with Steve Pratt, Author of the hit book Earn It
with Steve Pratt, Author of the hit book Earn It
CASE STUDY
Company size
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D-Wave is one of the world’s leading quantum computing companies. Its researchers, engineers, and customers are solving problems that were impossible just a few years ago.
But there was a challenge.
Quantum computing attracts enormous curiosity, yet much of the conversation around it lives at two extremes. It is either highly technical and inaccessible or overly simplified and filled with hype.
Neither approach helps technology leaders understand what quantum computing actually means for their businesses.
D-Wave didn’t need another branded podcast.
It needed a trusted destination where technology leaders could explore how quantum computing is moving from research into real-world applications.
The goal wasn’t simply to launch a show.
The goal was to become one of the most credible voices in the industry.
Together, D-Wave and JAR built Quantum Matters around the questions business leaders were already asking rather than the technology D-Wave wanted to explain.
Our team partnered with D-Wave to:
Every episode was designed to answer one question:
“Why should a business leader care about quantum computing today?”
Instead of beginning with guests, formats, or production, we started by defining the podcast’s job.
Create the most useful executive conversation about practical quantum computing.
Not a product show.
Not a science show.
A business leadership show.
Technology executives, innovation leaders, developers, researchers, and decision-makers exploring how quantum computing could solve meaningful business problems.
Build long-term trust by helping listeners better understand quantum computing, while establishing D-Wave as the company leading the practical application of the technology.
Once those three questions were answered, every editorial decision became easier.
Everything aligned around a single purpose instead of simply publishing another interview podcast.
| Before | After |
|---|---|
| Let’s make a quantum podcast. | Let’s build the most useful executive conversation about quantum computing. |
| Explain the technology. | Explain why it matters to business leaders. |
| Broad technology audience. | Innovation leaders actively exploring quantum adoption. |
| Measure downloads. | Measure trust, engagement, audience growth, and strategic reach. |
The success of Quantum Matters wasn’t created by better editing.
Or better microphones.
Or better guests.
It came from answering three questions before production ever began.
That’s the JAR System.
And it shaped every decision that followed.
The easiest way to make a complex subject interesting isn’t to simplify it.
It’s to organize every conversation around the questions your audience is already trying to answer.
That was the job of Quantum Matters.
The technology never became simpler.
The storytelling became more useful.
The first half of Season One attracted more than 23,000 unique listeners, demonstrating meaningful demand for practical conversations about quantum computing without relying on paid podcast advertising.
Quantum Matters consistently performed within the top 5% of podcasts globally, outperforming the vast majority of branded podcasts competing for executive attention.
The podcast reached #21 in Apple’s U.S. Technology category, placing D-Wave alongside some of the largest technology publishers in the world.
Every listener was earned through content quality, discoverability, guest amplification, and strategic distribution.
Just a show people chose to recommend.
