Many businesses, despite how successful they may be, often struggle explaining what they do and why they do it. When asked by customers, ‘Why should we buy from you?’, somehow they fail to know the answer. Sometimes it takes a great conversation to get ideas flowing; to get us to challenge ourselves and our perspectives.   On this episode of Should I Start a Podcast we talk to James Cridland — writer, speaker, business consultant, and producer of “PodNews” — who has a phenomenal amount of passion and expertise in the game of audio-radio podcasting. Coming from his career as a Radio copywriter, and then leader of software engineers at the BBC, James knows what questions to ask, and how to weigh being ‘proper’. We cover things like the origins of “PodNews”, and the viability of the podcast on a global scale.   We also chat about:   How to condense what you do so others get it How radio copywriting taught James to ask his clients the right questions Why simplicity and consistency is all you need What’s changed to make podcasting accessible to everyone The value of great content vs branded content James’s achievements in radio, and how he learned about podcasting Innovating by prioritizing your customers over ROIs The importance of your brand’s face and personality   Links:   James Cridland’s website James.Crid.Land PodNews