Shownotes
Victoria Hampson is a business consultant with over three decades of global experience working with major brands. But right now, she’s rethinking how to use her reputation and credibility to build the business she actually wants.
In this strategic conversation, I help Vicky move from vague messaging to powerful positioning. We explore how to make your podcast a true asset—one that deepens relationships, creates real sales conversations, and grows your business… without chasing downloads or algorithms.
Game Plan Talking Points:
• Why Being “For Everyone” Hurts Your Business
• The Power of Saying “Right Now I Work With…”
• How Specificity Activates Referrals
• When and Why to Use Dynamic Ad Insertion
• Choosing Guests Who Become Clients, Referrers, or Partners
• Interviewing with Insight: Better Questions, Better Results
• Why Numbers Don’t Matter (Time and Money Do)
• The Case for Delivery Assets Over Vanity Metrics
• Building Bond Through Memory and Voice
• Why Pod Match Might Be Hurting You
• The “Post-Coital Pod Moment” That Builds Business
• Making Podcasting the Prize—Not the Content Filler
12 Reasons to Listen…
• Why “I Help Everyone” Doesn’t Work
It’s at 05:00
• How to Choose a Clear Niche (Without Marrying It)
It’s at 08:00
• Using “Right Now I Work With…” as a Positioning Move
It’s at 09:00
• Creating Referrals Through Specific Messaging
It’s at 10:00
• Why You Don’t Need a Popular Podcast
It’s at 15:30
• Understanding Dynamic Ad Insertion
It’s at 16:00
• Sending a Podcast as a Pre-Call Asset
It’s at 17:00
• Metrics That Matter
It’s at 20:00
• How to Ask Questions People Remember
It’s at 26:00
• The Guest Criteria That Actually Builds Business
It’s at 35:00
• How to Use a Podcast to Save Time, Not Just Market
It’s at 32:00
• Why Podcast Dating Sites aren’t the Win You Think It Is
It’s at 40:00
Time-stamps:
00:00 Rethinking What Podcasting Is For
05:00 Why Vague Messaging Doesn’t Convert
08:00 The “Pick a Lane” Strategy
09:00 Positioning with “Right Now I Work With…”
10:00 How Specifics Spark Referrals
15:30 Popular ≠ Profitable
16:00 Dynamic Ad Insertion Explained
17:00 Sending Podcasts Instead of Sales Decks
20:00 Time and Money: The Only Metrics That Matter
26:00 Memory, Emotion, and Questions That Land
32:00 Using Podcasts as Delivery Assets
35:00 Who Should You Actually Invite On?
40:00 The Problem with Pod Dating and Guest Apps
Guest Deets:
Never miss an episode:
Here are three ways I can help you with your business:
👀 Watch ‘Get Clients with Your Podcast’ when you join my email list
Transcripts
How To Make Your Podcast The Prize | Victoria Hampson
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Toby Goodman: [:Toby Goodman: Welcome to 'Not Another Business Podcast' with me, Toby Goodman. Those are all questions Vicki Hampson had for me.
Toby Goodman: Vicki is a business consultant with over three decades of experience working for major global brands. Right now, she's taking stock of how best to leverage her credibility and reputation to build the business she wants.
sions. For all that and more [:Victoria Hampson: How can podcasts and podcasting be a genuine differentiator to drive awareness and activation?
Toby Goodman: I'll answer that question as best I can if I have the following information.
Toby Goodman: What do you want? What does your business look like in three to six months? What can I buy from you as a customer, as a client?
Victoria Hampson: So it's the knowledge of, what is it I do? What's special about it?
