Strong positioners move a radio station past utility grade. Nearly all of the listening going on in the United States is utility not foreground, not a reason for listening. It’s about getting your radio station near the useful part of the curve. That means moving away from being a utility.
Utilities by nature get taken for granted. Radio by its nature also gets taken for granted. You turn on the Country station to hear Country. Classic Hits to hear Classic Hits, etc. That’s not all bad but that’s not all there can be! If you’re just a utility you have no top-of-mind awareness and are very easily replaced. Consider how to be more!