As podcasts have become more and more mainstream, it feels like our definition of a “podcast” is becoming more and more narrow. (Yes, we’ve begun incorporating “video” into our understanding of podcasts, but this seems to have only served to further narrow our perception.) As we see the success of creators like Call Her Daddy, The Joe Rogan Experience, and Smartless, more and more new podcasters attempt to chase this success, mimicking their format, style, tone, premise and set up. And it’s not just podcasts– traditional media is now emulating podcasts (clearly visible microphones and headphones, cozy living-room sets), with even ads being crafted to look like clips from non-existent podcasts. As Nick Hilton wrote about this week, this homogenization of content (or “content soup,” as Nick calls it) makes it harder for new shows to stand out. He writes: “When everything starts to look and sound the same, people either switch off or they look for alternatives. It’s cyclical, and we will reach a saturation point.” To put it bluntly, when everything looks and sounds the same, it’s boring. 

So, our team has put together a list of podcasts that we wish our clients would listen to. Some of these you may have heard of but forgotten about. Others might be new to you, but are definitely worth checking out. We hope these shows will inspire you to think outside the box and create a show that can capture the attention of audiences inundated with the same-old, same-old. 

THE CLASSICS

How I Built This

What is it? 

Guy Raz interviews the world’s best-known entrepreneurs and business leaders to share the stories behind the companies and movements they built, exploring their challenges, successes, and pivotal moments.

Why did we pick it? 

Lots of brands are keen to feature interviews with CEOs and business leaders, often because they want to have an excuse to start a conversation with potential clients (or want to benefit from the halo effect of tying their brand to these powerful business leaders). But How I Built This does an exceptional job of keeping the listener in mind, ensuring there are solid takeaways for the audience with each episode– the focus is on what the listener is going to get out of it, not what the host is getting out of the conversation.

Song Exploder

What is it? 

Musicians break down the creative process behind their songs, sharing the stories, inspirations, and techniques that went into making their music.

Why did we pick it? 

Similar to How I Built This, this podcast is a masterclass on how a podcast can use storytelling to walk through a piece of content and turn it into something super compelling to the listener– a great format for brands wanting to make a show interviewing high-level leaders about their work. 

Reply All

What is it? 

A podcast about the internet, technology, and culture, told through compelling and quirky stories, investigative journalism and humour.

Why did we pick it? 

For tech brands, Reply All is a great example of how to inject storytelling into tech stories to make them more accessible, without losing their depth. I also love bringing up this show with clients to demonstrate how a variety of formats can work within one podcast feed– the feed features everything from multi-episode investigative deep-dives, to game show-style conversational episodes covering recent events. And somehow, it still all works together. 

Radiolab

What is it? 

A highly edited show delving into scientific, philosophical, and human-interest topics, blending storytelling, quirky sound design, and music to explore complex ideas in an engaging and accessible way.

Why did we pick it? 

Not only does Radiolab feature some of the more creative production choices you’ll hear in a podcast (such as a choir performance of a song about gonads), but it’s also a great example of how scientific stories can be told in an accessible way. The show also demonstrates how tone and editing styles can really impact the overall feel of a show. Fast edits, the frequent inclusion of bloopers or behind-the-scenes recordings, and experimentation around music scoring really contribute to the unique feel of the podcast. 

StartUp

What is it? 

Host Alex Blumberg documents the real highs and lows of launching a business, sharing his personal journey of starting a company while exploring the challenges, triumphs, and realities of entrepreneurship.

Why did we pick it? 

Though it was never declared as such, StartUp was, in some ways, a branded podcast for the business Gimlet. It’s a demonstration of how injecting vulnerability and transparency into your brand marketing can help humanize your business, and ultimately, benefit your brand. The serialized format of the early seasons of the show provides an interesting alternative for brands looking to tell the story of their business (but also emphasizes that if they want to make a show listeners will want to spend time with, they’ve got to be willing to show it all– including the mistakes and messiness)! 

Snap Judgment

What is it? 

Dramatic, story-driven tales with a twist, blending music, suspense, and compelling narratives to explore life’s most unexpected moments and human experiences.

Why did we pick it? 

Similar to Radiolab, Snap Judgement has a distinct aural style and tone that makes it truly unique. The show leans into creative sound design to enhance storytelling in a way that could inspire our clients to think outside the box about what can be achieved during post-production.

