#153 The power of building community voice for transformation with Tom Fox

"the microphone is a mirror for our culture – when leaders start listening, cultures start changing..."

What if your voice, not just your words, could build deeper trust and connection? Tom highlights that audio communication activates the brain’s pleasure centre. People often trust what they hear more than what they see.This trust mechanism is invaluable for leaders aiming to foster genuine two-way communication. It moves beyond formal messaging, making leaders more relatable. Human trust is becoming more and more important as we move into an AI generated era.

AI will not replace humans enjoying each other’s company, having interactions that an audience can feel, and building niche communities that create impact beyond monetisation, spark movements, and give rise to new communities in turn.

Think about it: have you ever felt like you “know” a podcast host, even without meeting them? This phenomenon creates a powerful, intimate connection. Tom Fox calls it “your voice is in my head” and notes how listeners pick up on inflections, emotions, and authenticity. Tom and I discuss how organisations can leverage this and Tom outlines five reasons in the business world to have a podcast: thought leadership, relationship building, audience engagement, content creation, and sales – a B2B podcast does all five, conveying information and creating an authentic voice.

The power of this approach is also that people get the chance to use their voice to build and inspire communities, wherever they sit in the hierarchy, and all voices can be heard.

What untapped communities or conversations exist within your organisation that, if amplified, could lead to significant cultural shifts?

The main insights you'll get from this episode are :

1. Initially a segue from corporate compliance (making businesses more successful) and blogging (for marketing purposes as a sole trader) to podcasting (and the community behind it) as a means of communicating beyond writing.
2. The audio format of podcasting is very different from video - hearing something instils more trust than seeing it, and voices/inflections are remembered and recognised – despite being as old as humankind, storytelling still resonates.
3. The effectiveness of podcasts is measured in terms of social media touchpoints with an audience (listens, engagements, views, etc.) based on an IAB certified download (listened to for 60 seconds or longer).
4. This method highlights customer engagement and the impact of voice - leaders can use internal podcasting as a supplemental form of communication to share messages and foster two-way communication within their organisations.
5. Podcasting is about having fun while learning - it is informal and very important in the hybrid world; its democratising power offers companies leverage to surface diverse perspectives and facilitate bottom-up communication.
6. The choice of guests and hosts on internal podcasts must be considered –successfully navigating the politics of internal podcasting must focus on the ultimate goal, e.g. personalise the C-suite or explain a policy.
7. The human attention span has changed dramatically, and a corporate podcast could replace other forms of communication, being used for short-form content as snippets for inclusion in a video, for instance.
8. AI will not replace humans enjoying each other’s company, having interactions that an audience can feel, and building niche communities that create impact beyond monetisation, spark movements, and give rise to new communities in turn.
9. A podcast can meet a market need, capitalise on an opportunity or focus attention on a particular area of an organisation, seeking out the unheard voices and giving them a platform.
10. Podcasts enable us to learn from other experts; continuously connect the dots of the bigger picture around us; listen to people tell their stories; and build our network: the microphone is a mirror for our culture – when leaders start listening, cultures start changing.

Find out more about Tom and his work here :

https://compliancepodcastnetwork.net/

https://www.texashillcountrypodcastnetwork.com/

https://www.linkedin.com/in/thomasfox13/

tfox@tfoxlaw.com