You're Missing the Most Important Hire in Your Business… And It's Not Who You Think

Why Every Company Now Needs a Chief Broadcasting Officer (CBO) By Stan "The Radio Man" Hustad The What It Takes Radio Company presents another adventure… another expedition… and this one might just disrupt the way you think about your entire business. Let me start with a simple—but slightly inconvenient—idea: You are probably missing a very important person in your business today. And no… it's not your CFO. Not your CMO. Not even your AI specialist. You need a CBO. A Chief Broadcasting Officer. AI is changing everything. But we're not just entering a digital economy—we're entering a performance economy. It's not enough to know something, build something, or market something. You must communicate it—clearly, powerfully, and consistently. That's broadcasting. There's a difference between someone who does a podcast and someone who is a broadcaster. Broadcasting is not just a skill. It's a state of mind. It's curiosity. Presence. Connection. The best broadcasters are the most curious people in the room. Every person has a story. The question is—are you curious enough to discover it? Every person you meet is wearing an invisible sign that says: "Please tell me I'm important." Read the sign. In today's world, your communication determines your success. Your Zoom calls matter. Your videos matter. Your voice matters. If you want to succeed today, you must learn how to perform across media. This is the new degree: Master of Self-Expression. THINGS TO REMEMBER We are living in a performance economy. Communication is core strategy. Curiosity drives connection. THINGS TO SHARE Every business needs a CBO. Curiosity is power. Broadcasting is identity. THINGS TO ACT UPON Improve your communication skills. Invest in your presence. Develop or hire a CBO. A PERSONAL CHALLENGE If you can't communicate it, you can't scale it. A CLOSING BENEDICTION May you find your voice in a noisy world. May your curiosity open doors. May your message reach those who need it most. You are not just building a business. You are broadcasting a story. Make it worth hearing.