The 12-Minute Method 100 Podcasts Challenge
It’s hard to add a book to the ecosystem of a business. I hadn’t really thought about that, all I’d thought about was Resistance and whether I was going to get the book out at all, and knuckling down and refusing to give up until it was out. But it’s a hard to add in because, as my friend John Monks said, whose book on running amazing workshops came out a few months before mine, ‘Getting it out is where the work starts.’
After the release of the book in December, I have a thing in the world. It’s an amazing feeling, with pictures arriving from different parts of the worlds, stories of people buying it for their loved-ones for Christmas, reviews even coming in. And it was a thing where, if I wanted it to reach more people, I had to do more things. And there is no end to those things. There is no ‘finished’. I had about 100 ideas and I knew that by googling ‘book marketing tips’ I could get 10,000 more. But, what to do?
Well, I sat down and I thought about The Focusing Question from Gary Keller’s book, The One Thing: What’s the ONE THING I can do to promote my book, such that by doing it, everything else becomes easier or unnecessary? And the answer came back: get the rest of the series out. And so releasing the next three 12-Minute Method books this year became numbers 1, 2 and 3 on my goals for the year.
But I play with a ‘top 5’ goals, so I had two spaces. So I asked the question again. Other than releasing the other books, what’s the ONE THING I can do to promote my book(s), such that by doing it everything else becomes easier or unnecessary? And the answer came back pretty clearly: the 100 Podcasts Challenge.
The idea came from a few places. The first was that setting myself ambitious (even outrageous) challenges had been transformational in my business twice before. I wrote more about that in this article, but in short they help me get out of my own way, get creative and ask for help. 50 podcasts wasn’t enough to get me a little intimidated. 100, or almost two a week, felt about right. Scary enough that there was no messing around, but not impossible.
That got sparked into a podcast challenge by reading this article about how Michael Bungay Stanier made The Coaching Habit a coaching industry classic as a self-published book (one of the ways was by appearing on A LOT of podcasts).
But why did the idea of podcasts feel like the right place to put my energy? Well, that came from my work to get as clear as I could on what success for the book is. When sitting with that question, ‘What is REAL success for this book?’, I realised that more important than sales or future clients was stories. Stories of people who had been stuck and had now started. People saying ‘I’ve been wanting to do X for years, and having come across your work, I’ve finally done it.’ And the 12-Minute Method had had this effect already - some of the most meaningful successes in my business had come from when I ran workshop in Seth Godin’s Akimbo community, which has spawned at least two books already and maybe more. And I didn’t need the book to create those stories, I just needed to tell the story of the book. And so, how could I tell the story of the book in a way that makes everything else easier or unnecessary? Well, I could tell it on podcasts. And then maybe, just maybe, a listener here or there will beat their procrastination, be more productive and finally do that thing they’ve been meaning to do.
And then I got stressed. How the hell am I going to do this? How or when am I going to find the time to schedule the podcasts, let alone do them? I had those thoughts going through my mind for a few days before I remembered what my 12-Minute Method books are about. They’re about how a small amount of work every week creates extraordinary results over months or years, how it’s better to be doing something than nothing, how the tortoise beats the hair. And so I thought about it and scheduled in a 30 minute session to work on the 100 Podcasts Challenge every week. It’s hard to keep to it, just like it’s hard to hold space for a 12-minute piece of writing every week. But I know that I can do it, and so that’s what I do. Once a week, sit down for 30 minutes to work on this challenge. And suddenly I don’t feel so stressed any more.
I asked for help on LinkedIn, and people started helping.
I wrote this article about outrageous challenges, and people helped some more.
And, if you can help, please do. I need it: do you have a podcast that would welcome a guest to talk about creativity, productivity, procrastination, habits or writing? Do you know anyone who does? Do you listen to a show that you think I’d be a great guest on? If so, please let me know.
I wanted to share the 100 Podcasts Challenge journey with anyone who was interested, and so I’ll keep updating this post as the year goes on. It’s also for me. I need to have a way to celebrate to keep it going. My wife suggested a wall chart in my flat, which is a great idea and I might still do, but I also wanted it to be public. So…
Below are the podcasts! You can track my progress and/or listen to me talking about the 12-Minute Method, my journey and much more. I’ll be adding the podcasts as I do my bit - showing up and recording them** - and then adding links when they’re live (but of course you can also find them by searching your favourite podcast app).
Thanks for reading, and keep making cool things,
Robbie
PS Scroll to the bottom for a few notes about the rules I’ve set myself for this challenge - if you’re interested in doing this kind of thing yourself, you might like to read that.
