What’s yours?

I grew up in Singapore, known for it’s fantastic, inexpensive food at hawker stalls.

I’ve spent lots of time in Beijing and Shanghai and Xi’an — with many trips to Hong Kong over the years.

I’ve tasted great, authentic Chinese food in China.

So why is my favorite Chinese restaurant in Melbourne, Australia?

They gave me a reason to come back, to go out of my way to come back.

If I could only eat one more Chinese meal in my life, I would fly to Melbourne to eat it at this restaurant.

Why should you care about this?

Because I think you need to give your listeners a reason to spend time with you every single day.

I can’t tell you what that reason is, only that it has to be about more than just scheduled songs.

It has to be about something no one else does quite the way you do.

They, your listeners, may not always be able to articulate why they love what you offer most, but you need to find that reason for them and offer it to them every quarter hour.

That’s the challenge.

You’ve got to give them a reason to find you.