It’s the most important question we can ask. Or better, it’s the most important question we can ANSWER.

Our format is foundationally based on values. It attracts people that share those values. Our most loyal listeners and donors and even staff are those that share those values the deepest.

That’s our WHY!

“The most basic way to make people care is to form an association between something they don’t yet care about and something they do care about.”

Chip and Dan Heath, “Made to Stick”

So, what do your listeners value?

How often do you hear those things reflected in your station’s programming?

Always? Sometimes? Never thought about it?

The more your station reflects those things I reckon’ the greater the value your station will have to them.