UPDATE: 20th December 2022
The challenge is complete! Today I recorded my 100th and 101st Podcasts of 2022! There were definitely times when I didn’t think I would make it, but here we are.
Here’s what’s going to happen next with the challenge and on this page: I’m going to take a break for Christmas. Then I’m going to keep updating this page in the new year, to track the other podcast appearances that came from the energy put into this challenge - I’ve planted seeds that I’m sure will lead to lots more amazing conversations in 2023. You can find them below the line…
And I’ll keep updating the links on this page as podcasts come out, so you can listen to some or all of these conversations as and when you like! If you have any questions, you can always get in touch - thanks for reading and for following the challenge!
The 100 Podcasts
(Click here for a Spotify playlist with all the episodes that are on Spotify added to it!)
1. Gabriela Blandy’s YouTube Channel (3***)
2. The University College Dublin THRIVE Leadership Programme*
3. The All For Women Podcast (with Alexandra Pontón) (2)
4. Podcaster Community (with Craig Constantine) (1)
5. How We Grow (with Luke Harris)
6. Limitless (with Alex O’Neill) (9)
7. The Collective Wisdom Podcast (with Cat Preston) (4)
8. University of Edinburgh Strategic Leadership in Research Alumni Event*
9. The Niching Compass with Allegra Stein (5)
10. Entrepreneurs on Podcasting with Cliff Duvernois (12)
12. The Thoughtful Leader Podcast with Ben Brearley (6)
13. Marketing: Unboxed with Travis Scott (10)
14. Elevate with Brigitte (with Brigitte Agyapong) (13)
15. The Josh Hall Web Design Show
16. Creatve On Purpose Live (with Scott Perry) (7)
17. The Coaching Inn (with Claire Pedrick) (14)
18. Unfurling (with Catriona Horey and Elizabeth Wainwright)
19. University of Glasgow Talent Lab for Research Leaders Cohort 1*
20. University of Glasgow Talent Lab for Research Leaders Cohort 2*
21. Book Launch Anniversary Instagram Live with Brigitte Agyapong
22. ContentUK Members Webinar (with Christina Pashialis)
23. UCL Alumni Talk: Life After UCL Leadership*
24. Gabriela Blandy’s YouTube Channel II
25. Deutsche Bank Global Procurement Learning Week*
26. Get Over Yourself with Brandon Davis
27. Mind of Success with Monica Millares
28. The Coach’s Compass (with Clark Luby)
29. TICK TOCK BOOM! (with Natalie Potts)
30. Lead. Learn. Change. (with David W Reynolds)
31. The As-Yet-Unnamed PT Health Coaching Podcast
32. Henley Business School Marketing For Coaches
33. Instagram Live with Brigitte Agyapong
34. Association for Coaching Podcast (Make Time for Your Marketing Series) with Rob Lawrence
35. The Career Climb (with Jamie Dru)
36. Ideaspark (with Priya Hunt) - a 12-minute exploration of creativity
37. The 12-Minute Method Podcast Episode 1 - Changing Career
38. The 12-Minute Method Podcast Episode 2 - The Wisdom of David Gemmell
39. The 12-Minute Method Podcast Episode 3 - Building a Coaching Business
40. ListenIN (with Raquel Ark)
41. Me interviewed for The Coach’s Journey Podcast by Raquel Ark
42. The Winding Road (with Travis Scott)
43. Health Raisers (with Nadine Kelly)
44. The My Coach For Life Book Club*
45. Making Your Dent (with Michael Chaffin)
46. The 12-Minute Method Podcast Episode 4 - Starting a Blog: The Origin of the 12-Minute Method
47. The 12-Minute Method Podcast Episode 5 - Learning Spanish
48. The 12-Minute Method Podcast Episode 6 - Getting Married
49. The 12-Minute Method Podcast Episode 7 - Strengthening Relationships with Family Members
50. Podcaster Community (with Craig Constantine) - again!
51. The 12-Minute Method Podcast Episode 8 - Exercise
52. The 12-Minute Method Podcast Episode 9 - Starting a Podcast: The Coach’s Journey Podcast
53. Coaching Apprenticeship Final Project/The Coach’s Journey YouTube Channel
54. King’s College London Leading Researchers Programme*
55. Robbie Swale YouTube Channel
56. Sweat, Grit and Hustle (with Tracy Cartland-Ward)
57. The Business Success and Coffee Podcast (with Simon Meadows)
58. Coaching For A Living (with Alisa Barcan)
59. Ideaspark Panel (with Priya Hunt)
60. Academia 180CAMBIO (with Minor Arias)
61. Get Over Yourself (with Brandon Davis) - second appearance!
