Lex Friedman spent fifteen years on the business side of podcasting as a cofounder and chief revenue officer. He’s been acquired five times and now runs a revenue growth consultancy.

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Guest Resources

Lex Friedman Consulting – Visit Lex’s website and learn more about growing revenue or navigating sales.

3 Value Bombs

1. You don’t build to sell—you build to be great. Focus on creating something valuable and the acquisitions will follow.

2. Sales isn’t sleazy when you’re honest. Be human, be transparent, and price based on value to build lasting trust.

3. Business is personal. Remembering the human side of every deal, decision, and discussion is the key to meaningful success.

Show Notes

**Click the time stamp to jump directly to that point in the episode.

Today’s Audio MASTERCLASS: Everyone’s in Sales, and Everyone can Get Better at Selling with Lex Friedman

[1:09] – Lex shares something that he believes about success that most people disagree with.

Luck and timing matter just as much as talent. You can’t ignore the role of serendipity in success.

[2:17] – Lex the secret of how he has been acquired five times.

Don’t build to sell. Build to be great. And be someone people actually want to work with during acquisition talks.

[3:41] – Lex tells that it is still possible to make money even if Podcasting has exploded.

Yes it is but the strategy has changed. Go niche. Monetize with more than ads: community, subscriptions, premium, content and value-driven offerings.

[5:35] – JLD shares his micro-niche podcast and its big payoff.

A daily show on a single company—MicroStrategy—attracts niche listeners and five-figure revenue with sponsorship and community support.

[7:38] – Lex talks about how we can get better at sales.

Be human. Be clear. Be consistent. Quote fair pricing up front and defend it with integrity. Don’t play games—you’ll build trust faster.

[10:13] – A timeout to thank our sponsors.

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[13:30] – Lex talks about Consultants, who needs them and how he vet them.

Only hire a consultant when you know what you need. Use your gut to assess if there’s a true connection. Prioritize those who’ve “done the work,” not just talked about it.

[15:22] – Lex talks about revenue and what are his top tips for growing it?

Price for value—then go higher. Hire to your weaknesses. Make the sale and ensure success.
Retention is often the most profitable move you can make.

[18:13] – Lex gives his one final value bomb.

Business is personal. The more human and transparent you are the more fulfilling and successful your work will be.

[19:04] – Call to action.

Lex Friedman Consulting – Visit Lex’s website and learn more about growing revenue or navigating sales.

[21:02] – Thank you to our Sponsors!

Hostinger: Visit Hostinger.com/ONFIRE, use code ONFIRE for 20% off, and build your site today.
HighLevel: The ultimate all-in-one platform for entrepreneurs, marketers, coaches, and agencies! Learn more at HighLevelFire.com!

Killer Resources!

1) The Common Path to Uncommon Success: JLD’s 1st traditionally published book! Over 3000 interviews with the world’s most successful Entrepreneurs compiled into a 17-step roadmap to financial freedom and fulfillment!

2) Free Podcast Course: Learn from JLD how to create and launch your podcast!

3) Podcasters’ Paradise: The #1 podcasting community in the world!