Reinvention as a Competitive Advantage with Anna Crowe

00:00
Anna Crowe
There are many companies and people that thrive on sensationalism and clickbait and even publications, let's be fair, because we know that those are SEO friendly and a friendly. So it's a fine line. But I think this type of tricking or misleading is a better word is certainly a great way to erode trust. Welcome to the Podcast Interview Marketing show, where we explore big ideas with leading experts on how to grow your brand and business with targeted podcast interviews views. 

00:33
Tom Schwab
Here's something that every founder eventually learns. Just because you've changed doesn't mean the market knows you've changed. Maybe your business has evolved, your expertise is expanding, your ideal customer has changed. Maybe you've written the next book or launched the new offer or completely reinvented what you do and who you are. In your mind, the transition makes perfect sense. But your audience, well, they may still know you for who you were five years ago and not who you are or who you're becoming. That's what I loved about this conversation with Anna Crowe. She's taken a successful company and deliberately evolved it for a world where storytelling and trust, founder visibility, AI and reputation are becoming increasingly connected. And there's a lesson here for every podcast guest. Podcast interviews aren't just a way to promote what you did, your founder story. 

01:45
Tom Schwab
They're a way to educate the market about who you're becoming, where you're going. Every conversation gives you another opportunity to explain the why behind the change, your point of view, to repeat the ideas you want associated with your brand and build that digital footprint that humans and increasingly AI uses to understand you. Reinvention. It happens internally, but if you want to grow your business, you got to communicate it externally. Here's exactly how. Anna, welcome. I've known of you for a long time through eo and I always knew of the company you had and then it was successful. What multiple 3 times inc. 5000 winner and then you reinvented it this year. So I'd really like to really talk about the reinvention of that, how you thought about it, how you promote it. 

02:45
Tom Schwab
And so can you sort of start with that of does the, I guess the industry know who you are and who you want to be, or do they still know who you were? 

02:58
Anna Crowe
Well, Tom, first of all, thank you so much for having me on. And reinvention, as you know, is one of my favorite topics. So I'm glad we just dove right in to reinvention. And yes, I think, you know, from a broader standpoint, we're consistently constantly reinventing ourselves. Personally Professionally. And I think what adds another layer of challenge, as you alluded to, is the image that we portray to the world or what people become familiar with us based on, or the identity, whatever word you want to use. So for me, when it comes to the professional side and this juncture, particularly taking Crowe PR to then expanding into Cromedia is certainly a form of reinvention. And it is something that I've had to educate on and speak on and write about. 

03:47
Anna Crowe
Because to your point, not just the general population or the people in our industry, but you've got to train AI and SEO and Google, right. And all these things around if you want to get the message out there in an effective way. And so as a marketer, I have to think of that too. But for me, yes, it's really about creating a company that's the next evolution of what we've been offering. Because the challenges that our customers have today looks slightly different than 10 years ago. The world looks different, the marketing landscape looks different, the way people engage with companies and buy products looks different. So Chrome Media really is an evolution of Crow PR to broaden the storytelling ecosystem. Yeah. 

04:29
Tom Schwab
And it is an evolution, Right. Once you tell the story, it makes sense. But as you said there, it's one thing to reinvent yourself, right? And as founders, we move quick. But then to bring it to your team, that's, you know, that's a job, and then you've got to bring it to the world. So how did you think about that as you were like, this is what the next year or so of launching this is going to look like. 

04:56
Anna Crowe
I am a typical entrepreneur, which means I have the idea, have the vision, it's already executed in my mind. I'm already on to the next thing. To your point, the world doesn't quite function that way. And so, yes, I have to get the idea, outline the idea, structure the idea, share with my team, get buy in, you know, have some idea sharing and say, okay, what am I not missing? What am I not seeing? What am I missing? Sort of litmus. Is that the word? Litmus proof test. The pressure test is a better word. The idea and then evolve it. And then by, you know that we used to have to say something once, twice, maybe three times, up to seven. Now we have to say things 30 times. 

05:41
Anna Crowe
So even within my company, after I thought I've shared everything and laid out the plan and got the energy around it, I felt that I still wasn't properly communicating. So I had to recommunicate and share. And so and then to your point, going outside the company saying, okay, what's our plan? What's our go to market plan? How do we educate? And I think that's the term here. It's education, you know, it's not promotion, it's, hey, it's connection, it's storytelling, it's education. And to me, explaining why is just as important as explaining what we do, because it all starts with why, as our friend Simon Sinek likes to say. And if we don't have a strong why, I mean, we can go launch companies every day. 

