Lessons from "How Our Show Landed on the BBC" How Thought Leaders Break Through the Noise
When Ben Schuman-Stoler, founder of Kollo Media, landed a BBC World Service feature less than a year after launching his company, it wasn’t luck; it was strategy.
He didn’t chase scale.
He didn’t try to build “the next Spotify”
He focused on clarity, niche expertise, and consistent proof of value.
For emerging thought leaders, creators, and entrepreneurs trying to build credibility, this story is a masterclass in what it really takes to break through the noise.
1. Go Niche, Not Broad
Trying to be “#1 in everything” is the fastest way to disappear in a crowded market.
Instead of competing in broad categories like personal development or business media, Ben chose a specific and meaningful niche: history with modern relevance. That choice didn’t limit his reach; it deepened it.
By focusing on a theme with real cultural and emotional weight, he created content that mattered to a passionate audience.
2. Build Before You Pitch
Before the BBC ever heard about his project, Ben and his team had already built momentum:
- A fully produced audio series
- A media partnership
- A magazine cover story
- A YouTube channel and newsletter
That ecosystem became proof of concept. It showed editors and producers that the story already had traction and that it was worth amplifying.
For thought leaders, this lesson is gold: don’t pitch an idea, pitch evidence.
Build your platform, create engagement, and show results before you knock on big doors.
3. Collaboration Beats Isolation
One of the strongest lessons Ben shared: the best creative work rarely happens alone.
In business, perfectionism often disguises fear, but in creative collaboration, ideas multiply.
Partnerships open doors that solo work can’t, especially when you’re building credibility in a new space. Whether it’s co-hosting a podcast, partnering with other brands, or hiring specialists to elevate your production, collaboration accelerates growth.
4. Ask the Right Question
Throughout the project, Ben kept asking one question:
“Why should anyone give their time to this?”
That mindset shaped everything from storytelling choices to production decisions.
In a world drowning in content, the creators who win are the ones who respect their audience’s time. If you can clearly articulate why your content deserves attention, you’ll never struggle to attract the right people.
5. The Mindset That Opens Doors: “Why Not Me?”
Behind every breakthrough is a shift in belief.
When you believe your idea has value and you’ve done the work to prove it the only thing left is courage.
Ben’s simple mantra, “Why not me?”, captures that perfectly.
It’s a reminder to every emerging thought leader:
Stop waiting for permission.
Refine your idea. Build your proof. Collaborate widely.
Then ask yourself — why not me?
Final Takeaway
The path to authority isn’t about viral hacks or scale at all costs. It’s about being intentional about your audience, your ideas, and your belief in what you bring to the table.
As Ben’s journey with Kollo Media and the BBC shows, thought leadership isn’t built overnight, it’s earned through clarity, credibility, and conviction.