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The Situation

When David (Ledge) Ledgerwood came on the Business Podcast Spotlight, he was already a seasoned podcaster with hundreds of episodes behind him – and a track record of using podcasts to build real business relationships. But this time, the goal was different. He was in the early stages of planning a new show, one built around personal curiosity and deeper conversations, completely separate from work. The challenge? Shaping a podcast that feeds creativity and connection, while still leaving the door open for meaningful professional outcomes.

About David (Ledge) Ledgerwood

David (Ledge) Ledgerwood is a long-time entrepreneur and agency founder who’s spent his career building businesses, closing deals, and using podcasts as powerful tools for connection. He’s worked with B2B service firms across the board and has a particular love for helping podcast agencies grow and thrive. Through projects like Listen Network, Ledge is focused on making podcasting more valuable—for creators, clients, and audiences alike.

What’s Happened So Far

Looking at Ledge’s situation, he’s already done a lot of heavy lifting in the podcasting world – hundreds of episodes hosted, guest appearances all over the place, and a proven track record of using podcasts to build real business relationships. But after stepping back for a while and taking a much-needed breather, he’s feeling the itch again, only this time, the goal is different.

In the past, his shows were built around business development. He invited guests who were potential clients, built strong connections, and followed up with care. It worked – millions in revenue kind of worked. But what made those shows successful wasn’t just the strategy. It was the relationships, the conversations, and the way the content kept providing value long after release.

Now, Ledge is leaning into that part even more. He wants to build something personal, something driven by curiosity. That Made Me Think is shaping up to be a show about the ideas and interests that fuel creativity – without ever talking about work.

No sales angle, no funnel, no pressure. Just smart, thoughtful people sharing what lights them up.

He’s already outlined the concept, played around with visuals and branding, and knows he’s got a strong network of guests ready to jump in. He also knows from experience how important it is to keep the workload sustainable, and how easy it is to burn out when a show turns into a chore.

So the big question now is: how do you build a podcast that supports creativity and connection without letting it take over your life?

And inside that question are the practical ones:

What’s the right release schedule to stay consistent but not overwhelmed?

How do you keep production light, but still polished?

How do you track success when success isn’t about downloads?

And maybe most important: how do you make it something you want to keep doing for a long time?

The New Plan

As you’ll have heard in the conversation, Ledge is clear that his next podcast isn’t about lead gen or growth hacks—it’s about creative energy and deeper conversations. With that in mind, we landed on a plan that prioritises ease, flexibility, and genuine connection over heavy production or tight publishing schedules.

The best approach? A consistent but manageable release schedule (monthly or bi-weekly) supported by tools and systems he already owns through his businesses. No need to reinvent the wheel—his production and distribution infrastructure is already solid. What matters most is keeping it lightweight and enjoyable, so it remains something he wants to do, not something he has to do.

He’s also going to batch-record a handful of early episodes with trusted peers to build momentum and ease back into the hosting chair. From there, promotion will focus on relationship-building, with clips and content that highlight the guest, not the host. This keeps things aligned with the spirit of the show—curiosity, creativity, and connection—and naturally invites the right people to listen and engage.

Because the conversations are broad and human, they can stand alone or be grouped into themes over time if needed. The show isn’t tied to a funnel—it’s tied to a sense of exploration. And that gives it the space to grow into whatever it needs to be.

How to Use This Strategy

So if you’re thinking about launching a podcast primarily to build deeper relationships – like Ledge is planning – here are a few things to consider:

• Who are the people you’d genuinely like to spend more time talking to?

• What kinds of conversations would feel meaningful and fun, even if they never turned into business?

• How can you make your guests feel seen, appreciated, and glad they said yes?

Start by listing the top 10 people in your network you’d love to connect with more often. Then pick a theme that gives you an excuse to invite them on for a chat that isn’t about work. That’s your first season.

Keep the format simple, make them sound great, and plan a follow-up touchpoint after every episode – this is where the real magic happens. You’re not pitching. You’re showing up, listening, and building trust.

And if you enjoy it? Keep going. You don’t need a million downloads—just the right conversations with the right people.

If you’re looking for a partner to help you figure out and deploy a strategy that will work for your business, we can help! Book a call, and let’s talk!

How to Track Success

Here’s how to measure success for a relationship-focused show that’s also meant to be creatively fulfilling:

1. Did you follow through and launch the show you said you wanted to make? (Finishing and publishing is success all on its own.)
2. Are you staying consistent, hitting your release schedule without burning out or skipping episodes?
3. Have you reached the “flip point” – around 50 episodes – where people start asking to be on your show without you chasing them?
4. Are the conversations helping you feel more engaged, creative, or curious in your work and relationships?
5. And eventually, are there signs of long-tail results – like someone reaching out 18 months later and saying, “I’ve been listening, and now I’m ready”?

For this kind of show, downloads and analytics are secondary. The real measure is: do you want to keep doing it, and is it quietly opening doors in the background while you do?

Connect with Ledge

Ledge is deep into the creative planning phase for That Made Me Think, and we’ll be inviting him back to the Spotlight once the show is out in the world to hear how it’s going. In the meantime, if you’re a podcast agency owner (or adjacent) looking to improve discoverability and client retention, check out what he’s building at Listen Network.

You can also connect with Ledge on LinkedIn—he’s always up for good conversation, especially if it’s not about work.