The Underdog Power of Community

Today's episode is special.

This isn't just another conversation about business development.

This is a living, breathing example of it.

Right now, the Business Development Podcast is in the fight of its life.

A finalist in the 2025 Signal Awards, standing toe to toe with billion dollar networks like Wondery, iHeart and Amazon.

And we're the only Canadian show, the only independent show.

On paper, we shouldn't even be here, but here we are.

And we're here because of you.

Because when underdogs step up, when people rally, when belief turns into action, the impossible starts to happen.

So today, I'm going to take you behind the scenes of this fight.

I'll share exactly how we've rallied, the lessons I've learned, and why.

The true differentiator in business isn't money or size, it's people.

This is the underdog power of community.

And I'm honored you're here with me for this one.

The great Mark Cuban once said, business happens over years and years.

Value is measured in the total upside of a business relationship, not by how much you squeezed out in any one deal.

And we couldn't agree more.

This is the Business Development Podcast, based in Edmonton, Alberta, Canada, and broadcasting to the world.

You'll get expert business development advice, tips and experiences.

And you'll hear interviews with business owners, CEOs and business development reps. You'll get actionable advice on how to grow business.

Brought to you by Capital Business Development, capitalbd.

Ca.

Let's do it.

Welcome to the Business Development Podcast.

And now your expert host, Kelly Kennedy.

Hello.

Welcome to episode 276 of the Business Development Podcast.

We are finalists in the Signal Awards for 2025.

And when I say finalists, I mean we are shoulder to shoulder with some of the biggest names in business podcasting, billion dollar networks like Wondery, iHeart and Amazon.

These are companies with entire teams, marketing, budgets and reach that I, as an independent creator, simply cannot match.

And yet here we are, still standing still in the fight.

And not because of money, not because of ads, but because of people just like you.

When you're an independent creator, whether you're running a podcast, a business, or building anything from scratch, there are moments where you look at who you're up against and it feels almost laughable.

Where you ask yourself, man, what right do I even have to be in this fight?

But those are the moments that define you.

Those are the moments where you learn the real difference maker isn't your budget, isn't your ad spend, it isn't your team size.

It's Your community.

And guys, I've been here before.

This isn't the first underdog battle the business development podcast has been in.

Let's rewind way back to the beginning of 2023.

We were just four months into this journey.

Nobody knew who I was in the podcasting world yet.

We didn't have hundreds of episodes.

We didn't have awards yet.

And then we got nominated for the Quill Awards.

I thought, there's no way that an independent little Canadian show can win against the big names already established in this space.

But we rallied.

I reached out to people, I shared our story, I asked for support.

And guess what?

The community showed up.

You showed up.

And we won.

Best business podcast 2023.

Just four months into this show, we won our very first award.

And that was a massive turning point.

That win was the proof that I needed that this show mattered.

Fast forward to 2024 and 2025.

We were finalists again at the Quill Awards, this time for Best Business Podcast and Podcast of the Year.

But we didn't take home the top prize from the judges.

But we did bring home silver in two categories, the W3 awards.

And honestly, I was pretty proud of that.

Because every single recognition we've earned has come not from massive budgets, but from the groundswell of people who believe in this show.

But this year's Signal Awards, it feels really different.

It feels like the biggest battle yet.

Because this time, the competition isn't just big names.

It's billion dollar networks with global reach.

And we are literally the only independent show in business category.

Guys, we are the only Canadian show in the business category.

And on paper, we probably shouldn't even be there.

But here's what makes it powerful.

David doesn't fight Goliath alone.

We tend to think of David as one guy with a slingshot standing against a giant.

But the truth is, David had a community behind him.

He had people who believed in him.

And that's what underdogs really have.

The exponential force of community.

And that's what today's episode is all about.

Because over the past couple of weeks, I've had to business develop this award the same way that I've built companies and help my clients build theirs.

I've had to post, I've had to reach out, I've had to email, I've had to pitch media.

I've had to rally every ounce of support that I can muster.

And through it all, I've realized something.

Community is the great differentiator.

It's the force multiplier.

