The celebration of our nation’s 248th birthday can be a reminder of the transformational power of reflecting beliefs and values, and adopting common ground.

For 25 seasons I’ve had the best seat in the house as a semi-professional public address announcer for St. Louis Cardinals’ spring training and the minor league season that follows. That’s lots and lots of National Anthems, dizzy bat races, and seventh inning stretches.

Do you know what I enjoy the most? It’s when my voice is the cue for veterans and active service members to rise and be acknowledged for their service and sacrifice for our country. And, incidentally, that is when the ovation is the loudest.

What in the name of Thomas Jefferson does this have to do with programming your radio station?

Let’s have a little fun.

Tune to another Christian music radio station for 30 minutes, it can be one in your market or somewhere beyond, and listen to hear if they communicate their mission statement. You know, those scribblings on their walls, or their bumper stickers, or their post it notes and tee shirts.

In 30 minutes, do you as a listener get any sense of WHY this station is on the air?

I’ll wait.

“You can do anything… once”

I often heard those words from my dad’s booming voice. His acknowledgment of his son’s innate desire to reach out and try new things, while also mindful of his adolescent son’s propensity toward immature decisions.

Those words served as a life lesson of accountability. But, you know what? Those words were also true. I COULD do anything… once.

Do yourself a favor. Wander through your nearby Cracker Barrel store with the spirit of learning about how to better communicate your station’s attributes, benefits, and beliefs and values – the core elements of any radio station’s position in the marketplace.

This is what you’ll see.

“Opinions are like noses,” the saying goes. “Everyone has one.”

I like her voice! She sounds nasal! He’s funny. He thinks he’s funny.

Subjective opinions are inevitable in an industry that is a combination of music and art. The question is… how do we keep subjectivity from driving our most important decisions, staying clear of those being driven by the loudest voice or the one in the largest office?