How Stories Happen with Jay Acunzo Tom Webster: podcasting's top researcher on how to tell the story of numbers
8 snips
Aug 5, 2025 Tom Webster, a partner at Sounds Profitable and a key figure in the podcasting industry for nearly three decades, shares his insights on blending emotional storytelling with data-driven communication. He challenges the notion of choosing between data and storytelling, emphasizing how to craft compelling narratives with statistics. Tom also discusses the role of video in podcast growth and the importance of understanding qualitative insights for better audience engagement. His advice is grounded in real-world applications, making data not just informative, but also captivating.
AI Snips
Chapters
Books
Transcript
Episode notes
Narrative Is Key for Data
- Present data with a coherent narrative to inspire action rather than as mere trivia.
- Cut irrelevant data and focus on clear transitions to engage the audience effectively.
Use Dream Headlines Strategically
- Ask clients for their dream headline to clarify survey goals and audience.
- This clarity helps determine sample size and research feasibility early.
YouTube's Role in Podcast Growth
- YouTube acts more as a discovery platform than a primary podcast consumption venue.
- Podcast fans often listen mostly to audio, even if they watch some podcasts on video.
