A Time for Kindness

Sure, kindness matters.

And all of us would proclaim that kindness is one of our brand's core virtues.

But is it?

I have done a ton of research for a lot of Christian stations and "kindness" or "kind" rarely show up as significant terms listeners use to describe us or to describe the benefit they get from us.

But in this era of polarization and hostility, when anger is on planes and on roadways and in supermarket checkout lines and on cable TV chat shows for no good reason whatsoever, kindness is the antidote. And kindness should be central to our brands.

Your brand does a lot of virtuous things. But what specifically are you doing to promote and spread the act of kindness and to activate it among your fans? What promotions and initiatives are all about kindness? To what degree do you seek to be famous (or infamous) for spreading kindness?

Run what you do through a "kindness filter" and ask yourself: "In what way does this promote and spread kindness and encourage our listeners to engage in kind acts with others?"

Kindness doesn't happen by accident. And promoting kindness doesn't either.

So ask: "In what way does this promote and spread kindness and encourage our listeners to engage in kind acts with others?"

Be kind. Remind.