06:21
Anna Crowe
They may not be successful, a lot of people do, but for me, it was really that evolution of what is our customer need now, where is our company going and how do we bridge the gap and create something that is set up for the future, not just for today. 

06:34
Tom Schwab
Love that. And it's that it's not just PR or marketing or just announcing, hey, we've got a new logo here. Right, Right. Well, why, what was wrong with the old logo? There, There has to be that education to the market there of how the world has changed and how you've changed with that. 

06:55
Anna Crowe
Exactly. And it's part of building that story, part of building the narrative, which is strategy in itself. Right. A lot of companies will say, I've got this great idea, everyone's gonna love my widgets. Let's go just tell everybody how amazing our widgets are. Yes. And we have to be strategic around what we share, when we share, how we share it, who we're sharing it to, and have a lot of that information, which is why branding agencies exist, which is why there's this appetite for telling the story through a brand. And then what we do on the PR side, yes. We build trust through those credible channels like earned media and influenza marketing, to generate some social proof through third party validation. And it's bigger than that now. We talked about this earlier. It's also the educational content. It's founders becoming brands. 

07:43
Anna Crowe
I'll tell you, I had a guest on a show a few months ago that said my business skyrocketed the minute I, the founder, got on camera. Now, that may not work for everybody. Not everybody loves the camera. I'll tell you. I don't even love the camera. And it just is a different world today and we connect and engage in different ways. And plus, in the world of AI, we can create anything. I mean, I make videos of kittens and pandas dancing all the time and love to send them to my mom and trick her, but it's not really sustainable to not have real connections and real stories. So I think that's part of the process too. Yeah. 

08:22
Tom Schwab
And one of the things you said there about being the face of the company, being the brand there, I remember somebody saying, you know, part of leadership is leading, right. And being out there and being uncomfortable with it. I can think of a, an EO event that I went to and the speaker pointed out that she mentioned all these great companies, right? Virgin Atlantic and Sir Richard Branson, Elon Musk and Tesla. And then she put up there that all of the individuals had 10 times as much of the social media following as their brand did. And then she asked us in the room and pretty much we did the exercise and it came up. It was about a 10 to 1. And her point was, is that today being invisible online is no longer an option. Right. 

09:14
Tom Schwab
If you want to raise the awareness of the brand, you've got to be out there. 

09:19
Anna Crowe
And that's for better or for worse, right? A hundred percent. I think when you speak to those individuals specifically, number one, they're all very pro PR because they know that is how the story really gets out there and builds trust. And I think Richard, specifically understanding the personality and the person behind the brand and creating an emotional connection to that person only helps. Unless of course, there's something that person is doing publicly that may create potential damage to the brand. Need we talk about the Coldplay extravaganza of 2025 and so. Or was it 26? I don't even know. I feel like it happened a while ago now. So yes, I think. Does it work 100% of the cases? No. 

10:10
Anna Crowe
And in 2026 and going into 2027, I think personal branding, especially founder led branding, is only going to continue to rise and I think it will rise exponentially because we are trying to connect. We have 50 types of apparel brands, but maybe these three apparel brands have a founder story, have a connection, have a human in front of the camera that I could say, well, I really like what he or she had to say. And that resonated versus choosing between similar products and attributes. 

10:45
Tom Schwab
Well, I guess the first time you did the go to market or the most recent time was a decade ago. Now you've gone to market with the new brand, the new company. How do you see it changing from a decade ago to now? And I guess the bigger question is what it's going to look like a year or two years from now. 

11:04
Anna Crowe
Well, as a leader, I'd say a decade ago I really didn't know What I was doing, I had no idea how to scale a business. I build a business. I knew I wanted to get on the Inc. 5000 list. And so I said, okay, I'll figure it out and we'll get there. And we did, which is great. But I didn't really see myself as a CEO who would lead a multimillion dollar company at the time. I just saw myself as the staff that had to do all the things, including taking out the trash at the end of the day. And that's okay because we all start there. We all start with an idea and a belief that we can accomplish something, that we could take something to the next level. Even when the universe tries telling us like, no, you can't. No, you can't. 

