“You can learn a lot by just watching”, said the great philosopher Yogi Berra.

My talented friend Lisa Barry recently watched and learned from a lady who does sign language in church.

Lisa shares, “In order to ‘sign’ a song about Passover, she has to start with Jerusalem, so she signs that first even though it’s not in the song yet.  THEN, she signs Jesus, which is her index finger sweeping across in front of her.  So the song makes sense with Jesus walking into Jerusalem – even though in the song Jerusalem comes second.

The fascinating part was when she said, with sign language, you have to start with the ‘what’ because otherwise, there’s no context to what you’re about to say.  You start with the ‘what’ and then you can give them the ‘who’ and ‘what’s happening.”

Sherwood Schwartz, the creator of many of the popular TV shows in the 60’s and 70’s including “Gilligan’s Island” and “The Brady Bunch”, told a remarkable story of ‘what’.

When he initially took the pilot for Gilligan’s Island to CBS it was rejected.  The execs told Sherwood that viewers would never understand why such an odd assortment of characters; a movie starlet in a long dress, an eccentric rich couple, a geeky scientist and a tomboy; were stranded on a desert island together. “I’ll show you”, Sherwood responded defiantly, and he went home and wrote the now famous theme song that explained the ‘what’ in only sixty seconds.

“Just sit right back and you’ll hear a tale…”

Even the best stations in the format have to fight the assumption that everyone knows the ‘what’.  What does your station stand for?  What is its purpose and its vision?  How does ‘what’ you’re doing connect to the most important things in their life?

“…If the journey begins with the assumption that everybody here knows what we are doing, you will eventually have an audience of people who already know what you are doing… Where you consistently begin and what you consistently assume determine who consistently shows up.  Why?  Because your assumptions create the common ground for the journey.”
~Andy Stanley, “Deep and Wide”

We see them but we hardly think about them.  The 4-way stop.

What’s their purpose?  To stop all traffic?  Silly question, I know.  That seems hardly the intent, but…

…that’s what happens.

Everything stops.  No traffic flow.  No one moves.

Hmmm.

Every radio station has things on the air that PREVENT it from delivering the very thing that people come there for in the first place.  Sounds crazy, doesn’t it?

Maybe it’s political – the boss has a radio show where he plays whatever music he wants.

Maybe it’s the teaching/preaching show that has always been on the air so no one brings it up.

Maybe it’s the kids’ show/the teen show/the rock show/the worship show/NASCAR/high school football that someone at some time decided to put on the air for reasons you’ll never know.

The problem with 4-way stops is that… inefficiency is designed IN. Traffic… all traffic… stops.

Flowers, candy, and cards.  Family time and reminiscing.  As we celebrate Mother’s Day, perhaps there are programming lessons we can learn from mom as well.

Be a good listener 

There is no shortage of subjective opinions about your station’s programming; from the boss, a listener or donor, the receptionist, the sales manager.  The opinions that are most valuable are the ones uncovered through objective research to understand the listeners’ needs and perspective.  Ask.  But you have to ask it the right way.

Live every moment

The most important programming element is the one that is on RIGHT NOW, not tomorrow, not next week.  “Be good now” is the best programming advice there is.  After all, the “nows” add up.

Be a good friend  

Friends make others feel welcome.  Friends don’t talk down to others.  Friends encourage.

Don’t be selfish 

The moment we think the station is all about us, we lose perspective.  Whether commercial or non-comm, your station ultimately exists to serve and bless others.

Flush 

Be vigilant about getting the bad stuff off your radio station and replacing it with good stuff.

Remember who you are

My mom used to say, “Remember who you are and what you represent.”  Your station’s brand – what your station stands for – is the primary reason people tune in.  The degree by which you elicit passion through your brand values will determine your success.

Thanks, Mom!

Dozens of decisions come your way every day.  Some are small and some are big, impacting the health and growth of your station.

Maybe there is wisdom to be found at the mall.  (There’s a sentence I thought I’d never say!)

The mall directory has some sections large enough to read the name of the stores: Macy’s, Saks Fifth Avenue, and Bloomingdales.  These are the anchor stores.

Other areas are much smaller with names readable only if you’re standing on your head.  (And I wasn’t!)

The anchor stores serve as the primary reason people go to the mall.  The smaller stores tend to be boutique in nature and add options to the mall experience.  If Mom is shopping for a new outfit at Nordstrom, Dad can catch up on some computer work as he’s gulping down a Venti Iced Skinny Hazelnut Macchiato, Sugar-Free Syrup, Extra Shot, Light Ice, No Whip at Starbucks.

Your station is like that.

Your station’s “anchors” are its overarching brand values, the unique mix of music, compelling air personalities, and key listener benefits.  (see Frost Advisories #122 and 146).  Your smaller “stores” are everything else.

Here’s the problem!  Under-performing stations tend to focus not on the anchors, but on the everything else.  And that focus changes perspective.

“Where focus goes, energy flows.  And where energy flows, whatever you’re focusing on grows.”
~Tony Robbins

If your radio station is struggling you may want to check your own “mall directory”.  What’s most important?  Why do people come there in the first place?  Perhaps the small stuff has become the big stuff because that’s where your focus has been.

Now, off to the mall for a Venti Iced Skinny Hazelnut Macchiato, Sugar-Free Syrup, Extra Shot, Light Ice, No Whip at Starbucks!