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Hello and welcome to the 168th edition of Fresh Salmon.

If you're new here, welcome aboard! 🧡
And if you’d like to catch up on past issues, click here.

Meet our primary partner for today’s edition: Deel. Check them out 👇👇

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Why the Future of Media Looks a Lot Like 1930s

Hint: It’s two people talking. And it’s eating everything.

Somewhere in a Netflix boardroom, someone is probably whispering,

We’ve officially come full circle.

From families huddled around the radio in the 1930s →
To cable and multi-cam studio shows in the 1990s →
To TikTok dance trends in the 2020s →
Back to two people… sitting at a table… just talking.

No green screen. No studio audience. No flashy transitions.

Just a mic, a camera, and a real conversation.

And guess what?

That low-friction, low-production format is crushing everything else right now.

Podcasts Aren’t Just a Trend. They’re the New Prime Time.

Let’s look at what’s happening:

• YouTube: Over 1 billion people now watch podcasts every month

• Spotify: 330,000 video podcasts with 270 million viewers

• ESPN: Quietly ditching high-budget sets for… sports bros just riffing in hoodies

And now: Netflix is testing video podcasts.

Let that marinate.

One of the world’s top streaming companies — the platform that literally invented binge culture — is now circling back to talk shows.

Except they’re not “talk shows” anymore. They’re podcasts with a camera.

It’s like we’ve rediscovered fire.

Meet our secondary partner for today’s edition: SelectSoftware. Check them out 👇👇

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What’s Old Is Winning Again

It turns out the most effective content format of 2024…
…is also the oldest one known to humanity:

No teleprompters. No agencies. No “brand-safe” decks.
Just ideas bouncing around in real-time.

This is why when Joe Rogan and Elon Musk shoot the breeze for three hours…
it outperforms everything else on the internet that day.

There’s a strange magic in watching (or hearing) people talk — unfiltered, unpredictable, and personal.

We’re all just craving authenticity in a world where everything else feels like a marketing campaign with ring lights.

Everyone’s Slapping Cameras on Their Mics — And For Good Reason

In 2024 alone, digital video ad spend jumped 19.2% to hit $62.1 billion.
Meanwhile, audio is still growing — but slowly — sitting around $7.6 billion.

Translation:
If you’re recording audio, you better be filming it too.

Because today, every podcast is a video podcast.
And every brand that’s thinking clearly is investing in this format — not just for media reach, but for pipeline.

Why?

Because repurposing is ridiculously efficient:

One 30-minute podcast =
→ 5 short-form video clips
→ 1 blog posts
→ 1 email newsletter
→ Dozens of LinkedIn posts
→ And a weekly touchpoint with your ideal buyers

All while building a trusted brand voice that doesn’t sound like a brochure.

This is what we mean when we say “own the narrative”.

But Why Does It Work So Well?

Let’s be real.
In a world where everything is optimized, edited, and airbrushed…

Raw > Polished.

When people hear real voices, unscripted pauses, laughter, disagreement, curiosity — it taps into something primal.
We’re wired for dialogue. Not pitch decks.

And in B2B? That’s a competitive advantage.

While your competitors are still hiring ghostwriters to craft sterile LinkedIn posts, you could be building real audience intimacy.

It’s why some $100M+ companies today are started with a podcast and a Stripe account.

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The Big Idea: Simplicity Wins in an Over-Engineered World

Sometimes, the most innovative move…
…is to do something timeless.

This isn’t about chasing shiny objects.
This is about going deep while everyone else stays shallow.

And right now?

Depth looks like:

• Two experts having an honest conversation

• Filmed and repackaged across every channel

• Distributed to a loyal, niche audience

• Building brand equity every single week

That’s not just marketing.
That’s media ownership. And it compounds fast.

TL;DR – If You’ve Been Waiting, Don’t.

This moment in time is rare.

Podcasting is no longer a scrappy side channel.
It’s becoming the foundation for everything else in your GTM mix.

Start scrappy. Don’t overthink it.
Record one honest conversation. Turn it into ten assets. Repeat.

You’re not “late” to the podcast game.
You’re perfectly on time for the format that’s eating everything.

Because while others are chasing AI growth hacks and algorithm tweaks…
You’ll be building trust. One conversation at a time.

Marketing Isn’t a Department. It’s a Responsibility.

𝗠𝗮𝗿𝗸𝗲𝘁𝗶𝗻𝗴.
It’s wild how many companies - early stage or not - barely do it.

Even with teams in place.
Even with budget.
Even with big goals.

And what’s more shocking?
The lowest-hanging fruit is often sitting right in front of them.
Untapped. Ignored.

If you’re in B2B, here’s the simplest truth:
Your 𝗰𝗼𝗺𝗽𝗮𝗻𝘆’𝘀 𝗣𝗢𝗩 (point of view) should be out in the world -
Through your founders.
Through your execs.
Through your team.

Especially on LinkedIn.

This isn’t optional.
It’s not “nice to have.”
It’s "the" job.

Founders:
You’re already pitching investors. You’re already selling customers.
𝗧𝗵𝗶𝘀 𝗶𝘀 𝗻𝗼 𝗱𝗶𝗳𝗳𝗲𝗿𝗲𝗻𝘁.
Tell your story. Share your belief. Speak to the market.

Executives:
If you don’t believe in the company you work for enough to post about it…
Why are you even there?

And no - external marketing isn’t the answer unless internal marketing is owned first.

You can’t bolt on growth.
You can’t outsource belief.
You can’t syndicate someone else’s audience and call it brand.

𝗠𝗮𝗿𝗸𝗲𝘁𝗶𝗻𝗴 𝗶𝘀 𝗮 𝗹𝗮𝘆𝗲𝗿𝗲𝗱 𝗴𝗮𝗺𝗲.
And the first layer has to come from within.

Ownership matters.
That’s how real momentum starts.

Interesting Thing That I Wrote This Week

That’s it for this week! If you found this newsletter valuable, share it with a friend.

See you next time!

Do what is good for your soul ❤️

All the best,

Vivek

PS. Whenever you are ready, here are 3 ways in which I can help you and your business:

#1: B2B Marketing Consulting and Go-To-Market Advisory for your business.

#2: 1-on-1 Personal Coaching and Mentoring on anything related to Marketing and Go-To-Market Strategies for you.

#3: Promoting you or your brand via this newsletter.

For any of these things just shoot me a reply, and we will arrange a time to chat.