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Who is Jorge Olson?
Jorge Olson is an expert on branding and marketing strategy. He’s written five books, taken five companies public, raised over $100 million in funding, and launched over 1,000 beverages and consumer goods. His latest book, Marketing Karma, is out now.
Podcasting is more than plugging in a mic and hitting record. It’s more than racking up downloads or chasing likes on social media. At its core, podcasting is about connection, storytelling, and building a ripple effect that extends far beyond your immediate audience. In this episode of the Soul Podcasting podcast, I sat down with branding and marketing strategist Jorge Olson to unpack what it really means to create a business and a podcast that’s soul-aligned. And trust me, this conversation will stretch the way you think about both marketing and podcasting.
Jorge is no ordinary guest. He has raised over $100 million, launched more than a thousand products, and taken multiple companies public. He’s the author of Marketing Karma, and his life story alone is enough to inspire you to rethink what’s possible. From growing up in Tijuana with no business background to becoming a global entrepreneur and thought leader, his journey is a masterclass in persistence, personal branding, and courage.
But what struck me most in our conversation wasn’t just the impressive numbers or accolades. It was his philosophy: the idea that marketing, like life, operates on karma. What you put out is exactly what you get back.
What Is Marketing Karma?
Let’s start with the basics. Marketing Karma isn’t about hustling harder or pushing your brand louder. It’s about energy, intention, and authenticity. Jorge explains that every word you speak, every story you tell, and every choice you make in your business is a seed planted in the world. Those seeds grow into opportunities, relationships, and outcomes that reflect exactly what you’ve invested.
If you show up for your audience half-heartedly, they’ll feel it. If you’re only podcasting to “get” something — more clients, more attention, more sales — people sense that too. But if you podcast from a place of generosity, of truly wanting to share your knowledge, your experience, your encouragement, then the right audience shows up. That’s marketing karma in action.
Podcasting as Karma in Motion
Podcasting is one of the clearest examples of marketing karma. Think about it: every time you publish an episode, you’re sowing seeds. You might not see the fruit immediately. Sometimes it takes months, even years, before a listener circles back to tell you how much your words impacted them. But when you keep showing up with consistency and heart, the return comes.
Jorge reminded me that thought leadership isn’t about trying to compete with everyone else’s flashy reels or viral clips. It’s about depth. Books, long-form podcasts, storytelling — these are the tools that separate you from the noise. They require effort, but because of that effort, they also carry more weight. A book, a thoughtful podcast, a meaningful conversation — these are lasting forms of marketing karma.
So, when we as podcasters sit down to record, we have to ask: What am I putting out there? What ripple am I creating?
Storytelling: Your Superpower as a Podcaster
One of my favorite parts of this episode was Jorge’s deep dive into storytelling. He explained that storytelling is the foundation of branding. It’s what draws people in and keeps them engaged. And it’s something every podcaster has access to — no fancy equipment or degrees required.
Jorge encouraged us to study storytelling the way we study marketing or business strategy. Watch movies not just for entertainment but to notice how the story unfolds. Read fiction to understand character development and pacing. And most importantly, apply those storytelling techniques in your podcast.
If you’ve been listening to Soul Podcasting for a while, you know this resonates deeply with me. Podcasting is a form of soul work. When you share your story, your lessons, your journey — even the messy parts — you invite listeners into a deeper connection. You create resonance. And that resonance is what builds trust, loyalty, and community.
Branding Starts with You
Here’s the truth bomb Jorge dropped that I want every podcaster to remember: Until you’ve made your first million, YOU are the brand. Not your logo. Not your podcast artwork. Not your Instagram aesthetic. You.
This is where so many podcasters and entrepreneurs get tripped up. We think we need to polish everything before we put ourselves out there. We hide behind graphics and taglines instead of showing up as ourselves. But Jorge reminds us that authenticity is non-negotiable. Until your brand grows large enough to stand on its own, your audience needs to connect with you — your voice, your story, your perspective.
So what does this mean practically for us as podcasters? It means leaning into your uniqueness. Share your quirks, your values, your faith, your lessons. Stop trying to sound like everyone else. The right audience will be drawn not to your perfection but to your humanity.
Protecting Your Peace as a Creator
Another important takeaway from this episode was Jorge’s insight on protecting your peace. Let’s be real: putting yourself out there as a podcaster is vulnerable. It opens the door to criticism, misunderstandings, even cyberbullying. Jorge, who has dealt with everything from hate mail to racial slurs while running public companies, offered a grounded perspective on how to handle it.
First, acknowledge the fear. Fear is natural. It’s built into us for survival. But fear doesn’t have to dictate our actions. Courage, Jorge said, is not the absence of fear — it’s moving forward despite it.
Second, set boundaries. Just like you wouldn’t let toxic people into your home, you don’t have to let them into your digital space. Block, delete, and keep your energy focused on those who value what you bring. Protecting your peace is not optional — it’s essential for longevity.
And third, cultivate empathy, even for the critics. This one hit me hard. Jorge reminded us that people who lash out are often deeply unhappy. Seeing them through that lens shifts your perspective and frees you from taking their words personally.
Business Modeling for Podcasters
If you’ve ever wondered, “What’s the endgame for my podcast?” this episode will give you clarity. Jorge emphasized the importance of business modeling — knowing your why and your desired outcome from the start. Are you podcasting to attract clients? To build a community? To write a book someday? To simply share your story?
Your business model doesn’t have to be a 50-page plan. But it does need to be intentional. When you know your why, your daily decisions fall into place. You know what to say yes to and what to walk away from. You know where to invest your energy and what’s just a distraction.
Podcasting, like any business, can be a lifestyle choice or a stepping stone to something bigger. There’s no one-size-fits-all answer. The key is clarity.
Soul-Aligned Business and Podcasting
At the heart of our conversation was this idea: your business, your podcast, your brand — they should bring you peace, not just profit. That’s what Jorge calls a soul-aligned business. It’s about creating something that not only sustains you financially but also fulfills you personally.
For podcasters, this means checking in with yourself regularly. Does this podcast feel aligned with who I am? Am I using it as a tool to connect, inspire, and serve? Or am I letting it become another hustle that drains me?
A soul-aligned podcast isn’t about chasing metrics. It’s about finding joy in the process, about connecting with even one listener whose life is changed by your words. It’s about building something that reflects your values and your vision for the world.
Final Thoughts
This conversation with Jorge Olson reminded me why I started podcasting in the first place: to share stories, build community, and create a ripple effect of encouragement and inspiration. Podcasting is more than content marketing. It’s more than branding. It’s an act of generosity, a form of soul work, and yes — it’s karma in motion.
So the next time you sit down to record, remember: every word you speak is a seed. Every episode is a ripple. And the energy you put out will return to you. That’s the essence of marketing karma. And that’s why podcasting, when done with heart, has the power to change not just your business but your life.
Want to dive deeper? You can grab Jorge Olson’s book Marketing Karma on Amazon or in bookstores, and follow his work at JorgeOlson.com for more wisdom on branding and entrepreneurship. And if you’re ready to explore podcasting as your own soul-aligned business, keep listening to the Soul Podcasting podcast — we’re just getting started.
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