Victoria Hampson: How will I bring impact, results, change what's currently happening that shouldn't be or should be better and , how could you, how can you trust me to do that,
Toby Goodman: first of all? Yeah, so first of all you know, I just told you I'm
d. There's loads of parents. [:Victoria Hampson: Yeah. So what I do is I recognize that in the world of work, it's a pretty tough place right now. It's not gonna get any better. So I wanna use my experience over the past three decades, the wins, the trips, the successes, to be able to help leaders show up and be even more human in the way that they get results.
the scope is getting bigger.[:Victoria Hampson: So how to help managers, their teams, and the individuals within it get stuff done and actually find some joy, some love. In that work that they're doing and ultimately get to that PLA place where they are actually thriving. Yeah. Nobody goes to work to just survive. Whether it's to work to your desk in your third room, whatever that is, whether it's a large organization or it's that amazingly fast scaling midsize to on the up organization and it is, its businesses of all sizes, shapes, maturity levels.
Victoria Hampson: Because fundamentally it doesn't get any easier. It's just different. Whereas the organization grows as more resources arrive.
Victoria Hampson: The number of times I hear I. Managers, senior leaders say, this thing's just gonna be better when we've got this, these additional resources.
and go, no. And yes and no. [:Toby Goodman: So the thing that I loved about what you said at the very beginning of that was you talked about helping people be more human, helping clients be more human.
Toby Goodman: The thing that I would challenge you on as somebody who's kind of having a refresh of where you are with your work is saying any, you know, kind of any business, any size, because I don't think that's gonna help you.
help most businesses of any [:Toby Goodman: You are not talking to me.
Victoria Hampson: Okay?
Toby Goodman: And I may, for example, lawyer who runs a successful. Law firm with six offices in and around London, and I'm listening to you and I'm thinking, are we too big for you or are we too small for you? I don't know. And so you at a buffet of opportunity and you have to choose what dish you wanna eat first.
n an hour's time or in three [:Toby Goodman: You can't eat the whole elephant in one go, or you can't eat the whole cake or whatever. And to say, in this next phase, I'm specifically working with these people, right? So if you did meet me at the school playground and I said, what do you do? And you said, I help people be more human in their business.
Toby Goodman: I'd go, oh, that sounds cool. I don't know how to help you and you haven't activated me as someone who can help you. 'cause I a hundred percent could help you. If you said to me right now I'm looking to work with law firms of between 50 and 200 people who are based in and around London or the UK or what have you.
an: Um, I'm gonna help them. [: n't get any gigs or clients. [:Toby Goodman: You are now also in a situation which falls under the, just because you can doesn't mean you should. Right. Does that resonate with you?
Victoria Hampson: It really does, and it also brings a struggle because of course it
Toby Goodman: does, because it, it's hard. It's a
Victoria Hampson: grave factor because it it excludes in my head a whole host of clients I've worked with over the years.
Victoria Hampson: So I could really easily say, I love leaders in the aerospace sector. Cause I've been there and I've done that. Yep. Do I have to do that again? And like you've just done professional services lawyers.
Toby Goodman: Okay.
Toby Goodman: There's another, there's
Victoria Hampson: a need variety.
Toby Goodman: I hundred percent agree and I do too. But here's something else that happens when you say.
aying with the lawyer theme, [:Toby Goodman: That sounds like exactly what we need, but we're in the aerospace industry and you get to say, okay, occasionally I look at other people, in other verticals, other professionals. I just need to find out a little bit more. Yeah, and I dunno, that is the magnet because people like both sides of the magnet.
ime. I've had that where I'm [:Okay? 'cause
Toby Goodman: I know exactly what to do with them, but I'm not, I'm not screaming about it. They're just coming because there's something about me that speaks to them.
Toby Goodman: And if I talk to them and hang out with them and we like each other. And they asked me to make them an offer and I feel inclined to do so. I will. But they like the fact that I'm focused. They like the fact that my main thing right now is, is healthcare because it feels good. So that's the other thing that happens when you say, I do this.
ally I do. Let's have a chat [:Toby Goodman: So not
Victoria Hampson: clothing, aerospace, by the way. Right.
