IF at first you don’t succeed, try again. And again. At least, that’s what Meghan Markle seems to believe.
Last week, the Duchess of Sussex launched her brand-new podcast, Confessions of a Female Founder, two-and-a-half years since she last attempted to set the podcast stage alight with her Spotify series Archetypes.
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But while the former did initially attract strong listening figures, before crashing and burning amid a bitter Spotify fallout, Meghan’s new show appears to have fallen at the first hurdle.
Early reports placed the series, which sees her chat with successful female entrepreneurs, at number 19 on Spotify’s podcast charts in the US.
Meanwhile, reviews slammed the first episode – featuring her friend, Bumble creator Whitney Wolfe Heard – as an “ego-fluffing conversation” that gave “vapid lessons in self-love”.
With a further slew of projects that never materialised under her belt, as well as a book and numerous shows that failed to hit the heights, the duchess’ business acumen has come increasingly under the spotlight.
And according to brand and culture expert Nick Ede, it’s Meghan’s flip-flopping over her image that has ultimately weakened her brand – with her latest business-focused podcast coming just weeks after a breezy Netflix lifestyle show.
“I think the lifestyle queen branding is a really good place for her to be,” Nick tells us.
“She could become the ultimate influencer. Staying in that lane and really driving it, making it really accessible and great, is probably the best thing for her to do.
“It’s about consistency. That’s why it’s interesting that she’s also brought out the podcast. There is no need for it at this moment. It feels like too much.
“All she should tell us at this point is how to make a good cup of tea.”
Here, we look at Meghan’s biggest business disasters to date… and Nick reveals the five mistakes she’s making every time.
Children’s book flop
Meghan’s first – and last – foray into children’s storytelling came with her 2021 offering, The Bench.
The 40-page picture book started out as a poem she wrote for Prince Harry following the birth of their son, Archie, now five.
It celebrated first-time fatherhood with inspired rhymes like: “Right there on your bench / The place you’ll call home… / With daddy and son… / Where you’ll never be ‘lone.”
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Initially, the book appeared to be most successful in the US, where fans were still eager to glean as much as they could about the Sussexes’ post-royal life (the main character is a ginger man with ginger stubble, leaving no doubt as to who Meghan is talking about.)
But the critique was louder than the fanfare, with The Times’ arts editor Alex O’Connell writing: “The story is so lacking in action and jeopardy, you half wonder if the writing job was delegated to a piece furniture”.
The Telegraph’s Claire Allfree added it’s a “semi-literate vanity project.”
In the UK, it failed to break into the top 50, and sold just 3,212 copies in its first week of publication.
According to a leading provider of book publishing data, only 8,000 copies in total have ever been sold on these shores.
And tellingly, Meghan has not released another children’s book since – despite welcoming her and Harry’s daughter, Lilibet, now three, around the time of publication.
Meghan’s five marketing mishaps
BRAND and culture expert Nick Ede reveals the five missteps Meghan Markle has made as she attempts to carve out a business empire.
Identity crisis
Is she accessible or aspirational? That’s the question critics were left wondering after watching Netflix’s With Love, Meghan – which sees her cooking in designer outfits and using luxury cookware, while stating she’s a normal mum who likes cooking for her family and doing Pilates.
According to Nick, Meghan’s identity issue is “the crux of why everything isn’t really working.”
“The question is, who is the real Meghan?” he asks.
“There are things that just don’t work. Lets say, the pancake mix she’s selling. It costs very little to make pancakes at home. So, why not teach people how to do that, rather than sell a mix? There’s a contradiction there – what is her identity?”
Overly ambitious
In the past five years, Meghan has worn many hats – reinventing herself as a podcaster, film and TV producer, philanthropist, lifestyle guru, cook, fashion influencer and author.
Nick says: “Meghan hasn’t really earned her stripes yet. She’s not the fashionista yet, she’s not the cook yet, she’s not the make-up expert yet. Nothing feels particularly rounded in actual knowledge, so people begin to turn off.
“We’ve been on this journey with Harry and Meghan, but when we get to the crux of it, it never goes anywhere.
“Everything feels like a scattergun approach. Nothing seems thought out or strategised. She and Harry seem to think, ‘Yes, I’ll take the money, and work out what to do afterwards.’”
Royally confused
Nick believes Meghan is also torn between cutting all ties with her estranged royal in-laws, and cashing in on the ultimate status symbol of being a duchess.
“I suppose one of the reasons she’s made millions so far is because of her royal identity,” he says.
“The elevation of her becoming part of the Royal Family is literally her identity. The only reason people will buy into her product in the US is because of her royal connection and who she married – not her acting prowess.
“If you look at her royal crest, her love of calligraphy, the way she talks about tea, jam. These are all quintessentially English things. It feels like she’s appropriating that for her own good.”
