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Shortcut Ridge

Everyone is looking for the shortcut. 

I know, you can say, “Well, I’m not,” but the truth is that it is in our human nature to do so.

Face it. We live in a busy society. Worse, technology has made everything harder and easier. Guess which one we pay attention to today?

That’s right. The easy path.

But ignore that hard realities of the 21st Century and you could end up in trouble.

There’s a reason we tell clients and others to be encouraging. Be kinder than you have to be. There is no return on investment in any negative thinking, spreading negative rumors and focusing much of your attention on complaining.

But that stuff is easier.

Here is the truth about consistently focusing your efforts at work on solving other people’s problems, helping your boss promote a positive vision for where he or she is going and being the encourager of good culture where you work. When you commit to being this person, you will have more impact on your bosses and your co-workers. More than this, you will be representing something larger than only yourself and this will help you stand out.

Think about this. As we lean further and further into technology and artificial intelligence, there is a natural reduction in intimacy, personal touch and even hearing consumers. This represents maybe the largest opportunity for radio at all levels in our history.

No one needs this more than your average person today.

Don’t underestimate how our society has more connectivity than ever and more isolation than in at least multiple generations.

Radio is in the relationship business. Our job is to be relatable. But let me ask an important question. 

What separates Christian radio stations from all other radio stations? It’s not likely to be only encouragement. All radio stations can do encouragement.

According to the Merriam-Webster Dictionary:


[inˈkərijm(ə)nt, enˈkərijm(ə)nt]


the action of giving someone support, confidence, or hope:

“thank you for all your support and encouragement”

Encouragement is like an invitation for all kinds of radio, but Christians can and should do more.

What sets your Christian station apart isn’t only encouragement. It’s affirmation.

According to the Merriam-Webster Dictionary again:




  • the act of affirming

something affirmed : a positive assertion

Christian stations are not doing enough to be positive or encouraging. That doesn’t get our job done. Christian affirmation is our great opportunity. Doing so sets us apart

People want to be seen. 

They want to be heard.

No one likes to experience rejection.

We must be able to demonstrate the Christian difference and doing so involves behavior that isn’t nature to our human nature.

Affirmation is the action of grace. It is accepting a person independent of the outcomes of what they do.

We want to connect in a meaningful way that accepts and draws people to us and then affirms grace. Doing this involves a different experience than the world’s standard “You scratch my back, I’ll scratch yours.” 

The world is a dark place. People are imperfect. 

Know this: We are all connected on this planet. We are working with purpose. To do that well, we must do the extra work (prep) so that we don’t end up on Shortcut Ridge and leave listeners stranded in a failing world.

Loyd Ford is president and chief strategic officer at Rainmaker Pathway Consulting Works (RPC). They help local radio with ratings and revenue. Reach him anytime at 864.448.4169 or