On the Tenth Anniversary of Analyse Asia
We overestimate what we can build in a year and underestimate what we can build in a decade. Today marks the tenth anniversary of the Analyse Asia podcast, a milestone that began with the registration of its domain, the recording and editing of the very first episode, and its subsequent sharing on podcast hosting platforms. In truth, the Analyse Asia podcast originated as a side project, an endeavor I pursued to ensure I maintained my entrepreneurial spirit and muscle following the challenges I faced with the collapse of my first high growth startup.
Throughout my various significant undertakings, whether it was aspiring to study theoretical physics at Cambridge University or pushing forward with various startup ideas, including Dorje AI, the initial stages were often met with skepticism. It is worth noting that every startup idea, no matter how innovative or intriguing, often faces criticism and doubt. If you truly believe in what you do, you have to make it happen and get things done. For example, during my secondary school years, a classmate told me I would never succeed as a theoretical physicist because I did not attend a prestigious school, was not in a gifted program, and had not participated in science olympiads at a young age. Nevertheless, I persisted, and eventually, I achieved my goal and never looked back.
Similarly, when we were founding SGEntrepreneurs as a blogging media portal to gather news for startups in Singapore, an NUS professor dismissed it as a poor idea. Yet, we were eventually acquired by Tech In Asia, which was later acquired by Singapore Press Holdings, and in 2024, our founding team realized their exit. Moreover, the acquisition of SGE had a broader impact, enabling all of us to become angel investors within the ecosystem, particularly in the areas of crypto and Web3 companies.
The reason I have reached the tenth anniversary of the Analyse Asia podcast is also rooted in persistence. A former venture capitalist in the Southeast Asia ecosystem once told me that the podcast was a flawed idea, commenting that I was neither a ‘beautiful hot girl’ nor did I have an American-accented voice, implying the podcast would never succeed. Ironically, that individual eventually became a guest on my podcast.
The success of the Analyse Asia podcast can be encapsulated in this one graph:
Today, the Analyse Asia podcast was graced by many prominent guests. The managing directors of every technology company in the Asia Pacific, the journalists from prominent media such as Bloomberg, Wall Street Journal, Reuters, Tech In Asia, The Information, South China Morning Post and etc, the CEOs of global and regional companies or high growth startups in web 2.0 and web3 (crypto) and global thought leaders such as Chris Miller (author of Chip War), James Crabtree (author of the Billionaire Raj), Robert Greene (author of 48 Laws of Power), Horace Dediu and Benedict Evans, the podcast have been regarded as a pioneer and a port of call for people with a perspective on the Asia Pacific which includes China and India.
It took five years to reach the first million, a challenging milestone in establishing a brand. The subsequent two years brought the second million, followed by 1.5 years for the third, and another 1.5 years to achieve the fifth million. While the first million was particularly arduous, it served as a foundation; as the back catalogue of podcast episodes grew, so did our audience, leading to increased discoverability and sustained growth.
Rather than focusing on the reasons behind our success, I would like to reflect on the journey and the principles that guided us to this point.
The first guiding principle is to approach the podcast as one would a startup. Interestingly, the most significant periods of growth for Analyse Asia did not occur during times of expansion but rather during moments of challenge. Each time the podcast’s traffic dipped, I sought innovative ways to overcome the stagnation, ultimately gaining a deeper understanding of distribution strategies. Notably, the most recent growth engine was proposed by my wife, Yuying Deng—now a podcast host herself with Scaling Today—who suggested transitioning to video content in response to declining audio traffic amidst the proliferation of podcasts. This shift catalyzed a 2 million increase in our audience over the past year.
The second principle is brand building. Although I have recently identified a viable business model for the podcast, it became evident that Analyse Asia was not initially designed with monetization as a primary focus. Over the years, I have been invited to participate in roundtables across the globe, from US think tanks in AI to the GreenTech Festival in Berlin, and as a keynote speaker for leadership summits at three Fortune 500 companies. These opportunities have allowed me to establish Analyse Asia as a recognized media brand. One of the most effective strategies I employed was interviewing Series B founders exclusively during the podcast’s first seven years. Interestingly, whenever I made exceptions, those startups often secured Series B financing shortly thereafter, which led to the podcast being seen as an indicator of a company’s potential success. Building a brand is never easy, and while I did not initially set out to create a personal brand, I am honored by the brand that has emerged.
The third principle is perseverance—the willingness to endure and persist through the grind. In reality, podcasting differs from traditional media news sites in that it is not a zero-sum game. One key to success lies in the compounding effects that occur when similar podcasts thrive within the same space. While I encountered competition at every turn, I found that collaboration and support among fellow podcasters were more beneficial than rivalry. Some podcasts, which I once believed would surpass Analyse Asia, eventually folded. I often advise aspiring podcasters that the reason for my success is simply that I stayed in the game long enough.
Reflecting on this journey, there are certainly aspects I would approach differently. I would have placed greater emphasis on building a community, such as creating a messaging group for the audience and guests. However, balancing a corporate career and a family of three children made this option challenging until I could assemble a dedicated team. Given the monetary and effort-based investment I have made in the podcast, I believe it has achieved the modest goals I set for it.
While there may be no formal celebration to mark the podcast’s 10th anniversary, I would like to take this opportunity to connect with the guests and the audience who have supported the show. If you are a listener, I encourage you to reach out to me.
As I approach episode 500—the final milestone I aim to achieve in this 10th year—I remain committed to making a decision on whether to continue or conclude the podcast. At this significant juncture, I would like to express my heartfelt gratitude to my family, my past and present team, the audience, guests, and partners who have supported the show.
Thank you and it remains Day 1 for me. Take care & best regards.
Bernard Leong, Host and Founder of the Analyse Asia podcast.