It's the secret weapon every underdog has access to, if you're willing to ask for it.

And I'll tell you this, it hasn't been easy.

There's been excitement.

There's been exhaustion.

There's been the gnawing uncertainty of not knowing if this effort will be enough.

But that's exactly why I want to share it with you today.

Because it isn't just about me or this podcast.

It's about you.

Because whether you're launching a podcast, chasing a big deal, or trying to get your startup noticed, you're going to face your own Goliaths.

And when you do, the lesson is the same.

You don't win by outspending them.

You win by activating your people.

So today, I want to walk you through exactly how I fought this fight so far.

Step by step, the moves that actually move the needle, the pitfalls to avoid, and the bigger truth that I've learned along the way.

That at some point, you do everything in your power, and then you have to let go and trust your community to carry it forward.

This is the underdog power of community.

All right, let's get into it.

Part one.

How do we fight the good fight?

First, we have to create awareness with posts.

The first move was posting.

Posts are like lighting the beacon.

They announce that something is happening.

They show momentum, and they create context.

When I first posted about the Signal Awards, my feed lit up.

People celebrated with us, and it felt incredible.

But here's the truth.

Likes don't equal votes.

Comments don't equal action.

Posts create awareness, but they don't create movement.

If you're launching a product, a fundraiser, or an event, start with posts.

You need to announce it.

You need to show momentum.

But don't confuse attention with action.

They are two very different things.

Awareness may be the spark, but action is the fire.

Step two, we have to drive action with direct outreach.

The real shift came with direct outreach.

I started sending dms.

Literally guys.

Hundreds of them.

Short, clear and respectful.

Hey, Sarah, quick favor.

We're the only Canadian independent in the Signal Awards.

Can you tap this and vote now?

It takes 10 seconds.

Thank you for always having my back.

That's when the needle moved, guys.

People replied with screenshots.

They shared encouragement.

Some even posted on their own feeds.

They were literally giving me percentage status updates.

You have to ask them directly.

Be specific.

Make it personal.

Step three, we then scale with email.

Once the one to one outreach was moving, it was time to scale.

That's where email came in.

I wrote carefully crafted emails to all past Guests, supporters and friends of the show.

And here's what worked.

Clarity.

A single link, a ready to share caption, a graphic, and no friction for you.

If you want scale, equip your people.

Don't just ask them to help, hand them the tools.

The more you can make it easy for them to follow to help you out, the more likely you are to get that support.

So don't rely on them to create that reshare post.

Don't rely on them to create a graphic.

Don't rely on them to find the link.

Hand it all to them and let them know what you need.

If you want scale, you have to equip your supporters with what they need to help you.

Give them the tools, give them the direction, make it as easy as possible.

Step four.

We have to amplify with media.

The final lever is media.

But here's the thing.

Media doesn't care about help me win.

Media cares about story.

And we had one.

We were the only Canadian independent podcast up against billion dollar networks.

That is a story worth amplifying for you.

If you want amplification, you probably need a hook.

What makes your ask newsworthy?

What makes people lean in?

Media amplifies.

But the story has to be compelling enough for them to care.

Now we have to talk about the tension.

Here's where it gets real.

We've posted, we've DM people, we've emailed, we've pitched, we've done everything in our power and yet we're still in third place.

That's the tension of being an underdog.

You can fight with everything you have, but you're not in control of the outcome.

At some point, more grind doesn't move the needle.

At some point, you have to let go.

And letting go isn't quitting, it's trusting.

Trusting that the community you've built will carry it further than you ever could have on your own.

The final step isn't more grind.

The final step is trust and acceptance.

Here's the big takeaway.

Underdogs don't win with budgets.

We don't win with ad spends.

We don't win with massive teams.

We win with people.

But community isn't automatic.

There are some things that you have to do.

Number one, you have to ask directly.

Guys, you have to be brave.

You can't get something that you don't ask for.

People don't give you business that you don't ask for.

It's always the missing piece.

You have to ask for what you want and you have to make it crystal clear.

What you need.

Number two, you have to remove friction.

You have to make it as easy as possible for people to help you.