Toby Goodman: But you know, you know what I'm saying? Like, it doesn't matter if I don't. It doesn't matter. That happens when you confidently talk about, what you are doing. So I wouldn't worry about that. I would just pick a lane and as, um, I can't remember even who says this, but you don't have to marry a niche or a niche if you're a yank.
Victoria Hampson: I like that. That really helps,
Toby Goodman: right? You cool. You don't have to marry it. You only have to date it. And if you date it for three months. That's cool. Like you look at the big clients that I've had have been between healthcare, executive coaching
Victoria Hampson: Yeah.
Toby Goodman: And space industry. Right. They're my, they're the three.
Toby Goodman: [:Completely
Toby Goodman: different.
Yeah.
Toby Goodman: And yet.
Toby Goodman: I have been doing the same work, clearly, I've been doing exactly the same work. It's just helped that
I've
Toby Goodman: been referred and I meet people in the space industry, or I meet an executive coach or someone who says, what else do you do? Because they get to know me and they like me, and they say, well, you know, I'm, you know, really focused on healthcare right now, whatever.
Toby Goodman: And they say. It turns out people in the space industry know people in healthcare and people in healthcare know people in legal or exec executive coaches. Yeah, you are, you are making, I'm making it easy for them to know how to talk about me.
Victoria Hampson: Okay.
Toby Goodman: I am.
Toby Goodman: Couldn't be less interested. I couldn't give less of a shit about growth hacking, marketing funnel people.
ship with me and vice versa. [:Toby Goodman: 'cause he really helped me get clearer on something. And you sent with your credibility and with your, um, incredible experience. People who know you, when you say my name. So much more powerful than if I pop in their dms. You know, like, yeah, who the hell's this guy? So it comes back to my first question to you.
Toby Goodman: What do you want? Are you trying to build a $10 million a year business? Are you trying to build an $80 million a year business? Are you just trying to make 250 grand a year? Or not even that? What's the number and how much time do you wanna invest? The end. You've got a life to live. You've got family, you've got travel, you've got other things.
Toby Goodman: Turns out [:Toby Goodman: I don't care. I'm not looking for vc. I've helped people do it. I've, you know, I'm not looking for angel investors. I'm not looking for the status of having a nine 10 figure exit. I literally don't care. I know what my metrics are and they are about my time.
Victoria Hampson: Yep.
Toby Goodman: In my business and my time. With my family and my time with my friends, right?
e pulled in with this growth [:Victoria Hampson: Absolutely.
Toby Goodman: And if you talk to me like that,
yeah,
Toby Goodman: then I'm not your guy, but I do have this thing that I'm really good at that helps people talk about themselves.
Toby Goodman: Helps people build relationships. IE sales without selling, I think is -really good podcasting, and really good podcasting. Doesn't need any listens. This goes out as a podcast. I'm not even gonna check how many listeners it gets, but I will remember this conversation and I will send it as a nicely packaged conversation.
Toby Goodman: To somebody who's expressed an interest in me. So when they ring the same bells as you are ringing, I can say, before we get on a call, listen to this. That's literally it.
Victoria Hampson: Yep.
y I said something before we [:Toby Goodman: I said, it's an agile asset, right?
Victoria Hampson: Yep.
Toby Goodman: Then I said, have you heard of dynamic ad in insertion? And you said, that sounded like surgery. And I said, yes, but let me explain what dynamic ad in insertion is. You know what a banner ad is on a website, right? And you know that. When you go to, I dunno, Amazon, you suddenly see a banner for the, the shoes or the haircare products or whatever, and it's just, it's just there.
Toby Goodman: And then the next time there's something else because you bought that. They show you that thing. Yeah. And Amazon is selling that space to those people. Or Google is, or however it works. The tech in podcasting has changed so much in the last few years, right? That you are basically able to do that with your podcast.
