We wanted to create a unique business podcast, one that could feature lessons learned by inspiring people in a wide range of industries.
That Moment is a show where business leaders and entrepreneurs share stories about the pivots that changed everything: moments that opened doors for discovery and growth, personally and professionally, but also brought the possibility of failure.
Our objects were to:
- Create a quality, informative show that paired customer stories with other great leaders. A show that celebrates those big swings—the game-changing moments—and those who attempt them.
- Make our customers feel comfortable telling their story. We do incredible work with some of the world's most-admired companies, but getting them to share their story is sometimes a challenge. Digital transformations are periods of transition, but there are so many worthy lessons to share from this time.
- Achieve at least 28 K downloads and wanted to reach people in organizations outside of standard technology-oriented industries.
Pivotal works with businesses across all types of industries from Ford to Macy's to Boeing to Allstate, so it was important for That Moment to showcase the diversity of perspectives, and pair them with thematically relevant stories.
Getting people to buy-in to a vision requires developing trust and having a good relationship. Pivotal doesn't just sell software, it's a mentality shift. We wanted each interview to not just result in great audio storytelling, but in a deeper relationship with each client that participates.
Here's how we focused our strategy:
Unconventional guests to pair with each client
- A diverse guest lineup featuring more than just executives at enterprises—professionals with diverse range of backgrounds such as comedy (Guy Branum), food & environment (Naomi Starkman), journalism (Dan Lyons), politics (Anthony Foxx), professional football (Joe Andruzzi) and more—was key to getting customers interested in participating.
Well-known moderators
- Our first episode was hosted by Susan Bennett, the voice of Siri, and in it, she mentions her pivot, from voice of all our iPhones to freelance radio host.
- The host that took over after her, Michael Copeland, is a former editor for Wired and creator of the Andreessen-Horowitz podcast. He was able to probe beyond the technical and into the ramifications of some of these decisions. With non-technical guests, he was able to draw on his roots as a journalist to talk earnestly about hopes and fears when confronting a potentially life-changing moment.
Creative distribution
- We had unique art made for each episode to capture the theme of transformation. These will be used as posters when we appear at conferences, and have been used as ads (both in print and digitally) to draw listeners to the podcast.
- We used clever social copy—including playing off the phrase "That moment when..."—to highlight the topics behind the stories in each episode. See images below for some examples. This copy was used for advertising across Twitter, Facebook, and LinkedIn.
The results have exceeded our expectations:
- Over 3.7 million impressions and 28 thousand engagements on social media.
- Over 38 thousand downloads.
- A 5-star rating on iTunes, thanks in large part to our most popular episode.
And we've received kind words from clients and people that participated in the episodes:
And most importantly, Season 2 is approved and will be coming in 2018 with more episodes and new formats. We will also be revisiting some of the companies from Season 1.