STEP OUTSIDE THE BOX

The Debaters 

What is it? 

Two comedians go head-to-head, debating lighthearted topics with humor and wit, while a live audience votes on who made the most convincing argument.

Why did we pick it?

The debate format works particularly well in an audio-only format, so should be considered by brands looking to stand out. Plus, this show demonstrates the importance of pre-production! As a live show, a significant amount of prep work goes into ensuring the show remains entertaining and keeps on pace throughout. 

Desert Island Discs

What is it? 

Guests from various fields share the eight music tracks, a book and a luxury they would take with them to a deserted island, sharing the soundtrack to their lives.

Why did we pick it? 

This BBC show has been running for over 80 years (first on the radio, now also as a podcast) proving its lasting appeal! The unique premise (“What would you bring to a desert island?”) provides a structure for in-depth interviews that allow celebrities to reveal sides of themselves not seen in typical interviews. This format can inspire our clients to develop their own compelling premise, transforming their interviews from ordinary to outstanding– especially when interviewing high-profile individuals who have been asked the same questions many times.

The Economics of Everyday Things

What is it? 

15 minute episodes examining the economic forces and decisions behind common products and services, revealing how they impact our daily lives and the world around us.

Why did we pick it?

This show demonstrates what can be achieved in short, bite-sized episodes! This show also features interviews with people doing the work, in the field, rather than “talking head experts,” which helps make even the most niche topics accessible to a broader audience. 

Where Should We Begin? 

What is it? 

Renowned therapist Esther Perel offers intimate, unscripted therapy sessions with real couples, exploring the complexities of love, relationships, and human connection.

Why did we pick it? 

The fly-on-the-wall format is common in documentaries, but few audio-only podcasts have yet to explore it. But therapy sessions are the perfect vehicle to explore this approach, and the audio format really enhances the intimacy of the experience. For our clients, the takeaway is the value of providing actionable insights through real conversations, making podcasts more valuable to listeners, and thereby boosting brand affinity. 

Hang Up

What is it? 

A reality dating podcast where each season, one single connects with six prospective love interests through candid phone conversations, eliminating one potential match each episode until narrowing it down to their favourite date.

Why did we pick it? 

Here’s another unique format to inspire our clients to think outside the box! Inspired by reality dating shows from the 1970s The Dating Game to modern-day Love Is Blind, this podcast leans into the audio-only format and has contestants go on truly blind dates. The show should have clients looking outside the box for format inspiration, thinking about how they can view audio-only as a strength rather than something to be overcome when envisioning podcast formats. 

The Pitch

What is it? 

Entrepreneurs pitch their business ideas to a panel of investors, offering listeners a behind-the-scenes look at the startup world and the art of securing funding.

Why did we pick it?

For business clients, The Pitch is a must-listen. Similar to Shark Tank, the show brings real stakes, offering a fly-on-the-wall look into conversations between entrepreneurs and investors. This gives listeners valuable insight into what it’s really like to be in the room during these high-stakes discussions. 

The Big Fib

What is it? 

A game show where child contestants attempt to determine who’s telling the truth and who’s lying, as they try to determine which of two experts in a specific field is the real one.

Why did we pick it? 

This show is a great example of a podcast that’s perfectly tailored to its audience—in this case, kids. By using a unique game show format, the show manages to be both entertaining and educational. It also shows how you can build a safe and positive environment where guests succeed no matter what– lowering the stakes for inviting guests with whom you want to build a positive relationship. 

Business Wars

What is it? 

A podcast that combines tightly scripted monologue storytelling with reenactments to chronicle the intense rivalries between major companies, exploring the strategies, tactics, and behind-the-scenes drama that fuel some of the world’s most iconic business battles.

Why did we pick it? 

Obviously, here is yet another business podcast. But what really makes this show worth the listen is the format– episodes are heavily, heavily scripted, consisting of a singular monologue, bolstered by reenactments from a handful of acts and robust sound design. This is a super accessible format for brands looking for a sustainable format, and demonstrates that you don’t always need to invite guests or conduct interviews to have an engaging show. 

The Walk

What is it? 

An interactive thriller where the listener takes on the role of a courier caught in a deadly chase across Scotland after terrorists detonate a bomb and set off an electromagnetic pulse, taking the listener on a walk to safety.

Why did we pick it? 