Victoria Hampson: Okay.
and it's called Streamlining [:Toby Goodman: It's the chat I had. I can with that episode, add different intros and outros at the touch of a button. And they will be applied to every single episode I've ever put out on that podcast. So if I say at the beginning of a podcast.
Toby Goodman: Hi, welcome to,
Victoria Hampson: okay, got it.
Toby Goodman: This podcast, I'm Vicki, and today we've got a chat with, um, Toby about this thing that's done that's baked in.
ng saying Right. It's August,:Toby Goodman: That's its own audio, and then it goes into the main thing. So in three months time, if you're looking for aerospace, you can click it over. Every single episode changes and it talks about aerospace, or it talks about your new book, or it talks about a retreat. You know what I mean? Like, whatever you are doing, it serves you.
Toby Goodman: And that conversation is still, it's an asset. It's not, it's basically not the newspaper in the bin or the trash. It's something that you keep using but is always, um. Up to date with, with the now version of who Vicki is. And that will happen. And I would normally say, right, every three months you can look at, is this working?
Toby Goodman: Are we cool or do we want to change those dynamic ads? Whereas people who are podcasters who want to be podcasters as their job, they want to be famous or what have you, they sell those spaces to, people that sell mattresses and Pelotons or whatever.
Victoria Hampson: Yeah.
t because we are not scaling [:Toby Goodman: a million, right? If we are there, then you don't need a popular podcast with thousands of billions of listeners. 'cause they haven't got any money anyway. Like they're not your clients. Yeah. So don't worry about how many people worry about who, and you've got the power to do that because you are well connected.
Toby Goodman: You've got a good LinkedIn and you can say, then you use it as a absolute focused, for want of the least less gross term in, in these times, but like a, literally a guided missile into the inbox of somebody you know, who knows who you are already or who knows somebody.
by. He says, your ex, your Y [:Toby Goodman: Boom. They're like, Vicki, you literally, this is amazing, right? So you lead with the gift and if one client for you is worth five figures or maybe more. Then how many clients do you want? Don't actually need that many clients, do you? So you don't need to be playing, right? You don't want that many. So you stop playing the game of how popular can I get and how many clicks have I got?
Victoria Hampson: Okay.
Toby Goodman: It, how does that change? Like I know so many, you are focused, like people are focused on the wrong metrics because they make you look at, there's post, there's a post on LinkedIn that's got no likes that I've had a DM from and got a five figure client off. It looks like I stacked it on that post, but I haven't.
Toby Goodman: Right. And
back to what you're talking [:Toby Goodman: Well, there there are like two numbers, right? The, the, there's one number, which is your time. And there's the other number, which is how much you've got in your bank account.
Toby Goodman: And the other numbers kind of don't matter do they? Like really I got 7,000, like
going back to language,
that stuff, you can write a [:Victoria Hampson: Yeah.
Toby Goodman: And
Toby Goodman: they will, they'll DM you. I could do that today. Yeah, I could say, um, I could say either publicly or not publicly. Obviously I would never, I never say anything that wasn't nice. But I would say, ah, I've been speaking to, I've been speaking to a fantastic executive coach called Vicki, who is looking for ways to use a podcast.
Toby Goodman: Here's what I didn't say, because I'll tell you what's gonna happen after this call. I'm gonna think of 25 things I could have told you because that's how it, that's what it is to be a person, right? Soon as you move out of a room, you, you, you're like, oh yeah. So those, um, we could
Victoria Hampson: have said that.
Toby Goodman: Yeah.
at it is 'cause I'm terrible [:Toby Goodman: send it to you or send a link. Oh, I thought of this. I turned it in a bit of content. I hope you don't mind, Vicki. Either way, I'm building my relationship with you and I'm, I'm worst case. Like I say, I'm just proving value rather than just going, buy my thing. Buy my thing, because it's whatever, it's not gonna help.
Toby Goodman: So is that helpful?
