Jeff Large of Come Alive Creative shares his year-long positioning shift, what customer research revealed, and why audio was always the real work.
Jeff Large has been building his audio agency since 2016. A year of positioning work led him to language that finally reflects what the business is about.
This episode covers that journey in real time. Jeff describes the commoditization of podcasting. “Full service” now means different things at wildly different quality levels. Customer research surfaced something he knew but didn’t know how to convey: clients stayed because of how Come Alive Creative handles problems and the relationship itself.
[00:05:00] “It never was really about the podcast. It was about what the podcast could do.”
The shift he made: from full-service podcast production to strategic audio agency. That framing opens up audiobooks, live conference coverage, field recording, and other formats the team already has systems around, without overclaiming expertise across everything. He also covers the harder internal work: learning to let go of the corporate speak and recognizing that the business and its founder, while connected, are not the same thing.
[00:35:05] “There’s certain things that you’re going to be known for by your customers… and then there’s the parts of it of what actually resonates with you and what is worth doing.”
 
Links
Jeff Large's <a href="https://www.linkedin.com/in/jefflarge/">LinkedIn</a>
Come Alive Creative <a href="https://comealivecreative.com/">Website</a>

Turning the Volume Up: Positioning Lessons from Jeff Large

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