Give them everything that they need to help you create the assets, create the messaging, provide the links, make it as simple as possible for people to help you be as clear as possible about what you need and then deliver the assets to do so.

Here's the big takeaway.

Underdogs don't win with budgets.

We don't win with ad spends.

We don't win with massive teams.

We win with the exponential power of people.

But community isn't automatic.

There are still some things that you have to do.

You have to ask directly for what you need, what you want.

Don't beat around the bush.

Be clear.

Number two, we have to remove friction.

We have to make it as easy as possible for people to say yes.

Number three, we have to provide clarity and assets.

We have to be very crystal clear about what we need from people and we have to provide them all the tools to do it in the easiest, most clear, simple way possible.

And lastly, we have to show gratitude at every step of the way.

Remember, people don't have to help you.

Thank them.

Thank them again.

And in the end, if you're not sure if you've thanked them enough, do it again.

And then you have to let go.

You have to trust your people.

The underdog power of community is real, but it only works if you activate it and then trust it.

Now, there are some challenges that we can absolutely fall into if we're not careful.

Let's discuss some of the pitfalls to avoid.

We have to avoid being pushy or guilt tripping.

Remember, you are asking for help.

Nobody is obligated to give it to you.

Do not be pushy.

Do not guilt trip people.

And make sure you thank people even when they say, I'm sorry, I can't help you this time.

Do not be vague.

You have to be clear.

You have to lay everything out and you have to make it as easy as possible for people to understand what you need from them.

Number three, don't bury your link.

Make the link as easy as humanly possible for people to share, understand, click, show it in everything.

Do not make people search for the links.

Number four.

Spamming endlessly.

Listen.

One to two asks, period.

That's it.

No more, right?

People are going to help you or they're not.

You have to just accept that some people are not going to help you this time.

That doesn't mean they won't help you next time.

But we have to be respectful of people.

Number five do not treat support as a transaction.

Support is reciprocal.

At some point people might be asking you for the same kind of support and it's important that you remember that.

And it's important that you repay the favor when the time comes.

And lastly, do not forget gratitude.

Remember, people do not have to help you.

The power of community is built on respect, kindness, generosity.

Be generous, be thankful.

Find a way to let them know how much you appreciate them.

Remember respect first, clarity second Brevity third.

Now even with all that, there are still some additional tips that can tilt the odds in your favor.

Number one Name the stakes.

Simply help people to understand what you are up against.

As simple as possible Right now, the Business Development Podcast, a small independent Canadian show, is up against multibillion dollar networks.

That's it.

No more, no less.

It is an underdog story like no other.

Name it simply Number two, lead with your underdog story.

We just did that right there.

Let people know why you need that support, what you are up against.

Number three Provide plug and play assets.

Make it as easy as humanly possible for people to support you.

Provide imagery, provide messaging, provide links.

Provide anything else you think might be valuable to help people to share.

And heck, might even be as simple as having them reshare your already existing post.

But make it as simple as humanly possible and provide all the plug and play assets that you can.

Number four Celebrate the small wins publicly.

Are you now second instead of third Celebrate the small wins publicly.

Celebrate every big share.

Celebrate every media mention.

Find all the reasons you can to celebrate the small wins.

People love supporting a winner.

Number five personalized outreach.

Don't be afraid to send 200 direct messages.

Humans resonate with human messaging, okay?

Find a way to connect personally.

It'll absolutely add rocket fuel to your fire.

Number six Rotate your creative.

Have you already used an image over and over and over again?

It's time to swap it up.

Create a new message.

Find a way to add variety to your messaging.

Find a way to get new images, new posts in front of people.

Number seven Turn supporters into advocates.

If you have people who are absolutely behind what you do, find ways to have them amplify your message.

Ask them to share with their networks.

Ask them to reach out to contacts who might be valuable to you.

Turn supporters into advocates.

Help them advocate on your behalf.

Number 8 Express gratitude every chance you can.

Every message.

Guys, don't be afraid to let people know how much you appreciate them, how thankful you are for their support.

Like I said, people don't have to help you.

Let them know you appreciate it.

