Podcasting. I've been a listener for a very long time. While I was still in radio and doing television, I was already a big podcasting fan. There was so much great content coming out. Of course, there were only a few, maybe like 20, really good podcasts at that stage but I knew that that was warm and it was ready to become the place where great content would eventually live.

The podcasting scene is saturated with content creators trying their luck at the next big podcast. To be truly successful, one has to be unique or super good at what one is doing.

Podcasting is essentially making audio content online that's available for download.

Although CliffCentral is starting to create its own content, that's not the main focus.The company creates content for corporates, allowing them to connect with audiences in new ways. Advertising is dead and corporates need new ways to reach their audiences.

Most people will humour you and the news media are responsible for this. They kind of set it up so that if you don't care about that stuff, you're a bad person. But you're not a bad person, you just don't want to waste your time. And you can't care about everyone's story. So put the stories aside, worry about that later on when you have to write your book, like every business person in the world does, and they will have a podcast to go with a book. And just focus on the product. Give people what they want instead of telling us your sob story.

I've realized that CliffCentral is not going to make me a billionaire and that's okay. It will be a nice business, it'll tick along. We may end up much more successful than we are now, I doubt will be less. But it's not going to be my goose that lays the golden egg. I've been doing it now for seven years and I love doing it.

You've got to keep your finger on the pulse of everything. Staying ahead of trends means you know what works and what doesn't. Most importantly, if content isn't your strong suit, get someone to do it for you.

We're naturally attuned to audio because of the prominence of oral traditions historically. Podcasts are great for multitasking - you don't need to be looking at a screen the whole time. They spark imagination - all you have is the audio and you have to fill in all the other blanks yourself.

You need to know why you are starting a podcast and you need to do it well.  It's not costly to start and the barrier to entry is so low you really have to stand out. Once you start, you have to be consistent or you will anger your audience or lose them altogether.

Unless you have an all-consuming passion for your subject matter, don't do it. You have to do either something no one else is doing or do something really, really well. Your background isn't as big of a stumbling block as you think - anyone has the ability to be successful.