tentwentytwo Podcasts,

What does your company do?

Tentwentytwo handles every aspect of the podcasting process—from brainstorming and strategy development to production, editing, distribution, and growth. More importantly, they tie each podcast to specific, measurable goals, whether that involves engaging customers, increasing brand awareness, or achieving key performance benchmarks. For individual personalities, Callie and Jeff excel at crafting shows that deepen audience connections and foster lasting relationships.

Their diverse client portfolio includes a daily news podcast, consultants reaching dentists and Fortune 500 CEOs, founders communicating directly with stakeholders, thought leaders seeking to grow their influence and book speaking engagements, innovators chronicling their journeys to attract investors, and sisters with a thriving online community supported by podcasting.

Ultimately, Tentwentytwo aims to make podcasting a powerful tool for building loyalty, expanding reach, and creating new opportunities. They also manage a studio at Industrious in Sandy Springs, which is available for use in podcasts, virtual meetings, and photoshoots. Industrious members can conveniently book this space just like a conference room!

Describe your professional background and tell us when and why you decided to become a business owner.

Though Callie and Jeff come from different backgrounds, they united to establish the foundation of their podcast development company. Jeff's extensive 25-year career in personality and morning radio equipped him with deep expertise in content creation and storytelling. Meanwhile, Callie’s experience in operational and talent management provided the essential structure and efficiency needed for the business. Together, they recognized the emerging potential of podcasting as a strategic tool for businesses. Throughout his career, Jeff has produced nearly 50,000 hours of spoken-word audio, while Callie spent over a decade managing and coaching talent, primarily in the music and television industries.

Callie and Jeff decided to become business owners after recognizing a significant gap in the podcasting industry. Many companies were eager to launch podcasts but often lacked the strategic foresight necessary for success. These podcasts were frequently initiated without clear objectives or a solid understanding of how to leverage the medium effectively, leading to quick failures. Callie and Jeff believed they could offer more than just technical production; they could provide the strategic vision needed to align podcasts with broader business goals.

Their approach transcends mere content creation, as they work closely with brands to ensure their podcasts serve as powerful extensions of their overall communications and marketing strategies, driving real, measurable results. They take great pride in their track record of creating podcasts that not only meet but exceed the KPIs established in their initial meetings. Launching their own company has afforded them the flexibility to combine their skills and work directly with businesses in ways that genuinely impact client objectives, all while building a business that supports their life as a young family. This balance has been instrumental in shaping both their professional success and personal fulfillment.

What goals have you set for your company this year and how do you plan to achieve them?

Callie and Jeff shared that their goals for the remainder of the year center on growth—both in terms of revenue and strategic partnerships—while continuing to enhance their service offerings and brand presence. Revenue remains a key metric for them, and to support this goal, they have recently added a dedicated sales team to generate new leads and help secure seven additional projects by the year’s end. They are confident in their capacity and are eager to fill these slots with clients who share their passion for storytelling and strategy.

The couple outlined several goals related to their partnership with Industrious. Firstly, they aim to develop a podcast for Industrious, with a meeting scheduled with the marketing team at the end of September to explore this opportunity further. Additionally, they plan to upgrade the technology in their existing studio at Industrious 1 Concourse, which will enable them to engineer and produce podcasts remotely. Once this upgrade is complete, their goal is to expand by adding a studio at another Industrious location in Atlanta and eventually in a second city.

They also aspire to host an open house and podcasting class for members interested in launching their own shows or revitalizing existing ones. If there is sufficient interest, this event would take place at their offices at 1 Concourse, allowing attendees to engage hands-on with the equipment and studio space.

Finally, as part of their broader growth strategy, they recognize the need for a visual brand overhaul to reflect their recent shift from an ad-revenue-based business model to a full-service podcast development model. This rebranding will better align with their mission of helping businesses leverage podcasts as strategic tools to achieve measurable results. While these goals are ambitious, they remain optimistic and confident that they will end 2024 on a strong note.

What are the most significant factors that contribute to your overall success? In your opinion, what qualities should all entrepreneurs possess?

According to Callie and Jeff, success can largely be attributed to two factors: their deep industry experience and unwavering commitment to an audience-first mentality. Coming from live entertainment, they’ve developed a "show must go on" attitude that translates seamlessly into podcasting. Whether it’s hitting tight deadlines, delivering top-notch quality, or staying flexible when things change, they never lose sight of the fact that the audience is at the heart of everything we do. That mindset is a core part of how they’re able to help clients create podcasts that truly resonate with listeners.

On top of that, Jeff’s experience in producing podcast-style content goes back to the early 90s—long before the term “podcast” even existed. That level of expertise is rare in the industry, and they believe it gives them an edge when it comes to both quality and strategy.

As for entrepreneurship, there are a few key qualities Callie and Jeff believe all entrepreneurs should have. First and foremost, persistence.

“The road isn’t easy, and there are always going to be setbacks, but pushing through them is what separates successful entrepreneurs from the rest.”

They also believe in the power of adaptability—things move fast, and the ability to pivot quickly while staying true to your mission is crucial. Another essential quality is a deep sense of curiosity. They’re both constantly looking for ways to optimize and grow, personally and professionally. Being willing to learn, experiment, and take calculated risks are qualities that every entrepreneur should embrace if they want to succeed long-term.

“Ultimately, success isn’t just about having a good idea—it’s about executing on it relentlessly and never losing sight of the bigger picture.”

What challenges are you facing as a leader or a business? How are you navigating those challenges, what have you learned, and what advice would you give other entrepreneurs based on your experience?

Callie explained that the biggest challenges they’ve faced have led to some of the most valuable lessons they've learned. One of the most important:  Make decisions quickly.

Waiting too long for the 'perfect' moment or the ideal amount of data can result in missed opportunities. It’s better to make a decision, adapt as needed, and move forward versus be paralyzed by indecision. This has been especially critical to them as their business has grown and they’ve taken on more clients and projects. The second lesson:  No one can sell your business like you can.

They relied too much on outside help to convey the value of what we offer, but quickly realized that when they are the ones having those conversations, their passion and knowledge make all the difference. They’re the ones who know the product inside and out, and that authentic connection with potential clients is irreplaceable. That realization has not only changed the way they approach sales but has also strengthened their overall brand message.

Navigating the challenges of entrepreneurship has taught Callie and Jeff that it requires continuous learning and adaptation, highlighting the idea that perfection is the enemy of progress. They emphasize the importance of making decisions with confidence, even when all the answers aren’t yet clear, as it allows for pivoting as more insights are gained. Additionally, when it comes to selling a product or service, they believe in the power of personal stories and expertise. Authenticity and a strong personal connection can close deals faster than any marketing campaign ever could.