That's one of many messages from Gary Miles, the former CEO of Radio for Rogers Media, one of Canada's largest radio broadcasters.
Gary now works with Mass2One, the listener engagement company. And this is a presentation I saw Gary give before a room of M2O client stations.
I've tried to trim out the M2O-oriented parts to focus on the larger message, elements of which will be familiar to regular readers of this blog.
Gary has visited a lot of radio stations. Yet, as he says, "most have no idea what to do" about the new media trends taking shape today.
Gary's speech is a call to action.