Creativity…

What’s new at your Radio station? If the answer is “nothing,” Houston, we have a problem. 

One of the biggest issues Radio stations face today is the silent killer of ratings and revenue known as “The Rut.” It’s where creativity runs to hide.

Its causes vary. “We’ve always done it this way.” “I don’t have time to think, I barely have time to do.” “I’ve got three stations to program and an airshift to do.”

As cost-cutting continues to consolidate jobs and turn what were already busy people into sleep-deprived, pressure-driven humanoids on auto pilot, we have seen a slowdown in the very thing that make Radio work: Creativity.

Regardless of whether you are on the programming, sales, engineering or management side, your creative force is most likely what got you into the business. It’s also a large factor in your success so far.

Most importantly it is at the very core of what will sustain Radio and insure its future in the increasingly crowded entertainment world.

As I said last week, Radio is the only audio delivery device that creates its own content. And that to survive and grow Radio must become known as THE audio content provider.

This will only happen if we continue to be a home for creative minds and we give those minds the time and the tools to create.

Who are the creative thinkers in your company…the Playmakers? Are they being bogged down with execution? More than likely that is the case. We try to hang on to creative minds even when cuts must be made. The problem comes when we cut off their ability to exercise their creativity by piling on the chores that must be completed everyday to keep a Radio station on the air.

It’s also worth noting that even the Playmakers are subject to the pitfalls of being human namely the need for the personal satisfaction that comes with accomplishing something no matter how small. It’s easy to get caught up in the minutia of day-to-day in a Radio station or any other business. These are the things we can cross off a to-do list and feel good about. They are also creative time killers. 

When you’re looking at your personnel flow chart, remember that everyone has to have time to create. Creativity can only happen if you leave some of those who have the ability to execute in place and give them adequate time to decompress, daydream, stare at the ceiling and, ultimately, be creative. Without that creativity your Radio station will soon be nothing more than noise to your listeners and a dark hole to your advertisers.