I remember the feeling. I was actually happy to see a yellow school bus.

Despite the fact that my kids were well past the age of taking the school bus seeing one that day was no less meaningful to me.

We were coming out of the pandemic and the yellow school bus was a sign that life was returning to normal. Even with the obvious downside of being caught in slower traffic and my morning commute would be delayed there was a much bigger idea that I could embrace.

The bigger idea transcended the bus’s functional purpose.

“People don’t buy what you do, they buy why you do it.”

Simon Sinek

All Christian music radio stations are values based, whether you deliver on that or not.

There should be more to your radio station that just the sum of its parts; the songs, the deejays, the promotions.

Consider a company we can learn from;

The recent wildfires in the historic resort city of Lahaina on Maui are now the deadliest in modern US history. When a company sees itself as a cause and not just one that makes diapers, the bigger idea transcends the company’s functional purpose.

“Thank you for helping us get more diapers and wipes to those in need in Maui through our ‘Buy for a Cause’ program at EveryLife.com”

“EveryLife is the only diaper company that is affirmatively pro-life! That’s why EveryLife exists.”

My hope is that you understand your radio station is more than the sum of its attributes, just as a yellow school bus can mean more than its routine function of getting kids to and from school safely.

If not, maybe it’s time to go back to school.