11:45
Anna Crowe
Here's Covid. Here's this. And as entrepreneurs, we continue understanding and sitting in that discomfort and then moving forward, I think that's an important thing for all business owners. And now when I launch a company, I now have a decade of experience leading a company, you know, leading employees, scaling a business, overcoming challenges. So I just sit in a different capacity and I see my new company through a different lens. And I think back then I really wasn't talking about what were doing and why were doing it. I was just doing it. And now that I've been in this world and also I've worked with hundreds of really cool and exciting brands all over the world in the decade that I've had crop yr, I have a lot more knowledge, I have a lot more experience. 

12:29
Anna Crowe
I am capable and comfortable talking about the why and the what because I so strongly believe in it. And I have a team in place who can execute a lot of the things that is really helpful. So it really depends also at the stage of the company, the business and your experience. And there's no right or wrong because every day we get more and more experience. 

12:48
Tom Schwab
That's true. It's like when you first start out, there's not a whole lot of story to tell. It's more of the execution. And as that goes on, the clarity and the story come along with that. 

12:58
Anna Crowe
Yeah. And you start seeing what the market needs. You start listening to your customers. I think that's a key thing. Right. Companies should always listen to what the customers are saying and where the market is going. And that's a beautiful thing we get to do and is to, you know, as small business owners, to react to the market quickly. We don't have to turn the whole cog in the machine. We can see things. I think the challenge becomes is communicating it, making sure people are on board, making sure that everyone knows what to do, and then reinforcing that messaging. 

13:27
Tom Schwab
So do you think the communication is getting easier or getting harder with AI here? Because, you know, you had said before, we're talking to people, but it's like, oh, the good old days when we just had to talk to people. Now I feel like a lot of times the content is made for the algorithms or for the AI. How do you think about that? 

13:47
Anna Crowe
Such a great question. I mean, it's the same feeling I have with social media. I used to just have my cup of coffee and not need to document it. Now it's different world than I just. Because obviously I don't have to document it. But at the same time, it's all the storytelling these days, and it is a digital footprint that we all build and we inspire our companies to build and we say, hey, founder of a brand that we represent. I need you to go record yourself speaking on the stage. Oh, and you have to remember your talk. Oh, and you have to do this and we have to capture it. So it is a harder world, I think, and I think the stakes are higher and so are the opportunities. Right. 

14:28
Anna Crowe
We don't have as many processes, structures, red tape to get through to tell a story. Anyone can tell a story at any given moment in time, and that is a beautiful thing. So I choose to look at the opportunity and not cringe at all the other stuff that we have to do today. And at the same time, when I say have to do, I also it's ingest. We don't have to do anything and we choose to do it. And I believe in testing and trying and seeing what works. And I think just getting over yourself, kind of going back to reinvention. Oh, but people think this of me and now I'm going to confuse them because now I'm talking about this. That is such an internal monologue. Dialogue. Monologue. No, it's internal to ourselves. 

15:07
Anna Crowe
It's our monologue that we tell ourselves, and that's just a story. And if we can buy into a million different stories, so why not change that story to something a little bit more useful and valuable to you? And at the end of the day, nobody cares about you the way we think people care. And so it's just being grounded, I think, in what you believe in why you're doing the thing and testing and knowing that if you fail fast. You. You dust off your pants or your Skirt and you get back up and you try something different. 

15:38
Tom Schwab
It's interesting. We were talking to Joe Pelosi the other day from previously of Content Marketing World Right Institute. There's another one where everybody still thinks of him as that and he sold it years ago, but he was talking about when content gets infinite, trust gets more scarce. And just what you were saying there, it's like you're doing that to build trust, but in the same way the trust can be destroyed too. So it's like looking back 10 years ago, for both of us, it was easy, right? Because there wasn't a lot. If you made a mistake, it wasn't seen as much and there wasn't as much to lose with it. 

16:16
Anna Crowe
Yeah, well, no one could take a screenshot of it and keep it online forever and ever. Of course, we didn't have that digital footprint. And I think it's such an interesting world when it comes to building trust in a digital setting. And I think there is no right formula because I do believe it comes back to what is true for you. You know, I'll watch some videos, they'll say, oh, we gotta post 400 pieces of content a day. And that to me is not trust building. Now, what that is algorithms deciding that they can show your content to a bunch of people. But that does not build trust in me. So I think doing something, putting yourself out there is a right thing to do and it has to look organic and authentic to you. 