An interactive podcast?? Come on! What a creative, fun format for an audio project. This show pushes the boundaries of what’s possible with a podcast! It provides a valuable service to listeners (guidance and motivation for getting out on a walk), showing what a podcast can do for brands looking to get really creative.

LANDING THE EXECUTION 

(Honourable Mentions)

Life Kit

What is it? 

Short, snackable episodes with practical advice and tips on a wide range of topics—from relationships to money management—helping listeners navigate everyday challenges and improve their lives with expert insights and actionable strategies.

Why did we pick it? 

This is another great example of a short-form podcast, offering tangible advice and tips in each episode. It’s a high-value show that prioritizes listener needs, with regular releases that encourage habit listening.

Search Engine

What is it? 

PJ Vogt answers the questions you might ask the internet that neither artificial intelligence nor actual search engines really can.

Why did we pick it?

When setting out to make this show, Vogt was explicit about his interest in making a podcast that would be sustainable and could be released weekly. Most episodes feature really just one interview, but have been edited carefully to create a real narrative flow. The show provides an accessible entry point into complex topics, features guests with interesting stories to tell (rather than always prioritizing big names), and has a sustainable format that brands can replicate for their own shows.

Personal Best

What is it? 

A podcast that explores the art of self-improvement, with each episode focusing on a personal challenge or goal (such as eating chicken wings without ruining a white shirt, or deliver a baby cow) that the hosts work with the guests to attempt to tackle.

Why did we pick it? 

This show doesn’t take itself too seriously, but it does work hard to bring listeners in on the action. With each challenge, the hosts devise active exercises for the guests to perform, and bring listeners along for the ride, ensuring the exercises will work well in an audio-only format. The show keeps things active for listeners, and having a challenge in each episode (even if it’s silly) gives each episode forward propulsion. 

Resistance

What is it? 

A narrative podcast that explores the personal and political stories of those on the front lines of the movement for Black lives, shedding light on the struggles, sacrifices, and courage involved in standing up for freedom and justice.

Why did we pick it? 

This show has staying power, with stories that resonate and will stick with you for life. It comes recommended by one of our Sound Designers, who highlights how seamlessly the sound design is built into each episode, and is used to add to the message of the show. 

Tiny Dinos

What is it? 

An improvised sitcom/talk show where science novices Connor Ratliff and James III, alongside a rotating cast of special guests, navigate the chaotic and hilarious challenges of secretly bringing tiny dinosaurs back to life.

Why did we pick it?

This show is fun and silly, with a creative premise. But the improvised format allows for surprising and hilarious moments (for listeners and hosts). If you ARE interested in exploring an improvised format, you’ll have to make sure the host(s) and guests have been cast with care and are prepared to keep the content moving. 

Twenty Thousand Hertz

What is it? 

A podcast that explores the fascinating world of sound, uncovering the stories behind the most recognizable and iconic sounds in culture, technology, and nature.

Why did we pick it? 

With an emphasis on sound design and audio, this show clarifies to clients what is possible using sound design, hopefully inspiring them to be more experimental in exploring how sound can affect the overall impact of their show.

Shell Game

What is it? 

Journalist Evan Ratliff creates a voice clone and hooks it up to an AI chatbot to explore the implications of artificial intelligence in replicating human voices, discovering what happens when you try to take control of the technology that threatens to replace you.

Why did we pick it? 

This show is a crowd favourite, mentioned by multiple members of our team. It’s an engaging example of a serialized, investigative show, but also a great example of another podcast that leans into the power of audio as a strength for the storytelling. It’s so much more interesting to hear the thing Ratliff is talking about in practice, rather than just hearing interviews of people talking about it. 

Lizzy Cooperman’s In Your Hands

What is it?

Comedian Lizzy Cooperman invites listeners to make decisions that shape the course of her life, blending humor, absurdity, and interactive storytelling in a unique and engaging way.

Why did we pick it? 

This show is so great because it builds audience engagement into the concept of the show. There are high stakes that keep listeners coming back episode-after-episode. 

Mystery Show

What is it? 

Host Starlee Kine solves everyday mysteries—such as a disappearing video store, or Jake Gyllenhaal’s actual height—by embarking on quirky investigations that uncover surprising truths.

Why did we pick it? 

This show is just incredibly entertaining. With each episode built around a mystery, momentum stays high, while the low-stakes nature of the mysteries explored keeps the tone light and fun. 

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