Rethinking the “Forbes First” Mindset
If you ask most founders, coaches, or CEOs what their dream media placement is, you’ll probably hear:
👉 “I want to be featured in Forbes.”
And sure, a Forbes article looks impressive. It’s a well-known brand with global recognition.
But here’s the reality: being featured in Forbes isn’t always the best first step.
Why? Because visibility without depth doesn’t build authority.
That’s why your first media placement should be a podcast interview—not Forbes.
In this article, we’ll explore why podcasts are the best starting point for building thought leadership, how they outperform traditional placements, and how they fit into a long-term PR strategy.
The Problem With Chasing Big Media First
Mainstream outlets like Forbes, Inc., or Entrepreneur have prestige, but they’re not designed to build trust at scale for first-time media features.
Here’s why:
- Short-form content: You may get a quote or a few paragraphs, but there’s little room to showcase your expertise.
- Oversaturated exposure: Audiences see dozens of new articles every day—your feature can get buried within hours.
- Transactional recognition: People may think, “That’s cool,” but it doesn’t build deep authority.
- Hard to replicate: Big placements can be a one-time win, not a long-term strategy.
Being in Forbes might get you a moment of recognition. But it doesn’t necessarily make people trust you.
Why Podcasts Are the Best First Media Placement
1. Depth Over Soundbites
Podcasts give you 30–60 minutes to tell your story, share your expertise, and position yourself as a thought leader.
Forbes may give you a few sentences. Which do you think builds more trust?
2. Targeted Niche Audiences
Podcasts attract highly engaged, niche communities.
A startup founder on a SaaS podcast will have more impact than a generic mention in a large publication.
3. Evergreen Content
A podcast interview lives online forever. Listeners can find it months—or even years—later.
A Forbes article? It quickly disappears in the endless stream of new content.
4. Authority by Association
When a podcast host invites you on their show, it’s an endorsement.
That “borrowed credibility” means their audience already views you as an expert.
5. Repurposing Opportunities
A single podcast interview can be turned into:
- Short video clips for social media.
- Quote graphics for LinkedIn or Instagram.
- A blog or newsletter recap.
- Trust-building assets for your website.
Forbes doesn’t give you that kind of long-term content leverage.
Case Study: Forbes vs. Podcast Guesting
Imagine two founders launching their new company.
- Founder A gets a Forbes mention. Their friends and colleagues are impressed, but after 48 hours, the article is buried. Little long-term impact.
- Founder B lands an interview on a niche podcast for entrepreneurs. The 45-minute conversation showcases their journey, values, and insights. Listeners connect deeply, share the episode, and months later new leads still mention it.
Who do you think ends up with more clients, speaking invitations, and long-term credibility?
The answer is clear: podcasts create conversations that last.
Why Podcasts Build Trust Faster Than Forbes
At its core, this comes down to the difference between being known and being trusted.
- Forbes can make you known for a moment.
- Podcasts make you trusted over time.
And in business, trust is what converts into opportunities.
For more on why trust outperforms recognition, read our guide: How to Position Yourself as a Thought Leader with Strategic PR.
The ROI of Podcasts vs. Forbes
| Metric | Forbes Feature | Podcast Interview |
| Visibility | High, but short-lived | Moderate, but evergreen |
| Depth of Story | Low (soundbites) | High (30–60 min) |
| Trust Factor | Recognition only | Authority + relatability |
| Repurposing | Limited | Endless (video, blog, clips) |
| Audience Engagement | Passive readers | Active, loyal listeners |
| Cost | Often pay-to-play | Usually free (if pitched well) |
Podcasts win in every category except vanity. If your goal is real thought leadership, podcasts deliver higher ROI.
Real-World Example: Where Founders Should Start
Not sure which podcasts to target? Start by looking at industry-relevant, mid-sized shows.
Examples:
- For SaaS founders: SaaStr Podcast, The Top by Nathan Latka
- For leadership coaches: The Ed Mylett Show, Coaching for Leaders
- For health entrepreneurs: The Doctor’s Farmacy, Mind Pump
- For general business growth: Entrepreneurs on Fire, The Tim Ferriss Show
Pro tip: Don’t chase audience size.
Look for alignment with your message and audience. A small, focused podcast can outperform a huge one with a scattered audience.
The Step-by-Step Playbook to Turn One Podcast Into a Thought Leadership Campaign
- Prepare Your Signature Story
Craft a personal story that connects your expertise to your audience’s challenges. - Deliver Value First
Don’t sell—teach. Share insights, frameworks, or lessons listeners can apply immediately. - Repurpose Immediately
- Pull 5–10 short clips for LinkedIn, TikTok, and Instagram.
- Write a blog recap of the interview.
- Turn key quotes into branded graphics.
- Leverage Social Proof
Add “As heard on [Podcast Name]” to your website and email signature. - Rinse and Repeat
Appear on 5–10 targeted podcasts in 90 days. This builds the momentum of authority.
This simple framework transforms your first podcast into the foundation of your thought leadership ecosystem.
When Forbes Does Make Sense
This isn’t to say Forbes or Inc. has no value—they do.
They’re great secondary placements once you’ve already built credibility through podcasts and other authority-driven platforms.
In fact, Forbes features land better when you can say:
- “As featured on [top podcast names]…”
- “Trusted guests on multiple industry-leading shows…”
That foundation makes your big media placements more impactful and believable.
FAQs: Podcasts vs. Forbes
Q: Will podcasts give me the same credibility as Forbes?
Yes—sometimes even more. Forbes offers recognition, but podcasts allow audiences to hear your voice, your story, and your expertise. That personal connection builds deeper trust.
Q: Should I ignore Forbes completely?
Not at all. Think of Forbes as a later-stage placement. Use podcasts to build authority first, then use that momentum to land and maximize Forbes.
Q: How many podcasts should I do before aiming for major media?
We recommend at least 10 targeted podcast appearances. This creates consistent brand messaging and builds enough authority to amplify big-name features.
If you’re serious about building thought leadership, skip the chase for Forbes as your first win.
Instead, start with podcasts.
They give you the depth, trust, and long-term visibility that founders, coaches, and CEOs need to stand out.
Once you’ve built that foundation, mainstream media placements become more powerful—and more strategic.
Your first media placement should position you not just as “known,” but as trusted.
For a deeper look into how podcasts fit into your PR strategy, see our guide: How to Position Yourself as a Thought Leader with Strategic PR.
At Command Your Brand, we help leaders like you leverage podcast guesting to build trust, authority, and long-term influence.
👉 Book your strategy call today and let’s make your first media placement a podcast interview that actually moves the needle.
For more insights, check out How to Position Yourself as a Thought Leader with Strategic PR.