17:05
Anna Crowe
You have to be able to wake up in the morning and say, okay, yeah, I'm really happy with what I said and what I did. I did the right thing. And not just for the sake of playing the game, because playing against an algorithm is exhausting. No one's going to win against meta. Sorry. We could try, but we won't. Right. So build your trust as what do you really stand for? What do you believe in? And I think in being consistent in that messaging, being clear and being consistent are really paramount when it comes to building trust. And you know, I wrote a whole book called Get Real on the power of authenticity. Do as you say. Say as you do. I have all these tips in there and it's an old book now, it's six years old. 

17:42
Anna Crowe
But I really do believe that the best way to disrupt trust is to be to saying what you. To not saying or not doing what you said. And there's other ways, of course, where we can easily break trust within seconds. So I do think reputation is such an important thing. And I was just working in an article, actually about how on the PR side, it is our role at any level of a PR communications professional to be the eyes and ears for brands, channels all over the place. You know, recently there was a situation with a popular golf brand where an ad was put out that created a lot of friction online. I mean, it was in the Wall Street Journal, it was on CNN and all these things. And my first thought was, where's the PR lead? 

18:28
Anna Crowe
How come no one looked at this from a reputation lens? I think we can all be creative. We should be creative. We gotta push the boundaries and we have to be mindful of our reputation. We just have to have that lens. 

18:42
Tom Schwab
How do you think when you work with clients to work to their strengths? Right. Cause there's some people that are saying, I don't want to go on video or I like writing or I like talking but not being on video. How do you think about playing to their strengths where they're authentic there and they don't feel like they're, dare I say, you know, inauthentic or not comfortable with the medium. 

19:07
Anna Crowe
I agree with you about playing to the strengths and trying something new every day and testing. You know, it's like that old 1% better every day, applying it in this uncomfortable setting. Most people are not comfortable on camera and that discomfort is real. And you talk about introverts or others. Yeah, it's like, I don't want to do this. So the good news is there are media coaches and trainers and voice coaches and all these people that can help people get comfortable. Now that. Does that mean you need to go and create your own podcast or be on stage every day? No. I think yes. Let's identify what are those strengths and then find ways to multiply that content. So to your point, if someone's a great writer and loves writing blogs, fantastic. Let's educate through blogs. Now, what can we do with it? 

19:55
Anna Crowe
Can we put that into social media content so that it has a better reach? Can we record a short video with it? Just so it's a different type of content delivery because as you know, some people are visual and love watching videos. Some people can listen. Right. Some people can read. So if we're trying to connect and engage audiences that also have a different method of engagement, we've got to try different things. But that doesn't mean that you need to go and record a two hour podcast or write a whole novel or a book or whatnot. We have to be true to ourselves and we have to push the boundaries and test things just a little bit, because I think there is something very comforting and great for the lack of a better word, with testing things that are uncomfortable. 

20:40
Tom Schwab
And I love how today probably couldn't do it 10 years ago is that you can create in the way that's easiest for you and then repurpose into other ways. And amazing part is it doesn't take more of your time. You can usually find someone to help you with that too. 

20:57
Anna Crowe
Exactly. You can have a great team. And there are plenty of AI tools that aren't making stuff up, but are helping you be more efficient with technology. I can't tell you. You probably do the same thing. I'm creating apps on Claude. I'm launching all these things. I would have never thought that I could tell an app or a tool. This is what I'm trying to do. Here's my vision. And it goes. And does it. I actually joke around that Claude is terrible for small businesses because every entrepreneur now has this mega tool at their fingertips and can put all their ideas out there. And then the teams have to go, wait, no, I thought were done doing that. Wait, no. Right. We don't need to do the prototypes that take weeks or months. So it's kind of fun. 

21:41
Anna Crowe
But I'm AGI Kat and I'll sometimes do it first thing in the morning. You know, I was working on some prompts this morning, and it's like, here's your app. And they're like, oh, I gotta come back to it tonight and figure out what to do with this app now. So we have these tools too, to make videos, to do cool things, as long as it's not disrupting the message or it's inauthentic message to you, or you're using someone else's messaging or, you know, there's a list of things not to do, which we won't go into, but there is a way to use it in the right way. 

