Episode 08: Structure Creates Freedom with Nicole Smith
It's true, structure really does create freedom. And today I'm chatting with the expert in this field, a creative entrepreneur, fellow podcaster, friend, and someone who helps people create harmony in their businesses, Nicole Smith.
You'll learn:
creating space and structure for creativity
how your podcast can be your master piece of content
the new systems that support Nicole's podcast production
selling through storytelling
strategic and intentional podcast planning
About Nicole
Nicole Smith, Virtual COO, Business Operations Specialist, Procedures & Systems Designer and ClickUp Queen from The Artisans Business Solutions.
In 2019, moving away from her corporate career as Chief of Staff, Nicole started supporting business owners to develop their unique working style and design a business that aligns with the life they want to be living.
Nicole works with businesses to discover the space between what they are doing and what they want to do in how their day-to-day is operating. Specifically, she sees systems as the dance between people and IT, which means when Nicole designs, builds and connects you with your systems, she's looking at syncing moving parts with your business needs.
Connect with Nicole on Instagram or LinkedIn, or on her website
Listen to the Take Control With Nicole podcast https://theartisans.com.au/podcast/
Join the Members Lounge Community https://academy.theartisans.com.au/members-lounge
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Good Chat Media acknowledges the traditional owners of the land where we work, live and record the Wurundjeri people of the Kulin nation and we pay our respects to elder's past and present always was always will be Aboriginal land Hey, I'm Cass, the founder podcast production agency, Good Chat Media and welcome to Good chats. Good chat is a podcast with a holistic approach to business and marketing. And with the help of some super special people, I'll be spilling all the secrets about boosting your brand building credibility and connecting with community through podcasting. Let's get into the episode.
Hi friends, welcome back to the good chats podcast. It is your girl Cass from Good Chat Media here to chat to you about all things business, podcasting, marketing. You know the drill. Today on the podcast, I have a fabulous guest and I say fabulous because it is her favourite word. That is Nicole Smith from the artisans business solutions. Nicole is a virtual COO a business operations specialist, procedures and systems designer and clickup queen, Nicole helps business owners develop their unique working style and design a business that aligns with the life they want to be living.
Nicole works with businesses to discover the space between what they're doing and what they want to do and how their day to day is operating. Specifically, she sees systems as the dance between people and it. Which means when Nicole designs builds and connects you with your systems, she is looking at syncing moving parts with your business needs. Nicole is an absolute star I have worked with Nicole for I would say over a year and a half with her podcast. We're in the hundreds now. And I think we started on maybe 20 Something episodes like we've worked together for a little while now. She was my first proper podcast client. And she's just wonderful. I have had the pleasure of knowing her and seeing her grow. And she's in such a beautiful place in her business that I'm so excited to share with you. So without further ado, welcome Nicole. Annabel. Hello, started with what you do. Yeah, you have a few different titles going on. And you share what a CEO, Business Operations Specialist and procedure and system designer does, and how you help your clients to achieve harmony in their business.
Yeah, absolutely. So virtual COO is a title that arrived earlier in the year, late last year. Actually, it's something that connects with me quite deeply to where I have been in my past world. And what I actually do for people now, so a virtual COO is virtual Chief Operating Officer. Now, if you move that title into corporate land chief operating officer oversees all of the systems in the business and system areas in the business, and really helps to progress the way that operations is working in the world in their businesses. So virtual COO, for me, I see that is as exactly what I'm doing right now. I'm coming in and holistically looking at your businesses, how you're operating now, who's doing what, where are we doing it? Why are we doing it, and then taking all of that information, which is part of our discovery phase, and transferring it through our design, create connect phases, and at the end, you've got these beautiful new ways of working these beautiful procedures, and are the SOPs, standard operating procedure documents, like gets me excited. And all of a sudden your team are connected as well in with those ways of working or if it's just you, you feel energised and excited to to work in your business. So that's in a nutshell, what virtuous hell why well, actually, all of them, it encompasses all of it. Business Operations, specialists, again, same definition. Just another way of people connecting in and procedures and systems designer is, again, another way or another lens. It's what we actually do at the Artisans.
