A top-performing team’s show was frustrated because it didn’t have time to prepare content that stood out to its audience. They regularly rushed to talk about stories as they happened, assuming incorrectly that breaking the story was the most important thing. Post-show brainstorming sessions “don’t work” because they need those ideas before the show that day. But hold on! Unless you’re in the business of breaking news (and most shows aren’t), developing better content makes it more relatable tomorrow.
The news cycle moves faster than ever, but the conversation cycle follows breaking news, which allows creative time. Talking about today’s hot topic tomorrow (or the next day) is more relatable because more listeners will be familiar with it. The key, of course, is to brainstorm unique ideas with a perspective only you can deliver.
