JAR Podcast Solutions gave two producers the same topic. One used AI to build a podcast from the ground up. The other drew on her own travel experiences. When the team shared the finished pieces with a small test audience of about 100 people, Jennifer Moss says 99 preferred the human story. The difference was in the experience behind the words.
In Episode 370 of The Business Development Podcast, Kelly Kennedy speaks with Jennifer Moss, co-founder and Chief Creative Officer of JAR Podcast Solutions, about the future of podcasting and why human connection remains at its centre. Drawing on her experience with CBC Radio, the National Film Board of Canada and teaching at UBC, Jen explores how brands can create shows people actually want to hear. They discuss choosing between audio and video, using AI without losing your voice, measuring success beyond downloads, and finding listeners through relevant podcast partnerships. Jen also explains why the best starting point is understanding who your show serves and what you want it to accomplish.
What You’ll Learn
1. How to choose between audio and video based on your story, audience and resources.
2. Why defining your podcast’s job, audience and intended result helps guide creative decisions.
3. How consumption rate and audience engagement can tell you more than download counts alone.
4. Where AI can support production and why lived experience still matters in storytelling.
5. How to interpret listener drop-off and improve your show without overreacting to one episode.
6. Why consistent publishing, cross-promotion and relevant podcast advertising matter for audience growth.
Chapters
00:00 Why a download alone doesn’t mean success
01:09 Introducing Jennifer Moss
05:33 From childhood storytelling to a career in audio
09:33 Building JAR and rethinking branded podcasts
12:05 How audio and video create different kinds of connection
14:09 YouTube, discovery and the next generation of listeners
16:57 Choosing the right format for your audience and budget
21:33 Defining what success means for your podcast
23:01 Measuring impact beyond downloads
27:25 AI tools and the value of human connection
29:49 Fact-checking and protecting your content
32:36 Keeping your own voice in the creative process
33:29 JAR’s human versus AI podcast experiment
36:52 Why the person behind the story matters
39:00 Personal stories and creative possibilities for branded podcasts
42:32 Analytics, consumption and understanding listener drop-off
46:28 Setting realistic expectations for audience growth
49:26 Cross-promotion and advertising on other podcasts
51:18 Relationships and pitching Apple’s editorial team
53:58 How JAR Podcast Solutions helps brands build shows
57:42 Reaching people who are ready to listen
58:48 Award-winning shows and creative impact
01:01:07 Connecting with Jennifer
Connect with Jennifer Moss
Jennifer helps brands and creators develop podcasts through strategy, storytelling, production and audience growth. Through JAR Podcast Solutions, she works with organizations to find the conversations they are best positioned to lead and create content that serves their listeners.
Website: https://jarpodcasts.com/
Email: jen@jarpodcasts.com (mailto:jen@jarpodcasts.com)
Learn more about Jen: https://jarpodcasts.com/staff/jen-moss/
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Thank You to Our Sponsors
Thank you to Colin Harms and our title sponsor, Hypervac Technologies, for your steadfast support of The Business Development Podcast. We are also grateful to Hyperfab for helping us continue to bring these conversations to listeners.
Hypervac Technologies builds professional duct cleaning equipment, including duct trucks, portable vacuums and tools for contractors in the field.
Hyperfab provides custom fabrication and specialized solutions for industrial applications.
https://hyperfab.ca/
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If you know someone building a podcast or considering one for their business, share this episode with them. Follow The Business Development Podcast for more honest conversations about what it takes to build and lead.
Mentioned in this episode:
Hypervac - Revolution Vacuums