The Power of We

Lexington. Atlanta. Plymouth, Minnesota. Hastings, Minnesota. Cleveland. Wichita. Louisville. Toronto. San Diego. Over the past several weeks and with more stops still ahead, I've had the privilege of spending time with extraordinary broadcasters across North America.

Different markets. Different companies. Different competitive landscapes. Yet the conversations have been remarkably similar. The challenges are real. Competition is fierce. Technology is changing everything. Advertisers have more choices than ever and the pressure to demonstrate results has never been greater.

But something else has been consistently clear: The passion these broadcasters have for their industry, their communities and their future is infectious. And perhaps my biggest takeaway from these travels is this:

When we come together to share challenges, exchange ideas, and explore opportunities, something powerful happens.

We stop seeing ourselves as individual companies fighting individual battles and start recognizing the extraordinary potential of an industry working together. There's actually a name for this phenomenon. Psychologist Albert Bandura called it collective efficacy: the shared belief that a group of people, working together, can accomplish something meaningful.

An analysis published in the Journal of Applied Psychology examined 96 studies involving more than 31,000 people across 6,128 groups and found a significant positive relationship between collective efficacy and group performance. In other words, what we believe we can accomplish together matters.

Researchers from MIT, Carnegie Mellon and Union College discovered something equally fascinating. Their research on collective intelligence found that successful groups weren't necessarily those with the smartest individual members. What mattered was how effectively people worked together, listened to one another and contributed to the conversation.

Think about the implications for our industry. Somewhere, a broadcaster has discovered a better way to demonstrate advertising effectiveness. Another has developed a creative new revenue stream. Someone else has found an innovative use for AI, a better approach to prospecting or a way to deepen relationships with local businesses.

Imagine what happens when those ideas are shared more widely. One person's breakthrough becomes another person's starting point. Suddenly, a challenge that seemed overwhelming to one person becomes something that an entire community can help solve. That's the power of community, but it doesn't stop at industry gatherings.

Consider your own sales organization. Are your sales meetings opportunities to exchange ideas, solve problems and celebrate discoveries? Or are they simply occasions to review numbers and remind everyone they're behind budget?

When a salesperson discovers an effective approach, does everyone benefit? When someone struggles, does the team rally around them or leave them to figure it out alone?

Collaboration doesn't eliminate competition. It makes us better competitors.

And there's an important distinction between speaking with one voice and thinking with one mind. We don't need everyone to agree. We need everyone to contribute. The best ideas often emerge when people with different experiences and perspectives challenge conventional thinking.

That's why these recent gatherings have left me so energized. I've heard a lot about the obstacles facing broadcasting. But I've also witnessed the creativity, resilience, optimism and determination of the people who make this industry extraordinary. Our future won't be determined solely by the technologies disrupting our business or the competitors entering our markets.

It will also be shaped by our willingness to learn from one another, challenge one another, support one another and innovate together.

Here's my challenge: This week, reach out to someone in our industry outside your own organization. Ask what's working. Share something you've learned. Offer an idea without expecting anything in return. Because the next great idea for your business might already exist. It's just waiting for a conversation.

We may compete for business individually, but we build the future together.

Better together. One voice!

That's the power of we.

Think Big. Make Big Things Happen.

Jeff Schmidt is the SVP of Professional Development. You can reach him at Jeff.Schmidt@RAB.com. You can also connect with him on X, YouTube and LinkedIn.