Number nine, accept what you can't control.

Listen, we're up against billion dollar networks.

There's a pretty solid chance that even with all the help I can get, I might not win.

It is what it is, and I'm going to have to accept that.

Accept what you can't control.

Sometimes you can't win, but that doesn't mean you shouldn't fight.

And number 10, remember, every fight builds momentum for the next one.

You will learn lessons every time you take this on.

Yeah, this year we're fighting hard.

We're up against a pretty big challenge, but every fight builds momentum for the next one.

Every fight builds lessons learned for the next one.

Don't run from a fight, run towards it.

Remember, guys, you don't beat giants with budgets.

You beat them with people.

That's the moral of this story.

That's the truth I want you to carry with you today.

Because whether it's an award, a business deal or a dream you're chasing, the fight will never be fair.

The giants will always have more money, more reach, more resources.

But what they don't have is you.

They don't have your grit, they don't have your belief, and they don't have your community.

This show has always been about more than just business development.

It's about people.

It's about underdogs who choose not to give up.

It's about proving again and again that ordinary people can build extraordinary things when they come together.

You've stood behind this show.

You've believed in its mission, and you've given us the ability to keep putting this out into the world.

From the bottom of my heart, thank you.

But even more than sponsors, it's been you, the listeners of this community, my rockstars, the people who tune in every week, who share episodes with friends, who reach out with encouragement.

You're the reason I fight.

You're the reason this show continues to grow, and you're the reason we're even in this position today and going toe to toe with billion dollar networks.

Here's the truth.

We can win this, but not because of me, not because of the podcast alone.

We can win only through community.

So here's my ask, and it's a big one.

I need your support on this.

I need your vote.

I need your share.

If you've ever listened to this podcast and taken something away from it, if this show has given you hope, if it's helped you move the needle in your own business now I need you to move the needle for us.

It just takes 10 seconds to vote.

The link is in the show notes and once you've voted, share it, post it, text it to a friend.

Every single share matters, every single person you bring into this fight strengthens the community that makes this podcast possible.

It's about proving what we've been saying all along, that underdogs can stand toe to toe with giants, that community changes the outcome, that together we can take on Goliath.

So let's do it.

Let's show them the power of people.

Let's show them the power of our community.

Let's win this thing the only way we know how, by rallying together and refusing to quit.

Thank you so much for being part of this journey.

Thank you for standing with me and thank you for proving every single week that the underdog power of community is real.

I'm never not surprised with the power of our incredible community on this show, I think to me, that's been the most incredible thing that's truly been the power of the podcast has been the community.

We've been able to surround ourselves with the incredible rockstar listeners, the expert guests, the sponsors, just people who truly believe in what we're doing here and want to help the next generation of business.

So from the bottom of my heart, thank you, thank you, thank you.

Shoutouts this Colin Harms, Rodney Lover, Carmen Labelle, Gordon Shepherd, Faigyn Swaminathan, Jesse Shouchuk, Ken G. Amin, Samji, Janice Baskin, Alex Marr, James Critland, Zale Maransky, Jake Carls, Micah Dixon, Tim Truax, Nate Simpson, Daryl Curry, Rudy A. Zacharias, John Newman, Gary Noseworthy, Mark Weller, Daveed Henriquez, Jillian Shecker, Ross Huart, Susan Paseka, Colin Williamson, Zach Rayani, Mike Hayes, Jamar Jones, Cole Chorny, Tony Gray, John Pelly, Brad Young, Kapil Calra, Dan Sonnenberg, Alinette Cassiano, Isa Montalvo, Cruz Gamboa, Shelby Hobbs and Lauren Graf.

Until next time, you've been listening to the Business Development Podcast and we'll catch you on the flip side.

This has been the Business Development Podcast with Kelly Kennedy.

Kelly has 15 years in sales and business development experience within the Alberta oil and gas industry and founded his own business development firm in 2020.

His passion and his specialization is in customer relationship generation and business development.

The show is brought to you by Capital Business Development, your business development specialists.

For more, we invite you to the website at www.capitalbd.ca.

see you next time on the Business Development Podcast.

It.