Explorez tous les épisodes du podcast 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 brand community could add to your marketing, this conversation is for you.

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 whole game. If your organic reach is shrinking and you’re wondering what to do about it, this is for you.

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 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.

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.

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, however, the path forward is much less certain.

In this episode, I speak with Philip Spyropoulos, a legal expert and partner at Eversheds Sutherland who specialises in sustainable and responsible investing. We dive into the SDR framework and its aim to set realistic expectations for ESG and impact investing.

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.

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 challenge conventions and carve your niche in the market, this conversation is for you.

The American Poet Robert Frost said, “no tears in the writer, no tears in the reader”. Rob Self-Pierson from the Brand Language Studio suggests brands and marketing need to take a more artistic, creative approach to campaigns to make deep, memorable human connections. Listen to my conversation with Rob on why he believes seeing brand language as an art form matters.

Invest for change, not just cash. Danyal Satter, CEO of Big Issue Invest, urges us to rethink what makes a good return. He says it's time to broaden our view and appreciate the real impact all investments have. Listen in to my conversation with Danyal about why redefining returns is vital.

Being remembered is the heart of a good brand. Particularly at the point of purchase. And illustrations can be a good way for a brand to carve out a distinctive and memorable look. Zoe Barker is an established illustrator based in Norfolk. She has an enviable client list that includes the likes of Harrods, Cartier, The Telegraph, Radio Times, Red Bull and Virgin Atlantic, amongst many others.

There are over 1300 food banks across the UK. And the Trussell Trust are convinced they need to be closed. Not because they're no longer required, but because food banks are a symptom of more significant problems.

Makoto Fujimura is a leading contemporary artist, writer, and speaker recognised worldwide as a cultural influencer. He uses Kintsugi, the ancient Japanese craft of repairing broken ceramics with golden lacquer, as a metaphor to reflect on the state of our times.

Nick is a Senior Fellow at Theos, the think tank that enriches the debate about the place of religion in society. It challenges and changes ideas through research, commentary and events. Theos believes that faith, and Christianity in particular, is a force for good in society.

Professor Morris is one of the founding directors of the Heritage Hub at the University of Hertfordshire. He and his academic teamwork alongside businesses exploring histories and identifying opportunities for business growth.

Phil is the CEO of James Cropper PLC. It's a family-run materials manufacturer based in Cumbria that dates back to 1845. Strategy and planning are critical to the success of any business. Phil has learnt being clear on where a company has come from is essential to help shape its long term future.

Andy is a CEO of the UK think tank The Centre For Social Justice. It partners with over 400 grassroots charities to develop ambitious, evidence-based reforms to tackle the root causes of poverty.

Jez is the Project Director of the Bristol Housing Festival. It’s a five-year pilot exploring and experimenting with alternative ways to meet the national housing crisis in the UK.

Andrew is the CEO of Iress, the global software developer for financial services. Matt is their Head of Corporate Marketing. The business rebranded three years ago with a single aim - to become more desirable.

Simon is Chairman of the family owned builder’s merchant Lawsons. He is the fourth generation to run the business.

James is Chairman of the frozen food delivery company Cook. He also a founding partner of Snowball an investment company set up to prove that it is possible to invest money positively and create a return.

Dee is Head of Corporate Engagement for the charity Blueprint for Better Business.  They aim to create a better society by help established businesses to be inspired and guided by a purpose that respects people and the planet.

Jeremy is the CEO of Co:Cubed which matches tech-led start-ups with corporations to collaborate and experiment on new products and services.

Jess has over 20 years’ experience in developing and delivering successful growth strategies across a range of businesses. Her clients vary and often include traditional sales-focused companies.

Annabel is a marketing consultant and the current Chair of Fellows at the Marketing Society. Before this she was the Global Brand Director at Hiscox Insurance.