Every time I work with an air personality that insists on creating original content that has never been done before, a shiver runs through me. They’re almost certainly going to fail.

There are so few original ideas that nobody has done before or is doing now. And talent that is so convinced they can do it are misplacing efforts. Most of the content we see, hear and experience is an idea that’s been done many times before. Yet bravado and ego often causes air personalities to reject successful ideas and pursue losing propositions.

Listeners yawn.

But hey, it’s original content.

It looks different and feels different because of how it’s performed and who’s performing it. Unique, original performance should be the goal. Not original content.

Original content doesn’t matter. Unique performance does. That may sound like a contradiction, but it’s not. Here’s the difference.

Original Content

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