WTF did this guest do?!

A couple of years ago, I had a huge business owner lined up for my podcast.

I won’t name names but his episode is live on our show…

Anyway, he’s a legit operator who built a 7 figure business.

I was prepped and ready.

Had the team all on the same page. Angle sorted. Cameras rolling.

Antonia even popped her head in with a “this one’ll be easy, right?”

That's what I thought too.

But then this guest drops a bomb before we even hit record.

He goes:

“Hey Freddie, before we start, I’ve been burned on a few podcasts. Can we make sure this one actually delivers value to your audience and helps drive the right kind of traffic?”

At first, I nodded along politely while thinking, Mate… it’s my podcast.

But then he unpacked it.

• He’d mapped out how he wanted to frame his story.

• He had 2–3 angles tailored to my listeners.

• He even had stats and stories ready to back it up.

And then the line that slapped me across the face (in the best way):

“I treat every podcast like a trust transaction. If your audience trusts you, and you’re giving me the mic… I’m not wasting it.”

Boom.

I’ve talked about borrowing trust for years.

But this guy lived it.

After the episode, I went for a walk with Antonia just to clear my head.

We started this whole thing (this business & this podcast) with a pretty simple mission.

But somewhere along the way, I’d started treating some episodes like content… instead of the opportunity to build a trust bridge between my guest, my brand, and the people listening.

That convo reminded me of what we’re actually building.

So now? Every guest gets prepped.

We work with them to hit the right story beats, not just for them, but for you.

Because when it’s done right, everyone wins.

→ The guest borrows trust.
→ You get value.
→ And we build something that lasts longer than a 15 sec clip.

So here’s the lesson I took from that day:

Never assume you’re the smartest one in the room.
Stay curious. You never know who’s about to teach you something.

Talk soon,
Freddie

P.S.

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