Hey Baby, What's Your Sign?

By John Frost
Goodratings Strategic Service

My friend Ross is the manager of the Macy's store at a nearby mall. Ross has over 100 people who work at his store and their day is busy stocking shelves, waiting on customers, doing inventory, and keeping their store nice and tidy hoping that someone like you will show up.

In all their time together there is one thing my friend Ross and his employees never talk about.

Ever.

The sign outside.

Ross and his staff never talk about the sign outside because they are inside. They know how to get to the store, they understand what's inside, and they know where to find every department.

A new customer knows none of these things. A new customer doesn't even know where to find the store---until they see the sign.

"The Curse of Knowledge" is the condition where those with given knowledge find it impossible to imagine what it's like to lack that knowledge. (Discussed further in "Made to Stick" by Chip and Dan Heath).

For your radio station to grow you need to attract new listeners and turn a whole bunch of them into fans.

• Why and how will new listeners be drawn to your station?

• What will they expect to hear when they find you?

• How consistently will you deliver what they are expecting?

Ross and his staff never discuss these things because they never consider those on the outside.

But you know better, now.

What's your sign?