Ideas are cheap. Execution is expensive. The ability to execute separates people, not the ability to come up with ideas.”

One of the best General Managers I ever worked for used to say that.

Not those exact words. That quote comes from Brain Food. But that was the essence of his point.

And he was correct.

Some of the best programmers in Radio are brilliant at executing what they hear in their heads into the product you and I love.

Most of the best air talent executes brilliantly, regardless of format or age. I know air talent older than 70 that sound consistently better than most 30 year-olds because they can execute over and over again, and make each interaction feel fresh and personal.

If you don’t like much of what you hear on the stations you run, think about that quote from Brain Food.

Execution is expensive but it’s the real game-changer.