’s been a bit difficult to track listenership because the podcast is so new,” she says. “But I’ve had people message me to say they appreciate the vulnerability and honesty I provide.”
Illustrator: Delphine Meier
Art Direction: Greg Salmela, Aegis
