{"type":"rich","version":"1.0","provider_name":"Transistor","provider_url":"https://transistor.fm","author_name":"Still Early","title":"Why are we starting a podcast?","html":"","width":"100%","height":180,"duration":999,"description":"In this episode:\nHow Peter and Niklas met and why their previous podcast attempts didn't work out\nWhat Niklas is building with Phone.inc and why distribution is the biggest challenge right now\nFounder-led marketing and content strategy in the age of AI\nWhy vlog-style video is probably the future but still feels super cringe\nIf you prefer video, subscribe to our channel on YouTube: https://www.youtube.com/watch?v=Hz2TxxEkW9k\nPeter and Niklas have been trying to start a podcast for years. They met back in 2019 when Niklas was listening to Peter's podcast Out of Beta and asked if he wanted to give feedback on his startup Legal Monster. Peter came by the office, they hit it off, and Peter literally ended up moving into Niklas' office. They've tried starting a podcast together multiple times since then — including a Danish-language show called \"Store Planer\" that produced a few genuinely great episodes before the production effort killed it.\nThis time around, Niklas is building Phone.inc, a modern business phone system for small businesses and startups. He's got a first paying customer (who basically wouldn't stop banging on the door until he got access) and over 120 companies on the waitlist. But unlike Peter's work with Tailwind Labs, where the team is sitting on massive built-in audiences, Phone.inc is starting from zero on distribution.\nPeter is helping out as an advisor and small investor, and one of the things they agreed on pretty quickly is that founder-led marketing is the move right now. So part of Peter's role is helping Niklas figure out the content side — editing, promoting, keeping things moving week to week.\nEvery week they just talk about whatever's top of mind — Phone.inc, Tailwind, Peter's stuff with OG Kit, the startup journey in general. No heavy research, no rigid scripts. Just two founders checking in every week and figuring out the format as they go.\nThere's also an interesting tension around content strategy in the AI era. Phone.inc is still in...","thumbnail_url":"https://img.transistorcdn.com/jiN5sNwxC3favF-CuribFhPuNYrIJomhSIW6PRT4RAk/rs:fill:0:0:1/w:400/h:400/q:60/mb:500000/aHR0cHM6Ly9pbWct/dXBsb2FkLXByb2R1/Y3Rpb24udHJhbnNp/c3Rvci5mbS9hYTNj/MDZmN2Y1ZjQxYjEx/MjA1YWIzYzhlNWYy/ZmExYy5wbmc.webp","thumbnail_width":300,"thumbnail_height":300}