7 Tips for CEOs Going on Podcasts

I host an adtech podcast that’s recorded nearly 100 episodes, mostly with CEOs, and I also coach CEOs on communications. Along the way, I’ve picked up a few patterns around what tends to make for a strong, engaging episode. 

Here are seven tips to crush your podcast appearance.

1. Know the #1 message you want to communicate

Before you go on, get clear on the one idea you want listeners to walk away with. Most podcast appearances are conversational and wide-ranging. That’s great, but it also means it’s easy to talk for 45 minutes and never actually say the thing you came to say.

Your company should have a clear brand narrative: what’s wrong with the status quo, and how you’re changing it to the benefit of your customers. Aim to land this in your first answer almost regardless of what the host asks. Don’t awkwardly force it, but be ready to articulate it cleanly in 60 seconds.

For example: “First, for anyone who doesn’t know me, I’m the CEO of Sharp Pen Media. Our view is that the media has changed dramatically over the last 20 years, but most communications strategies haven’t evolved — they’re still about getting you in AdWeek. We do that, but we also think the CEO should be at the center of the communications strategy, speaking directly to their audience and leveraging not just the trade press but also channels under their control like social, email, and audio.”

That’s the job. Get your core idea on the table early.

2. Keep it short

Most people are guilty of long-windedness (myself included). If you’re talking for more than 2–3 minutes at a time, you’re probably losing the thread. 

Be economical and err on the side of brevity. Make one point at a time, then give the host space to react, ask a follow-up, or take the conversation somewhere more interesting. 

That’s what makes it feel like a genuine conversation. Listeners don’t want to hear a monologue with occasional prompts from the host.

3. Remember your audience

All good communication is tailored to the audience. Your answers should be too.

Before you go on, have a clear sense of who listens to the show and why. What are they trying to learn? What problems are they thinking about? That context should shape how you frame your answers.

If you’re on a CEO-level podcast, speak like you’re talking to other CEOs (strategy, trade-offs, and decisions). If it’s for marketers, get more tactical. 

The core idea might be the same, but the framing should change.

4. No one cares about your history

Sorry.

If you find yourself saying, “Let me give some background” and going back to 2007, you’ve taken a wrong turn. Most listeners are not there for your origin story.

Focus on the present and the future. That’s where the value is.

A good rule of thumb: only share background if it directly supports the point you’re making. If it doesn’t move the conversation forward, cut it.

5. Ask the host questions

Listeners enjoy authentic conversations.

If you’re genuinely curious about the host’s perspective, ask them a question. It makes you more relatable and often leads to a better episode that listeners are more likely to share.

And it takes some pressure off you to carry the whole episode. Even a simple “What are you seeing?” or “Do you agree with that?” can open up a thoughtful thread. 

6. You don’t have to answer a bad question

If you get a bad question, don’t feel obligated to answer it directly. Instead, pivot, or answer a related question that allows you to say something useful.

Phrases like, “That makes me think of…” or  “From my perspective…” are my go-tos in these situations. 

For example, I was once asked to recommend a personal book. I drew a blank. Instead of pausing awkwardly, I should’ve just pivoted: “I’m going to recommend a business book even though that’s against the rules. Here’s one and why.” Much better than dead air.

That’s all it takes.

7. Do your homework

A little preparation goes a long way.

Before you go on, listen to a few past episodes to get a sense of the host’s style, the flow of the conversation, and any recurring segments (e.g. Ari Paparo’s “what animal would your company be?”). You’ll also know how long the episodes typically run.

A great podcast appearance requires clarity and a strong point of view.  Know what you want to say, say it simply, and make it feel like a conversation.