This was a great conversation with Karissa Breen, better known as KB. KB is the founder of KBI.Media, a cybersecurity investigative journalist, and the host of KBKast. She went from tech and banking roles into cyber, built a podcast that grew into an independent media company, and is now leading KBI.Media's expansion into the United States.

We talk about why people still connect with real hosts while AI fills the internet with average content, how to get past the same five questions every guest gets asked, and why trade media and podcasts matter more as buyers move to AI search and GEO. KB also shares a story about an interview that rattled a PR team, how she stays fresh as a creator, and why so many companies never use the great content they already paid for.

Big thanks to KB for a fun, honest, and super insightful conversation!

Check out KBI.Media at https://kbi.media and the KBKast podcast at https://kbi.media/kbkast/ and make sure to connect with KB on LinkedIn at https://www.linkedin.com/in/karissabreen

Watch the full video episode on YouTube at https://youtu.be/weVyGo_wmNs

Chapters

00:00 Intro and welcome to Karissa Breen

01:14 From banking and cyber consulting to founding KBI.Media

04:01 Seeing the US market with an outside view

08:27 Serving your audience and avoiding main character syndrome

10:18 Tall poppy syndrome and always reinventing

11:37 Never above it, never below it

13:49 TBPN, OpenAI, and why audiences follow hosts

16:16 Why NotebookLM won't replace podcasters

20:59 Why AI content ends up average

22:48 AI content fatigue and the pendulum swing

24:54 Getting past the same five questions

28:16 Audience obsessed media and reading every word

30:41 Great UX is invisible and media is an orchestra

33:32 Ungated content and a changing media industry

35:49 GEO is the new SEO

39:24 Search doesn't stop at the first query

41:50 Why trade media matters more than ever

43:13 Forbes vanity versus what buyers actually read

47:07 When a good question rattles the PR team

49:22 Natural speech beats PR speak

53:33 What KBI.Media does

55:41 How KB stays fresh as a creator

57:52 Be a student to be a teacher

1:00:24 Why companies leave free media assets on the table

1:06:28 AI shorts versus real storytelling

1:08:51 Built on curiosity and fundamentals

1:09:34 Where to find KB and wrap up

This podcast is made possible by GTM Delta and TechForward.

Podcast site https://discopossepodcast.com

Like my sounds? Here's my audio source https://www.epidemicsound.com/referral/23r6je/