If you are not writing the copy you produce, you are missing a big part of the thrill of doing creative work. Having an idea, crafting a script around that idea and then producing a masterpiece promo or commercial from it is an incredibly powerful experience.

With 1 quadrillion (1,000 trillion) synapses in your brain, chances are good that inside, you have hundreds of award-winning commercials waiting to be assembled. But in order to mine them from the depths of your brain, you’ll have to think differently.

Instead of viewing the departments in the radio station -- general management, programming, music, news and public affairs, traffic, continuity, production, promotion and marketing, sales, and support staff -- as separate businesses with different goals, different values and conflicting agendas, look at them as completely interdependent parts of the same body.