Steven Bartlett is the founder and host of The Diary of a CEO, one of the most popular podcasts in the world. Only Joe Rogan has more listeners when it comes to hosted shows.
Launched in 2017 as a hobby to let Bartlett get inside the minds of other CEOs, the podcast has attracted more than 1 billion streams, including 50 million monthly listeners in December alone. Guests have ranged from comedian Trevor Noah and YouTube titan MrBeast to a mix of self-help experts including longevity gurus, nutritionists, and sex therapists. In 2024—thanks to his mix of compelling content and growth hacking—Bartlett says the franchise generated $20 million in revenue from Google AdSense, partnerships with brands like LinkedIn, Oracle, and Shopify, and hawking merch like hoodies and branded journals.
He’s out to make even more—and do it as a free agent. While other podcast royalty have signed mega deals with streaming networks (read: Alex Cooper’s $125 million partnership with Sirius XM; Joe Rogan’s $250 million deal with Spotify), Bartlett is building on his own. It’s not for lack of interest. Last October, Bartlett flew from London to New York City to meet with several of the world’s biggest media networks to discuss potential partnerships. Bartlett won’t say who or how much, but Forbes estimates that $100 million contracts were in play.
Why turn down frothy deals? For Bartlett, the choice is simple—he believes he can do it better solo. “We looked at what they did in terms of testing, experimentation, innovation, and I felt like I was looking at the past,” says Bartlett. “When I see what happens here, I’m looking at the future.”
0:00 Introduction
0:11 What Is Diary Of A CEO?
1:19 Steven’s Background
4:12 Why try entrepreneurship?
10:07 How DOAC Started
12:08 Why go all-in on podcasts?
14:01 Fail faster
16:27 How to use tests to find success
21:01 How Steven chooses guests for DOAC
22:02 The bias of 1st-time founders
22:44 Recruitment is key
24:42 When to invest in a company?
26:46 The changing media landscape
30:03 Social media’s role
33:21 How Steven is using AI
37:16 Does AI scare Steven Bartlett?
38:37 Lean in to bizarre behavior
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