Category Archives: Sales

How to Win in the Game of Life

Me in Las Vegas April 2014Wisdom is wonderful thing. Unfortunately, most of us don’t acquire wisdom until we’ve put a few years on the calendar. Let me share some of the wisdom I’ve acquired, much of it from the school of hard knocks. I think I’ve earned my Ph.D. at that school.

Don’t Confuse Education with Intelligence

A colleague of mine, Kelley Coppinger a professional-in-residence in our university’s AD/PR department said that. I knew it was golden as soon as she uttered those words.

Two Kinds of Intelligence

There are two kinds of intelligence: how smart you are or IQ (Intelligence Quotient) and how emotionally tuned in you are to people or EQ (Emotional Intelligence).

Most colleges focus all of their energies on IQ but more forward institutions of higher education are recognizing the latter, for it is the one that matters most in the game of life.

Have a Plan

Everything is won or lost in the preparation stage. What’s your plan? You have to have one. You have to believe in it. You have to write it down and you have to follow it religiously.

Without a plan, you’re like a person driving a car without a destination. Any road will take you there.

If you don’t have a plan, then others will plan your life for you.

The Fundamentals

As a hiring manager, I hired for attitude and then looked to be sure the person was also trainable.

You have to acquire the basic skills and knowledge of your trade in order to effectively and efficiently complete the tasks that will lead to successful fulfillment of your plan.

It’s easier to win at the game of life when you already know what you need to do.

Goals

Zig Ziglar always used to say “You’ve got to have goals.” Goals keep you focused.

Focus on the now. Focus on the moment you’re living in, don’t worry about the past or the future. Worry about present moment.

Write your goals down and put them where you will constantly see them. They are your action steps, with target dates of completion.

“A goal is a dream with a deadline” wrote Napoleon Hill in his book “Laws of Success.”

Attitude

Everything starts with having the proper attitude. Attitude is a choice. Choose wisely.

Life is not a straight line. Everyone’s path is guaranteed to be filled with twists, turns and pot holes.

Life is a game of adjustments.

When something unexpected occurs, make adjustments to stay on goal.

Success in life is not about what happens to you, but how you deal with what happens to you.

Show Others Why They Should Care

When you engage the people around you, when you involve them in the goal, they change. When the people around you change, they change the people around them. Roadblocks get torn down, problems get solved, good things happen.

I have a picture in my office at the university that I’ve hung in every office of every media organization I’ve managed. The picture has the caption that says if you ain’t the lead dog, the scenery never changes.

Winning is a Goal

Soldiers on the battlefield fight to win. Players on a sports team play to win. Programmers of radio stations play to win. Sales people play to win.

Make it your goal to win in everything you decide to do.

Win Together

Winning is a team sport. Make sure everyone is committed to each other’s success if you’re in management. Make sure everyone is focused on the same goals by having them written down.

Make sure you have buy-in on the goals.

Clearly define the goals, confirm everyone is in agreement and on the same page. Then have everyone commit.

Celebrate Your Success

As you travel toward each of your goals, be sure to celebrate every success along the way. Don’t be afraid to take chances. Make your journey joyful. Make others joyful too. Share the love.

Be dependable. Be consistent. Don’t get distracted. Stay on your plan. Have FUN.

Be Coachable

Even the best in any profession know that having a coach is important. Encourage feedback on your work from those you look up to. Recruit a mentor or two or three to be part of your personal improvement team. Offer to mentor others. We learn so much when we help another person in the game of life.

It’s Often Who You Know

I don’t care what line of work you’re in, life is a relationship business. Successful people quickly learn the importance of building relationships and support networks.

The best time to build a new relationship is when there is nothing more on the table than making a new friend, learning about another person’s goals and life experiences, and enjoying the present moment of their company.

Life is Reciprocal

If you do your very best at everything you tackle and if you care about other people, life will return to you all of the same.

The Bible says as you sow, so shall you reap.

Newton’s 3rd Law says for every action there is an equal and opposite reaction.

