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“We need to shout louder”

Sometimes a station doesn’t own a particular image it seeks to own in the minds of the audience.

There’s a natural response to this: “We need to shout louder.”

The assumption is that listeners are turning a deaf ear your way.

But what if this is wrong?

What if the problem isn’t how loud you’re shouting but what you’re shouting about in the first place?

What if you’re focused on the wrong message – a message you can’t possibly get through listeners’ heads no matter how loud you’re crying?

Sometimes it’s not about shouting louder.

It’s about whispering something new.

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