It’s tempting to think that what we do defines who we are. The carpenter is defined by his hammer; the accountant by his calculator, the radio station by its 40 minute music sweeps.
Most things that bond your listeners to your radio station have nothing to do with the things you’ve created. Apple didn’t create a bond because of the I Phone 8. Harley-Davidson didn’t create a bond because of the liquid-cooled 750cc Revolution X™ V-Twin engine.
“Those products and brands make us feel like we belong and we feel a kinship with others who buy the same things…..Apple didn’t invent the lifestyle, nor does it sell a lifestyle. Apple is simply one of the brands that those who live a certainly lifestyle are drawn to….
Products are not just symbols of what the company believes, they also serve as symbols of what the loyal buyers believe.” Simon Sinek, “Start with Why”
And no one believes that pizza should be made out of chicken.
*Thanks to my friend Mike Prendergast for the inspiration for this Frost Advisory.
John is a partner in Goodratings Strategic Services, and has been a successful major market disc jockey and program director for such companies as CBS, Cap Cities, Westinghouse, Sandusky, Gannett, and Alliance during his 38 year broadcast career. John joined Goodratings’ partner Alan Mason in 1999. Contact John at [email protected]