It's so interesting, because we're very similar in the way we think of we're very structured people, but we're also very creative people. And the way in which it flows together is so interesting, and we were just talking offline about, I was saying, I'm not feeling super creative. And then I was, you know, talking about all the things and she was like, You're being pretty creative. I don't know what their issue is. But we always talk about how structure creates creativity or allows for creativity. And we work on your podcast together and you've just come up with a new system on how you structure episodes. Can you share a little bit more about that?
Yeah. 100% So when we look at structure, for me, it structure creates space, space creates the opportunity for creativity, right and so and we've experienced it all when we're feeling a bit stuck or blocked by blocking things, and that's normally at that trend. Vision phase of moving into something new. Yeah. So for those listening to connect in with that, and I'm sure you've got ping, ping, ping Oh, yeah, I can see how that now connects in with experience X for you. But our system or our structure for the podcast, what I was finding is, I love my podcast, I love interviewing our guests connecting with the people, I learned something new in every episode I genuinely do.
But what I was realising is I was creating all of this content each week, a podcast a week, or 107 episodes or 108. And consistent, right, every week, it was coming out. But I wasn't being strategic about it. Yeah. So I've been in my business now. Well, it was three years on January the 10th, this year, and we have been growing and welcoming on new clients. I'm just expanding my team now. And I've got this beautiful like I just shared with you before I feeling so surrounded and supported now, which really helps me to Yeah, helps me to be creative. Remember, structure and space creativity. When you're creative entrepreneur, and you feel supported. It's just a beautiful space. So part of my support is I work with my OBM team. So Chloe is a part of that. And we an audacious empires.
And we had a chat about connecting in some strategy around the services they offer and the marketing strategies and all the things. And so we agreed that the podcast is going to be our cornerstone piece of content. And that way we can flow through all of our marketing efforts easily, and also connecting them back into the services and the humans that we're supporting out there in the world. And so what we did a few weeks ago, and went over to I'm so lucky, we only have 20 minutes away from me. So we get to go out and do puzzles, sometimes there on a Friday night. So I went over to audacious headquarters, and we grabbed some notebooks and pens Leanne's known for markers. And we mapped out 12 months worth of not only themes, but we broke it down into episode titles, based on either the people we were talking to so the stage of business that you were in, or if it was a particular focus. So for instance, there'll be coming out series of episodes around Virtual COO, what is it? When are you ready? How do you find them? All those things? Right? So quite focused on a particular topic. So at the end of our few hours, we had math is not my thing, but 12 months worth? That's probably not four weeks in every month, right? But say four weeks, 12 words. Yeah, numbers, there are episode titles right? Now I have to share with you and share this just before you press record. It was beautiful, and terrifying at the same time, because all of a sudden, the freedom that we had experienced for the last three years of someone reaching out, can we come on the episode yet? Let's record it. Let's do one law, it was just lifted, it shifted. So I needed to shake it off, as I said before, and I had to sit with it and look at all the episodes and I created a whiteboard for you in the gaps. Surprise, surprise, added in the list of all of the topics brought out a task card for each one. And then after I did that, so that was just for the next say three months. Then what I do is I'm like, Okay, who are the people that we want to have on the episodes now are our guidelines? Yeah, yeah. So, I thought, Okay, I've got a pretty good network, who's in my network, who's in my community?
So off, I went to LinkedIn. And I went through all of my contacts. So I sit there and click, click Okay. Yep, there's one Yep, click Create a thing in my whiteboard. And then I started mixing and matching them up into really connecting in the guest with the thing and what their expertise was. Yeah. So because for me, it's really important that when people come on my podcast, it's all about the guest. Right? Yeah. But we also now having that strategic lens, keeping it all flowing in through Yeah, so
I've said too many times when we've been when we've been talking strategy, and I'm saying, Nicole, you do a beautiful highlight of what other people are doing. But you need to start talking more about what you're doing and how you're helping people because it's just like you forget, sometimes when you're so outwardly focused that you forget that like, oh, maybe I actually haven't spoken about this. Yeah, maybe it might even be time that we read your ads as well. Yeah.
