David McGuire is a B2B content writer and creative director of the UK-based B2B tech copywriting agency Radix Communications. He’s spent most of this century crafting engaging content for B2B brands like Microsoft, Salesforce and Mitsubishi, and helping technology marketers to make their work exciting, accessible, and clear. He’s also the host of the UK’s national copywriting conference and the long-running B2B writing podcast “Good Copy, Bad Copy”.