From Layoff to Podcast PR Pro: How James Colistra built Wonderfish

At the beginning of January 2024, what seemed the start of a promising year, James Colistra was laid off from his role at Forbes after 14 years. For many, that kind of unexpected turn would feel like a setback. For James, it became the push he needed to stop waiting and start building.

James Collistra

Today, he’s the founder of Wonderfish, a PR agency helping startup founders grow their visibility and thought leadership through strategic podcast bookings. But his journey wasn’t a straight line, it was a series of pivots, mindset shifts, and bold leaps that ultimately led him to his niche - podcast pitching.

The Path from Paid Media to Founder

James built his early career at The Economist in research and marketing, and later at Forbes, working in paid media and sales enablement. After the layoff, he assumed he’d find another senior-level role quickly, but the job search was slow, and the market was tough. So, he made his own opportunity.

Wonderfish began as a general marketing strategy consultancy. He took on projects like revamping sales decks and running storytelling workshops for B2B sales teams. But clients kept asking the same question: “Can you get me press?” That was the turning point.

He shifted into earned media - helping clients land interviews and exposure. Then, he made another focused pivot - niching down to podcast PR, an exploding space where authenticity and connection drive real impact.

“Podcasts are one of the few places where people choose to listen deeply,” James said. “They’re the new fireside chat and they’re still underused.”

The "Aha" Moment and Mindset Shift

Even after launching Wonderfish, James still had one foot in the job market. Financial uncertainty made full commitment feel risky - especially given he has two young children. But it was his wife’s encouragement, and a powerful reframe from his business coach, that pushed him to go all-in.

“Working for someone else started to feel riskier than betting on myself,” James shared. “Once I shifted that mindset, everything changed.”

His business coach, Diego Barrera, helped him shift his mindset from a traditional employee perspective to that of an entrepreneur; helping James get clear on his offer, pricing, and positioning. He reminded him to lean into his credibility - Forbes, The Economist, and 20 years of real marketing and communications experience. Also he suggests a simple framing action; when introducing yourself say; “You’re building a business, NOT trying to build one.”

The Podcast Power Circuit: Wonderfish’s Signature Offer

After much experimenting, James developed a service called the Podcast Power Circuit, designed to help founders land and leverage podcast appearances. It’s not just about getting on shows - it’s about using earned media as a growth engine.

Basically this is how it works:

1. Booking: Wonderfish pitches clients to podcasts that align with their audience and message.

2. Coordination: The team handles scheduling and preps both the guest and host.

3. Content Repurposing: Interviews are turned into video clips, quote cards, and LinkedIn posts to extend the value.

What sets Wonderfish apart? A custom AI agent that helps identify the best-fit podcasts - not just by size, but by engagement and resonance. If one platform reports 11,000 downloads and another reports 200, James’s AI tool compares the host’s social metrics, listener feedback, and cross-platform signals to find the real impact. And,

the importance of adapting to new opportunities as they arise.

Tools of the Trade

Running lean and smart, James relies on a tech stack of AI-powered tools to keep Wonderfish growing including Squarespace for his website, ChatGPT for automating tasks, creating content, and building workflows, HubSpot as his CRM + lead tracking, and a few others.

James didn’t write a traditional business plan when he started. Instead, he built his plan by taking action - testing offers, refining through feedback, and gaining clarity with each iteration. His advice for new founders;

“Start now. Seriously. Don’t wait for it to be perfect. Take action, stay consistent, and let the data tell you what to do next.”

James encourages new founders to:

• Define your message and audience early

• Find clarity through conversation and creation

• Be consistent - results compound over time

• Surround yourself with people who support and stretch you

• Invest in a professional development coach

Above all, he says, invest in tools and people who help you move faster and smarter.

As podcasts continue to grow in influence, James is doubling down on what works - helping founders “borrow the host’s audience” to build trust, visibility, and leads. Wonderfish is already gaining traction, the next stage of growth is just a mic away.

Learn more about Wonderfish and the Podcast Power Circuit at https://wonderfish.xyz/.