22:09
Tom Schwab
Let's go back to why you decided after a decade, what was that thought process behind it that we need to reinvent ourselves right now? Because I'm sure that's not something that just comes up, oh, every 10 years we have to do that. Can you help us think into the thought process behind that? Because there's probably a lot of people that are saying, yes, the world has changed in a decade, but maybe our company hasn't. How did you think through that before you pulled the trigger? 

22:40
Anna Crowe
I'd say it was about five years ago. So it was shortly after Covid, I think Covid was a really great example of, hey, this can happen quickly. Things can change really quickly and you have to remember that word pivot and you have to change. And I think during COVID we did, I mean, we had a whole hospitality practice that closed overnight and we ended up building out a healthcare practice because that's where was needed, that's what was gonna make the biggest impact. So that was sort of an oh, interesting. That was a kind of like an, that's an interesting thing. I did not see that coming, did not foresee that things could change so quickly. And then I started thinking about our customers and how their customers are engaging with them. And I started noticing what's happening on social media. Right? 

23:28
Anna Crowe
Because we have the eyes and the ears on everything their customers are doing. We may not be executing their social media or their ad campaigns, but we're familiar, we know the team because we do have that reputation lens. And so that some things I started noticing saying, okay, well what part of this feels like could be an evolution of us, an extension of us, or what part of it can be a partnership? So I ended up acquiring a company about three years ago that was a social media company for that reason actually said, let's buy a company that's smaller than us and bring that here. And so we tested that and then we also started seeing this whole personal branding movement and the on camera content and all this stuff. 

24:05
Anna Crowe
And so I thought, okay, again, a lot of our customers are engaging and getting information in new ways. And with AI, with AOG now starting to bubble up a couple of years ago, I thought there's something here that we have this natural extension of our service offering that fits. We're not going to go do every puzzle of or every piece of the marketing mix. I don't want to build the behemoth. That's a lot of time, a lot of energy, a lot of doing things that aren't your core competencies, but our core competencies has opportunities in these elements. So part of it was the social umbrella. So expanding earned media thought leadership and influencer marketing to social media. Part of it was a studios umbrella. 

24:49
Anna Crowe
So I have Crow Studios under the media umbrella, which is launching a show, I'm testing launching a show which we just launched and then finding ways to bring that experience, bring the on air interview to our clients and to prospective clients. Because to your point, if I'm talking to, you know, any brand CEO or CMO or cso, they don't want to sit here and go on camera, but we can bring a show to them and say, we will interview you, we will get your information, we will interview. We've got all these great things and you've got some amazing content for education and storytelling purposes. So again, it's trust, you know, it's the next lever of building trust. And I think that is the next lever of leaning on different tools, the storytelling tools. 

25:34
Anna Crowe
And then there's a few other things like insights, I think data. You know, I used to be a financial analyst. I love numbers and data drives a lot of decisions. So let's be, let's create a solution for our clients where we can clearly understand how they're showing up in AI, clearly understand what is their media audit telling us, how is their engagement on social media so that we can make and help them make decisions that enhance their business versus just testing a bunch of marketing campaigns that can cost a lot of dollars. And so there are other elements, but again, the media umbrella is really just saying there's trust to be built and we're having it. 

26:10
Anna Crowe
Our company looks different today that is still leveraging some of the tried and true processes like earned media and thought leadership with some of these more novel tools. 

26:20
Tom Schwab
I love that. And the word you used in there was evolution. And I thought that was so true. It's like it didn't just like come overnight, it evolved. You saw where the market was going and as you described that and describe it to clients, it's like, oh, of course, that's what we need. And so you had to evangelize it to them, to the team and now to the world to say this is where we're going, this is where the world is going there. Have you found some mediums have been better at communicating this than others? 

26:55
Anna Crowe
Depends on the day. 

26:56
Tom Schwab
Yeah. 

26:57
Anna Crowe
Right. Because we're so impacted by the external noise as well by news, by algorithm changes. So even if we're thinking about social media, there are some months where some content works really well and it's clearly communicated and you get this virality and there are others where the same stuff doesn't land. I still really believe in earned media, you know, being featured in different outlets because I still believe in that third party credibility. I love influencer marketing because now you're adding that third party credibility to a social element and getting that social proof. And influencers, which by the way, we're now starting to call them as content creators in our space because they're not just influencing, they're also creating content for brands. And that's again another reason why we have Cromedia now because content is a big piece of storytelling. 