Victoria Hampson: That is it's helpful. It's also validating. 'cause that's what I find. I enjoy to talk about those powerful conversations, those conversations where there's been the exchange. It's been two way, it's not just about the thing. 'cause it very rarely is. Um, I do have another question.
Toby Goodman: Yeah.
Toby Goodman: Based
arketing approach to make it [:Toby Goodman: Yeah, I love that. So number one. Why does that matter? Because if your podcast has done a good job for you, why It doesn't matter. It literally doesn't matter. So that's the first thing is why is that important? It might not matter. Secondly... get good at interviewing people. And that comes down to,
Victoria Hampson: yeah,
Toby Goodman: studying good journalists, good
questions.
Yeah. And
ody who has been interviewed [:Toby Goodman: They're not used to talking about themselves. So that's, that's a delicate balance there. So the best example of this, on the people who have been interviewed a lot side is... you can do your research. You can look at these people and think, ha, I don't wanna ever make anyone feel uncomfortable. 'cause I'm not about making those shows.
will stick with them. I want [:Toby Goodman: Well, that's a really good question. I actually want 'em to think it's a good question. On a talk show, on a Saturday night Talk show, they've been primed. Tell me about the time when you, I heard about, you know, like all that shit. You don't wanna do that. They've told that story before. So you wanna find something, you wanna find a gap in their LinkedIn or you wanna just something like... what haven't they been asked? And what astronauts hadn't been asked.
Toby Goodman: I will tell you in a second what they have been asked is, what's it like looking out the window of a, of a space shuttle for the first time down on earth? And how'd you go? How do you have a have a poo in space? How'd you go to the toilet? These are the two most common. These are the most common questions astronauts are asked and they've all got really cool answers, but they've, you Google that astronaut, you can see blogs, interviews, newspaper, podcasts, TV shows.
hat story and they nail that [:Toby Goodman: Some of them were pilots, other others were geologists, other were medical doctors. So they were in very different environments. And when you get people talking about memory. It taps into something that is not, what do you think about this thing? What's your memory of something? So it's probably my favorite thing is getting people to talk about memories of stuff that they've never talked about before that are positive, and they kind of relive that.
gnant or what have you, that [:Victoria Hampson: And do you, do you balance that with managed emotion, you know, not tapping into the kind of emotions that would take the conversation in a derailed route?
Victoria Hampson: Or is that down to no good journalist asking?
Toby Goodman: Yeah. Well
Toby Goodman: what's a, what's a good question in this? What's a good question in that environment and. I'm not looking to create a piece of journalism for the newspaper. I'm looking to create a conversation that increases my bond with the person I'm talking to.
pertise so I can answer them [:Toby Goodman: I think that's it. I think that's useful. What questions do you have for me? Is not something Michael Parkinson famous British TV interviewer person would ask. He would never ask that 'cause he's the host of a TV show. But I can do all the hell I want on my podcast. So I can say, what questions do you have for me based on that? What are your memories of this?
Toby Goodman: I've also found that, have you found that? Yeah, I have. Oh, I haven't. Okay. Why is that, do you think? What, what changed? What's the difference between my experience with a client who I would assume is the same as you, but it turns out there's not. What is that? And do you have any questions about that for me?
Toby Goodman: Around how I worked with X to get Y, would that be valuable to you? I can have a proper conversation with someone, and honestly, I don't care if no one listens to it apart from me and the person I'm having a conversation with.
Victoria Hampson: That's the [:Victoria Hampson: That's what's super important as the core to making a great podcast. Do you advocate a standard set of questions so you get that feel for, here's a good structure that we can use again and again? Or do you like to vary? What do you advocate? What work, what do you think is best?
Toby Goodman: I think, you know, I don't wanna be a cop out, but I think it's a mix of both.
