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Why It Matters

Michael Gough 34 Episodes Dec 17, 2025

A collection of interviews with leaders who are passionate about something that is at risk of being overlooked. Sometimes it's a brand, a product or a service but it can also be an idea - something that is losing its relevancy for many. To re-establish relevance you need someone with vision and drive to explain why it matters. These conversations are hosted by Michael Gough, a consultant with over twenty-years experience in helping organisations develop clear, concise and compelling brand and marketing that delivers growth.

Episodes

34. Why Richer Conversations Matter Dec 17, 2025 41:00 What happens when you stop racing through a script and start really listening? In this episode, I'm joined by Miranda Birch. Miranda spent nearly 25 years at the BBC as a producer, presenter and interviewer. Now she runs a consultancy called The Richer Conversations, helping founders and marketers have short, focused conversations that uncover real stories and genuinely useful content.

33. Why Storytelling Matters Nov 27, 2025 48:03 Storytelling gets treated like decoration. A flourish. Something you add once the "real work" is done. But the truth is sharper. Story is the spark that brings everything else to life. In this episode, I'm joined by Jon Burkhart. Texas-born. West London based. A career that runs from sports marketing to real-time social to helping brands pitch with more conviction. He runs TBC Global and bring

32. Why Brand Tracking Matters Oct 17, 2025 44:27 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

31. Why Brand Communities Matter Sep 24, 2025 42:36 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 communi

30. Why Balance Matters Aug 4, 2025 44:50 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

29. Why Social Listening Matters May 1, 2025 24:15 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 Dire

28. Why No Engagement Matters Apr 1, 2025 40:39 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 f

27. Why Language, Consciousness, Magick, and Romance matter Feb 6, 2025 48:50 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 fro

26. Why Poetry Matters Jan 8, 2025 48:19 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.

25. Why SDRs Matter Dec 4, 2024 40:57 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 tr

24. Why Forest Bathing Matters with Gillian Colhoun Oct 25, 2024 34:47 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 find

23. Why Legitimation Matters Mar 19, 2024 35:57 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 l

22. Why seeing brand language as art matters Dec 15, 2023 39:38 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.

21. Why Resetting Returns Matters Oct 27, 2023 43:35 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.

20. Why Illustration Matters with Zoë Barker. May 13, 2022 28:02 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.

19. Why Human Experience Matters with Alexander Hoare. May 5, 2022 19:38 Alexander is the first of the eleventh generation of the Hoare family to run Britain's oldest private bank. He is also a pioneer in social and impact investing and a founding partner of Snowball LLP. He talks about what it is like to run a family business with such a rich history.

18. Why Financial Communication Matters with Faith Liversedge. Apr 29, 2022 35:58 Faith is a marketing consultant who is determined to see financial advisors talk more about the difference they make. And with 1 in 3 UK adults worrying about their financial situation, who can blame her?

17. Why Closing Food banks Matters with Matthew Duyvenbode. Apr 16, 2022 43:10 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.

16. Why Kintsugi Matters with Makoto Fujimura. Apr 8, 2022 47:04 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.

15. Why Creative Writing in Business Matters with Neil Baker. Mar 31, 2022 48:37 Neil is the Managing Director of Dark Angels, a collection of playful and collaborative workshops to help anyone become a better writer at work. He is passionate about the way words are used in business and wants all of us to play creatively with them. He's convinced this exploration helps generate new ways to express ourselves more clearly and sincerely.

14. Why Faith Matters with Nick Spencer. Mar 25, 2022 42:49 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.

13. Why Shareholders Matter with Helen Cane-Hardy. Mar 18, 2022 18:49 Helen is the content strategist at Tumelo. The tech start-up helps investors know which companies their ISAs and pensions hold shares. Tumelo wants to encourage all shareholders to see their fund managers have a voice to influence businesses to serve people better and protect the planet.

12. Why heritage matters with Jonathan Morris. Mar 11, 2022 26:38 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.

11. Why long term strategy matters with Phil Wild. Mar 3, 2022 42:03 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.

10. Why photography matters with Simon Hill. Feb 24, 2022 28:47 Simon Hill HonFRPS is the Royal Photographic Society's current President. The Society was founded in 1853 to make the art and science of photography more widely available. Simon speaks about the enduring value of photography and the Society's new five-year strategy.

09. Why social justice matters with Andy Cook. Jul 13, 2021 39:22 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.

08. Why rethinking housing matters with Jez Sweetland. Jul 6, 2021 44:37 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.

07. Why desirability matters with Andrew Walsh & Matt Holland. Jun 28, 2021 35:38 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.

06. Why a business run by family values matters with Simon Lawson. Jun 21, 2021 33:08 Simon is Chairman of the family owned builder's merchant Lawsons. He is the fourth generation to run the business.

05. Why impact investing matters with James Perry. Jun 11, 2021 34:54 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.

04. Why purpose driven PLCs matter with Dee Corrigan. Jun 4, 2021 36:17 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.

03. Why innovation matters with Jeremy Bassett. May 25, 2021 32:30 Jeremy is the CEO of Co:Cubed which matches tech-led start-ups with corporations to collaborate and experiment on new products and services.

02. Why buy-in matters with Jess Harris. May 17, 2021 31:16 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.

01. Why research matters with Annabel Venner. May 10, 2021 28:32 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.

Why It Matters

Episodes

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