This Sunday my church paused to share why the church exists. What we believe. Its vision and purpose.

My church deliberately does this twice a year; once at the start of the year and once when the fall season begins.

“People don’t buy WHAT you do they buy WHY you do it.”

Simon Sinek

Years ago I worked with a radio station that had a remarkable story. The people in their community saw a need for a Christian radio station in their community. They put together a group, raised the money, found a facility (in the back of a church) and enlisted the organization I worked with to launch a radio station in their community.

On my first visit to the station I asked, “Why haven’t I heard this story on the air?”

The story was so common to them that they hadn’t realized its impact to those who hadn’t heard it. Meaning everyone else and those who were tuning to the station for the first time. They had an inside perspective.

A set of golf clubs is greater value if it belonged to John F. Kennedy than if it belonged to John M. Frost. Your story matters.

I will often recommend to air talent that they share the WHY of what they do. At least once per day. Why do you get up at 4:30 in the morning to go to work? Why are you inspired to do what you do? Sharing that perspective helps your listeners know what connects you. It helps make you more human.

If you were at my church this morning it would be very clear to you why we do what we do.

Reckon’ it’s pretty important for your station, as well. And I reckon’ you don’t share it enough.