Toby Goodman: Again, it goes back to what your goals are, right? So let's go with healthcare, right? So I've got a, I've got a healthcare client, I've got a few healthcare clients work with an oncologist. I'm like, what are all the questions they ask you? What questions do you have to answer all the time? Will I lose my hair? Is one, right?
lose my hair? And that saved [:Toby Goodman: You have one year of experience, 30 times if the syllabus hasn't changed, and like you've just done the same thing. Yeah. So wouldn't it be more efficient if, and we kind of, you know, the, the education system in, in, in every country, but the education system here is fundamentally, a bit of a mess.
skills rather than learning [:Toby Goodman: So you want a hardcore of answering questions. And here's the other thing. A lot of the questions people ask you are the same as they ask, any other person, but there's something about the human voice and the tone of your voice and the relationship they've already built with you, which may be a real relationship that you've both, um.
Toby Goodman: I, you've both communicated. Or it might be that they've just been listening to your podcast for a while and you didn't know it. They just like the way you talk. And when it came to the doctors. The doctors I worked with had a certain local accent. From the state that they, they were in and it felt like their people were talking to them about hair loss.
Toby Goodman: It wasn't [:Toby Goodman: Mm-hmm. I'm also wanting you to think about it as a delivery asset. 'cause these people already like the way you speak, they like how you deliver and you help them so you can save yourself a lot of time. What do I always say to my clients? I always say this, do you know what? Bollocks. I'm just gonna record it.
ay. That helps you keep your [:Toby Goodman: These are the questions I wanna ask you. If you work with me, what do we need to put out? How many interviews do we need to really have at this stage? Or do we just need to put out a few? I always suggest a mix 'cause I want you to start having conversations.
Victoria Hampson: Yeah.
Toby Goodman: But actually, what are these questions that keep coming up?
Toby Goodman: And what I love about having these questions with D, these conversations with different guests for me is that. You kind of do all ask the same thing, but you are all at a slightly different point in your journey. You've had slightly different experiences from a work standpoint.
ld the bond between like all [:Victoria Hampson: Yeah.
Toby Goodman: And they will scream about that podcast episode because no one's ever thought to ask them.
recognized in a way that men [:Victoria Hampson: Yeah,
Toby Goodman: every single industry.
Victoria Hampson: I think it's definitely something I would resonate with, and I've seen it right. From a learning program perspective, right. Can struggle. Yeah. To articulate the value. Yeah.
Toby Goodman: So you can use
Toby Goodman: that, you can use that because they will help you then advocate for you in a way that someone who's been on 7,000 podcasts won't, so that's, that's an important point.
hich is, I spoke about that, [:Toby Goodman: Powerful referrer- someone who knows how to talk about Toby and Toby knows how to talk about Vicki works both ways. Number three, joint venture partner. We might actually do something together. That'd be cool. That might be nice. I don't know. But that's a possibility too. And going back to the client, possible client, there's two things going on there.
Toby Goodman: There is possible client, but there's also existing or past client.
Victoria Hampson: Mm-hmm.
Toby Goodman: So chatting to a past client. Doing that case study style episode, really good for you because they'll just tell you how much you've helped them and you can go back and tell me the memory about when we first met, where were you at in your head?
, having a really good chat. [:Toby Goodman: I remember that very clearly. So I remember, and I remember you saying, oh, I can, I can see the cloud through your sunroof, right when I'd parked up.
Victoria Hampson: You absolutely did!
Toby Goodman: So I've now got memories of you in different places.
Victoria Hampson: Yeah.
Toby Goodman: Which is also quite powerful. And I didn't even mean to do that. But that's the thing, isn't it?
Toby Goodman: So we're building that relationship we can say, right. I. I've got these more, I've got more powerful memories of you, which is why you are, you are at top of my mind when it comes to people talking about podcasting for business. That's my,
Victoria Hampson: yeah,
Toby Goodman: my goal. And why I would give you an hour of my time and why you'd give me an hour of your time.
Toby Goodman: 'cause you suspect I could be helpful. Right. So. Is that, is all this helping?
w, some of the ways to do it [:Toby Goodman: Yep.
