I’m fed up sat in the wings, ruminating and speculating.

I’ve been waiting way too long to make a serious play in podcasting. Don’t get me wrong, I’ve been having – and will continue to have – a ball working with established podcasters to help them achieve even loftier levels of success.

I’ve loved every second of being the UK Ambassador for the European Podcast Award. I’ll continue in that role. The podcasting industry needs me.

But where I’ve been lacking is in moving the needle for web radio among the 90%. Every business could do with its own web radio show, and very soon I’m going to be going big on this.

I’m not one for blowing his own bugle, but I’ll tell you this: I look around the world of podcasting and I simply don’t see anyone with the acumen, tools and tricks to match every business’ need to amplify their message and bring their brand to life – and build an incredible customer base founded on rock-solid relationships.

I hear podcasters complaining they can’t make money. People tell me they don’t know how podcasting is going to go mainstream.

I hear challenge, after challenge. I hear the same questions, hundreds of times over. The right microphone, the right software, which mixer you use, the right EQ for the job, etc etc etc.

Asking advice is the most generous act you can bestow on anyone. I love offering counsel when I can. But the problem is this: I rarely see any actual solutions being offered. I see a lot of snake oil being peddled, with products offering short-term fixes, and I see a lot of people falling for it. I even see companies offering to interview you for money, and I’m guessing because they’re still around, that people are falling for that, too.

I see mastermind groups coming together (believe me, I’m an expert on that, too – I ran The You Team and eight success teams for social media companies for two years). LinkedIn Groups bustling with enthusiasts. I see developments come in to focus, and fade away.

But nothing sustainable. Nothing that takes you from your present situation past the first few trees in the forest.

I don’t blame anyone

This is a world that thirsts for quick wins. Information overload reduces our attention spans to virtually zero, and yet we still expect success.

Podcasting is surely no exception.

In but the most exceptional of cases, podcasting and its story to date has been built on the passion of its proponents alone. I get and dig that. I mentioned in my last post how passion is a crucial component of popular podcasts.

Podcasting is all about that, it’s true. It’s equally about the long-range view, and knowing the part you play in your listeners’ lives.

Businesses to date have tangled with the concept. I’ve seen plenty of boutique businesses and mom-and-pop shops try web radio. Some of them even succeed, in their own small way.

And with that hard-earned currency of achievement they are poster children for a new generation of podcasters: Marketeers in positions of power across the nation’s corporations driven by customer-centric objectives. By they, I’m talking about the ones that mean it, live it, and don’t simply chant it because they’ve been brainwashed by the latest Social Media Success Summit or Chris Brogan post.

We the experts?

I love the work of some podcasting coaches and experts. But let’s get real: I’m no expert in podcasting. Not in the 10,000 hours sense – not by a long chalk.

What I am, is fascinated and obsessed by reaching out to customers using any methods and means possible: And I happen to believe that podcasting is one of the most powerful tools to crush the competition by showing you’re human and prepared to go the extra mile to add unexpected, remarkable value to your proposition.

And in that, I become a pivotal part of the evolution of podcasting as a realistic medium for big businesses, all of whom have suddenly realised that agility and client devotion are twin totems of their sustainability.

The game is changing

I’m a marketer, author, journalist and on top of this digital thing.

I have a truckload of things to learn. But one thing I know better than anyone in my circle is how content marketing when combined with incredible devotion to customers – and being nosey enough to know what matters – can change the fortunes of any business in any industry.

I’m able to show anyone, anywhere, how a web radio show can truly transform the way they do business. How a podcast can gain their business A-list status in their customers’ eyes, and how it can be the conduit to forming the most devastatingly-awesome relationships with employees, suppliers and influencers – whatever they do.

I’m shipping

Sharing Superheroes, my first book, is already hogging the eyewaves of many marketeers eager to understand the one thing that’s probably missing from their 2012 radar. Tick.

A totally new focus and form for this website is being planned. Tick.

I’m not stopping until web radio is as much a part of the visionary marketer’s toolkit as email marketing. Tick.

Your business is going to be rocked to its core by the prospect of a podcast in its midst. Ticking.

Enough talking. Let’s get to work.