Not that

I think many PDs and air talent today think mostly about what they believe listeners want to hear when they could use more focus on what they — the talent, the personality that is the station — want to say in a way no one else can say it.

If you don’t feel compelled to share something special, something personal, something no one else will say today, why should I give you my precious attention?

And if you don’t do that today, why should I listen tomorrow?