Episode 309 | Insider Secrets to a Top 100 Podcast | Courtney Elmer

Featured Guest: Corey Kareem

Corey Kareem believes the world would be a better place if everyone pursued their passions despite their fears. This fearless approach drives his conversations with industry leaders on his podcast, “3 Questions,” and his work as an Ad Sales Executive at Spotify. Thinking beyond the status quo enables him to create imaginative campaigns that achieve impactful results. With over 480 successful presentations and millions in revenue, he is a proven leader in advertising and marketing.

Failure Fuels Better Podcasting. Here's Why.

Be honest—how many times have you thought about quitting your podcast? Once? Twice? Every other Tuesday?

I’ve been there. Staring at my analytics, questioning if I’m wasting my time, wondering if anyone actually cares. It’s the internal battle every podcaster faces.

But what if I told you that those episodes that flopped, the interviews you wish you could redo, and the episodes that tanked so hard you considered deleting them from existence aren’t failures at all? What if they’re actually the key to growing a podcast your audience can’t ignore?

Spotify ad exec and podcaster Corey Kareem knows this firsthand. When Corey launched his show, Three Questions, he made every rookie mistake in the book: no strategy, no clear purpose, just a vague idea about “talking to people about failure.” But here’s the kicker: those early missteps didn’t just teach him what not to do—they became the foundation for a show that connects deeply with his audience.

And the same can be true for you.

Stop Thinking Failure is the Enemy

Ironically, Corey’s own podcast is built around the idea that failure is essential to success. But rather than looking at failure as “proof” you’re not cut out for podcasting, see it as feedback. It’s telling you what’s working, what’s not, and where your audience actually wants you to take them.

Like Corey says, “If you want to impress people, talk about your accolades. If you want to impact them, talk about your failures.”

Think about it—when was the last time you felt connected to someone because they listed their wins? Probably never. But when they shared a struggle that mirrored your own? That’s where trust is built.

And trust is what turns casual listeners into dedicated, invested fans.

Think Being Polished Builds Trust? Think Again.

Success isn’t about being perfect—it’s about being real. Your audience doesn’t need perfection; they need connection. They’re drawn to the moments where you stop trying to look polished and start being human.

So, what’s the practical takeaway? Start looking at your podcast “failures” through a different lens:

• That episode with fewer downloads? It’s telling you what your audience didn’t need.
  
• That awkward interview? It’s a chance to refine either your guest vetting or guest prep process (or both).
  
• That fear before hitting record? It’s normal. Believe it or not, Corey shared how Frank Sinatra (yes, the Frank Sinatra) used to be sick to his stomach before going on stage. Yet he was easily one of the most iconic singers of all time.

In fact, fear never disappears—and that’s a good thing. Why? Because fear is proof that you care.

Failure itself isn’t what holds most podcasters back—it’s their resistance to learning from it. The key is learning how to move through it instead of letting it stop you. 

If You Treat Your Podcast Like a Hobby, Expect Hobby-Level Results

Most podcasters think success is about cranking out episodes, racking up downloads, and hoping somehow it leads to growth. But if you’re only measuring your podcast in downloads, you’re missing the point.

Corey figured this out fast. “My podcast helps build my personal brand,” he said. “When my clients at Spotify tell me they listened to an episode, that right there makes it worth it.”

So let’s be clear:

• If your podcast isn’t growing, it’s not a podcast problem. It’s a positioning problem.
• If your show isn’t leading to sales, it’s not a marketing issue. It’s a messaging issue.
• And if you’re struggling to turn listeners into leads, it’s not about consistency. It’s about knowing how to create intrinsic demand for what you offer.

“And sometimes,” Corey said, “You don’t need to learn anything new. You just need to hear that someone else went through it too.”

So what if, instead of spiraling every time you get a lower-than-expected download count, you reminded yourself why you started in the first place? What if, instead of assuming you’re failing, you asked, What am I learning?

Reframe Failure, or Keep Spinning Your Wheels

So if failure is inevitable (and actually useful), how do you stop it from wrecking your motivation? Simple: stop seeing it as failure.

The only way to truly fail is to quit. So instead of asking, “How do I avoid failure?” ask: “How do I use it?”

Here’s your challenge: look back at your last three episodes and find one thing you can improve. Maybe it’s clarifying exactly what you want listeners to take away. Maybe it’s adjusting your CTA to better align with the topic of your episode. Or maybe it’s loosening up and letting more of you shine through.

For example, if your last episode had low downloads, could you tweak the title or description to clearly highlight the problem it solves? If a guest interview felt flat, could you add a pre-interview call to better prepare?

Whatever you choose, focus on making it better, not perfect. 

Because failure isn’t holding you back—it’s pointing you forward.

And if you’re ready to go deeper into using failure as your secret sauce to building a bingeworthy Top 100 podcast that connects and converts, hit “Follow” to catch the next episode of Insider Secrets to a Top 100 Podcast or book a free strategy call with my team to find out if you’re a fit for PodLaunch®.

Up Next:

In the next episode, I’m sitting down for a no-BS roundtable with three of the sharpest minds in podcasting to dig into where podcasting is really headed—and what it means for you. From why so many podcasters quit to what actually works (and doesn’t) in marketing and discoverability, we’re pulling back the curtain on the state of podcasting today and the strategies that set today’s top shows apart from the ones that go unnoticed. If you want to know what’s coming next in podcasting (and how to stay ahead of the curve) don’t miss the next episode.