Michael Sikand of the ‘Our Future ‘Podcast: Be the Go-To Podcast For Young Entrepreneurs Through Your Relatable & Bingeable Content
By: Tracy Hazzard
Tags: Podcasting Tips, Podcasting, Podcast, Business, Influencers

Can you tell us a bit of your “personal backstory? What is your background and what eventually brought you to this particular career path?

When planning my first-ever podcast episode with Susan Dworak, CEO of Real Identities, I formed my questions based off an interview she did with you guys.

My name is Michael Sikand and I am Founder & CEO of Our Future and a junior at the University of Michigan attending remotely from my home in Santa Cruz, CA. I’m currently sitting in my childhood bedroom, which since being adorned with a mishmash of business magazine pages, book covers, and other memorabilia, has become my podcast studio and startup headquarters!

For some background on Our Future: we are a media startup taking young professionals beyond business news with exclusive industry insights and career advice. We produce Our Future podcast, create a weekly newsletter, drop lines of merchandise, and host invite-only experiences.

I’ve always been so wildly extroverted–a person who thrives on meeting new people, connecting others, and being the glue in diverse groups. I’m the kind of guy who makes a lifelong friend on an airplane or perhaps in an elevator. I’ve always been a “chameleon,” making friends with people of all ages and backgrounds through smiles, small talk, and a love for great conversation.

There’s also a part of me that’s always loved having an audience, you know, being in the eye of others. Whether it was cracking jokes to the chagrin of my middle-school teachers, or later on in high school, pitching startup ideas to a group of judges, public speaking has always been my passion.

Once you know those two things about me, it’s not hard to imagine why I launched a podcast when I got sent home from school and had a bunch of free time on my hands. The fact it’s now morphed into a media company expanding beyond audio probably speaks to my long-held desire to launch a startup. My Dad is an entrepreneur and building is in my blood.

Can you share a story about the most interesting thing that has happened to you since you started podcasting?

I’m working on an episode with TikTok right now, and I asked their comms team if they could send me a tee-shirt to rock while doing the interview. When I checked the mail a few days later, a huge box arrived, stuffed with TikTok merch to give out to my listeners including a tye-dye sweatshirt and matching sweatpants for me, along with a lovely handwritten note from them. It was an awesome surprise to say the least.

Can you share a story about the biggest or funniest mistake you made when you were first starting? Can you tell us what lesson or takeaways you learned from that?

My biggest mistake when first starting out was how I sourced inspiration and motivation for building my podcast.

I think it was a lot of megalomania. I got most energized by the idea of what my peers thought of me and “how legendary they must think I am sitting down with hugely successful people at such a young age”. It’s hilarious to think about, but I literally used to go run for miles and miles after I released an episode just thinking about the future and what a superstar I would be one day. In retrospect, it’s funny to think just how intolerable I must have been, spamming my friends, family, groupchats, and every channel I had access to with my content.

I laugh now thinking about how I looked at things just a few months ago, and I feel like I’ve matured a great deal since I first started. This is my calling in life, this is what makes me happy, these conversations fill me with passion, and my drive to build this podcast comes from within.

One thing I’ve realized is the more success you have, the more humble you become. When people compliment me or single me out in a group somehow, I honestly feel a bit embarrassed and undeserving of the praise. I think being humble is a big takeaway.

How long have you been podcasting and how many shows have you aired?

My first episode aired on May 1, 2020. I still can’t believe how fast the past 6 months have gone by…I guess the old adage that time flies when you’re having fun is true. Since May I have consistently released 2, but usually 3 interviews every week, and as of the time of this interview, I have produced 77 episodes. Last I calculated, I’m projected to hit the 100-episode mark in January 2021.

What are the main takeaways, lessons or messages that you want your listeners to walk away with after listening to your show?

The first question I ask all my guests: “When you were my age, 20 years old, what did you envision yourself doing?”