And Zig Ziglar says:

“You can get anything in life you want,

if you just help enough other people get what they want.”

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Fly the Friendly Skies?

92What a difference from last Sunday morning to this Sunday morning.

United Airlines went from the penthouse to the outhouse for customer relations.

It seems like only a month ago that United Airlines CEO Oscar Munoz was being heralded as “PR Week’s Communicator of the Year.” Oh wait, that’s because it WAS only a month ago this had happened. United Airlines even trumpeted this achievement in a press release.

Sh*t Happens

This is not another article about the incident itself or how it was handled. There are enough of those on the internet already. This article is about you and your media property in a social media internet connected world. We’re living on a knife edge. Only a word or thought vocalized away from disaster.

Every week when I post a new article on this very blog, that thought runs through my brain.

Imus

Don Imus was a big follower of Rutgers Women’s Basketball (who knew, right?) when he uttered a characterization of the players that temporarily ended his career.

Rather

Dan Rather reported a story about W’s military service that ended his tenure at CBS and one that many still hold against him all these years later. Ironically, he’s now on more TV channels than before it happened and has taken the social media by storm with his articles.

Williams

Brian Williams lost the anchor chair at Nightly News for embellishing and now is back on the cable channel that he worked while waiting for his chance to take over NBC’s evening newscast.

Greig & Christian

On December 2nd in 2012 Mel Greig and Mike Christian of 2DAY FM in Sydney, Australia called London’s King Henry VII’s hospital impersonating the Queen Mother and Prince Charles to speak with the Duchess of  Cambridge, Kate Middleton.

They spoke with Kate’s nurse, Jacintha Saldanha, who believed who they said they were and put the prank call through to the Duchess. The whole comedy bit for the Southern Cross Austero owned radio station morning show was pre-recorded and even approved by the company’s lawyers before it was broadcast the following day.

When the nurse committed suicide three days later, the radio careers of Greig & Christian would be terminated with 2DAY FM.

NUTS!

Let me show you a picture I took of three flight attendants because of how they treated their passengers on my flight.

89Steve, Carrie and Tom were the flight attendants on my flight from Nashville to Las Vegas in April 2012. The reason this picture didn’t go viral is because they did what Southwest Airlines is famous for. They made the flight FUN.

Actually, that’s an understatement of what these three did. They were a FREE comedy routine that kept the entire cabin in stitches. Totally hilarious. I don’t even remember another thing about that flight but them and how they made me feel.

Before I deplaned in Vegas for the annual BEA/NAB convention, I had to snap a picture of the three of them on my iPhone.

Southwest founder Herb Kelleher wrote his philosophy for starting Southwest Airlines in this must read book “NUTS!” Herb wanted to create a community of people who have a positive, joyful, engaging attitude that can throw caution to the wind and live a life of unabashed passion.

Author Tony Campolo put it this way: “NUTS! is about people who dare to love and who, in their loving, have found an aliveness that makes them more fully human.”

The Tragedy of Our Time

Herb Kelleher says that the tragedy of our time is that we’ve learned to love our techniques (technology) and use people. We’ve got it backwards.

“This is one of the reasons that more and more people feel alienated, empty, and dehumanized at work. When people feel loved, they love in return. Love is the most important emotion there is because it’s the one that allows us to enjoy — even to consider– all aspects of life.”

In case you didn’t know, when it comes to involuntarily bumping passengers, Southwest does it too. Actually, they involuntarily bumped three more passengers than United Airlines did in 2016. CNBC just posted the latest report on airline bumping.

But when it comes to ranking airlines by complaints, Southwest is the country’s major air carrier with the best ranking for least customer complaints. Could it be because they show the love?

Technology v. Being Human

Last week I wrote about what makes a radio station unique and what it can do that other media can’t in the 21st Century. You can read that article here.

Technology has enabled many radio companies to put technology ahead of the love. This is a BIG MISTAKE. Radio is a people business. Take out the people and what do you have left?

