Critical Mass Business Talk Show | Orange County’s Longest-Running Business Talk Show
Oct 29, 2026 · 32 min · 10 segments
Phil Giangrande is the Founder and CEO of Giangrande Productions, bringing more than two decades of experience across television, radio, podcasting, and video production. He helps business owners and…
Ric FranziHost
So what is it about your business model do you believe that's allowed you to Break through that five year barrier where majority of the businesses can't get there.
First is when I started, it was out of necessity and I had some savings from my full time job.
Well, the business started while I was at the full time job, so I can go through some of the hurdles or figure out some of the hurdles while I was still full time employed.
Then my expenses were low because it was really a one man show for a lot of it in the beginning once the pandemic hit.
So I was able to keep my expenses down and the businesses expenses down, which, as you know, can be a real strain coming out of the gate if you don't have funding from somebody for an external source.
And then it was really, this was really a second aha moment is I had learned when I was working at iHeart, when I was producing the shows.
Yes, there was value in people listening to the radio show and maybe calling the business and saying, hey, I heard you on the radio.
I'd love to come and work with you or I'd love to hire you or I'd love to buy your product, whatever it was.
But the bigger value was talking to a guest who was somebody who could refer you business.
And that's an immediate ROI or a much quicker ROI, on top of which I'd rather have that steady stream of potential clients from this person than the one-off or one or two people who heard me on the radio show or podcast and said, oh, I want to buy from that person or I want I want to be that person's client.
Instead, you have this relationship with this person who could now turn you on to new clients year in, year out, over and over and over again.
And what I discovered was, hey, if we're doing, let's say we're doing one show a week or a client of mine is doing one show a week, 52 weeks, that's 52 opportunities to have that kind of relationship.
And that kind of relationship no not all of them turn into that person by the way you know maybe five even a five percent or ten percent turn into that that one client for if you have a a strong enough roi and i'll give you an example one client can pay for that doing that podcast for the year and but now you're getting it's over and over and over it's a churn and all of a sudden you don't need to do all the other marketing you were doing the podcast itself becomes your your referral stream and it does not shut off once you get good at the process right so i'll give you a perfect example one of my clients years ago he's a he's um He's a mortgage broker and he wanted to have or he wanted to reach realtors who were doing much higher end homes, you know, 10, 20 million dollar homes.
So what is it about your business model do you believe that's allowed you to Break through that five year barrier where majority of the businesses can't get there.
First is when I started, it was out of necessity and I had some savings from my full time job.
Well, the business started while I was at the full time job, so I can go through some of the hurdles or figure out some of the hurdles while I was still full time employed.
Then my expenses were low because it was really a one man show for a lot of it in the beginning once the pandemic hit.
So I was able to keep my expenses down and the businesses expenses down, which, as you know, can be a real strain coming out of the gate if you don't have funding from somebody for an external source.
And then it was really, this was really a second aha moment is I had learned when I was working at iHeart, when I was producing the shows.
Yes, there was value in people listening to the radio show and maybe calling the business and saying, hey, I heard you on the radio.
I'd love to come and work with you or I'd love to hire you or I'd love to buy your product, whatever it was.
But the bigger value was talking to a guest who was somebody who could refer you business.
And that's an immediate ROI or a much quicker ROI, on top of which I'd rather have that steady stream of potential clients from this person than the one-off or one or two people who heard me on the radio show or podcast and said, oh, I want to buy from that person or I want I want to be that person's client.
Instead, you have this relationship with this person who could now turn you on to new clients year in, year out, over and over and over again.
And what I discovered was, hey, if we're doing, let's say we're doing one show a week or a client of mine is doing one show a week, 52 weeks, that's 52 opportunities to have that kind of relationship.
And that kind of relationship no not all of them turn into that person by the way you know maybe five even a five percent or ten percent turn into that that one client for if you have a a strong enough roi and i'll give you an example one client can pay for that doing that podcast for the year and but now you're getting it's over and over and over it's a churn and all of a sudden you don't need to do all the other marketing you were doing the podcast itself becomes your your referral stream and it does not shut off once you get good at the process right so i'll give you a perfect example one of my clients years ago he's a he's um He's a mortgage broker and he wanted to have or he wanted to reach realtors who were doing much higher end homes, you know, 10, 20 million dollar homes.
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