I love this question because 90% of my guests had no clue what they wanted to do at my age. Socrates Rosenfeld, CEO of IHeartJane.com was training to be an Apache Helicopter Pilot; Chuck Muth, CGO of Beyond Meat, was driving trucks for Coca-Cola; and Dave Brandon, Chairman and Former CEO of Domino’s Pizza, was set on becoming a football coach.

The takeaway here for my listeners: you don’t need to have it figured out in college. Careers are circuitous, and the business world is a series of serendipity. Be curious, enthusiastic, and voracious for knowledge, and you’ll make your path.

The meat and cheese of Our Future is the way in which I give listeners a behind-the-scenes pass into the most exciting industries. I bring on business leaders from iconic companies that us young people love and admire, a recent example being Chris Brandt, CMO of Chipotle. You might eat at Chipotle every week, but how did the chain become one of the first brands to win big on TikTok or scale a loyalty program to an audience larger than Monday Night Football (17M+) in less than two years? I bring my listeners along to investigate the “why” in business, taking them beyond the headlines and into the minds of those who create the news and mastermind products we might use everyday.

My last question is always: “What is your piece of career advice”. Some consistent themes: don’t be afraid to move sideways in your career, you’re not much smarter or dumber than anyone else, experiment and try new things, intellectual curiosity is paramount, don’t limit yourself to your job function, you will only be great if you’re passionate, and if you have an idea–don’t wait, do it!

I also recently launched a career series where students who have landed their dream jobs share the tips and secrets that made them successful.

The common thread between all the interviews lies in the power of networking and relationship-building, as well as having a powerful personal story–why is the opportunity you are pursuing aligned with your lens on the world, and how is it an extension of what you have already accomplished as a leader?

Did I mention you learn all this in less than 20-minutes?

In your opinion what makes your podcast binge-listenable? What do you think makes your podcast unique from the others in your category? What do you think is special about you as a host, your guests, or your content?

When I launched Our Future, I looked at it like a startup. I was aiming to disrupt the business podcast category with some key tenets of differentiation.

Firstly: Length. Our Future’s average episode duration comes in at just 15 minutes. Who has time for a 1-hour podcast? Even a 25-minute podcast is too long. I knew from the beginning that if I was to build the go-to podcast for Gen Z business leaders, it had to be short, sweet, and bingeable, because people love to overconsume. It’s amazing the kind of story you can tell in 15–20 minutes, and I am yet to find a business interview show that is the same length as Our Future.

Second: Target Audience. I launched Our Future because there were no business podcasts built for a young audience in mind. I knew that a young person (me) being the host was part of appealing to this group, but also the questions posed and the guest list would be important. Part of targeting young people means interviewing leaders from the companies they find exciting and interesting, some examples being Warby Parker, Impossible Foods, Spikeball, Instacart, and Vans. Young people are greatly underserved in business media and I knew there was an opportunity to build a go-to podcast in the space.

Third: Guest List. I certify that Our Future’s guest list is more diverse and prestigious than many of the most popular business podcasts. Go check out our episode list to see for yourself!

Fourth: Host. The host is the defining element of any podcast. There are so many podcasts featuring interviews with successful business leaders, but how many are framed through the perspective of a wide-eyed, 20-year college student who’s obsessed with business, full of energy, humor, and charisma. I ask the questions that matter to my generation and color my inquiries with the cool casualness that might echo from the basement of a fraternity. Every day, I look to blow my guests away with my ambition and energy, making them grin ear to ear as I set up my next questions.

What my guests reveal about themselves, as well as the larger business world, is different than what might come out if an older person was talking to them. They are more vulnerable, thoughtful, and feel compelled to provide their best, most true advice to the next generation. It’s kind of strange talking about myself in this way, but as a podcaster, you have to be able to pitch your one-of-a-kind personality as much as the subject matter you present.

Doing something on a consistent basis is not easy. Podcasting every work-day, or even every week can be monotonous. What would you recommend to others about how to maintain discipline and consistency? What would you recommend to others about how to avoid burnout?

There have been certain days on this journey where I have certainly felt burnt out. Editing can certainly get monotonous and tiring because my 30–40 minute interviews are condensed into 15-minutes. This makes it a painstaking process deciding what to include and what not to, because I know every part of the conversation is valuable.

