Podcasting is no longer a niche interest—it’s a global movement. In the U.S. alone, over 158 million people listen to podcasts every month. Worldwide, the medium continues to grow rapidly, with more than 4.6 million active shows and projected listener numbers expected to reach 584 million by 2025. As the digital landscape evolves, so does the opportunity for individuals and businesses to tell their stories in a way that feels real, personal, and impactful.
At the forefront of this shift is Mike “C-Roc” Ciorrocco. He’s the founder of That1 Agency, a bestselling author, performance coach, and host of That1 Podcast. But his rise in the podcasting world wasn’t part of a carefully crafted strategy—it grew out of something deeper. His journey is one of reinvention, clarity, and helping others find their voice in a noisy world.
From Mortgage Executive to Media Voice
A former mortgage executive, C-Roc had checked all the conventional boxes of success: financial security, a growing business, and a clear path forward. But something felt off. “I was making great money, but I felt stuck,” he says. “It wasn’t where I was supposed to be. I knew there was more I could be doing.”
That uneasy feeling marked the beginning of a personal pivot. He didn’t just want to grow a business—he wanted to grow into the fullest version of himself. And as he began sharing his story on podcasts, something clicked.
One appearance led to another. Then another. Eventually, C-Roc had been featured on more than 2,000 shows. Along the way, he refined his message, built genuine connections, and found a deeper sense of purpose. The more he spoke, the clearer his vision became—not just for himself, but for others like him who were sitting on untapped potential.
The Birth of That1 Agency
That experience sparked the creation of That1 Agency, a media and podcast strategy company focused on helping entrepreneurs and experts amplify their voices. But at its core, the work goes beyond media placements or visibility metrics. For C-Roc, it’s about helping people get clear on who they are—and stop hiding from what they’re capable of.
He calls this process “collapsing time.” It’s about stripping away distractions, identifying your mission, and moving faster toward your goals by focusing only on what truly matters. “When you’re not clear on your mission and values, everything feels chaotic,” he explains. “Once you lock that in, decisions get easier. You stop wasting time.”
C-Roc’s approach isn’t about overnight success or chasing vanity metrics. It’s about alignment. And that’s a message he’s carried into every corner of his work—from coaching entrepreneurs to hosting That1 Podcast, to speaking on stages and connecting with audiences one conversation at a time.
His journey also serves as a reminder that influence isn’t just about being seen or heard. It’s about being real. The best podcast episodes, he says, aren’t rehearsed—they’re revealing. They showcase someone who’s done the inner work, someone who’s ready to stand in their story without apology.
“Being ‘That1’ means you’ve figured out who you are, and you lean into it without holding back,” C-Roc says. “Most people never get to that point. They’re stuck doing what’s expected, not what’s possible.” The people who stand out aren’t always the loudest—they’re the ones who are most aligned.
Why Podcasting Works—When Done Right
For many of the entrepreneurs who work with That1 Agency, podcasting is more than a marketing tactic—it’s a way to find their voice. It forces them to clarify their story, articulate their value, and connect with people on a real level. It’s also a chance to learn from others, build credibility, and tap into networks that can accelerate their growth.
Still, C-Roc is quick to admit that podcasting isn’t a magic shortcut.
“It takes work. You’ve got to show up prepared, know your message, and be ready to deliver value. Otherwise, you’re just making noise.”
That’s why That1 Agency focuses just as much on preparation and positioning as they do on booking shows. They help clients craft a clear narrative, identify the right platforms, and make the most of each opportunity. It’s about doing fewer things—but doing them better.
There’s also a strong community element behind everything C-Roc builds. His That1 Mastermind brings together entrepreneurs who are focused not just on money, but on performance, legacy, and long-term impact. Whether it’s hosting panels, interviewing people on the red carpet, or coaching behind the scenes, he keeps coming back to the same goal: helping people step into a version of themselves they didn’t know was possible.
For anyone trying to grow their brand, connect with an audience, or simply figure out their next step, C-Roc’s story is a reminder that clarity beats hustle—and that the most powerful moves often start with simply owning who you are.
