It’s a curious thing.

We work in a format that is inherently significant.  And yet we seem to strive to make it superficial.

Instead of being about the most important things in one’s life, we make it about songs I don’t know by artists I’ve never heard of.  We seem to brush by what our listeners already care about to focus on something they don’t care about.

Perhaps we can learn something from the richest company in the world.

Apple’s brilliant new campaign “Focus on what you love” uses Beliefs and Values to communicate a simple feature of the iPhone 7.

Apple gets it.

Start here.  Focus on what your listeners love.