Elevating an Industry: Empowering the Business of Podcasting w/ Bryan Barletta of Sounds Profitable

Summary

In this episode, I speak with Bryan Barletta, founder of Sounds Profitable, about his unconventional path to entrepreneurship and the creation of a leading trade association in podcast ad tech. Bryan shares how a history of being “too proactive” in prior roles led him to carve out his own space in the industry. With no initial co-founder and no external funding, Bryan leveraged his deep expertise and powerful network to grow Sounds Profitable into a high-impact organization with over 200 partners and multi-million-dollar revenue—all while keeping the team lean and the values uncompromised.

Bryan discusses the foundational decisions that shaped his company: turning down equity deals, forgoing commissions, and maintaining transparency to preserve the trust of his partners. He unpacks his unique approach to building community, navigating relationships with industry giants like Spotify and Apple, and pulling off high-stakes events like South by Southwest. A major throughline in Bryan’s story is how momentum, intentionality, and authenticity can drive tremendous results even without traditional startup playbooks.

The conversation is a goldmine of practical wisdom—from hiring philosophy and pricing psychology, to customer service ethos and deal-making strategies. Bryan doesn’t shy away from sharing his missteps and risks, offering founders a realistic and refreshingly candid look at what it really takes to build a values-driven business that punches far above its weight in influence.

Takeaways

1. Founders don’t need a co-founder if they have clarity, integrity, and strong early support systems.
2. Momentum can be more powerful than planning—Bryan made bold decisions before having all the pieces in place.
3. Clear values like refusing kickbacks and maintaining transparency earned long-term partner trust.
4. A lean team (four people) can run a multi-million-dollar business with the right systems and ownership.
5. COVID created a rare level playing field—Bryan capitalized on everyone’s accessibility in 2020.
6. Great customer service and flexibility—down to how someone wants to pay—can be more important than the product.
7. Positioning as accretive to the industry rather than competitive helped Sounds Profitable gain traction.
8. Not all risk pays off—but some (like South by Southwest) build reputation and open new doors.
9. Strategic hiring means waiting until someone proves they are additive—not just available.
10. No business decision should compromise integrity—Bryan repeatedly turned down equity offers that risked bias.
11. Even at $500/month, a partner-driven model can outcompete legacy associations with bloated tiers.
12. Ask directly and kindly—most missed opportunities come from not asking.
13. Burnout prevention isn’t optional—therapy and entertainment are as crucial as email tools.

Chapters

• [00:01] Bryan’s unconventional path to entrepreneurship
  • He explains how being too outspoken got him fired repeatedly until he realized it was a superpower in the right context.
• [01:15] Getting fired for working too hard
  • His experience at Megaphone, the burnout culture, and the breaking point that pushed him to start Sounds Profitable.
• [02:41] Launching a business with no blueprint
  • Bryan shares how the project snowballed from a newsletter to a trade association with over 200 partners.
• [03:29] Building without a co-founder
  • Why Bryan chose to go solo and how long it took to find the right collaborators like Tom Webster.
• [07:47] How Sounds Profitable acquired early partners
  • COVID made everyone available, but value delivery and Bryan’s network made the partnerships stick.
• [10:54] Fighting misconceptions about the business
  • Why people often mistake them as ad-only, and how Bryan tackles this misunderstanding in real time.
• [13:06] Industry credibility through action
  • The iOS 15 download inflation issue and how taking a stand established their authority.
• [15:40] Building the team and hiring philosophy
  • How Bryan found his head of content and evolved his thinking on hiring and delegating.
• [20:19] Differentiating from industry incumbents
  • Positioning Sounds Profitable as affordable, flexible, and value-first versus giants like IAB or Media Link.
• [24:15] Risky moves that paid off
  • South by Southwest was a six-figure gamble that helped legitimize the brand’s role in the industry.
• [28:39] Staying in the room where it happens
  • Strategic networking, being ready for last-minute opportunities, and always delivering on promises.
• [32:03] Make yourself indispensable
  • Bryan explains how investing in junior contacts can pay off and why you should always “open your mouth to get fed.”
• [34:06] Bootstrapping without funding
  • Sounds Profitable crossed $1.7M in revenue with no outside capital, emphasizing reinvestment and momentum.
• [38:45] Practical hiring tips for founders
  • Bryan shares his “hire fast, fire fast” ethos and why proper hiring needs a full pause on other momentum.
• [42:53] Customer service is king
  • From how people pay to how they’re treated during invoicing—every touchpoint is a trust-building moment.
• [45:26] The right founder questions
  • Forget raising capital—ask what you’re willing to give up and whether your lifestyle can support your startup dreams.
• [48:37] Tools and rituals that make it all work
  • Why Superhuman email, zero inboxes, and even therapy have been indispensable to Bryan’s productivity.