27:48
Anna Crowe
We're not doing it as a cover or front page ad in the New York Times. We're doing it in a storytelling way through different methods. But yeah, so I think it just varies and it depends. I think they are, all of them have strong potential. But I would still say that earned media is still very impactful in building trust, whereas performance marketing is still very impactful in amplifying and putting megaphone to your message. 

28:13
Tom Schwab
It's interesting that transfer of trust. I had two people recently reach out to me about this great program they could run. And Anna, what they're going to do is going to take your video and put the background for Joe Rogan's podcast there or for Jay Shetty's and you can talk about anything and put your little clip there. So when you put it on social media, people will think you're on Joe Rogan. And I just looked at that and said, I understand what you're trying to do to deal that trust but. Or that that association, association with the brand. But I'm like, how fast is that going to break trust when people look for the full interview and realize that wasn't there? Right. It's like me putting my picture on time, man of the year. Right. 

29:07
Tom Schwab
You can used to be able to buy those and everything like that and it got to be a joke after a while. So it's interesting and I love that how you're always looking at what's coming new, what you can do to build trust in the, in your market, not only with the people, but the algorithms and the AI that's referring. 

29:29
Anna Crowe
Yeah, it's such a good example and it's so funny because you're right. There are many companies and people that thrive on sensationalism and clickbait and even publications, let's be fair because we know that those are SEO friendly and AEO friendly. So it's a fine line. But I think this type of tricking or misleading is a better word, is certainly a great way to erode trust. You know, when, not when the buyer has such cognitive dissonance from what they believe they're buying. Even if it's just watching a video that's gonna be like. And there's plenty of other options. That's the thing. Maybe long time ago we didn't have options. We say, okay, well this is the only show I can watch. So it is what it is. Nowadays, even if we're just talking about shows, there's Millions. 

30:15
Anna Crowe
And, and I think I do believe that podcasts like this one and shows like we created with the Real Shift show and so many others are really the entry level point moving forward. You know, I used to think part of the Identity Conversation is 5 years ago I thought, oh, I should start a podcast. I actually did have one in Covid on LinkedIn, but it didn't really count. It was my way of connecting with people. But I said, well, who needs more pod? The world doesn't need more podcasts. The world doesn't need more shows, right. And now I step back and say, actually it's again goes back to storytelling, education, inspiration, entertainment. It's another product that we're creating and it's all different because every show is different, unique to the host. It's like a service, right? 

31:02
Anna Crowe
So I think there is beauty in and I think moving forward we're going to see that. Wow, who doesn't have a podcast? How do you not have a show? Because that's just only really going to grow. 

31:13
Tom Schwab
Well, Anna, what's ordinary to you is amazing to others. Thank you so much. How can people get in touch with you? What's the next step here? 

31:21
Anna Crowe
Well, if you want to visit our company, it's crowe-media.com and Crowe spelled like Russell Crowe. C-R-O-W E. You can also connect with me on LinkedIn on Anna Crowe and yeah, same thing on our Instagram channels. And if you want to check out the show, it's the real Shift show, which is on YouTube is which where we do have a lot of really fantastic guests. And our season two is underway. 

31:43
Tom Schwab
Thank you so much, Anna. 

31:45
Anna Crowe
Thank you. Really enjoyed speaking with you. Tom. 

31:48
Tom Schwab
One of my biggest takeaways from Anna's story is that reinvention isn't announcement. This is an educational campaign. You can change the company's name, launch the new service, or rewrite your website and unveiled a new logo. But none of that guarantees that the market understands why you changed or what you want to be known for. Now, that takes intention, it takes repetition. And Anna talked about something I think every podcast guest needs to remember. Sometimes we think we've said something enough because we're tired of hearing it ourselves. Your audience, well, they may be hearing it for the first time. So here's your action step before your next podcast interview. Finish this sentence a year from now, I want to be known for. Then look at your stories, the examples, those questions and the ideas you're bringing into that interview. Are they reinforcing that new identity. 

32:58
Tom Schwab
Because every interview is leaving breadcrumbs, often digital breadcrumbs. It teaches the listeners what you stand for. It gives search engines and the AI more context into who you are. And it creates content that can be repurposed across the channels where your customers and your clients already spend time. Don't just use podcast interviews to tell people what you've done, your founder story. No, use them to teach the market who you're becoming.