And this is why, when people over the years have told us, “I really want to do a podcast,” the first advice is: “The same time, the same day, every week. Forever.” And that’s the only advice I give because if you can do that for a year and you ask me what else you need to do, then we can have that conversation.

But if you’re not willing to be a pro like that, good luck. I doubt your ability to get traction with an audience, because I think so much depends on that.

Ben: The podcasts that I listen to throughout the week are something I really look forward to—those shows being there at that time when I do the thing that I do when I listen to them. And so we’ve been very lucky to burrow under the skin of a lot of people—

Adam: I wonder if that’s how we know, Ben? Like, we’re not just the president of Hair Club, we’re also the clients? I think we know what’s meaningful to a podcast listener because we are them ourselves. In a way, I feel like nouveau podcasting right now is often made up of hosts who are doing it because it’s lucrative in their niche, you know?

Ben: Wait, this can be lucrative? Shit, what have we been doing?

Ars: I’m at a place in my life right now—and maybe you guys are, too—where I find it very hard to emotionally engage with the news. I find myself turning off the news on the radio, on my phone, in ways that I didn’t three years ago, five years ago. I used to be hyper-on: all the news, all the things, all the time. And I just can’t now. I just want to hear some guys talk about martinis.