I once attended a seminar by Simon Woodroffe, the entrepreneur who appeared on Dragons’ Den, set up Yo Sushi and is now trying to change the hotel business with Yotel. The thing I remember most is him saying your business has to be OUTRAGEOUS to stand out. That’s why he does, look at the Yotel concept.

To me, outrageous means totally different in a way that will get people speaking… hey, that’s publicity. Listening to Chris Evans on last night’s Radio 2 drivetime show, it struck me he is the perfect example of outrageous. Not because of all the crazy stuff he did in the 90s, but because he does things no other radio presenter does (or at least he’s first to do them, the radio industry is notorious for stealing ideas from each other).

This week they are doing a UK tombola, where the name of every city, town and village in the UK is going into a giant tombola. They’re pulling out three names, then getting listeners from those areas to ring up and say why the drivetime show should come from there in a few weeks’ time.

Different, but very very simple. Brilliant.

PS Chris’s blog is also brilliant, great radio is about connecting to your listeners, and Chris is doing this even when he’s not on-air.