You know, actually, I was thinking about that. I was listening to someone else's podcast this morning. And she encourages you to introduce yourself at the start of your own podcast, say, Hey, I'm Nicole Smith and the virtual COO from whatever the intro is, we'll come up with that later. That's something you'll start to hear as well. Yeah, and the ads as well aligning again with what the theme is what offering or freebie or whatever it might be that aligns with that particular
All the call to actions to make sure that they're aligning with what you're speaking about. Because if it's just anything, yeah, sure you can at the end go, oh, yeah, this kind of fits into that. That makes sense. But if you do it from the beginning, from a strategic point of view of, okay, this is what we're focusing in on, this is what we're trying to sell this week. Like, I think it's, people get nervous about selling. And that's how businesses run we need to sell. So it's, but it's selling through storytelling as well. And I think you're really good at that is easier, it feels so much easier, because from a production point of view, I now know all of my solo episodes for 12 months. And not only that case, I've actually gone through probably haven't been in how to look yet. But the contents in there too. Amazing. I have seen I have seen notes in every episode. And that's, that's also good for me to see when I am editing and writing, show notes and all those kinds of things. Because I want to know, what you're looking to achieve out of those episodes as well and what your focus is, so that we can make sure that when any of those things come up in the episode that it's really highlighted. And it's you know, we're not rushing through anything.
Yeah, that's right. And it feels really easy from a recording point of view. Because now, you know, I can block off a chunk of time and sit here or go to work, my plan was to go to Watermans at Caribbean, they've got a hairdresser there. Right? It's all part of it, go and get my hair done little bit of a trade, set up a recording video, and audio. And then we're ticking to boxes, we've got visuals we've got podcast on and then as you suggested a few weeks ago while you're in the zone to a couple of real snippets as well. So you're doing all the content all in one thing, and then it's ready. So flying on from that. So podcast is the cornerstone, we get the transcripts. So that goes into blogs, and posts audiograms, like makes all the posting really easy. It's just I'm really excited for and it's starting soon. It's not quite there, it's going to be almost next week. Yeah, that from April, you know, things are going to newsletters as well. Because all the themes, both through to my newsletters, and it's much cleaner. From my brain point of view, I don't have to keep thinking about what I'm talking about all the time.
And you're actually using it as a master piece of content like it should be used. I mean, from a business point of view, it is a massive piece of content. So you should be flowing everything down from that. And as we're talking about offline on this podcast, I've been focusing on things I want to talk about first, and then creating structure from that afterwards. So get started, figure my groove out, and then start bringing it in as a strategic plan. Because if you're not doing that, and it's feeling messy, or it's feeling like I don't feel like I'm getting, you know, the best results from it. Or it's not really working in what I'm talking about in my socials, like, maybe have a look at that full calendar to have a look, even if it's just for what do you want for the next three months? What do you want for the next six months? Then you can start building those out, because as you said, again, offline, we spoke for a long time offline before we jumped on the first record. But you had said to me, how many episodes are there actually, in the next, you know, next few months while you're overseas? Because I was stressing about I'm going to try and do them all before I go. And then I was like, Oh, yes, not really that much is gonna go on for seven weeks. That's only, you know, three, maybe four guests. But, you know, like you and we'd like to have things done ahead of time. We don't like to stress last minute, it's just causes shitty feelings between us all.
That's it. Being organised with that structure. And there's probably many of you out there that have the same feeling that last minute. Oh, I remember it from corporate days if I hadn't done a thing. And it's like, Oh, am I gonna get caught? I gotta get someone realised that I haven't done what is it for you. And you feel like you almost retreat when you're in that pressure moment. So it's so wonderful when you know, and I think we've been pretty good at it. Yeah, over a year, we've set ourselves to be at least two weeks in advance. Yeah, but the episodes might be recorded, but at least you know, from a planning point of view cast as well. You're like, oh, well, they're there. Yeah, I know what we've agreed our expectations are. So we'll get those done and delivered by then. And that way, we're all happy. You're happy because you're not racing to the finish line. Yeah, icky feelings. And it's just, we also spoke offline, about creativity and how each of us are different in the way that we approach planning. Sometimes real creative minded people find even a week in advance too much, right? So it's really helping our people and this is what we do in our businesses finding that way of working that supports them to continue to be creative. Also to alleviate those law. Last minute pressures that they may not even realise they're experiencing. Yeah, it comes out in different ways.