Too impulsive
Last year, Meghan was delighted to announce her new brand, American Riviera Orchard… before copyright issues put a nix to the name. This wasn’t the first time she’s promised a project, before backpedalling.
So is her team being too slap-dash and impulsive?
“That comes down to the people around her,” Nick tells us. “When she sent out her jams last year to influencers, it felt like a false start – nobody could purchase it.
“That’s happened again. It’s apparently sold out, but influencers are now praising the product again, while no one else can purchase it. This is branding 101. I put that down to the team around her.
Cross messaging
She’s built her reputation as a proud feminist and a stalwart for female empowerment in the workplace.
But Meghan’s latest reinvention, as a homemaker who cooks everything from scratch, has led many people to call her a “trad wife” and accuse her of conflicted messaging.
Nick explains: “It doesn’t feel authentic hearing Meghan, who is feminist and progressive, appropriating this sort of trad wife, stay-at-home message.
“When you look at her social media right now, it’s not particularly empowering. ‘I’ve made this for my children; I’ve picked this from the garden; I’ve cooked this for the dog!’ It all feels very contrived.”
Vanished project
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There’s nothing like hitting a big birthday milestone to make you reflect on your goals and achievements.
So, it’s no surprise that Meghan wanted to do something ambitious, and worthy, to make her 40th birthday.
Initially, her ‘40X40’ project appeared to fit the brief.
Launched on her big day, August 4 2021, it saw Meghan asking 40 of her most high-powered friends, including Adele, Gloria Steinem and Stella McCartney, to give 40 minutes of their time to advise women on how to get back into the workplace.
In a highly-publicised launch video, Meghan told actress Melissa McCarthy that the scheme would have a “ripple effect” across the world – as each person reached would then involve 40 of their own friends to take part.
However, rather than rippling, it barely murmured.
The scheme promptly disappeared without a trace – never mentioned again by Meghan, nor listed on her website.
Netflix nightmares
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After stepping down as senior royals in 2020, Harry and Meghan’s commercial aspirations quickly became clear.
That September, they signed a reported $100million deal with Netflix, promising to “shine a light on people and causes around the world…creating content that informs but also gives hope.”
But rather than shining a light on other people, they kicked things off with a focus on themselves in the 2022 docuseries Harry & Meghan.
The six-parter was a ratings hit – not least because it made salacious comments about the monarchy, with the couple claiming the royals had “fed [Meghan] to the wolves”.
However, their two follow-up series, Live To Lead and Heart of Invictus, failed to draw in the same numbers, while their 2024 offering, Polo (all about Harry’s favourite sport) only scored 24 per cent on Rotten Tomatoes and failed to make Netflix’s top 10.
Meanwhile, purported projects including an animated series, Pearl, and a film adaptation of the book Meet Me At The Lake never made it to production.
Nothing feels particularly rounded in actual knowledge, so people begin to turn off
Brand and culture expert Nick Ede
Last month, Meghan unveiled her highly-anticipated lifestyle series, With Love, Meghan, which received decidedly mixed reviews.
While some people loved seeing a more “relaxed” Meghan in her happy place, cooking and socialising with friends, others panned the duchess for her “out of touch” trad wife-esque advice.
This included her sprinkling edible flowers on all food and beverages, making everything from scratch, and using high-end cookery ware.
After a week, the series disappeared from Netflix’s top 10 and received just 20 per cent on Rotten Tomatoes.
It was recently announced that series two is in the pipeline – but like a pie that’s been sitting out of the oven too long, the reception has been lukewarm.
Spotify shambles
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In addition to their Netflix deal, Harry and Meghan’s $20million signing with Spotify in 2020 was another big signpost that their life post-Megxit was coming up roses.
The partnership promised so much, and so its failure was all the more shocking – with Meghan producing just 13 episodes of content for her podcast Archetypes, to very mixed reviews.
The audio streamer eventually pulled the plug in 2023 due to the pair’s lack of output, with Spotify executive Bill Simmons tearing into them for their apparent laziness and inertia.
I have got to get drunk one night and tell the story of the Zoom I had with Harry to try and help him with a podcast idea. It’s one of my best stories
Spotify executive Bill Simmons
Speaking on his own podcast, Bill – who acts as the company’s head of podcast innovation and monetization – called them “f***ing grifters”.
He added: “I have got to get drunk one night and tell the story of the Zoom I had with Harry to try and help him with a podcast idea. It’s one of my best stories…F*** them.”
Meghan has since signed a lucrative deal with Lemonada Media, which is producing her new podcast series.
But if the early poor reviews – and equally poor ratings – are any indication, they may soon be forced back to the drawing board, too.
