So what’s your favorite flavor of ice cream? Most surveys point to the good ole reliable vanilla. But when you peak under the cone you’ll see that vanilla is favored in part because it goes with so many different toppings and condiments.

I believe that there is no format like CCM whose success is more dependent on the ability to create an emotional dynamic range from laughter to tears, celebration to introspection, and angst to joyfulness. Some might describe that as the human condition.

Givers and takers.

When you think about the people that have had the greatest influence on your life I reckon’ you’d say they were GIVERS.

“The human spirit senses and feeds on a giving spirit… Think about what Jesus taught – half the time people didn’t know what he was talking about, but they listened attentively. Jesus was giving – feeding them. Not taking. It is at a spirit (heart) level – he wasn’t just giving information.”

John Maxwell

I wonder, then, why many Christian radio stations are perceived to be TAKERS, always asking their listeners to give them something. There are some general managers whose voice is NEVER heard unless they have their hand out.

The most common New Year’s resolutions are about losing weight, quitting smoking, and getting more exercise. This is still the case even as we head for what we hope will be a post-pandemic 2021.

What if we took those same resolutions and applied them to our radio stations?

In this pandemic Christian music radio stations have never had more in common with those who don’t yet listen. Why is this important?

Successful formats are based upon consensus. Consensus is a result of common ground through familiarity.

No familiarity? No consensus. No format.

“People don’t buy what you do; they buy why you do it. And what you do simply proves what you believe.”

Simon Sinek

Every year Google compiles a list of the most searched for words of the year. In 2020 people search for WHY.

Have you ever met anyone that has their own statue? Interesting thought, isn’t it?

I’ve had the privilege of meeting several. I met Ronald Reagan when he was running for president in the ’70s. In my baseball life I’ve met Stan Musial, Jack Buck, and Mike Schmidt.

What makes someone so special that they are worthy of a statue?

Is it talent? Or personality? Maybe just right place at the right time?

As we begin to put 2020 behind us perhaps now is a good time to consider how we internalize the values in our organizations.

“Just start celebrating what you value. People will value what you celebrate, and they will celebrate what you value.”

Andy Stanley

I love Xfinity’s campaign on this theme.

2020 has been a year like no other. But even in this unusual season Christmas can bring out the best in us. More people are tuning to your station than at any other time of the year.

I knew of a few stations that top a million listeners per week and numerous others that reach the top five. This was once considered unimaginable for a niche format playing mostly unfamiliar music.

Many stations do their best job of connecting on common values with stories of hope, comfort, and new beginnings. Over the last several weeks I have heard some amazing stories and songs.

If your station is playing Christmas music I’ve got good news and bad news.

The good news is that if you do it well you’ll eliminate your station’s biggest barrier for growth – playing music that is unfamiliar to a new audience.

The bad news is new listeners don’t understand what your station is about. They don’t have your perspective. They don’t understand the relationship of Ken and Barbie on the morning show, they don’t understand who for King and Country is and why they are doing concerts at a drive-in movie theatre, they don’t understand that your station plays Christmas music every year, and they don’t understand why you’re asking for money. (I once heard a general manager insist that new listeners loved fundraisers. No, he loved fundraisers, and his perspective impacted the station’s ability to be attractive to new listeners).

Do you know why Disney cast members wear tags with their name and hometown?

Frankly, Disney knows that you don’t care where they’re from – unless you’re also from there, or from near there, or have just been there, or have always wanted to go there, or wonder how they got from there to here. Disney knows that the name tag simply begins a conversation that can begin a relationship which can change the experience. And experience is what they are all about.

We’ve chatted a lot over these 536 Frost Advisories about how to grow your station. Growth is the fruit of adopting common ground; of making the unfamiliar familiar.

Many Christian stations serve only the Christian sub-culture talking primarily to churchgoing folks with a heavy emphasis on religious or spiritual content. Other stations desire to reach a broader audience which is often described as “spiritual, but not necessarily religious.” Those stations strive to be culturally relevant and talk like friends in the room. But that doesn’t mean that you talk about just anything.

Take this infamous day in history, November 22, 1963, as an example.

“Why are you playing Christmas music on Election Day?”

The complaints pour in.

“Why are you playing Christmas music before Thanksgiving?”

Think about it. If I’m driving around in my car and I tune in to your radio station in the middle of November and hear Burl Ives instead of Matthew West, I could be confused. Unless I understand “the why.”

“People don’t buy what you do, they buy why you do it. And what you do serves as proof of why you do it.”

Simon Sinek, “Start with Why”

On Election Day our station votes for comfort and joy. In this political season our station is an escape from the negative headlines.