Do you need an MBA degree from Harvard or Stanford to grow a podcast? Definitely not. But for Jean Luo and her sister Cherie Brooke Luo, a background in business and careers on Wall Street and in Silicon Valley has helped them build a successful framework for their show, “Tiger Sisters.”  

The Luo sisters want their audience to grab a pen and take notes as they tune in. They created the podcast to provide women with “big sister advice” on money, power, and relationships. Jean said their most successful content mixes personal stories, vulnerability, lessons, and informative frameworks.

Their top YouTube episodes feature lessons they learned in business school, advice on networking, and insights into office politics. Jean also attributes part of their growth to a gap in the industry: the lack of diverse voices sharing business advice for women.

Here’s how business school influenced the format of their podcast:

They base their business on three pillars: content, commerce, and community. They’ve built a hypothesis to test growth strategies, like recording seasons of their podcast, interviewing guests, speaking more conversationally, and intentionally trying out new structures to see what resonates.

"The podcast is our first foray into content,” Jean said. “For commerce, we built our company, Sisters Matcha, and then the third pillar, community, is what we want to invest a lot more in.”

They post episodes of their show to both Spotify and YouTube. Jean shared that each platform has its own unique value. Spotify listeners are more loyal, listening to full episodes, and often tune in with intention. On YouTube, episodes are more searchable, and viewers might tune in briefly to look for specific information.

"On Spotify, the listener behavior is way stickier,” Jean said. “A huge portion of our Spotify followers listen through to the very end of the episode, as opposed to on YouTube, where the behavior is sometimes people jumping around to different sections.”

Jean writes an outline for each episode, which isn’t uncommon for a podcaster. But what is different is that Jean thinks about the outline like a lesson plan. Because their podcast is in the business category, they want their audience to take away learnings and lessons from each episode. Jean said they’ll often map out what takeaways a listener can gain from tuning in.

By writing each episode this way, they can intentionally integrate relevant data, real-life case studies, and actionable takeaways, making each episode educational, credible, and entertaining.

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