Ideas Are Overrated
“We’ve all got great ideas. Everybody on the street has an idea.”
– ESPN Radio host Colin Cowherd
What’s the difference between a good show and great show? Topic development. At least that’s the case if you ask ESPN Radio Network host Colin Cowherd who discussed it at length in an interview with the Radio Stuff podcast.
“The one thing I’m really proud of is topic development. We love Wednesdays. Monday and Friday we’re trapped talking about football, but we love Wednesday shows. You come in and find a little blip on a transaction wire and we’re like, ‘that’s funny!’ and ‘that makes me think…’”
4 KEYS TO TOPIC DEVELOPMENT ACCORDING TO COLIN COWHERD
Don’t worry about being right, be interesting.
“I take stuff from my kids, I take stuff from sit-coms, books, ideas. I always think – just try to be interesting. It’s not about being right. Guys tend to want to be right, instead of get it right. Just be interesting. Try to find compelling topics that everybody can play along.”
Personalize the story
“I think how would I react? I think about that with athletes; Would I retire now? Would I take less money to be surrounded by better teammates like Kobe Bryant now? Because, we’re all human no matter if you’re rich or a school teacher or a basketball player or you’re a local dentist or a baker. We’re all human beings. Men have the same basic needs and wants and ego. Women have the same needs and wants. We’re all the same. It’s just some people have different economic stratus and different interests.”
Put in the hours
“I think about my radio show a lot. Radio never leaves you. It’s not like being a garbage man where your run is done for the day and you’ve done it — or a mailman and then you go home and you don’t have to worry about it until the next day. Radio is with you almost like being a doctor. You’ve got clients, you’ve got things that are constantly swirling in your head and I write down notes several times a week.”
Get a producer who wants to produce
“A really good radio producer, to me, doesn’t want to be an on-air person. They want to be a producer. And they get really good at it. And they try to elevate the on-air person with good guests, playing to his strengths, playing to her strengths, staying away from weaknesses.”