Among the problems cited: Boring topics delivered without energy, obvious reading from a script, distracting music and a infomercial flavor.
After outlining some specific suggestions for how the podcast could have been successful, the author concludes:
Overall, Starbucks’ focus was wrong. They failed because they focused on the coffee bean. They would’ve succeeded had they focused on their best asset – their customers and the stories they would happily tell about their experience with coffee.
Good principles to keep in mind for anyone considering a podcast. It can and should be much longer than what fits in commercial radio, but it’s got to have some life. It doesn’t need to reach even a 1 share, but it needs to have something about it that would be engaging for someone.