Yeah. Like what we were saying was as well that, okay, you can be creative. And you can be like, I need to record this episode now. Sure, okay, well, we can we can put that on in three weeks, we don't have to make this an emergency just because you've had a brilliant idea. That's fine, cool. You do the brain idea. We'll do the structured stuff on this side and make sure it all it's used. Right? Because that's what it really is. It's like, when you do things last minute, they're not as intentional or if they are in, you're just really creative. And you're like, Oh, I got to do it. Now. If you use that wisely, you can actually like, you can filter that down into your other platforms, you know, you can put it into your newsletter. But if you use those letters already gone out, and you haven't recorded that episode, it's not intentional, what am I? What are we? What are we talking about? So it creates the structure to be able to be intentional and creative.
Yeah, that's right. And you know, structure is great. Like, I've had the same structure of my email for a while now. And then the podcast has been a feature every week. Yeah. And so you know, even with getting the content ready for the newsletter, so my team aren't doing it last minute, we're getting better and better at that. Sometimes we're great. Sometimes we are human and have human moments. We know that you know,
what we said structure though, with the new structure, that's going to be much easier. Because you could literally do that whole month in one sitting. That's because they all work together for one, but then two, they all flow. That's so you can just be like, that's it for the static for that. And then there's, you know, you do a personal note in everyone anyway, so you can just add those, and that can be your last minute, and everything else can be updated. And then that's on that's on you, that's like, Okay, well, if you're happy to keep it as a personal note, in a last minute kind of thing, thencool, you can do it from there.
But the thing is, you can even do the personal notes in advance. Because when I look at the newsletter planning it, I actually think about what I'm talking about in the podcast, and take a thread from that, and create connecting a story, or how it's been, how it's influenced my experience, or going back in time, like the other week, I spoke about my scholarship to singing for school and threaded it into, you know how for me to become the singer I was I'm not there anymore. But today, not today.
It was a continuous improvement of training, of learning of tests, you know, all of those things to get me to that moment to get a scholarship to school. So like those stories you forget about, like I forgot about, I forget about my scores, you know, forget about that. Until someone triggers a conversation or something comes back into play. So yeah, the storytelling element is great. And for from a podcast point of view, people love hearing stories.
Yeah. So that I really recommend like selling through storytelling, like that's, that's how you, you know, you're building trust with people, you're building credibility. And then you can convert people because they understand who you are, what you've been through what you do, how you help people, like, it doesn't have to, like I just keep saying, like, it's not rocket science, it's just, you know, you just have to talk about the things you're doing because sometimes people just don't know. Even sometimes, like, it's it's that whole thing of like, I don't know if you've seen any of those memes, where it's like, if you know what, exactly what your best friend does for work, you're not best friends. You know.
I saw that and my best friend Em in Queensland. I know that she does, like research stuff at a university on a particular thing. And she's super smart, right? Don't ask me any more.
Exactly like you.
I love I love her for everything. She Exactly.
And like she's talking about her work. You're like, yeah, up. You go go, yeah. Oh, my God, that sounds terrible. Like, and then you're like, I don't know what they do. I couldn't tell you. So it's just like, you need to be telling stories, because that's how they stick in people's heads. We all know the same stories that we were told him we were kids about lots of different things, let's say nursery rhymes, or you know, the three bears. We all know how that story goes. And that's because like, realistically, we probably didn't hear it many more times than we would talk about anything else. But it's because of it is a good story. And it has good meaning. So you just need to relay that in your own storytelling in your business.
Exactly. If there's something that someone can connect to, and align it with their experience or what they're going through or what they've been through or where they want to go. It's really easy to connect with people that way.
We know all of Goldilocks pain points what she likes what she doesn't like, yeah, we know the bears pain points of someone being in their house. Like we know all of the things anyway. I love the storytelling.