62. The 12-Minute Method Podcast Episode 10 - Reading Non-Fiction
63. Build Better Brands (with Danielle Clarke)
64. The 12-Minute Method Podcast Episode 11 - Publishing Books: The 12-Minute Method Series
65. The 12-Minute Method Podcast Episode 12 - Meditating
66. Ear Brain Heart (with Mark Steadman)
67. Do Good and Do Well (with Sarah Fox)
68. UCL Alumni Talk: How to Be More Productive*
69. Jericho Writers Build Your Book Month: How to Keep Going When You Want to Give Up
70. Fearless Inspiration with Iain Drudy
71. The 12-Minute Method Podcast Episode 13 - Appearing on Podcasts: The 100 Podcasts Challenge
72. What’s the Point? with Andrew Miller
73. Knowing When to Quit with Sarah Weiler
74. The 12-Minute Method Podcast Episode 14 - Starting a Podcast II: The 12-Minute Method Podcast
75. Design Feeling with Nirish Shakya
76. Leadership Live with Daphna Horowitz
77. The Personal Brand Business Show (with Bob Gentle)
78. Creative Entrepreneurship with Abel Garza
79. Growth Mindset with Fran Wilson
81. The Coaching Inn with Claire Pedrick
82. The InRehearsal Podcast with Ben Gallacher
83. Coaching In Focus with Joseph Grech
84. The One-Minute Podcast with Tanmay Sanap
85. King’s College London Research and Development Team Workshop*
86. Ideaspark with Priya Hunt (appearance 3: a 12-minute exploration of Flow)
87. The Coach’s Journey YouTube Channel
88. Epic Beings with Sukun Chopra
89. Day One Dreams with Patrice Jenkins
90. The Podcasters Podcast
91. Facebook Live in the 12-Minute Method Facebook Group
92. Business SOS with Marc Adams
94. How to Be More Productive (and why time management won’t help you)*
95. The Subtle Art of Not Yelling (with Miles Hanson and Bill Small)
96. The Phoenix Project (Marta Migueis’ coaching program for survivors of abuse)*
97. InRehersal Community Webinar: How to Start When You’re Stuck*
98. Profit with Principles with Regina Bergman
99. You Are Not a Frog (with Rachel Morris)
100. Nova Wholistic (with Dijana Harris)
101. My Coach For Life YouTube Channel
Podcast appearances created by the challenge, but that happened after the end of 2022:
102. Ideaspark with Priya Hunt (appearance 4: a 12-minute exploration of Choice)
103. Forgive and Thrive
104. Better Bolder Braver Marketing Masterclass
106. Fan the Flames with Robert Stephenson
107. The Secret Resume
108. The Easier Business Podcast
109. Chiswick Book Festival Workshop: How to Write a Book in 12 Minutes*
110. Mike’s Search for Meaning
Rules for the challenge:
I started from: Tell the story of the 12-Minute Method on 100 podcasts in 2022. Then I thought: is it also written things? And the answer was: no. I’ve written over 200 articles using the 12-Minute Method: I’ve got the writing part of this done. It’s about speaking to people, people hearing me and feeling what I’ve learned and taken away from this transformational practice.
And then I thought: is it also live events? And the answer was: yes. It would be great if they’re recorded, but this is about telling the story so people can hear it, and there’s no reason why a leadership programme at a university (number 2!) is less valid than a particular podcast.
* The asterisks are for live events that will never be broadcast.
And then I thought: is it 100 that come out? And I realised: no, that’s not in my control. A podcaster might delay release or decide not to for all kinds of reasons. I want this to be a challenge that is as much in my control as possible. And I want whatever ‘my bit’ is to create the conditions for good things to happen, so my aim is to tell the story of the 12-minute method on 100 podcasts (and/or events) in 2022, not for them to come out in 2022. Although hopefully they all will!
** That’s what the double asterisk above is about - doing my bit. Showing up and telling the story.
But I was also interested in what order they came out in, so I’ve put a little number next to them in brackets!
*** That’s what the triple asterisk above is about: the number in bracket is the order the podcasts were released…. but I lost track after a while, so this is only for the first few!
And if you want to read more about challenges like this, check out this article.
And if you want help designing one for yourself, let me know.