Victoria Hampson: And what you've been saying in terms of the numbers don't necessarily matter. You don't need the big guess. Do you use a tool like Pod Match? You know, that's a tool that I've used previously.
Toby Goodman: Mm-hmm.
Victoria Hampson: From what you've said today, the, you know, the power that comes across from. Thinking really intentionally about guest selection from your network, from desired individuals that you want to, recognize as unsung heroes, potential collaborators.
Victoria Hampson: The answer's no, do the do the work for yourself and go find,
Toby Goodman: because then being on your podcast becomes a. A privilege. It becomes the golden ticket to the ball, right? It doesn't become, I'm on an app and this week I'm gonna talk to someone who wants to help people grow business, like gimme a break.
you've got three decades of [:Toby Goodman: Just to let you know you are better than that and you are putting yourself in the absolute kind of pit of everyone on LinkedIn, most of whom aren't as anywhere near as credible as you. So why would you do that? I think pod match might be good in certain situations, but, and I've tried those things and I think, I think they're great for the people who own the product. What they're trying to do?
Toby Goodman: They're trying to sell ongoing podcast product. They're trying to sell stuff. They're trying to sell a membership, whatever
Victoria Hampson: sell scale.
Toby Goodman: If I can get
Victoria Hampson: what the, before they're selling numbers, right?
Toby Goodman: But it's their
Victoria Hampson: numbers.
Toby Goodman: Yeah. It's their 20 bucks a month subscription that they're interested in. They can't give a toss about the quality of the podcast interview.
gonna invite anyone on your [:Toby Goodman: Forget it. Not interested like that. That makes me feel, that makes me feel like those people feel who only get asked to the party after the meal at the wedding. You know what I mean? Like you don't wanna be those people, so, yeah. Right! So use it. I don't often ask people on my podcast. I don't ask just anyone.
our a, to continue the theme.[:Toby Goodman: A CEO of a law law firm. Would you like to come on my podcast? No. I see you're a CEO of a law firm who's worked with X, who managed to help secure planning for permission for Y, which happens to be a town I absolutely love, and I've really benefited from that building and going in. Thanks so much for that.
Toby Goodman: I'd love to find out a bit more about the process, so speak to someone about a specific thing. Don't speak to them about their journey or their story. Come on. Like, everyone's like, well, my story's... no. Just get to the point, like, what's your point? Let's have a really specific, we can have other conversations later.
t the, it doesn't matter who [:Toby Goodman: And, and, uh, where did you go to... look like they've answered those questions all day. So just make a bit more effort.
Victoria Hampson: Don't you do it anywhere? Don't. Funny question.
Toby Goodman: Yeah. The journey. Tell me about your journey.
Victoria Hampson: What's your story? No,
Toby Goodman: what's your story? No. Like I kind of already know your story. I think I, it doesn't, it's not that it doesn't matter, but it's not a conversation I wanna have because then they're gonna go into their... this is what I say when I first meet people at a conference, and this is the, this is basically a version of my keynote.
win. That was a really great [:Toby Goodman: Post-coital pod moment, which is the moment after they go. Tell me more about how I can support you? Tell me who I can introduce you to? All of that. That makes sense?
Victoria Hampson: Yeah, it does very much it. What it also does is it takes me back to conversations that really stand out amid the, who was that with again, and what was that about?
Victoria Hampson: Yeah. Because it was a little formulaic of the story and the journey.
Toby Goodman: Yeah.
Victoria Hampson: Um, you know, individuals who have done something, not necessarily miraculous, but they've, what they've done really evokes. That emotional thinking, it evokes that memory. It evokes what that might feel like for me. Imagine being in the room when this thing is being created.
story. And it doesn't matter [:Toby Goodman: A really good example of that, that you can hear. Is I a couple of years ago, interviewed Joe Foster and Joe Foster is the founder of Reebok. Yep. Do you know Joe?
