When it comes to new ideas in radio – especially among adult formats – you need a lone genius to champion the idea. It may be someone who believes in a hit, an idea for specialty programming, or discovering talent in unusual places.
The truth about the creative process scares some people. Conquering that fear is empowering.
Especially in the digital platform era. The creative spark for radio doesn’t rest solely with the programmer or production whiz. The spark might come from the board op running high school football. The street teamer setting up tents in a grocery store parking lot. The local sales rep who hears something outside our industry on a client visit, or the afternoon jock who pours creativity into every break. Creativity in radio isn’t hierarchy. It’s hunger. We need to champion it. Our job as leaders is to listen.
Every great moment on the air started with someone’s idea. This includes those mind-blowing promotions and that “wow” morning show goosebump-inducing conversation. Just someone in our radio orbit who raised a hand and said, “What if?”
Our business is built on connection with listeners and each other. The advantage goes to the creative who is willing to listen, experiment, and risk being wrong. The next big thing for your station isn’t waiting for a suit-clad consultant to invent it. That idea is sitting in your building, wearing headphones or prepping promotions while wondering if anyone would take them seriously.
You most likely haven’t heard of the ad agency legend Paul Arden. Most who knew his work called him – without hesitation – a “creative genius.” Arden cut his teeth at Ogilvy & Mather before landing as creative director inside Saatchi & Saatchi in London. There, he helped shape some of Britain’s most celebrated campaigns for brands including British Airways, Fuji, Toyota, and Silk Cut.
His philosophy was later distilled in his bestselling 2003 book, It’s Not How Good You Are, It’s How Good You Want to Be. Get this book and pass it around to your staff.
It is a compact, highly visual manifesto on ambition, creativity, and success. The book blends bold typography, photography, and short bursts of advice into a fast, provocative read aimed at creatives and entrepreneurs.
Arden’s central thesis is simple – success isn’t determined by your current talent or circumstances. Success is driven by the size of your ambition and your willingness to take risks.
Read that again.
Arden argues that most people limit themselves not by lack of ability. They hit the limit because their creativity lacks audacity. He pushes readers to aim far beyond what feels realistic. Settling for “good enough” guarantees mediocrity. Desire, in his view, is a competitive advantage.
“If you don’t ask, you don’t get,” he wrote. Encourage bold ideas, even at the risk of rejection.
Embracing failure is required. Arden insists that playing it safe leads to invisible work. Taking risks may lead to a mistake, but they also lead to breakthroughs. Instead of avoiding mistakes, make bigger ones.
Thinking differently is also a requirement for invention. Arden preaches breaking conventional rules, presenting ideas in unexpected ways, and approaching problems from an opposing angle.
Question “normal.”
Additionally, he tells us to be clear in our messaging and project confidence, even when we don’t feel it. Arden argues that projecting confidence opens doors. Opportunities go to the person who asks for them. Be courageous without arrogance.
The persistent misconception about creativity in radio and media is that it belongs only to designers and storytellers. Nonsense. That is you and everyone on your staff.
Creativity is applied imagination. Psychiatrist Carl Jung once quipped, “Show me a sane man and I will cure him for you.” The implication? True originality often requires stepping outside conventional definitions of “sane,” “normal,” or “safe.”
Arden would have agreed.
Research supports this broader view of creativity. Scholars such as Teresa Amabile at Harvard Business School have shown that creativity flourishes when people feel motivated to solve problems in novel ways.
In the same vein, psychologist Mihaly Csikszentmihalyi, known for his often-quoted work on “flow,” argued that creativity emerges when skill and challenge intersect.
We all hit mental blocks. The white page stares back at you. The meeting hits a lull and then stalls. The morning show feels “meh.” Creative imaging appears remedial. One of the fastest ways to break creative paralysis is to suspend judgment. Generate before you evaluate. Encourage what sounds absurd at first. You know – brainstorming has no judge, we preach, right?
Inside the design firm IDEO, leadership famously encourages “wild ideas” during early ideation stages. Knowing breakthrough concepts hide inside what seem like ridiculous beginnings. IDEO’s rule is to defer criticism. Quantity precedes quality.
Paul Arden’s career embodied that approach. Many of his campaigns sounded improbable in early discussions. However, as we know, “improbability” is often the birthplace of “memorability.”
Be visually striking, even on radio. The more visually striking an air talent becomes, the more memorable they are.
Visual imagery within the spoken word requires vivid language. We coach talent to create visuals through their content. Specific, bold imagery. Concrete, intimate storytelling.
Going further into visual storytelling, neuroscience research shows that sensory-rich descriptions activate multiple regions of the brain, increasing retention and emotional engagement. When a talent “paints a scene,” listeners construct mental images. Those images anchor memory.
Arden understood visual impact in print and outdoor media. Radio personalities must translate that same principle into sound. Paint pictures with words. Create detailed scenes, not homogenized summaries.
Paul Arden’s most enduring lesson and takeaway from his book is that creative success is about how good you want to become. You are already good – how do you get to “great”?
If you visit a school in your area, watch for the term “growth mindset” in classrooms. Psychologist Carol Dweck popularized the concept of the “growth mindset” at Stanford University. Individuals who believe abilities can be developed outperform those who see talent as fixed.
Paul Arden’s book title anticipated that idea decades earlier. Wanting to be better precedes becoming better.
Creativity is a muscle. It strengthens with use, thrives under challenge, and sharpens through risk. Take an improv class and you’ll understand.
“Creative” is not a department. It is a decision. The decision starts with all of us in the process and all of us wanting more.
In radio, we are constantly selling. We sell ideas on the air and promotions to listeners. We sell campaigns to clients, strategy to station owners. Even programming consultants sell a belief system that change, paired with discipline, can produce results.
Your next big creative spark favors those who embrace change, consistently generate ideas, and refuse to fear failure.
Barrett Media produces daily content on the music, news, and sports media industries. Sign up for our newsletters to stay updated and get the latest information right in your inbox.
Kevin Robinson is a passionate award-winning programmer, consultant and coach – with multi-formats success all over the country. He has advised numerous companies including Audacy (formerly Entercom Communications), Beasley Broadcast Group, Westwood One, Midwest Communications, Townsquare Media, Midwest Family Broadcasting Group, EG Media Group, Federated Media, Kensington Media, mediaBrew Communications, Starved Rock Media, and more. He specializes in strategic radio cluster alignment, building lean-forward tactics and talent coaching – legacy and entry-level – personalities.
Known largely as a trusted talent coach, Kevin is the only personality mentor who’s coached three different morning shows on three different brands in the same major market to the #1 position. His efforts have been recognized by The World Wide Radio Summit, Radio & Records, NAB’s Marconi, and he has coached CMA, ACM and Marconi Award-winning talent. He is also in The Zionsville High School Hall of Fame as part of the 2008 inaugural class. Kevin is an Indiana native – living near Zionsville with his wife of 39 years, Monica and can be reached at kevin@robinsonmedia.fm.
