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.

This article explains the difference between original content and unique performance, and stresses why personalities should emphasize unique performance. Including:

  • Why original content should never be the goal.
  • Listeners actually aren’t interested in original content. Here’s why. 
  • Examples of unique performances from DeDe in The Morning and Scott Smith.
  • How a unique performance is like hijacking a topic.

Original Content

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