This document provides an overview of how to grow a podcast through acquisition, retention, and referral. It begins by introducing the host, Chris, and his background growing successful startups and communities. The next section defines the problems with solely relying on acquisition from social media platforms for growth and retention. The solution focuses on building an owned audience through a podcast. It discusses two models for growth - operating like a "wildflower" which grows quickly through influencers but may not last, or like "bamboo" which is slower at first but more sustainable through a focus on quality content and community over the long run. Both approaches are valid depending on one's goals and preferences.

1. How to Grow.

2. ACT 1 - Setup

3. Pain of staying the
same
The pain of growth

4. Hey, I’m Chris.
I see a world where
people are transformed
into their best selves by
finally sharing their
toughest stories.

5. I have a relationship with my higher power, Jesus Christ, I’m
married to the love of my life, I’m a proud dad and the co-
founder, CEO of a podcasting company seeking to change how
we do sales for good.

6. But it wasn’t always this way.
I dropped out of college to pursue my first real startup, and it was a
wild success. As a young leader, I misused the power I was given
and adopted a winner takes all mindset. I was the bad guy, focusing
only on how I could benefit. On the surface, we were making money
and I looked successful. but a couple of layers down, I was in it for
all the wrong reasons.
At the same time I started to organize networking events in the
tech community. Hundreds of people showed up every month and
we had 8,000 members.
My life, from the outside looking in, was extraordinary. No one
knew that I was struggling with addictions to alcohol, drugs, money
and lust to mask the traumas from my childhood.
But when I hit my rock bottom, everything changed.
I got hit with a massive lawsuit for wrongful business practices I had
engaged in while in college, and came clean to my wife about just
how bad my addictions were. Life came crashing in. The jig was up.
There was nowhere to hide.

7. I felt like a fraud.
I felt like a failure.
I felt like a hypocrite on stage
sharing advice on how to make
money in business and live
your best life, but inside I was
broken, lost and alone.

8. My wife Taylor and I getting baptized at Saddleback
Church

9. One of my mentor Mark Thimmig who believed
in me and gave me a place to start my new
career.

10. When I moved to Eureka and the interview
that started it all with Collin Mitchell

12. When I’m not serving our employees or clients here at Salescast,
I enjoy continuing to make art everyday and recording my podcast at my studio here at Eureka

13. ACT 2 - The Problem

14. What is Growth?
Growth is a function of Acquisition, Retention and Referral.
Acquisition
Retention
Referral
Your Total Addressable Market Hundred of thousands or millions
Your guests and your earned audience
How many people stick around
How many people share your thing
100X
50X
1X
Impact on
Growth
EASY
DOABLE
HARD
IMPOSSIBLE
0X

15. Referral
Referral is a function of
“share-ability”
Sharing the flame doesn’t put out the match.
Infinite amount of share-ability.
100X

16. Referral 100X
� Tony Robbins charges $1,000,000 year to be your coach (I think he raised the price)
� Industry Kitchen in New York City charges $2,000 for a 24k gold flake pizza (actually delicious apparently)
� Salescast is connecting 100 million sellers to their story (actually happening)
� Star Wars Day - May the 4th Be With You
� Can’t Help But Share (that’s crazy…but I like it!)
� That’s so catchy…FOMO
� Red Bull Gives You Wings
� Find your sales transformation

17. Referral
Share-ability is a function
of “remark-able” content
“Remark-able” content
knows what it is and who
it’s for…
100X
Identity +
Vision
Processes
Outcomes
What I say
How I say it
What happens

18. Identity Vision
I am a podcaster. I am an influencer. I am a thought leader. I am
built to serve people.
I see people connecting to their story. I see a world where
people feel accepted and not isolated. I see 100 million people
transformed by stories. I see us changing the world of B2B
Sales.
Referral 100X

19. Referral 100X
Let’s Talk About Identity: Chris
Lies Truths
I’m too young to be a leader in the B2B
space
I have experience co-founding multiple
companies and working with some of the
top B2B marketing companies in the world. I
stay humble and focus on learning.
I don’t deserve recognition My focus is on serving people. And part of
that is creating a platform for stories and
change. Each member of my community
gains something from being a subscriber.
I’m not like Joe Rogan Thank God I’m unique.

20. Referral 100X
Let’s Talk About Vision
What is an end state that is so compelling that I have no choice but to grow to achieve it?
Identity/Vision:
To work closely with the top 10 change makers globally and use the art of story to transcend barriers and empower
100 million people to step out of isolation and into acceptance
A Goal that requires Processes to Achieve:
To transform how B2B Sales are done in the United States by having 100 of the top business podcasts under
management.
Outcome:
A thriving business.

21. Referral 100X
What I Say (every chance I get)
At Salescast, we partner with visionary entrepreneurs and B2B sales leaders to produce a
podcast that:
1. Builds new relationships with your ideal clients
2. Serves your community through impactful content
3. Drives more ethical sales in your business through your own platform
If our ICP hears this, they say, “oh wow, you totally get it, how do I get started?”

22. EVERYONE HAS A
STORY.
LET ME PROVE IT.

23. Retention
50X
Retention:
Retention is a function of:
Connection and Repetition “stickiness”

24. Retention
50X
List + Phone = $
“Nonna”
Me wearing hat sideways
(sparkling cider btw)

25. Retention
50X
X The Data Giants are trying to sell your
network back to you…
X LinkedIn, Facebook, Instagram, TikTok,
etc. great for acquisition, horrible for
retention in the long-run
X “Chasing the magic dragon” becomes
harder and harder to talk to your
followers.
Problem

26. ACT 3 - The Solution

27. Retention
50X
✓ Own your network
✓ Create community
✓ Build Your List
✓ Communicate Frequently
✓ Becomes easier and easier to communicate at scale
Solution

28. 1X Acquisition
Getting honest with yourself…
What kind of growth platform do you have?
Not what kind of platform you want…

29. 1X Acquisition
Do you have a
Wildflower?
✓ Wildflowers grow very fast–
only taking about a week to
10 days to flower for annuals.
Characteristic of a fast-blooming
show:
● High episode frequency
● Star power
● Extremely targeted audience
● Clear business objective
● Existing audience to tap into

30. 1X Acquisition
Acquisition Model
● Influencer audiences
● Paid growth
● Speed to market
● Rapid iteration
● High frequency of content posting
● Low touch 1:100
Pros:
- Monetize quickly
- Test idea quickly
- Reap harvest faster
Cons:
- Weaker foundation
- May ride a trend
- Easy to burn out if not careful

31. 1X Acquisition
Or do you have a
Bamboo situation?
✓ Bamboo can take 5 years before it
sprouts (building a root and nutrition
system)
✓ Then once sprouts grows 3 feet per
day miraculously
Characteristic of a bamboo show:
● Slow and steady
● New audience
● More high level topic/broad
● High focus on quality
● “Open to the process”

32. 1X Acquisition
Acquisition Model
● High quality conversation
● Email list
● Community
● High touch 1:1
Pros:
- Thought Leadership develops naturally
- Sustainability
- More money in long run
- Very rewarding
Cons:
- Longer to see reward
- Could die before experiencing growth
- Requires a lot of nurturing and maintenance

33. 1X Acquisition
Which one are you?
Both are beautiful
But serve different purposes…

34. What are your next steps?