It’s true.

He may be the best marketing mind the world has ever seen.

He was not an engineer. He was not a computer expert.

Keep that in mind as you consider this message he left for you:

“Marketing is about values.

This is a very complicated world. This is a very noisy world.

And we’re not going to get a chance to get people to remember much about us.

No company is.

And so we have to be really clear what we want them to know about us.

One of the greatest jobs of marketing the universe has ever seen is Nike.

Remember Nike sells a commodity. They sell shoes.

And yet when you think about Nike …. In their ads they don’t ever talk about the product….

What does Nike do in their advertisements? They honor great athletes. That’s who they are. That’s what they are about.

Our customers want to know who Apple is and what it is we stand for. Where do we sit in this world.

What we’re about isn’t making boxes for people to get their jobs done … “ *
~ Steve Jobs

Now, think about how you market your own station.

Think about all those liners and promos you use.

Think about what you ask your air talent to say about your station – what we are hearing every time they speak, what you want us – listeners – to remember about your station.

What you want us to remember about who you are…

Maybe you should read that message from Steve Jobs one more time…

*(highlighted words are emphasized by me)