#227: Ralph Lazaro (INaudio) — Building the World's Audiobook Partner

Oct 16, 2025

Ralph Lazaro, Co-founder and CEO of INaudio, has over two decades in the audiobook industry, transforming Findaway into a digital powerhouse before launching INaudio as a spinout from Spotify. He discusses his bold move to Cleveland, the Spotify acquisition journey, and the dynamic evolution of the audiobook market amidst new competitors and AI influences. Ralph shares insights on building a strong company culture remotely, prioritizing psychological safety, and his vision for the future of audiobooks. Plus, he offers advice on career development and recommends Cleveland's hidden natural gems.

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ANECDOTE

Relocating For Culture Paid Off

Ralph moved his family from Charlotte to Cleveland after feeling Findaway's authentic culture during a visit.
He called the move crazy but later called it one of the best decisions Mitch ever made for him.

INSIGHT

Buying Back The Business Was Strategic

Ralph and Blake bought back the divested audiobook business from Spotify to run it independently.
Their pitch emphasized the deal being a win-win for Spotify, partners, and creators.

INSIGHT

Audiobook Market Has Transformed Rapidly

The audiobook market has structurally changed with Spotify's entry, AI advances, and new formats.
These changes create fresh opportunities for innovation, production, and consumption patterns.

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Ralph Lazaro, Co-founder & CEO of INaudio, has spent more than two decades leading high-performing teams and driving innovation. His career began in Fortune 500 companies before he joined Findaway in 2012, where he helped transform the business from a physical device company into a $100M+ digital audiobook powerhouse — a journey that ultimately led to Spotify’s acquisition of Findaway.

Now, alongside Blake Squires (who shared his own remarkable entrepreneurial story on episode 206 of Lay of the Land), Ralph is carrying that story forward with INaudio, a spinout from Spotify dedicated to powering the global audiobook ecosystem as an independent company.

In our conversation, Ralph shares his decision to leave Charlotte, North Carolina, and move to Cleveland to join Findaway — and the culture that convinced him it was the right leap. He reflects on Findaway’s transformation and the lessons learned from co-founder and CEO Mitch Kroll, who shared his story on episode 128. We also discuss Spotify’s acquisition, what it was like integrating into big tech, and the launch of audiobooks to hundreds of millions of listeners. Ralph walks us through the INaudio spinout process — buying back the very business he helped grow inside Spotify — and what it’s been like stepping back into the founder’s seat.

From building a new team and intentionally shaping its culture around past lessons and personal philosophies, to navigating the evolving audiobook industry with new competitors and technologies, Ralph offers thoughtful insights into INaudio’s mission as “the world’s audiobook partner.” He also reflects on entrepreneurship, Cleveland as a place to build, and how his definition of success has evolved.

Ralph brings incredible energy, humility, and earned wisdom to this conversation, and I’m grateful to share it with you.

00:00:00 - The Findaway Journey Begins
00:08:42 - Transitioning from Spotify to Findaway 2.0
00:16:53 - Exploring Opportunities in Audio
00:24:31 - The Evolving Audiobook Landscape
00:35:55 - Navigating Leadership Transitions
00:41:47 - Lessons from Spotify
00:46:56 - Optimizing for Growth
00:54:25 - The Future of Audiobooks
01:03:14 - The Importance of Leadership in Career Growth
01:04:40 - Hidden Gem

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LINKS:
https://www.linkedin.com/in/ralph-lazaro/
https://www.inaudio.com/

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Roundstone Insurance

Roundstone Insurance is proud to sponsor Lay of The Land. Founder and CEO, Michael Schroeder, has committed full-year support for the podcast, recognizing its alignment with the company’s passion for entrepreneurship, innovation, and community leadership.

Headquartered in Rocky River, Ohio, Roundstone was founded in 2005 with a vision to deliver better healthcare outcomes at a more affordable cost. To bring that vision to life, the company pioneered the group medical captive model — a self-funded health insurance solution that provides small and mid-sized businesses with greater control and significant savings.

Over the past two decades, Roundstone has grown rapidly, creating nearly 200 jobs in Northeast Ohio. The company works closely with employers and benefits advisors to navigate the complexities of commercial health insurance and build custom plans that prioritize employee well-being over shareholder returns. By focusing on aligned incentives and better health outcomes, Roundstone is helping businesses save thousands in Per Employee Per Year healthcare costs.

Roundstone Insurance — Built for entrepreneurs. Backed by innovation. Committed to Cleveland.

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