“I don’t care about your mom” may initially sound rather harsh, but… it’s true. Here is the redeeming part. I may not care about your mom, but I care about OUR moms. We care about the common experience.

“People will be more interested in your home movies if they are in them.”

Roy Williams

Just last week I was involved in a project where we asked loyal listeners about a certain radio station. Funny though, they didn’t talk about the features and attributes of the station they way we radio types do… they talked about themselves; their struggles, their kids, their responsibilities, their stress, their environment, their values. The radio station was only referenced in the way it intersected with their lives, if it added value to their lives.

In other words…

It is about the relationship

“Content that is perceived as helpful always addresses a felt need. Content that doesn’t address a felt need is perceive as irrelevant. Notice I said perceived. It may be the most relevant information an audience has ever heard. But if an audience doesn’t understand how content interfaces with their lives, it’s just not all that interesting.”

Andy Stanley, “Deep and Wide”

I don’t care about your mom. But I care deeply about our moms.