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Should Radio Just Trust The Science?
July 23, 2021
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Think of the last time you went to the dentist. Picture the white, sterile walls, the smell of hand sanitizer, and the certain precision that comes with cleaning or fixing your teeth. As the chair slowly lays back there you are with your cute little chest apron on. The hygienist scrapes, brushes, and flosses your teeth. I always warn the hygienist when she flosses mine because it literally turns into a tug-of-war as the floss gets caught in between my back teeth. If you’re fortunate you actually pass the “X-RAY cavity exam”, schedule your next appointment, and then avoid the walk of shame to your car. If you’re like me, you smile in the rearview mirror as you run your tongue all around your teeth to see how clean they feel.
WHEN YOUR RADIO STATION FEELS LIKE THE DENTIST OFFICE
Sterile. Painful at times. Precise. Trusts the data; trusts the science.
There’s more from Adam belowTHE MOMENT WHEN DATA HAS STERILIZED YOUR RADIO STATION
Here are some signs that may indicate a sterilized data culture: Most decisions come from the top of the organization. It’s easier to find leftover food in the fridge than creativity around the office. The value of on-air talent is defined by jock liners and endorsements. Consumption and testing drive every music decision.
SO, TRUST THE SCIENCE, HUH?
I’m not sure where you stand on this, but I wholeheartedly believe in designing a culture where creativity is championed while failing every now and then actually reinforces better decision-making in the future.
Here’s more from Adam Grant:
“In a stable world, it's best to be data-driven. In a changing world, it's better to be data-informed. Data can reveal patterns from the past. It takes judgement to predict how those patterns will evolve in the future. Data shouldn't guide decisions; it should inform decisions.”- Adam Grant, Organizational Psychologist at Wharton, Best-selling Author, Host of the TED Podcast "Worklife"
Not much is stable about the world we live in, and radio is constantly changing. Honestly, I’d rather trust the balance between art and science in order to make the very best radio station. But, that’s just me.
Todd Stach is the Christian Format Editor at AllAccess.com as well as coaches and consults with his business, Beyond (615), where he strives to build confidence with clarity and creativity.
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