What Makes a Podcast Work? Matt Mawhinney on the Business Behind the Mic

Matt Mawhinney, Founder of PodAssist, brings a refreshingly practical perspective to podcasting. After working behind the scenes on more than 8,500 podcast episodes, he knows what actually matters and what is just noise.

In this conversation, Matt talks about why there are no magic episode lengths, no requirement to be on video, and no reason to spend thousands of dollars on equipment before you even know what kind of show you want to create.

He also shares why protecting your audience, choosing the right guests, keeping your podcast sustainable, and having the right support behind the scenes can make all the difference.

Most importantly, Matt reminds us that it's your show. There are no rules.

Show Notes

Think you need to follow all the “rules” of podcasting? Think again.

My guest Matt Mawhinney, founder of PodAssist, has been behind the scenes of podcast production since 2015 and has worked on more than 8,500 podcast episodes.

So when Matt says, “There really are no rules,” he has some experience to back that up.

In our conversation, we talk about what actually matters when you're building a podcast, why podcasters get caught up in things that don't matter, the danger of spending thousands before you even know what your show is supposed to accomplish, and why having the right support behind the scenes can make all the difference.

Matt also talks about his own Podcast Permission Slip and why you don't have to be a performer to have something worth saying.

This is a conversation about podcasting without the pressure to do it someone else's way.

If you're thinking about starting a podcast, already have one, or you're simply wondering whether you've made podcasting more complicated than it needs to be, you're going to want to hear this one.

Connect with Matt Mawhinney: Website | LinkedIn | Podcast Permission Slip

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Paul Larche has spent more than 50 years in radio and advertising exploring exactly that question. He built and operated five radio stations, and along the way learned that people rarely make decisions based on logic alone.

In his book, The Divided Brain, Paul brings those lessons together in a practical look at how our fast, emotional Old Brain and slower, reasoning New Brain work together to shape the decisions we make.

The Divided Brain is the 2026 CANREADS Business/Marketing Winner and a 2025 BookLife Prize Semifinalist.

To learn more about the book and Paul’s speaking work, visit PaulLarche.com and you can find The Divided Brain on Amazon.


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