Jens Heitland explores why the strongest business podcasts begin with the listener instead of the company, its products and its story. Using the example of a running shoe brand, he explains why a show about running, made for people who already love the sport, reaches much further than a show about shoes, how understanding what an audience cares about and already listens to shapes a meaningful conversation, and why a podcast built around a shared passion gradually grows into a community where curiosity about the host and the work behind it develops naturally over time, a principle that applies to a small brand and a large corporation alike.