So easy. Well, I say it's so easy. I think it takes practice sometimes if it's not your normal state, but once you remove some of the barriers, because I know for me, I had always been a very private person. And anything that didn't seem to be going the right way. And this comes historical from, you know, parents and all that stuff as it does, right. But if it wasn't perfect, it wouldn't be shared outside of my home. And I've grown over the last three years and really connected with these stories are a really important part of my journey. And so being able to share them another thing you said off the line is, when you hear someone else has been through a certain thing that you're going through or been through, it's like that evidence to say, Hey, okay, yep, this is a thing, I can see that.
it's safe to share it as well. That's right, let it out, let it go. And I think also, like, we've, we've spoken a lot today about it, but like a lot of times about permission. And that's something that's giving yourself permission or, you know, allowing yourself to feel something or you know, going to the right person for them to give you permission, even if it's not in like a actual structural way. But you can, you know, like I spoke to Haley from Haley helper and girls go to work podcast, and I'd said, Ah, I've gotta go to this thing. And she said, What, I'm not gonna go to it, do you actually need to go to it. I don't need I don't need to go to it, I probably should. She's like, if you're not feeling up to doing it, then maybe just don't do it. Maybe just do other things. And I'm like, thank you for that permission slip. Like, you just don't you just kind of forget, sometimes when you're when you're doing the things and think you have to do something. But if you're not showing up, as you know, somewhat in your best form, then you don't have to do it that day. And that's where it comes back to that creative thing. If you're feeling like you want to go for it and record five episodes in a day, that's like go you good for good for you. You've done that you're nailing it, whatever. I struggle with that a lot, because I'm introverted. It takes the energy out of me. And I'm going, I can't talk to people for that long. Yeah.
Yeah, I get that. Um, something I'll just pick up from what you share the consciousness of words and how they impact so when I find I'm saying need must should? I'm very aware of those words. I don't say them very often anymore. But definitely in the past, they were a part of my vocabulary. It's the want to use. I'm excited to, you know, like, hot tonight's event that we're going to, maybe I shouldn't go. But I'm aware of that. But I have FOMO I want to go you want to go bad? Yeah, like I want to go because it'll fill your cup in different ways. I said 100%. So that's just something awareness of those language things and how they're connected. Because if you once you connect that in, it's quicker to make those decisions. True. So true. Thank you, Kathy Rast.
Yeah. Thanks, Kathy. going completely off track from that. But going back to the podcast, what have been the benefits of the podcasts in your business? And especially in the form of brand awareness?
Yeah, look, I wish I had some metrics on it. Because I haven't really and that's something we have, we are going to be doing going forward the same in all the marketing activities, you know, I just data I love data, but I'm not really, numbers are not a driver. For me. It's more about the feeling the experience. So I know it makes me feel good to have these conversations and share the information and see it pop up every week. And it's funny as a little ritual every Wednesday, I don't listen to it before it goes live. I listened to it on Wednesday mornings when it comes out. And I'm like, should have excuse me, that was your like, that's normal here, Nicole. I like that was a great episode, like you know, and then I connect back with the guests or myself and all you I'm like, how good do I sound?
I love that you said that a few weeks ago. You're like, she knows what she's talking about. I was like, Yeah, she does.
So from a brand awareness point of view. I know it's working because people know who I am. Yeah, I'm pretty visible out there anyway, but I think people do come in and I'm seeing sad don't look at the numbers. I look at the downloads.
Yeah, you don't look at all the numbers but you look at the ones that are important to you. And that's that's honestly that's literally fine to do that by the way. Yeah. And they're going up and up and up as much as you would expect. But what I'm looking at the end so I see all the we're hitting another milestone and other and much quicker, aren't they? I'm like what the time between 2000 Sudden 3000 downloads. I was like, didn't we already talk about this, like, longer? And I was like, oh, no, no, it's a new 1000
Yeah, and we're almost up to six. Yeah. Which is gonna then be 10. Yeah. Right. So and think about this, the last 100 Plus episodes, we haven't really had any strategy behind. There's a strategy behind it, but hasn't been intentional strategy. So can you imagine what's going to happen now?
Yeah, even if it's not changing the listenership? Like it could still go the same amount, but maybe your conversions might be a different metric to track from that.
Yeah, it's interesting, isn't it? So I guess like from a I guess that's, that's a good point. From a client point of view. I'm in a pretty fortunate situation where well, maybe maybe it is all falling in. Maybe you don't take credit enough for the energies that I'm putting on that marketing space. But when people come to me now, it's a How can we not? Why should I conversation? And so it's a much easier introduction for them to work with me because they already know about what we're doing here. And I guess we should celebrate all of the little micro areas that we're doing, because all of that is part of our brand. And it's just that summer, so much funner than others. Yeah. That's for me. I love it.
