In this episode of The People Teaching People Podcast, I sit down with Jeff Humphreys, owner and founder of Shortline Creative and host of The Calgary Sessions podcast.

Jeff and I met in person for the first time at The GRAND theatre in downtown Calgary in early 2024. Jeff’s company was doing some interviewing and filming for promotional material for PodSummit YYC, an upcoming podcast conference that I am so excited about taking place on September 20 and 21, 2024. More recently, Jeff has been a role model, sounding board, and mentor for me in the world of podcasting. I admire his laid-back yet professional approach, his curiosity, thoughtful questions, commitment to storytelling, and strong sense of community.

Jeff Humphreys, a born and raised Calgarian, is the owner, founder, and creative storyteller with Shortline Creative, a digital marketing agency based in Calgary, Alberta. With over 20 years of experience in the digital space, Jeff has held various roles including digital and social media manager, web coordinator, web designer, and production artist. Beyond his work at Shortline Creative, Jeff hosts The Calgary Sessions, a weekly podcast about the people that shape Calgary. The podcast highlights the stories of local athletes, artists, and entrepreneurs, sharing their inspiring journeys, triumphs, and challenges, and contributions to the vibrant heart of the city.

Listen in as we talk about:

03:00 Jeff’s story

04:02 Starting Shortline Creative and podcasting

10:48 Reflections on education and personal growth

16:29 The role of athletics and fitness in Jeff’s life

21:03 An “unagency” approach to digital marketing 

27:20 Creating space for sharing stories

30:58 Starting a podcast – advice and insights

37:18 Challenges and realities of monetizing a podcast

38:40 The value of community in podcasting  

40:39 PodSummit – connecting podcasters and building community

48:00 Lifelong lessons from family foundations

51:39 What Jeff is most proud of

52:40 Jeff answers some rapid-fire questions

55:58 Curiosity creates experiences

Connect with Jeff:

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• Websites: 
  
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  • Jeff Humphreys: https://www.jeffhumphreys.ca
    
  • Shortline Creative: https://www.shortlinecreative.com/
    
  
  
  
• Instagram: @jeffhumphreys 
  
• LinkedIn: 
  
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  • Jeff Humphreys
    
  • Shortline Creative
    
  
  
  
• Facebook: @TheJeffHumphreys
  
• Podcast: The Calgary Sessions
  

Connect with Tiana:

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• Website: https://tianafech.com
  
• LinkedIn: Tiana Fech
  
• Instagram: @tianafech 
  
• Facebook: @tianafech 
  
• Book: Online Course Creation 101: A step-by-step guide to creating your first online course 
  

Jeff’s journey through school was a tough one, marked by repeated struggles and a series of dropouts. Despite trying various programs at Mount Royal and facing a constant battle with disinterest and poor grades, he found solace and confidence in hockey. He did experience school success in a visual communications class, which foreshadowed his eventual career in creative work. Jeff reflects that the traditional school environment, with its rigid structure and lack of engaging subjects, never suited him. However, he’s found that exploring non-traditional learning paths and pursuing interests outside the classroom can be just as valuable. This perspective highlights the importance of finding personal learning styles and alternative routes to success. Education isn’t one-size-fits-all and curiosity and diverse experiences can lead to fulfilling careers.

Jeff describes Shortline Creative as the “unagency” because it deliberately deviates from traditional agency norms. While conventional agencies often follow a set structure to maintain their margins and efficiency, Shortline Creative focuses on a more personalized and creative approach. They emphasize human connection and storytelling, aiming to genuinely understand and represent their clients’ unique narratives. Rather than just pushing sales or ads, they concentrate on building brand identity by showcasing the people behind the products and services. This human-centered, story-driven strategy not only sets them apart but also fosters deeper connections between brands and their audiences, creating a more engaging and authentic online presence.

Starting his podcast, Jeff was pleasantly surprised by a few key insights. He discovered that high-profile guests don’t always have the most compelling stories and that willingness to open up can vary widely, regardless of fame. One standout moment for him was realizing the importance of creating a comfortable space for guests to share openly. As an introvert, Jeff has honed his listening skills, finding that genuine conversation and community building are more rewarding than he initially expected. He’s also come to appreciate the unique commitment required to sustain a podcast, recognizing that the true challenge lies in the host’s ability to facilitate engaging discussions. This journey has shown him the value of perseverance and the unexpected joy that comes from connecting with diverse individuals.

Jeff is enthusiastic about the idea of starting a podcast, encouraging almost everyone—from individuals to businesses—to dive into it. He highlights the growing trend of branded podcasts, like Ford’s pre-launch series for the Bronco, as a powerful tool for storytelling and brand promotion. Jeff emphasizes that while creating a podcast requires courage and skill, particularly in hosting and facilitating engaging conversations, the potential benefits are significant. He acknowledges the common hesitations and advises that if the primary host struggles with conversation, finding someone who can effectively lead the show might be a better approach. Ultimately, Jeff believes that the visibility and production quality of podcasts make them an appealing and practical choice for content creation, and he’s excited to see more people exploring this medium.

“If you build a community, it creates these opportunities to then leverage and turn into something you couldn’t see coming.”

Tim Truax, the CEO of PodSummit, and Jeff have been exploring a “matrix model” for leveraging podcasts, discovering that the true value often lies in community and brand reputation rather than direct income. A podcast can open doors to various opportunities like merchandise sales, business introductions, and speaking engagements, all rooted in the strength of your brand and the community you build. While Jeff is not keen on traditional, repetitive sponsorships, he’s open to meaningful brand partnerships that align with his vision. It’s important to understand that monetization isn’t immediate or guaranteed; podcasts thrive on passion and commitment. The real rewards come from fostering connections and seizing secondary opportunities that arise as you grow your podcast and its community.

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• What is something that you would love to learn about or something that you would love to learn how to do? How to run 35 off water skiing 
  
• What podcasts are you listening to these days?
  
• Spraymakers with Trent Finlayson
  
• GaryVee Audio Experience with Gary Vaynerchuk
  
• The Diary of a CEO with Steven Bartlett
  
• If you could sit down and have a conversation with someone that you would love to learn from, who would it be? Lanny McDonald
  

Curiosity isn’t just a word; it’s a gateway to diverse experiences and personal growth. Reflecting on his life, Jeff shares how curiosity has led him through various realms—from sports and nightlife to the business world and podcasting. He believes that without curiosity, he wouldn’t have explored these rich communities or discovered his passions. Jeff muses that if he had recognized his knack for visual communication earlier, he might have followed a more focused path. Today, his curiosity isn’t about the end goals but about the rich experiences it creates. As he continues to explore and trust his intuition, he finds that curiosity remains the key to discovering new opportunities and enriching his journey.

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Today’s episode is produced by VOLT Productions, a full-service podcast production agency helping creators and entrepreneurs launch, grow and monetize their shows. You can learn more about the agency’s founder Simona, their work and their team by going to www.voltproductions.co.