32. Why Brand Tracking Matters
Why It Matters
Marketers are under pressure to prove their worth. Budgets shrink. Targets grow. So we chase clicks, conversions and short-term wins, and forget the thing that makes them possible: brand. Brand tracking shows what people really think and feel about your business. The truth outside your own echo chamber. That’s why Matt Herbert co-founded Tracksuit, to put brand back where it belongs in the boardroom. Because when you measure what matters, creativity gets braver, instincts get sharper and growth gets real. If you’ve ever had to defend the value of brand, this episode...
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31. Why Brand Communities Matter
Why It Matters
According to research run by Garnter, over 70% of consumers say they buy more often when they’re part of a community. The role of communities has never been stronger. James is cofounder of the CMO Circle and Called to Work, and he explains why communities aren’t just audiences you broadcast to, but networks that grow brand loyalty. James talks about the difference between an audience and a community; on finding your first 100 members; and how the most valuable communities give more back than they take. So if you’re a marketing manager thinking about whether a...
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30. Why Balance Matters
Why It Matters
What if the key to long-term success isn’t growth or efficiency, but balance? Not the Zen poster kind. The kind that helps leaders stay grounded in who they are while staying agile enough to respond to whatever the world throws at them. In this episode, I’m joined by Martin Clarkson, co-founder of Create Balance and a former senior leader at Marks & Spencer, a company that’s seen both glory days and had to fight to stay relevant. We explore why balance isn’t a soft skill but a strategic one, and how clarity about who you are, what you do and why...
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29. Why Social Listening Matters
Why It Matters
The backbone of good marketing is the quality of the research. The best insight comes from hearing real audiences talk about their real experiences.Traditional research can cost thousands and still miss the people who don’t get a seat at the table. Quantitative data tells you what’s common. Social listening reveals what’s missing. In this episode, Michael talks with Jamie Doggett, Associate Director at Lumanity, about why social listening is a standout tool for marketers who want to go deeper than the data and closer to the truth. They explore how social listening works, what it...
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28. Why No Engagement Matters
Why It Matters
Every minute, over 500 hours of video are uploaded to YouTube, 350,000 tweets are sent, and 5 million posts go live on Facebook. Try to keep up and you’ll be scrolling forever. In this episode, I’m joined by Dan Preston from Neighbourhood to explore why likes, shares and comments — what we used to call engagement — don’t matter anymore. We unpack social media’s three big shifts: the death of the feed, the fall of the follower, and now, the fading relevance of engagement itself. Dan argues we’ve entered the era of entertainment, where creativity isn’t a nice to have, it’s the...
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27. Why Language, Consciousness, Magick, and Romance matter
Why It Matters
In this episode, I’m joined by writer Thomas Sharp. His creative life is a blend of commercial commissions and self-initiated projects, each shaped by his deep fascination with language. You might have seen his words without realising it. Love is Running Towards — his piece for the London Fire Brigade. Or the vast banners welcoming visitors to the British Library. Other clients range from the spectacle makers Cubitts and The Henry Moore Institute to Politico UK and St Martin-in-the-Fields Trust. But beyond his commissions, Thomas has spent much of his life...
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26. Why Poetry Matters
Why It Matters
Poetry has lessons for every brand. The power of brevity. The art of wordplay. Thoughtful connections that spark emotion, linger in memory, and sometimes bring a smile–or a tear. Who better to explore why poetry matters than John Simmons, writer, poet and pioneer of verbal branding.
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25. Why SDRs Matter
Why It Matters
According to the FT Advisor, enthusiasm for sustainable investing has dropped sharply this year, with interest in ESG funds reportedly down by 83%. Many investors are pulling back, citing underwhelming returns and ongoing issues with greenwashing. Meanwhile, the Financial Conduct Authority has introduced four new labels as part of its Sustainability Disclosure Requirements, or SDRs, to bring transparency to the often murky world of green investing. For some, sustainable investing still represents the sector’s future, with potential for positive change. For others,...
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24. Why Forest Bathing Matters with Gillian Colhoun
Why It Matters
Did you know the average person now spends 6 hours and 37 minutes a day looking at screens? In the UK, that’s almost as much time as we spend sleeping. All that screen time brings noise, distractions, and pressure—familiar challenges that affect our mental health. In this episode, I talk with Gillian Calhoun about forest bathing—a way to unplug, be still, and reconnect with nature. It’s about finding quiet in a loud world. I hope you enjoy our conversation.
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23. Why Legitimation Matters
Why It Matters
Launching a business is exhilarating, but statistics can be daunting. Did you know, nearly 40,000 businesses launched last year? Yet roughly 20% face the harsh reality of failure within their first year. In a world inundated with startups, standing out and establishing credibility is paramount. Enter Dr. Norman Fraser, a seasoned entrepreneur with a knack for successfully navigating the business landscape. Join us as we delve into the concept of legitimation - the process of moving a groundbreaking idea from the fringes to the forefront. If you're a trailblazer in the startup realm, eager to...
info_outlineIn this episode, I’m joined by writer Thomas Sharp.
His creative life is a blend of commercial commissions and self-initiated projects, each shaped by his deep fascination with language.
You might have seen his words without realising it. Love is Running Towards — his piece for the London Fire Brigade. Or the vast banners welcoming visitors to the British Library. Other clients range from the spectacle makers Cubitts and The Henry Moore Institute to Politico UK and St Martin-in-the-Fields Trust.
But beyond his commissions, Thomas has spent much of his life thinking about the wonder and power of writing, what it can do, and how it moves us. He’s distilled that exploration into four words: Language, Consciousness, Magick, and Romance, a phrase that defines his life’s work and the title of his latest collection of poems.
So, in this episode, we explore why Language, Consciousness, Magick, and Romance matter.