Episode 264 | Insider Secrets to a Top 100 Podcast | Courtney Elmer

Featured Guest: Jordan Harbinger
Jordan Harbinger, once referred to as “The Larry King of podcasting,” is a Wall Street lawyer turned interview talk-show host, and a communications and social dynamics expert. He has hosted a Top 50 iTunes podcast for over 14 years and receives over eleven million downloads per month, making The Jordan Harbinger Show one of the most popular podcasts in the world. On The Jordan Harbinger Show, he deconstructs the playbooks of the most successful people on earth and shares their strategies, perspectives, and practical insights with the rest of us.

0:45 - What’s Missing from Your Podcast Growth Strategy?
3:10 - The Mental Shift That Took Jordan Harbinger to 15m+ Monthly Downloads
7:25 - The Unconventional Approach to Podcasting That Defies The 'Rules'
10:40 - How to Stand Out When Every Podcast Niche Feels Oversaturated
14:05 - Jordan’s Bold Move That Built Massive Trust With His Audience
18:30 - The One Thing That Matters More Than Downloads for Long-Term Success

What Does It Really Take to Become a Top Podcaster?

…and are today’s top podcasters gatekeeping the real secrets to more podcast downloads and faster growth?

Maybe you've been podcasting for a while now, and you’ve heard it over and over again: "You need to master your craft as a podcast host." But what does that actually mean? And how do you actually do it? That's exactly what I sat down to unpack with the one and only Jordan Harbinger — a podcasting legend pulling in over 15 million podcast downloads each month.

Jordan's story is proof that there’s more to podcasting success than meets the eye. In fact, he suggests that obsessing over analytics and following all the "rules" might just be what's holding you back. So if you're tired of hearing the same worn-out advice on how to grow your show and increase podcast downloads that never goes beyond "post consistently" or "optimize your show notes," read on to find out what really moves the needle and sets top podcasters apart.

What's Missing from Your Podcast Growth Strategy?

Jordan started podcasting back before anyone even thought to measure podcast downloads or track listener stats. Back then, he had no idea how many people were tuning in — and he didn’t care. Instead of obsessing over the numbers, he treated his show like a craft he genuinely cared about. He put his energy into sharpening his interviewing skills, mastering his prep, and delivering value through every episode.

And guess what? When podcast analytics did come around, they turned out to be more of a distraction than a help. Jordan realized that chasing higher podcast downloads and bigger numbers took his focus away from what truly mattered: creating hyper-relevant content that resonated with listeners.

Think about it. How often do you find yourself caught in the trap of counting podcast downloads, subscribers, and followers as if they’re the only measures of success? Jordan’s success didn’t come from trying to get as many downloads as possible. It came from putting his energy into crafting content that truly mattered to people. When he stopped counting heads and started thinking about the hearts he was reaching, everything changed. So, ask yourself: Are you chasing numbers, or are you creating something worth listening to?

The Mental Shift That Took Jordan to 15M+ Monthly Podcast Downloads

In today's world, there’s no shortage of podcasting "rules" to follow. From how often to publish, to what keywords to use, and how to optimize your show notes — it's easy to get sidetracked with checklists of to-do’s. But Jordan’s success came from doing the exact opposite. Instead of trying to fit into a box, he prioritized finding a smarter, more engaged audience who truly valued the content he was creating.

He wasn’t looking to sell harder or squeeze every penny out of his listeners. Instead, he asked himself, "How can I provide so much value that people can't help but listen?" His focus wasn’t on short-term gains but on building something sustainable — something that mattered. "You end up getting exactly what you want by focusing not on monetizing it, but focusing on the other elements of the craft," Jordan shares.

Jordan’s Unconventional Approach to Podcasting That Defies All The 'Rules'

Jordan Harbinger realized early on that you could spend all your time marketing, tweaking SEO, or chasing the latest podcasting trends, but if your core product — your podcast — didn’t captivate and engage, none of that would matter. The magic isn’t in the tactics; it’s in how you approach your content itself. So, he doubled down on what made his show stand out: genuine, value-driven conversations that listeners couldn’t find anywhere else.

But Jordan didn’t stop there. He did something that went against all the conventional wisdom of the time: he gave away everything he knew for free. No paywalls, no opt-ins, no “subscribe to find out more.” Just pure, unfiltered content that built massive trust with his audience. "A lot of people thought I was crazy," Jordan laughs. "But I was like, let's just give everything away. And years later, all those so-called experts were saying the same thing. But for me, it was never about the strategy, it was about genuinely wanting to help people."

This approach also gave Jordan something most podcasters miss — freedom. Without the pressure to monetize every piece of content, he could explore topics that genuinely interested him and his audience, fostering deeper connections and creating richer, more engaging episodes.

Jordan’s approach isn’t just unconventional, it's bold. It defies the rules that say you need a sales funnel for every piece of content or a product to sell at every turn. Instead, he trusted that by giving value freely, the right opportunities would come back around. And they did. To the tune of over 15M+ podcast downloads and 7-figure distribution deals.

But What if You Actually Need Your Podcast to Generate Leads and Revenue?

Detaching from outcomes, finding joy in the process, and treating podcasting as a craft is great and all — but that doesn't pay the bills, right?

"Look, I understand that it's hard to tell someone who needs to make money to ignore the outcome," Jordan says. "But the truth is, the most fulfilling and long-term successful projects often come from a place of genuine interest. If you’re chasing numbers or quick wins, you might end up creating something that doesn’t even feel like you, let alone something you’re proud of. Instead, focus on building something meaningful. Create content that excites you, and the right audience — and yes, even the money — will follow. It might not happen overnight, but it’s a lot more sustainable in the long run."

So, before you get caught up in all the podcasting 'rules,' ask yourself: Is your intention to build real trust and create something of value for your audience, or are you just podcasting to serve your own interests (i.e, growing your audience, increasing podcast downloads, expanding your authority, adding another stream of revenue)? It might seem counterintuitive, but when you focus on delivering value and building genuine connections, that’s when you’ll create a show that people can’t help but tune into. That’s the real secret.

How to Stand Out When Every Podcast Niche Feels Oversaturated

With over 3 million podcasts out there, it's easy to feel like your niche is too crowded.

But the problem isn’t the niche — it's how you're positioning yourself within it.

A saturated market is proof that there’s demand. Stop worrying about how many other podcasts are out there and start focusing on what sets you apart. “Nobody said we were going to be huge,” Jordan recalls. “YouTube didn’t exist, and there was no such thing as online fame. That was actually liberating because we weren’t trying to fit into someone else’s mold. We just created, for the joy of it.”

The One Thing That Matters More Than Podcast Downloads for Long-Term Success

And maybe that's the ultimate key to podcasting success: showing up, staying consistent, and doing what you love, even when it feels like nobody’s watching. It’s easy to get lost in the weeds of strategy—thinking if you just find that "one thing," your podcast will blow up. But the truth is, the most successful podcasters like Jordan Harbinger aren’t relying on a single strategy to succeed. They’re focusing on building relationships, a genuine desire to serve, and never compromising on quality.

So, ask yourself: Are you more focused on the numbers or the craft? Is your priority building genuine connections and delivering real value, or is it chasing higher downloads and quick monetization? Because in the end, big download numbers and revenue are a reflection of your intentions. And the success of your podcast comes down to the purpose behind it.