It started with my wife.
I kept hearing conversations I wanted to share with her: podcasts I'd listened to that I knew she'd love, and ones she'd meant to get to herself. But three hours of audio never fit her day. Between her responsibilities and the few moments she actually had, there was rarely a time or a place to just listen.
So I turned the episodes into books she could read instead. A few pages whenever she had them, no headphones, no three-hour commitment. She's read more than five of them now, conversations she'd never have gotten to any other way.
Every show has an audience like her: people who would read what they'll never find the time to hear. This is how you reach them.