Chris Colter and Sam Geer have launched ‘Overnight Experts’, a new podcast that sees the pair dive into a range of topics to become, as the name suggests, overnight experts.
“The world certainly doesn’t need another podcast, especially one with two white dudes in the bloody marketing industry—that isn’t lost on us,” Geer told B&T ahead of the show’s launch.
“But we are really, really curious people and we love talking to each other and we genuinely love the part of our job that allows us to get really deep on topics in a short amount of time. Pitching gives you that opportunity, whether it’s a consumer behaviour, a certain category or sector of business or an element of culture, you’ve got to learn something really quickly and get deep on it to share with people. We thought, you know what? That sounds like a good basis for a podcast.”
Each episode of the podcast will unpack a timely topic, from cancel culture and industry plants to OnlyFans and deep fakes, offering sharp takes on what it all means for business.
Weight loss and Ozempic is the first cab off the rank.
“We’re all consuming content at a crazy rate and we’re supposed to know about this stuff… Like cancel culture, everyone kind of gets that but we’ve done an episode on click farms, Mounjaro and these fringe topics that are talked about in culture that we’re supposed to be expert on but we really don’t know what they mean,” added Geer.
The pair take it turns to become an overnight expert on a particular topic, with the other probing and inquiring further into the topic.
“We’re not playing characters. It isn’t like I’ll be the researcher and you’re going to be the inquisitor. It’s topic dependent,” added Colter.
“We take a completely agnostic approach to every conversation we have. We don’t have an agenda. We’re not trying to prove that OnlyFans is a net benefit for society, or it’s a demon. We try to be quite pragmatic and down-the-line which is quite a contrast to what you see in a world full of hot takes and people having to have opinions at barbecues.”
The podcast, Geer and Colter explained has been in the works for the last two years. But it shifted gear when presenting partner Ideally got on board.
“It’s very serendipitous. We started this with no sponsor in mind, just let’s give it a crack. We know Ideally quite well from just a general research point of view. When you think about their product, it’s purpose-built for overnight insights.”
Ideally uses generative AI to gather feedback from real customers, helping refine and validate ideas throughout the development process.
“We thought we’d do a live read in the middle. We did not dream about having a sponsor that would actually give us value. When we did the first episode with Ideally, once we got the questions back, we though ‘Well, this is it,'” said Geer.
“It allows us to get pointy on the topic and get a real read on what Australians are thinking, not just what we can find on the internet,” added Colter.
So what’s the end goal? It’s worth noting that Colter and Geer are not speaking on behalf of their current employers Accenture Song. Nor are they looking to make a full-time switch to podcasting.
“My goal is that people find it interesting and want to keep listening to it,” said Geer, “I certainly don’t want to do it as a job.”
“It’s not designed to boost profile or have an agenda or anything like that,” added Colter.
“The North Star is that people find it interesting and that we’ve shared something useful with the world.”
So what’s in store for listeners? As we mentioned, the first episode is on Ozempic.
Following that are episodes on:
- Click farms
- The Rise of Fringe Sports
- Streaming Wars
- Deepfakes
- The Economics of OnlyFans
- Canabusiness
- Industry Plants
- Cancel Culture
- AI Agents
The first episode is a hoot and is produced by MIK MADE. You can listen to it below or on Apple Podcasts or Spotify.