Victoria Hampson: I do, yeah. I follow quite a lot of what they do and the books, et cetera. Yeah, right. So Joe was, Joe was like
Toby Goodman: 90 the other day and I was like, oh, get that interview out.
Toby Goodman: I got the interview out again.
Victoria Hampson: I saw that post. Yeah,
Toby Goodman: his book came out around that time. Interesting. Fantastic book. You know, about sort of post-war. North Northern England, like really interesting. Very different from Shoe Dog, which is Phil Knight, who's the, the Nike guy.
st after podcast. Everyone's [:Toby Goodman: And so the first question I asked him was. How did it feel when your dad said, you may as well just kill me now? Because this was supposed to be your business that you inherited. Now you're leaving me to start something else. Which is very early on in his book.
Toby Goodman: He's,
yeah,
Toby Goodman: He le he leaves JW Foster and Sons and goes off with his brother and starts Reebok. And I just wanted that memory. I wanted that what, basically, how did you have the balls to do that to your own father kind of thing without, without biggest directors at, what's your memory of that moment and what, what do you think led you to do that?
en it in three seconds flat. [:Toby Goodman: At one point he went, 'oh, you've actually read the book'. 'cause he was so used to people going, oh, there's a guy who did a billion dollar, four or $5 billion company, whatever. He sold it.
Yeah. And
Toby Goodman: they, and I'm, I'm just being trotted out because I'm just trying to sell my book. But there was something about that conversation that he'll remember that, I know he'll remember that conversation.
Toby Goodman: Uh, not that he's my best friend or anything, but I just did a little bit more question, right. I just did a little bit more. And also I used the fact that I was a Brit. And I used the fact that I was a Brit who's also worked in America and I was interested in his experience before the internet of working with Americans versus mine, where all I do is go to my garden and turn on a computer and I'm in America.
t brought us together and it [:Victoria Hampson: Yeah.
Toby Goodman: Because
Toby Goodman: I've been to Bolton, you know what I mean? Like one of my best friends is from Bolton, so like you've been to Bolton too, I imagine so, yeah. Cool.
Victoria Hampson: Uh, what you've also made me realize is that when you ask a question, as you did of me, that kind of gives that. Makes you reflect on your answer and the answer could have been a better answer, and there's ways to learn and do things differently.
Victoria Hampson: You take that away with you and I will take it away with me from this conversation to go, I really need to refocus on how I'm describing me and avoid certain ways. I've been describing myself. Yeah. And also pick a lane. You know, one of the most resonant pieces is, pick a lane and you don't have to be wedded to it.
n: I don't have to marry it. [:Toby Goodman: Yeah, not at at all. That's been a
Victoria Hampson: really big piece of insight.
Toby Goodman: Not at all. Literally just watched my little boy throw bean bags in a field and then cross over the field and run. He was focused on that for 10 minutes. He's focused on that one, and I'll go back and I'll see my eldest little boy.
Toby Goodman: Do the same thing in a different order. They're focused on that thing in that moment. And it doesn't make them any less than. You just can't, it's just easier to run and throw a beanbag at a separate time, so I'm really glad it helped. And, um, yeah, thank, thanks for letting me record this.
Toby Goodman: 'cause I just thought it would, it would be worthwhile.
Victoria Hampson: Yeah. My pleasure. My pleasure. And I, it's given me, practically a very good idea of how you work and how you do things. I need to really think about with my plan of where I'm going. Moving out of the business that I've been in and how things are being done.
Victoria Hampson: It is about not trying to go back to that formula.
Yeah.
Yes.
Going
oy and have been told that I [:Toby Goodman: Yeah.
Victoria Hampson: But not trying to recreate.
Victoria Hampson: I'll have a good think about it.
Toby Goodman: It's been a real pleasure chatting to you.
Victoria Hampson: Pleasure to talk to you - great one.
Toby Goodman: Alright. Take care.