Reputations

I’d like to leave you with one final thought. Whether it’s you or your enterprise, guard your reputation.

Al Tompkins of the Poynter Institute just spoke at my university and he said something to us that his father always said to him about guarding your reputation:

“You make a reputation over time, you lose it overnight.”

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What Can Radio Do That Other Media Can’t?

87I’m writing the follow-up to last week’s blog article while comments are still flowing in but I sense I have enough of a cross-section of comments to draw some conclusions; over fifteen type-written pages of comments to date. Not all commenters actually post their thoughts on my blog, but instead post them on the various social media platforms where they came in contact with my article. I try to monitor as many of those as possible to gauge the feedback on any week’s article.

Theater of the Mind

Quite a few people wrote that radio’s big advantage is that it’s “Theater of the Mind.” Unfortunately, so would streaming radio and podcasts if they so chose to utilize it. Podcasting does this quite effectively with shows like Radio Lab, Serial, Revisionist History and others. In fact NPR takes all of their segments from their highly rated programs like Morning Edition and All Things Considered and makes them available as podcasts. They are very fast at getting these segments posted online too. Lightning fast.

A lot of retired broadcasters seized on the “Theater of the Mind” advantage not realizing the extent that podcasting is doing this and how fast the podcast world is growing in audience and revenues.

Besides, truthfully, how many commercial radio stations these days do you know actually employ any “Theater of the Mind” these days. That whole concept was born from the days when radio did live dramas and that was last heard with the CBS Radio Mystery Theater that I remember running as a young lad back in the 70s.

Radio is everywhere, wireless and free

This might have been an advantage a couple of years ago, but is it still? Streaming audio is wireless, is pretty ubiquitous and now with many carriers free. T-Mobile has no data usage for quite a few streams. Plus audio streaming doesn’t use all that much data.

I’m on Verizon and gave up my unlimited data plan when the bill was climbing north of $100 per month. I switched to a plan that gives me unlimited talk and texting with one gigabyte of data per month for $50 per month. I was told by Verizon that based on my current usage that I wasn’t even using a quarter of a gigabyte per month. As I thought about it, my phone is either on my home WiFi or the university WiFi most of the time and operating very little off of cell towers for data.

However to test out how much data I’d use on a 15 hour drive from New England back to Kentucky I decided to stream radio through my iPhone4S to my car’s sound system. What I would learn was surprising in many ways.

First, I still used very little of my one gigabyte data plan. Second, I heard seamless audio with virtually no buffering and third, the audio fidelity was fabulous. The one thing I did find was how HOT my iPhone got continuously streaming like that.

Now remember, I started out in Massachusetts and drove through New York, New Jersey, Maryland, and West Virginia to get back to Bowling Green, Kentucky. That’s quite a drive and going through Maryland and West Virginia I went over lots of mountainous terrain. I did lose the signal going through tunnels, but that was about it (I also lose radio signals in those same tunnels).

So again, this is no longer radio’s advantage over other options. The people who wrote this was radio’s advantage maybe are not aware of how much things have changed. I know I was.

Radio allows you to multi-task

One respondent actually wrote his response as his own blog article on his site. In it he wrote that

“with today’s tech, radio and television can each DO almost everything the other can do, and they (do) more than the rest of the media types. The division between radio and TV is blurring…both can be just as fast, just as inexpensive. Periscope anyone? You, too, can be a serious broadcaster.

They could be the same except for ONE thing – audio-only format supports productive multiplexing. Doing two things at once. Listening, perhaps LEARNING, maybe just being entertained, WHILE doing some mindless-but-necessary task at the same time.

I cannot watch TV and hammer a nail.

I cannot read the newspaper while mowing the lawn, can’t look at photos or TV while driving a car, can’t appreciate that profit curve while taking a shower.