At the end of the day, the only way you will maintain discipline and consistency is if you are extremely passionate about podcasting. Despite having the occasional late-night editing slog, Our Future has never felt like “work” for me. I would happily do this for free my entire life, and I think that realization came right after I launched my first episode. Before I begin any interview, I still look at my microphone with the same wonder and admiration I had when I plugged it in for the first time.

What resources do you get your inspiration for materials from?

Most of my inspiration comes from podcasts I listen to as well as the interviews I do. I am also a die-hard reader of business magazines like Forbes and email newsletters like the Morning Brew.

Is there someone in the podcasting world who you think is a great model for how to run a really fantastic podcast?

Nick Martell and Jack Kramer of Robinhood’s “Snacks Daily” are my greatest role models in the world of media. They are two thirty-something best friends that break down the three biggest business stories of the day with a daily formula of creative analysis, infectious laughter, and breakneck energy. I still can’t wrap my head around how talented they are and they inspire me every day.

What are the ingredients that make that podcast so successful? If you could break that down into a blueprint, what would that blueprint look like?

Here’s the blueprint that has made Robinhood Snacks wildly successful.

Consistent, weekly delivery: The key to any successful show is high-quality content, delivered flawlessly every single day. Snacks Daily comes out every single weekday and each time it is perfectly executed. The running joke in the podcast is that at the start of each episode, Nick and Jack both proudly announce that “this is the best one yet” or TBOY. Disruptive, different content: Financial/business news was always so packed with jargon and lacked digestibility. Jack and Nick disrupted the industry by bringing a new formula to the world of business media, simplifying the news into entertaining, interesting “snacks” in short 15 minute episodes that make you smart fast. Their unique personalities and unbelievable talent as hosts make this ironclad content formula extremely defensible. Omni-channel distribution: Snacks Daily began as an email newsletter before it became a podcast. The writing captures Nick and Jack’s unique, funny, and informative style while giving you the same content experience in a different format. Delivering complimentary content through a different medium allows the audience to engage with Snacks Daily whether they have 15 minutes or just 2. The backing of a major company: Nick and Jack’s media company, MarketSnacks, was acquired by Robinhood in 2019. Getting bought by a powerful, deep-pocketed tech company has meant that Nick and Jack never had to become product pitchmen through advertising, as Robinhood leverages the podcast to increase brand awareness and define its character as a force of democratization in finance, instead of monetizing it. Having the backing of Robinhood means Nick and Jack don’t have to worry about supporting themselves, and can instead focus on delivering world-class content, day in and day out.

Can you share with our readers the five things you need to know to create an extremely successful podcast?

Disrupt and innovate in the content category you plan to enter with your show. Your podcast might be disruptive because of its content, its style and format, and/or you and your unique personality/talents. Think about this by figuring out what your 1–2 sentence pitch for your show is, so when people hear the first 15 seconds or read the description, they know what it is and want to listen. Just like a VC might ask what your startup is, it should be the same when someone asks you what your podcast is: why should they invest in you and how can you give them enough to want to hear the full story? Here is the elevator pitch for my show, it’s still a work in progress but you will get the idea: Our Future is the business podcast for young people. Three times a week, get exclusive insights and career advice from the brightest minds in business in short, high-energy episodes hosted by 20 year-old University of Michigan student Michael Sikand.

2. Create consistent, weekly content without fail. The hallmark of any great business is consistency, how can you continually deliver on your promise to the customer? In the case of Amazon or McDonald’s, that’s guaranteeing two-day shipping or serving the same Big Mac you know and love, every single time you pull up to the drive-thru. Successful podcasts are habit-forming, and if your audience can know to associate certain days of the week with the release of a consistently fantastic episode, your show will own a piece of their brain! Not too many products and services are habit-forming like that, and all the best podcasts have their audiences hooked in this way.

