Beyond the Funnel: Why Conversations are the New Currency of Business

We live in a digital age obsessed with clicks, tricks, and automated funnels. But if you look back at the most significant milestones in your life—your best Candidates, your top employees, or even your spouse—they didn’t come through a Facebook ad campaign. They came through a conversation.

As we move deeper into 2025, I’m seeing a massive shift. We are entering the “Conversation Economy.” While automation and AI have their place, human-to-human connection has never been more valuable. This is especially true in high-stakes industries like franchising. When you work with a franchise business consultant, you aren’t just comparing spec sheets; you’re betting on the jockey. You’re looking for someone you can trust.

Recently, I sat down with Tom Schwab, the founder of Interview Valet and the man often called the “Godfather of Podcast Interview Marketing.” Tom is an engineer by trade with an MBA in marketing, and he’s helped over 1,500 leaders amplify their message. Our conversation reminded me why I fell in love with podcasting six years ago: it is the only medium that allows you to scale intimacy and authority simultaneously.

“The best things in my life didn’t come through a funnel. They came through a conversation.” — Tom Schwab

The Evolution of Podcasting: From iPods to AI Indexing

When I started the Franchise Freedom podcast, “podcasting” mostly meant audio-only files you’d download to an iPod. Today, it’s a multi-channel on-demand media powerhouse. Whether it’s a YouTube video, a 90-second social clip, or a long-form interview on SiriusXM, it’s all part of the same conversational ecosystem.

But there’s a new player in the room: Artificial Intelligence. One of the most fascinating takeaways from my talk with Tom was how AI is changing the SEO landscape. AI search engines like ChatGPT, Perplexity, and Gemini love human content. They are indexing podcast interviews to provide better recommendations to users. In fact, a study out of Cornell recently suggested that traffic from AI converts nine times better than traditional SEO. Why? Because the AI isn’t just giving a list of names; it’s identifying the ideal partner based on the deep, conversational data found in podcast transcripts.

Guesting vs. Hosting: Finding Your Unfair Advantage

A question I get asked constantly by corporate executives and aspiring entrepreneurs is: “Should I start my own show or be a guest on others?”

Tom uses a great analogy for this: Are you looking to be the Uber driver or the Uber passenger?

• Hosting is a fantastic way to nurture your current Candidates and prospects. It builds your “home stage.”
• Guesting is the fastest way to get new exposure, leads, and high-quality backlinks.

If you are just starting out, Tom recommends being a “bridesmaid before you’re a bride.” By guesting on other shows, you see the “behind the curtain” mechanics of the industry. You get your reps in, refine your messaging, and build authority on established stages before you go through the heavy lifting of producing your own show.

The Power of Targeted Interview Marketing

One mistake I see many people make is treating podcast guesting like a numbers game. They want to be on every show possible. But “arts and crafts” marketing—marketing that doesn’t provide results—is a waste of time.

Tom advocates for Podcast Interview Marketing. This is a data-driven approach to finding the right shows where your ideal audience is already listening. It’s about moving someone from a passive listener to an engaged lead.

Interestingly, the people who excel most at this aren’t the “carnival barkers” or the loudest voices in the room. They are the introverted practitioners—the humble heroes who might struggle with small talk at a BNI meeting but can talk for hours about their passion and how they solve specific problems. These are the experts the world needs to hear from right now.

“You want people to turn you up or turn you off, not forget you.” — Tom Schwab

Embracing the Future: AI Clones and 24/7 Conversations

We also touched on a revolutionary new frontier: AI cloning. Tom has developed a version of himself trained on over 500 of his interviews and his book, Podcast Guest Profits. This “clone” allows listeners to have a real-time conversation with his expertise at any hour of the day.

While it might sound like science fiction, it’s actually the ultimate evolution of the conversation economy. It allows an expert to be available for a “cup of coffee” with a prospect whenever that prospect has a question. It’s not about replacing the human; it’s about extending the human’s ability to provide value.

Finding Your Voice in 2026 and Beyond

As you look toward your business goals for the coming year, I want to leave you with a reminder Tom shared: “Stay strong, the world needs to hear you now more than ever.”

Don’t get distracted by “shiny object syndrome.” Whether you are looking at investing in a franchise or launching a marketing campaign, focus on your strengths. If you love to write, write. If you love to talk, get on a podcast. What is ordinary to you is often amazing to someone else.

Stop trying to break through the noise. Instead, start having the conversations that matter.

Find the franchise that is a right fit for you at https://ggthefranchiseguide.com/right-fit.