I CAN “get things done” and, simultaneously, listen to the radio or a podcast. I can, for all practical purposes, MULTIPLY myself. Literally, accomplish more in the same amount of time and with the same “effort.”” (Note: bolding and emphasis were the respondent’s)

That person was on a role until he got to the last paragraph. It was here that he wrote “or podcast.” I would add “or streaming” as well. Heck, I’m listening to my favorite Smooth Jazz streaming station while writing this article. Smooth Jazz helps me to think while I’m writing.

So while radio has always been the multi-tasking medium it no longer holds that as singular medium that can deliver that advantage.

Provides Information during Emergencies

Several writers said that cell phones are useless when the battery dies and that battery powered radios can run for a long time. I would agree. But I see a couple of problems here. How many people still own a battery powered radio and use it often enough to make sure the batteries are fresh?

Plus from the radio operator’s point of view, they can’t stay in business if the public only tunes to them during an emergency. I ran a news and information radio station and we did a study to find out why our ratings weren’t better than they were. We found that people depended on us only in times of emergencies or breaking news. Otherwise, they went to their favorite FM music station and not our AM information station. The format was changed to something else after we read the report in search for something that could sustain itself.

Worse, since many stations are syndicated, voice-tracked or automated in some other way, they often aren’t as quick to the draw in fast arising emergency situations.

My Verizon connected iPhone goes off no matter where I am with emergency information based on where I’m located.

Plus when it comes to things like weather alerts, school delays or closings, those messages quickly come into my iPhone to alert me. My university police department often sends out emergency messages about an active situation on campus.

So this is yet one more area that radio finds it has some strong competition.

What Can Radio Do that My Smartphone Can’t?

One reader thought the better question would be “What can radio do that my smartphone can’t.” Another phrased the question this way “What can radio do that other media won’t?”

Then maybe this person’s observation was most poignant:

“They all properly answered your question by stating what radio CAN do. But it should be noted that radio, as an industry is dismally failing to do the very things it is capable of doing.”

Why is that?

Many pointed out how our country’s largest radio companies are mired in huge debt and that prevents them from doing the very things that could take radio into the future.

While Nielsen says 93% of Americans over the age of 12 listen to radio every week, others were quick to point out that one only needed to listen 5-minutes to any radio station during the course of the week to be counted.

So what’s the answer?

Live & Local

This was mentioned by many. Then quickly followed up with, but my stations aren’t.

While the industry is quick to make this claim, the number of signals broadcasting today that are doing just that are appreciably much less.

Community & Companionship

Dan Mason said at a radio talent institute that the power of radio was community and companionship and that without both, it wasn’t really radio.

When I got into radio, owners were proud of their radio stations and took excellent care of them. They lived in the communities they were licensed to serve and that made all the difference.

My family for many years celebrated special occasions at Howard Johnson’s. People are always amazed when I tell them that. But, as Paul Harvey used to say, the rest of the story is that this Howard Johnson’s in Williamstown, Massachusetts was owned by the Brundage brothers. And they would both be in that restaurant every hour it was open. The parking lot was always full and you waited in line for a table. Everyone knew that the only similarity this place had to any other Howard Johnson’s was its orange roof. The Brundage family was proud of their restaurant.

Friendly Ice Cream used to make its store managers part owners of their restaurants and Friendly’s were always well run no matter where you happened to visit one in New England. That all changed when the company was bought by Hershey and they replaced owner/managers with salaried ones. It’s a scene all too familiar to many radio people I’m sure as the Telcom Act of 1996 changed the ownership landscape of the radio industry.

Now I don’t’ want you to get the idea that all of radio was perfect back then, the industry had its share of rotten apples to be sure, but you’ll find them in any enterprise.

WKDZ, Cadiz, Kentucky

I was in Nashville in September 2016 with some of my students for The Radio Show. The big dinner featured many station and personality awards. One that was justly deserved went to WKDZ in Cadiz, Kentucky. WKDZ won “Small Market Radio Station of the Year 2016.” Beth Mann is the owner/GM of WKDZ. All Beth wanted to do since the time she started working at that radio station as a child was own it. When the owners decided to retire, they sold it to their general manager at that time, Beth Mann. 88

Now winning such a prestigious award from the National Association of Broadcasters is a pretty awesome thing. But WKDZ has won Small Market Radio Station of the Year more than once. They won in 2002, 2013 and 2016. I fully expect them to win it again and again.

