How a Shoe Shine Business Became a Must-Watch Instagram Show Every company is a media company. 📢 Whether you’re in corporate consulting, retail, or even shining shoes at an airport, there’s always a story to tell. Take Ibrahim, who runs his family’s third-generation shoe shine business at Toronto’s Pearson International Airport (YYZ). But he’s not just shining shoes—he’s running a highly engaging Instagram show, @YYZShineGuys, where his customers become his guests. For seven minutes—the length of a shine—he interviews travelers, CEOs, and even political leaders, pulling out engaging, insightful stories that make every conversation memorable.

Learn how to boost podcast engagement and ROI in 2025 with expert strategies on consistency, content repurposing, audience engagement, and monetization.

Why Storytelling is the Secret to Podcasting Success for Business Owners Have you ever noticed how a great story sticks with you long after the facts fade? That’s the power of storytelling—it connects, resonates, and inspires action. For small-to-mid-size business owners, Vistage Chairs, TEC members, and Business Mastermind leaders, storytelling isn’t just a tool; it’s the backbone of a great podcast. It’s what turns casual listeners into loyal fans and fans into paying clients.

Before you press "record," ask yourself this: Who are you speaking to, and why should they listen? Podcasting isn’t about trying to appeal to everyone. It’s about connecting deeply with a specific audience—the people who truly need what you have to offer. For small-to-mid-size business owners and Business Mastermind Chairs, this means understanding your niche and defining your ideal listener.

After writing your blog post, make sure to do these six things to make your article look great and reach more people.

You can use this template to turn your YouTube videos into blog posts (even if you're not a blogger).

Repurpose your podcast episodes into Podia blog posts with this easy template.