On last week’s show I shared a few brief ideas of how we can learn from the Turning Point USA movement created by Charlie Kirk. This week I’ll dig a little deeper on one of those ideas.

Have a clear vision and purpose. Charlie made it clear what Turning Point USA stood for.

“The mission of Turning Point USA is to identify, empower, organize, and mobilize students to promote the principles of freedom, free markets and limited government.”

Having a clear vision and purpose for your media organization might seem like a logical thing to do but in 25+ years in the CCM format I’ve rarely heard it communicated on air.

Understand, I’m not talking about having a mission statement on a piece of paper in a desk drawer somewhere, I’m talking about living it out in tangible ways. Proof of performance, don’tcha know.

Here’s a test. Listen to your radio station for one week. No, that’s too high a standard. Let’s say one day. Or even easier – one hour.

Do you hear anything on your station that communicates its purpose. Why is it on the air? Simon Sinek reminds us that people don’t buy what you do they buy why you do it.

Every song, certainly. Few would dispute.

Every piece of content from your talent. Now it’s getting tougher.

Every promotion. Oh, come on now.

Yes, even the traffic reports (now you’ve gotten wacky!) should be filtered through your station’s purpose.

I know of one station in the format whose highest testing personality is their traffic reporter. And that’s with a service element that more stations are talking about getting rid of instead of how to communicate as a reflection of their vision and purpose.