This American Life on selling your idea

Alex Blumberg has a podcast about his journey to start a podcast-related business. A recent episode of This American Life included an excerpt from this podcast (called StartUp), in which Blumberg is half-heartedly pitching his idea to investor Chris Sacca.

They talk for a while, and Alex is having difficulty in explaining his idea and what he’s asking for.

Alex Blumberg: So it’ll take a million and a half dollars, I think. And–
Chris Sacca: Take out the “I think.”
AB: Yeah. It’ll take a million and a half– I’m looking for a million and a half to $2 million in seed-stage funding.
CS: No, no, no, no, no.
AB: Yeah.
CS: You were looking for a very specific amount of money.
AB: I’m looking for– [LAUGHS NERVOUSLY]

Finally, Chris decides he’s just going to show Alex how to pitch his idea and he very masterfully riffs a confident and coherent bit of persuasion. It’s certainly worth listening to, but here’s the excerpt from the transcript.

Hey, look, can I get two minutes from you? So here’s the thing. You probably know me, producer of This American Life, been doing it for 15 years. You know it’s the most successful radio show, top of the podcasts in iTunes, et cetera.

So here’s the thing. I realize there’s a hunger for this kind of content out there and there’s none of this [BLEEP]. It’s just a bunch of jerk [BLEEP] podcasts. Nothing’s out there.

Advertisers are dying for it. Users are dying for it. And if you look at the macro environment, we’re seeing more and more podcast integrations into cars. People want this content. It’s a whole new button in the latest version of iOS.

So here’s the thing. Nobody else can make this [BLEEP]. I know how to make it better than anybody else in the world. And so I’ve already identified a few key areas where I know there’s hunger for the podcast. We’ve got the subject matter. We’re going to launch this [BLEEP]. I know there’s advertisers who want to get involved with it.

But here’s the unfair advantage I have. Because of what I’ve done in my past careers with This American Life and with Planet Money, people are actually willing to just straight-up pay for this stuff. And I’m not just talking about traditional subscriptions. I’m talking– we did this T-shirt experiment at Planet Money where we got $600,000 coming in, where people actually gave us money to buy a t-shirt with our logo on it as part of the content. It was integrated directly. And I know we can replicate that across these other platforms.

So here’s what we’re doing. We’re putting together a million and a half dollars. That’s going to buy us three, four guys who are going to launch these three podcasts in the next 12 months. We think very easily we could get to 300,000, 400,000 net subscribers across the whole thing.

With CPMs where they are in this market right now, I know on advertising alone, we could get to break even. But as we do more of this integration, we get people texting in to donate to this stuff, buying some of this product, doing some of these integrated episodes, I know that we’re going to have on our hands here something that will ultimately scale to be a network of 12, 15 podcasts. The audience is there. They want it. Nobody else can do it like we can. Are you in?

It’s so painful to hear Alex stumble and when Chris takes over, I felt a sense of relief and a certain excitement, to hear an idea presented in a way that was designed to engage and persuade. This is a valuable skill in many aspects of professional life, especially when we’re in the business of sharing ideas. The superlative example in this podcast is quite inspiring.

The relevant section starts at 19:21 in the embedded widget below.