According to a 2021 survey conducted by The Podcast Exchange, the potential for podcasts continues to grow. Nearly 12 million Canadian adults (or 38% of the 18+ population) have listened to podcasts in the past year. Podcast listeners also over-index for being young and diverse, have higher educations, and live in households of over $100K. In the US, these numbers are even larger with over 82 million people listening to podcasts in 2021, as reported by Statista. That number is expected to reach over 100 million listeners in 2024, which means an increasingly significant audience to market your brand to and establish your voice. Fatima Zaidi is the founder and CEO of Quill Inc., an award-winning production agency that specializes in corporate audio, and CoHost, a podcast growth and analytics tool. She actually helped us get on our feet with Mission Critical and, suffice to say, is a leading voice on the matter.  Hosted on-site at Toronto’s Valerie located in Hotel X, Fatima joined Lance at the first live taping of Mission Critical: The Bold Conversations in partnership with Veuve Clicquot. Together, they discussed the growth of the audio format, what businesses should know before starting a podcast, and how they can amplify your marketing strategy.