The story makes it unique

I went to Cirque du Soleil the other day ("the creepy french circus" - as my friend would call it). In many ways, Cirque du Soleil is like any other circus. But while sitting there, I began to think about the story the performance was telling -- the story of "The Innocent" -- a melancholy loner in search of his place in the world. He goes on a journey that brings him into contact with a variety of characters: the king, the trickster, the pickpocket, the tourist, and a bad dog.

What was interesting to me was how this story - told with real characters as well as monumental musical numbers - transformed this average circus experience into a Cirque du Soleil experience. In other words, while the artistic performances could have happened at any circus, the story between the performances made it a true Cirque du Soleil experience. By telling a story, an average program was transformed into a unique event.

Isn't that what we try to do in radio every day? Transform the songs --available to everybody else and not unique to the station --into an experience that is unique to the station. It all comes down to the story you tell between the songs. Because that story is what makes the experience unique.