Definitely. I actually spoke to Darby a couple of weeks ago. And she was saying that the podcast in her brand strategy, obviously, she's brand strategy, when, but she was saying like, it's part of her sales funnel. So she notices the way it comes through, have they connect with her on social, then they go and listen to the podcast? And they say maybe two or three episodes in, they go, Okay, now we need to work together. So it's like, that's how it flows through for her. And like, that is beautiful.
Yeah. Isn't it just beautiful? Yeah. Well, a strategist. There we go. strategy from the conception. So it'll be more of an immediate experience, or whatever you want to say. But I'm excited to see where it goes. Now, as of April, when we start being maybe more intentional with the content design.
Having it more structured will be really interesting to see what resonates with people. And we can, we can have a look at how that tracks with people and what it's good to see over all downloads, because you might have something that you know, in the first week, it might not do the greatest because people might be busy, or there might be other events on that week, they don't have time to it might be, I don't know school holidays where they're not in the normal rhythm, whatever that is. But then when you look at the old time downloads, or the 30 day, or the 90 day downloads for that episode, and they're huge. You're like, hang on, it didn't feel like it did well, but it actually is doing well. It's just that it's not in that week that it did well.
Yeah, it's really exciting. What I find quite exciting is I noticed when someone new comes on, because all of a sudden there's like 111111 all the way down like they just had beans, which is great. Other thing I'm actually really excited about is being able to support my humans to understand what we actually do. Because that until now people know me as the clicker queen, right. And I love that because I do love clickup. And it's amazing. But clickup is only a minor part
It's only a tool that you use to help people achieve those things.
That's right, I know that I've been getting clearer on how I talk about that. So now we talk about it as clever systems design. So as we're going to do words and things on the website to support that. But you know, now I am every conversation, it's well when we do clever system design, and we go through four stages, federal four phases. Phase one is discovery. Phase two is design. Phase three is creating phase four is connected. So obviously micro points under that I actually even did a little infographic the other day. So it's really exciting or inspiring. But it's once now I'm clear that helped to really shape all that strategy that we've all those themes that we've created as well.
Yeah, that's amazing. When things aren't feeling the best in the business and they're not flowing well. They're feeling clunky, they're feeling sticky. Where do you think the best place to start with addressing those those issues?
Yeah. So something I shared with you earlier, from a personal point of view when you're feeling it yourself. So I go in and I deep clean my clicker up. And the first thing I do is I go to the everything level, I bring up a list and I anything overdue, clean and move anything that's next seven days clean and make sure that all the details are there. So that gets me in a cleaner space. So then I can actually deep dive into whatever it is that needs to be done. If it's feeling clunky. There could be two options like two views on it. One could be that you have a volved, your mind has evolved. So what I mean by that, and something we spoke about earlier is, I know for me over here that the artisans, my role is shifting. I've always been moving towards it, but I now see owing, right, so my role is up here, right. So I have that high level view on all of our systems in the business, who's doing what, and I'm also bringing in my fabulous humans that just made me feel so supported. It's not, it's so much, so I can achieve that, right. But when you're in the middle of it, you will start to experience things feeling clunky, because your mind is moving into strategy land, and higher level, but you're doing the doing still.
So connecting in with that feel finding if that, or your processes, and your systems and your ways of working need a refresh. And so that could look as simple as you're not loving the piece of tech you're using. Right? So maybe you're in Trello. And it's not supporting your business anymore. You need something like click up or Asana or Monday or the other thing you know, and it is literally could be as simple as a shift. And I say simple. It's not as simple but shifting to functionalities that can support you. Or it's actually the process that you're going through. So take a moment to step back. Why are we doing these steps? What can we automate automation to the best, let's make it simple. Especially if you're a solo human running a business where we can do less button pressing by introducing clickup automations, or Zapier or whatever? Much easier. So yeah, there's sort of two lenses that I put on it. And it is once you actually give yourself the space. So that's why I said clean your stuff up. Because yeah, the day to day noise, or let's call it noise, it's not maths, it's noise, especially as you're growing, might might be bringing a team on, you might be getting more clients, you might just be being really creative right now. So you need more energy somewhere else, clean the space so that you have a clean canvas to actually dive into that particular thing. That's feeling clunky.
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