3. Your podcast is not the product, the content is. It’s very rare that people discover a new podcast on the major listening platforms randomly, and discovery is one of the greatest challenges in the industry. Think about how content from your show can be distributed across the Internet–that might mean a thoughtful LinkedIn post, a video clip for IGTV, a creative skit for TikTok, a YouTube upload, a guest re-sharing an episode to their own audience, a post in an online community, or an upload to your show’s website. Since reading or watching something online is less of a commitment than tuning into a podcast, you have to repackage your show’s content to thrive on different distribution channels. One beautiful pairing is to build a complimentary weekly newsletter that goes with your show. This allows you to share what you’re learning at a larger scale and introduce more people to your brand.

The Our Future Newsletter is opened every Sunday by several thousand people who get a taste of the stories we tell and the advice we share, with links to listen, opportunities to engage with our brand, and an automated referral program that rewards advocates with exclusive prizes and merch. A podcast + complimentary newsletter is a great synergy. Plus, email lists are far more monetizable than podcasts because you know who the audience is.

4. Unless you’re a celebrity or have the backing of a major media company, your podcast likely won’t blow up overnight. To create a successful podcast, you have to be in love with doing it and have a long-term commitment to putting out great content. If you start a show with the goal of creating a money-making machine or a sales channel or for any reason other than that you are deeply passionate about it, you most likely won’t be successful. In media, if you think you’re good and what you’re bringing to the world is valuable, just stick it out and your audience will grow over time! It’s also great to establish some early friendships with other podcasters to reflect on your journey, provide a support system, and to serve as intellectual sparring partners (I’m always down for this, email me michael@ourfuturehq.com)

5. The last thing I would say is, like any entrepreneurial endeavor, launching a podcast is extremely iterative. You should know that the first episode you put out will sound completely different from one you might put out a week later, three months from then, and so on. When I released my first episode, I used a borrowed mic and barely knew how to capture the interview’s audio–I really had no idea what I was doing. Over time, you will get better and better as you tighten things up, get comfortable with your own voice, and learn to become a dynamic host. I would also say that if you start a show, don’t feel trapped to continually follow the same content strategy. In the case of Our Future, we recently launched a mini-series interviewing students who have landed their dream jobs, moving away from strictly interviewing high-profile business leaders, which ended up being a great decision. It’s a good idea to launch your show based on a strong, consistent, differentiated concept, but embrace iteration and don’t be afraid to add new dimensions like a mini-series to your core format.

Anyways, the big thing is that if you have an idea for a unique and compelling podcast, record it and get your voice out there! The barrier to entry is so low in this industry. When you launch your show it won’t be perfect, but it will be that first step, that catalyst, that very well might unleash you on the most exciting journey of your life.

Michael Sikand of the Our Future Podcast shares the best ways to:

1) Book Great Guests. You need a killer cold email strategy! I think my age and the unique angle of my podcast in sharing insights with the next generation has been a major factor in my success for landing amazing guests in this way. Nevertheless, anyone can win with cold emails, especially when the ask you’re making is an invitation! Start with a catchy subject line and a hook by finding something the person of interest has said publicly, and explain why that resonates with you. Next have a fantastic one sentence pitch for both you and your show, who you are and why are you different than everyone else who reaches out for an interview. Once you have traction, the next line can be to cite social proof (weekly listeners, social followers) and your most impressive past guests. If you’re reaching out to an executive at a company, make sure to mention your willingness to work with their communications team to set everything up! Finally, don’t be afraid to follow-up a second and third time, and to send a message to the person of interest on another channel like LinkedIn or Twitter. You can also just go direct to press teams. 2) Increase Listeners. Give people a taste of you and your content across the world of social media. That might be publicly sharing what you are learning in building the podcast or a nugget of knowledge you took away from an interview in a text post. Your listenership will grow over time naturally and word-of-mouth will always be the most powerful factor, but your goal should be to get in front of as many eyeballs as possible with the release of each episode. Flood the world with what you’re creating! You also should have an open-mind about what qualifies as a listener–if someone watches a 1-minute clip of your interview on a social platform, would you count that person as a “listener”? 3) Produce in a Professional Way. Creating a professional-sounding and well-produced show isn’t difficult. Make sure you have a great microphone and record in a quiet environment. Fans and fridges can be disastrous so really make sure ambient noise is limited. Make sure to record local audio, as well as the audio coming from your guest over Zoom (or other platform), so you can always ensure high-quality audio on your end. In terms of how to make the show sound fantastic, Adobe Audition is an excellent software tool that affords you tons of sliders to clean up and boost the audio, and it’s likely more than you’ll need. 4) Encourage Engagement. Invite your guests to text or email you or leave a feedback form in the description of each episode you upload. Since I work with brands and their PR teams, I’ve recently been asking for merchandise to give away to listeners and encourage engagement (likes, comments, resharing) for them to be considered to win. We also host interactive polls every day on our Instagram stories, where our followers share their opinion on certain topics in business or write in what they would want to see featured. Engagement = more data to inform the creation of your content so definitely think of creative ways to inspire interaction. 5) Monetize. It’s crazy how difficult it is to monetize a podcast without a huge audience. The going rate for podcast advertising is somewhere around $15 per 1,000 downloads, so trying to monetize based on listenership per episode likely won’t be a lucrative strategy when you are just starting out. I have not yet brought on advertisers for my show because when I do, I want it to be an advertiser that officially “presents” the show for the long-term and works with me on creative campaigns and giveaways to connect with and provide value to the Our Future audience. Nevertheless, one way I have monetized my podcast is through our merchandise line. I sold 30 limited-edition Our Future hoodies in September and made a respectable profit (even though I chose to donate all proceeds to fire relief in California). We just had our next shipment arrive, and we plan to release a new piece of merchandise every few months so our audience can have a physical stake in what we are building. There are certainly more sustainable strategies other than advertising I have noticed in the media community: offering a paywall for listeners to get an extra or extended episode if they are a paying subscriber, consulting by producing podcasts for other companies, or pitching advertisers based on your collective audience across media channels to pitch advertisers.

For someone looking to start their own podcast, which equipment would you recommend that they start with?

I use a Blue Yeti Microphone and would highly recommend it. If you’re a loud talker like me, it’s also great to have a mic sock which prevents harsh sounds. For physical equipment, other than the mic, you should have a great pair of headphones and to have a USB-C to USB adapter if you use one of the newer Macbooks. Also, having a good desk lamp or ring light is important for video interviews. Some podcasters use an external webcam, but I’ve always used the one built-in to my computer, and have found the quality to be solid.

In terms of digital “equipment”, I have an unlimited Zoom subscription via my University and conduct all my interviews on it, as it records the conversation video, as well as the audio to provide a backup. For my local recording system I use an application called Audio Hijack, which takes the audio from my microphone and the audio from my guest and splits it into two separate channels. To edit the interviews, I use Adobe Audition, but some podcasters use Garage Band which is free on any Mac. To create and upload your podcast across platforms, you’ll need to use a hosting provider, in my case that’s Fireside, which will generate your RSS feed and will allow you to connect with Spotify, Apple, etc.

If you could inspire a movement that would bring the most amount of good to the greatest amount of people, what would that be? You never know what your idea can trigger.

Humans have an unlimited capacity for creativity, and I would love to do something to unlock and activate this in people at scale. The internet has democratized individual creation, but I still think one of the major challenges for people to become creators is that it can be really hard to monetize and therefore support yourself based on what you pour your time and energy into making.

What if there could be some sort of “creative stipend” paid out to citizens so they have some income security as they get after various creative pursuits and entrepreneurial hustles? The only reason I have been able to unlock my passion for creation is because I have a financial safety net living at home with the support of a well-off family. As robots increasingly perform the bulk of the activities necessary to keep the world moving forward, it’s my belief that humans should focus on what they are best at: being creative.

How can our readers follow you online?

LinkedIn: Michael Sikand

Subscribe to our Newsletter: www.ourfuturehq.com

Follow Our Future on Spotify or Apple Podcasts