As we continue to hear the buzz word “stories,” it seems to me that people are talking more, but not necessarily being all that interesting.  Every movie is edited.  Every book is edited (usually multiple times).  Highlights are watched more than actual games.  Top 10 lists are the vogue, not Top 100 lists.  Stand-up comics start with a good 10 minutes, not a 90-minute HBO special.

The cardinal sin in radio is wasting people’s time.  And from a coaching standpoint, believe this:  if you can’t do a short break, you can’t do a long break.  Most people tend to wander around, stagger into “related” thoughts that can easily take us off the main road into the forest somewhere, and instead of taking the First Exit – the first place where there’s a “reveal” of some sort or where the subject resolves – they keep trying to top themselves or fire more bullets into a dead body.

Try this for a month:  not letting any “Content” break or story take longer than 40-60 seconds.  Only after you MASTER that length should you do anything longer.  And even then, my rule is “Take as long as you need, but be as brief as you can.”