Podcast Technical Instructions

Firstly, thank you so much for agreeing to be a guest on my podcast, I know time is our most valuable asset so I truly do value your generosity.

TLDR – just show me the questions 😉

Are you booked in?

You’ve probably already booked your interview slot, but if you’ve not done that yet, you can do so by clicking this link.

What follows are some simple guidelines that’ll help you give the listeners the best experience.

The Technical stuff

Please find a relatively quiet, non‑echoey room where you won’t be disturbed.
Try to avoid too much moving, playing with pens, tapping on the keyboard and so on. All those noises get picked up by the microphone and can be distracting to the listener.
I use Squadcast.fm to record which automatically uploads everything to a cloud server.
You’ll be sent a link prior to the Podcast via email; it’s straightforward to sign in. It will need a laptop using Chrome.

If you want to have a look around and test your set-up in the green room you can use this general link I know I like to test my equipment before.

Microphone ‑ normally your laptop microphone is fine from a quality point of view. But if you want true podcast quality, then a microphone is your best friend. If you’re planning on doing more podcast interviews, then I’d highly recommend the investment.
These are my two favourite microphones:


Headphones ‑ make sure you have a pair WITHOUT a microphone in them otherwise if there is a headphone mic AND a laptop mic, that can produce feedback. Squadcast will ask you which ones you want to use when you sign in, so make sure you pick the right options.
When the session has finished, DO NOT close your browser until the software says you can. Should only take 30 second maximum.
And that’s it.
If you’re unsure of anything, I’m happy to book in a test session prior to recording. https://calendly.com/gerard-fractal/pre-show/

If the connection drop for any reason you can just go back to the same Squadcast url and we can keep on going, I can stitch it back together later.

At the end of the show, your locally saved file will upload to the server, so when we finish recording we’ll just chat for a few minutes and the files will upload. The browser will show/tell you when the upload is done.

The Podcast is audio-only, but Squadcast.fm does have a live video feed. We don’t record the video, but I find it keeps help the interactions ‘real’. So while you don’t have to ‘dress up’ for the public I’ll still see you 😉

Podcast Content Instructions

The best Podcasts are the ones where we have a natural exploratory conversation.

The audience is Entrepreneurs and Founders.

My goal is for us to have an open and honest discussion about one company, my goal is for us to have a back and forth discussion and maybe even light debate about what a company is doing well or poorly with their overall marketing and communication strategy.
Some swear words are fine, passion tends to bring them up, but let keep it appropriate for a late-night talk show 😉
It is always good to remember that voices tend to go a bit ‘flat’ when recorded so try and be an animated as you can, forcing yourself to smile while you speak might feel strange, but your voice will sound engaged and interesting.
While we have 60 minutes booked in we’ll try to keep the show to 30 minutes, that gives us time to set-up and run a little over.
You can find older episodes here https://www.stitcher.com/podcast/gerard-doyle/fractal-marketing-podcast
But please remember that this is a new format.

It is always a good idea to get a general feel for the show before you jump on. However, please note the first ten episodes one formate, 11-29 are interviewing marketing professionals and we’re now in another new format – after all, how could I have a Startup show and not pivot 😉

I’m trying a new structure to the show, where I previous interviewed founders, I felt the episodes were becoming too similar and didn’t go deep enough. Also, the marketing side was limited.

The Topic – what we’ll discuss

  1. Most importantly – what company are we talking about – make sure we both agree on this.
  2. Once we agree we’ll both go off and do a little research on our own to develop our opinions.
  3. When the show starts we’ll release the company we’re talking about and get into the details.
  4. We’ll take it in turn to discuss something we like or don’t like or maybe something we’re curious about.
  5. The other person should naturally follow-on and ideally, help dig further into the area of interest.
  6. You shouldn’t know any inside information, anything we say should be based on external data that anyone could  collect
  7. This is not a ‘takedown’, we want to be both critical and positive
  8. This is a chance for you to show off your credentials, like a mock pitch
  9. The overall goals should be that someone listening thing “Wow, I really like their take on XYZ, maybe I should talk to them about my business”

Who Is Our Audience?

Typically a business founder audience in Australia but the UK/US side is growing.
These are founders of Startups https://www.linkedin.com/pulse/do-we-need-better-definition-startup-gerard-doyle/
I do, however, have many business owners who listen, looking for tips.

Remember people listen because they like to learn and connect, do your best to keep it real and open.

Pay it forward

The goal of the podcast to learn from each other, sharing experiences and thoughts so others can build on that knowledge. It is essential that you approach the show with a ‘pay it forward’ attitude. Don’t be afraid to collaborate on the show, none of us has all the answer.

Episode Promotion

Can you please email me the following so I can get the show notes and promotion ready.
1) A headshot I can use for the promotion
2) Job title and company
3) Linkedin profile URL
4) Twitter handle (if you have one)
5) A 3-4 line bio OR are you happy for me to lift from Linkedin?
6) Facebook profile if you use it for business.

When the show is live, I’ll post the show on Social media and send you some info so you can share it too. I invest a good amount of time on this part so you’ll have lots of content to ‘like’, ‘share’ and forward.

Remember podcasts are about deep and engaging content, so you’ll have people who listen to the entire 30 minutes, that’s a lot of personal brand ‘buy-in’

Looking forward to chatting with you about marketing !!!

