In this section, I'm going to talk about podcast design. Solid, well-researched designs are like the foundations of your podcast. You can't build a house on quicksand. It's the same as starting a podcast without researching who your audience is and what the right design is to achieve your business objectives. That's why anecdotally, a large percentage of the podcasts that do fail, fail because they aren't set up right from day one. No matter how successfully you build their house, if the foundations aren't sound, at some point it's going to collapse. So, how do you create sound foundations for your podcast? We use for designs for business podcasts, which you can find out more about in the guide that accompanies this audio. If you don't have a copy of this guide you can download it from the Pikkal website, which you can find atwww.podcastingforbrands.com. The full podcast designs for business are effectively each objectives for that business. They are one campaign awareness, two brand or authority, three business development and four news and analysis. Think of these designs, like blueprints for the house. It's a lot easier to build a house that has an established, tried and tested design than build one from scratch. That design contains many factors inherent to the success of the podcast long-term. Just as any blueprint would give you indication about how deep to build the foundations, a podcast design should also give you indications about the length of a podcast who should be the host, who should be the guest, what the call to action on the podcast should be how often you should publish a podcast and what the content narrative of said podcast should be. If you want to build an apartment block to house 100 people, you don't start building a house. And if you want to build a holiday home by the sea, you don't start building an office block. But that is what happens when many people start podcasts, especially for brands and do it without an informed design. So, how do you choose a podcast design? This process is like working with an architect. Here is my idea. Please make that possible. How do you choose an architect? Well, I imagine if you're choosing an architect to build a house for you, you choose somebody that has experienced. Have they done this before? Or are you bankrolling their education? Just in the same way that, because you love eating food, doesn't make you a good choice for a restaurant manager. The fact that somebody likes podcasts or has a podcast himself doesn't necessarily make them a great choice to turn your podcast idea into a business success. And are they a specialist? A landscape gardener may know the basics of design and be able to use tools and equipment but can they actually architect and build a house. The danger here is that you respect their designs and trust them to create beautiful landscapes. However, put to the test on bricks and mortar, it might be a risk too far. Those landscape designers, maybe PR agencies, digital agencies, creative agencies. They may have ideas about design, but once again, you're bankrolling their education. In choosing a partner to design and execute and grow your podcast successfully, you should look at a couple of factors. Does this partner actually have a podcast themselves? Secondly, what kind of results have they delivered for their podcast clients in the past? Show me the metrics. Good podcast partner, ideally a specialist podcast agency is defined by the quality of the questions that they ask you in the introductory stage. Your architects, first question should be what's the objective? Why are we building this? And in the context of podcast, it's the same. One of the first questions we want to find out is how does the brand see itself? Is it leader? Or is it an enabler in its industry? Is it an enterprise or is it a startup? Because each has it