<p>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.</p>

12. Why heritage matters with Jonathan Morris.

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.

And to re-establish relevance you need someone with vision and drive to explain why it matters.

These conversations are hosted by Michael Gough. He's a consultant with over twenty-years experience in helping organisations develop clear, concise and compelling brand and marketing that delivers growth.

Get in touch with Michael using the email podcast@whyitmatters.co.uk

Or follow him on Instagram @ _whyitmatters_