Rarely do I watch hours and hours of a sporting event of a sport that I rarely watch. (My grammar checker just blew a gasket over that sentence).

Rory McIlroy is now a part of my sports vocabulary. Frankly, so is Harry Diamond. And maybe that’s the point.

I reckon’ I find myself watching sports through the lens of a programmer more than a sports fan. That’s why I reached out to my longtime friend, talent coach, and golfing buddy Tommy Kramer to co-author this particular Frost Advisory. He is a much bigger golf fan than I, and he has a really nifty looking golf hat with a fuzzy ball on top. Plus, he can break 100.

“Speaking to the press after winning the incredibly dramatic playoff, Rory said something like, ‘This is just the greatest golf tournament in the world. And I live in an area where I might get in trouble for saying that.'”

Here’s one simple reason why I think it stands out: its NAME.

The PGA Championship is just that. (Sounds like a corporate event.) The U.S. Open is just that. An organization. The British Open is still just a title with a country in its name; its “label.”

But The MASTERS… well, it’s hard to find a more significant-sounding name than that.

Think of this in radio terms now – your “name,” and particularly your station’s Imaging. Are you something that defines a different level, an ideal, like the Masters?

ONE WORD can stand out among all others:

Superman. Bet you can figure that one out.

Apple. It didn’t sound “technical” at all. Microsoft is a great company, but that’s not a great name; it’s just an abbreviated description. The Apple itself was a first – Garden of Eden, remember?

Acme. Wile E. Coyote got everything from hammers to bombs there. We ALL know this brand, even though it’s in a CARTOON.

Radio can be the most visual and significant of all media. It just takes Masters-type thinking.”

On next week’s show I’ll reach into my golf bag and pull-out additional programming lessons such as…

The Masters is a story of friendship.

The Masters is a story of perspective.

The Masters is the story of the wait.

I’ll even tell you have many dimples the average golf ball has. Maybe you’ll win a prize. That’s a tease.