The Pursuit of Most

Welcome to the rat race.

In America, perhaps everywhere, we are conditioned from birth to want more, to prove we have the most.

Certainly, in our business, continued employment depends upon success, which appears to depend upon proving your station has the most listeners.

As an air talent, you work hard to get the most listeners every day, don’t you?

But the paradox has always been that those who try not to offend anyone, who aim for the broadest slice of local humanity by being careful and loosely defined, usually don’t end up with the most listeners.

Yes, it would be wonderful if every word you uttered resonated with every single listener, but that is not possible, and trying to hit that target only serves to make you forgettable.

We should have learned the lesson at least a generation ago: Finding the people who care about you and your station is much more likely to produce success than aiming not to be hated by anyone.

Deeper connection with many is much better than shallow connection with most.

Ask Howard Stern, or Rush Limbaugh, or the #1-ranked morning show in your town.

You can keep running as fast as you can to catch the most people every day, but you’ll show longer-lasting results if you slow down so your followers can run with you.

As Lily Tomlin once said, “The trouble with the rat race is, even if you win, you’re still a rat.”