If you’re not sure about any of the above please feel free to book in a quick pre-show session at a time that suits you so we can chat here https://calendly.com/gerard-fractal/pre-show/

Do we need a better definition of a Startup?

Assume grade 7 debating team voice: “The dictionary describes a startup as a newly established business”

When you hear the word ‘startup’ what do you think of? Hipster workplace with millennials nursing a craft beer decked out in the latest tech? Maybe not quite that clichéd, but when I hear the phrase ‘startup’ being used in association with small businesses like restaurants or hair salons – my spidey sense tingles.

Am I wrong?

As Shakespeare would have it, “a rose by any other name would smell as sweet”.

But what makes a rose a rose?

The term ‘startup’ has been as maligned as the word millennials; being young doesn’t make you an ungrateful avocado monster with no work ethic, and being a young new business doesn’t make you a startup.

Maybe it’s semantics. But then again, maybe it matters.

But what is a startup, really?

As has been said by many: A startup is a company working to solve a problem where the solution is not obvious and success is not guaranteed

But couldn’t that be any business? Surely, a startup and traditional new businesses differ in several ways.

And if so, why try and claim yourself as a startup if you’re not one?

Remember when there were only a handful of supermodels? Christy Turlington, Naomi Campbell, Eva Herzigova, Helena Christensen, Claudia Schiffer and Elle Macpherson. (And yeah, I had to google all of those names). Now, whether the annoying progeny of a Rolling Stone or a Hollywood love child, the term ‘super’ seems to apply to anyone who’s paid a lot to model.

It’s the same thing with startups. If it’s at all possible for a business to be ‘sexy’ then perhaps we can see how startups are the supermodels of the entrepreneurial catwalk. And when you look at how those supermodels have progressed, it’s easy to understand why so many business founders are eager to describe themselves that way. I mean, why be a model if you can just brand yourself as a ‘supermodel’.

I often find myself (irrationally) annoyed by some business owners describing their business as a ‘startup’ which has given me a reason to try and better define what I believe a ‘real’ startup is.

For me, a startup needs to be striving for the betterment of their customer with a business model that can scale. Better + Scale


A startup is a business that makes something better. Not better for you the founder, but better for your customer. It disrupts, challenges existing practices and innovates.

Better can be more efficient, effective or equitable. (The 3 E’s of a better startup )

It is not a market opportunity. A market opportunity is a chance for you, the business owner to make some money through smart positioning. There is nothing wrong with this, but this is not a higher calling, and it indeed can’t be defined as being rooted in a better customer product.

For example, an exclusive distribution right for plastic zip ties is a market lead opportunity, a long time ago a when the zip tie was created it could have been a startup, but not anymore.

A new Mexican restaurant in an underserved region is a market-lead opportunity. A new flavour of a carbonated drink is a market opportunity.

Many existing definitions of startups focus on the opportunity to scale and even accept a market gap. I want to propose today that a market lead opportunity does not represent a startup. That is not to say that there is not a gap in the market, it is just that the market is defined by the problem and the solution first.

Solution based products are designed to solve a problem, and the people with this problem are your target market.

And herein lies one of the core attributes of a startup, its culture. You see, evangelistic employees join a company because they align with the company vision. That vision is connected to a better world which the company will help to create by creating a solution to a customer’s problem.

And at the heart of this culture, is the startup founder.

Where supermodel Linda Evangelista famously wouldn’t get out of bed for less than $10,000 a day; a startup founder will stop at nothing to see their vision realised. Startup founders don’t track billable hours, or clock off at 5. They have a fire that motivates to keep going in the face of uncertainty. And what I’ve found is startup founders tend to be open, honest people keen to share their experience for the common good. They talk openly about their failures and their plans, driven by a sense of a greater purpose.

Without this greater purpose, you can’t be a startup. In my experience, this is why startups feel the way they do when you’re inside, yes you’re a business, but you’re a business that is creating efficiency, effectiveness or equality.

There are many startup definitions that try to quantify startup culture as part of the definition of a startup, but this approach is looking at the resulting culture rather than the cause which is the high purpose of the startup’s problem-solving mission.

Now, because a startup is solving a problem, it means that the path to success is unclear. You need to explore and discover this new path to success. This is a critical characteristic of a startup, they are exploring new groups, creating new standards and rules.

Just like Edmund Hillary climbing Everest, he knew to pack, food, water, shelter and seek as much local advice as he could. A startup founder has basic rules they need to follow, but the core of their business, the problem they are solving is uncharted territory.

And here’s the kicker. Once you’ve found the path, it will be easier for others to follow you. So if the core proposition of the new business has already been mapped out, then it is not a startup. If you’re an Uber clone, you might be a new business, but you’re not a startup. This is also the reason why a startup seeks venture capital and not a bank loan. If the path was well documented then a Bank would be willing to lend against known risk variables.


The second factor is scale. The second half of my definition is generally accepted by most people who have defined startups.

A startup founder does not trade time for money. The more time you put into your problem’s solution, the better your chances, but there is not a direct relationship between time and money.

This is the second reason Venture Capital is required and attracted to a startup. Not just because a bank won’t lend, but because the solution needs to be scaleable.

It is possible for a Startup to outgrow its status as a startup and for me; this is when the business has proven their ‘better’ solution at ‘scale’. The business has ‘solved the problem’ they set out to fix.

I believe a true startup founder sets out to create a new scalable business that at its core solves a problem that has not been solved before making life better for the customer, thus disrupting the status quo. ‘Better + Scale’.