How Stanford GSB Launched Its Flagship Show

Creating Stanford GSB’s Flagship Podcast If/Then.

"Why does it have to be a podcast?" Jenny Luna from Stanford Graduate School of Business returns to Continuing Studies to discuss the deliberate choices behind launching their flagship show, If/Then and why podcasting, among other communication channels, was the ideal platform to amplify the impactful research of Stanford GSB faculty. Jenny shares the strategic decisions that shaped the show—from selecting the right host with deep institutional knowledge to creating content that resonates with their audience. Her insights reveal the critical role of podcasting in advancing academic storytelling and outreach in the world of higher education.

Episode Links:

• Jenny Luna: LinkedIn 
• Stanford Profile: Jennifer Luna 
• Jenny’s Podcast: If/Then: Business, Leadership, Society 

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Chapters:

(00:00:00) Introduction
Neil and Jen introduce return guest Jenny Luna, producer of Stanford GSB's new flagship podcast If/Then.
(00:03:41) If/Then Podcast
The concept and focus behind the If/Then podcast.
(00:05:06) Topic Selection
How topics and faculty are chosen based on relevance and impact.
(00:06:03) Choosing the Host
Selecting an internal host familiar with the GSB culture and strong faculty rapport.
(00:07:54) Why Podcasting?
Why the GSB decided to focus on podcasting as a major communications channel.
(00:09:38) Success Factors
Keys to the success of Stanford GSB’s podcasts, including strong branding.
(00:12:30) Working with Agencies
Collaborating with agencies for production and marketing.
(00:15:53) Launch Strategy
The approach to launching If/Then, including pilot episodes and stakeholder approval.
(00:18:36) Season Two Planning
Preparation for season two, including audience surveys and advance planning.
(00:20:36) Lessons From Season One
Importance of developing a listener persona and a new strategy of in-person chats with guests.
(00:25:33) Leveraging YouTube
The role of YouTube in expanding the podcast’s reach.
(00:28:00) Growth Tactics
Effective growth strategies and plans for the next season.
(00:31:04) Conclusion

• (00:00) - Introduction
• (03:41) - If/Then Podcast
• (05:06) - Topic Selection
• (06:03) - Choosing the Host
• (07:54) - Why Podcasting?