DriverlessSpecodile (The DC Podcast Spec)

This is an attempt at speccing the DC podcast using questions from Seth Godin’s This is Marketing.

1. Audience: Who do I seek to serve?

What is the world view of the audience you’re seeking to reach? 

The Driverless Crocodile podcast is for people who believe that the world can be better – in big ways or small – and they have a responsibility to do or make something to make it so… and want to. It’s for people who believe that tools and ways of understanding help.

I will focus on people who want to hear and read about ideas and tools to help them make change happen (build the future), and to learn from other people who are doing similar work – people not necessarily much further along in the journey than they are.

What are they afraid of?

Probably, like me, they’re afraid of not making a positive difference, not being able to gather people to their vision, or not being able to find a sustainable funding model for the work that they do. They might be afraid of what will happen if people like them don’t take action to change our trajectory.

2. Purpose: What change do I seek to make?

What change are you seeking to make? 

I’m seeking to make more positive change happen then otherwise might be the case. I hope to do this by:

  1. Sharing a vision of the world as it is and of the possible (the Steve Jobs thing) so that people believe they can cause change (“if these people did it, I can”)
  2. Articulating values that they probably already have – to strengthen values by talking about them, justifying them and possibly challenging them.
  3. To share tools, strategies, models that people will find useful and be able to apply, equipping them to build a better future.
  4. Start conversations and connect people who share this vision and values.

What story will you tell? Is it true? 

I promise that engaging with what I make will help you… turn the idea or desire for change that you’re mulling over into something real – or eliminate it as a possibility after trying it out.

How will it change their status?

My audience might be on their way to losing some types of status (wealth, position) on their way to gaining another kind – they may come to measure their own status in terms of vision, self-respect because they can make things happen and get more done, status from people who share their worldview and aims because of their contribution.

3. Mechanism and Ecosystem: How will it work?

How will people hear about it?

  • Existing readers of DC
  • Word of mouth – me to some friends, them to their friends (if it’s worth spreading)
  • Guests telling their friends – and then onto word of mouth
  • Perhaps some will share on facebook

What happens when people use it?

They listen in their podcast app or online… I need to look into the best way to share it.

How will they tell others?

Wherever they meet and talk about things with their friends

Where’s the network effect?

Hopefully though guests recommending other guests.

Where does the money come from? Where does it go?

My money, my time, to do this. Anything else (amazon links, sponsorship) is an unlikely bonus.

What asset are you building?

An ‘evergreen’ web of writing, links and recommendations that I would have loved someone to introduce me to 15 or 20 years ago.

4. Impact: How will we know if it’s working?

Are you proud of it?

That’s a good first check.

What change do you hope to see?

See above.

Where do we go next?

If it works, and it gets easy – up the tempo, find more interesting guests.

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