If you want to know what radio can do that other media can’t or won’t, then you need to take a car ride to Cadiz, Kentucky and visit this radio station. If you want to know more right away, then visit their station’s website: www.wkdzradio.com

WKDZ has that HERE and NOW energy many readers of this blog say they miss in radio. WKDZ has that audience engagement. WKDZ is LIVE & LOCAL & COMMUNITY & COMPANIONSHIP and so much more.

In fact, in a state like Kentucky where we are blessed with a plethora of local radio operators that are engaged, live, local, community and companions to their service area for Beth Mann and her radio family to rise above the rest makes her story all that more amazing.

After living in the Blue Grass State these past seven years I can also attest to how outstanding the state’s broadcast association is too. The Kentucky Broadcasters Association (KBA) is the gold standard for state broadcast associations.

Relevant

Summing it all up, radio needs to have a heartbeat. It needs to be LIVE & LOCAL & COMMUNITY & a COMPANION to the listener. But most of all, it needs to be RELEVANT.

Define who your audience is and then super-serve them 24/7, 365.

We know what to do.

Now we just need to do it.

 

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The Question Radio Itself Has Yet to Answer

86That was the subject of an email I received from a reader of my blog recently. The writer went on to eloquently state why he felt the way he did, even citing articles on the topic. He had my interest and I asked him if we could speak on the phone.

The BIG Question

This reader’s (who asked to be kept anonymous) big question was “What can radio do that other media can’t?”

And it’s a very good question.

In 2017 when many are using the internet for things that only radio could provide in the past, is radio’s future being the poor man’s smartphone, tablet or iPod when it could be more?

“NPR and SiriusXM, in addition to the new exploding podcast marketplace, have had no trouble creating personalities and programs,” but my reader writes “why does FM commercial radio continue to stick with playing the hits, past and present, at the expense of personalities, thinking it will make them money when the biggest radio companies have trouble paying off debts on the stations they seem to have paid too much for?”

Well it was a well-known fact all of my radio life that you make money in radio at the time you buy a radio station. Buying it right makes all the difference. And those big radio companies went on a buying spree using other people’s money (Wall Street) and it’s much like student loan debt, no one worries how much debt they’ve accumulated until they are asked to replay it.

Is Local Radio Local Anymore?

My reader quotes Westwood One’s Chief Insights Officer Pierre Bouvard from an AdExchanger interview as saying “A local radio station gives you traffic, sports, weather, great music, funny DJs and talks about your town,” he said. “Spotify has these robotic music playlists, which are awesome, but there’s no one telling you what happened at the Giants game last night.”

My reader says Pierre (who was my first Arbitron representative back in the 80s) makes a good point, but wonders if Pierre ever took the time to hear what passes for much of local radio these days. My reader feels that much of today’s FM radio stations do a combination of great music and robotic, Spotify-ish playlists, and relatively little in the way of “traffic, sports, weather…funny DJs and talk about your town” stuff.

Sadly, I’ve heard similar things said at radio meetings where the person starts off by saying “now don’t quote me on this, but…”

TELCOM Act of 1996

It was President Bill Clinton who signed the Telcom Act of 1996. That act was supposed to bring competition to the phone and cable television industries thereby lowering costs of each to the consumer. While that didn’t happen quickly (some might wonder if it ever did) it did cause the quick consolidation of the radio and TV industries. We went from a country where the largest radio operator could own 12AM-12FM-12TV stations to virtually whatever their pocketbook could afford. And with Wall Street Bankers waiting in the wings, what a company could afford was a lot.

Low Power FM & Translators

For the non-radio folks who read this blog, Low Power FM signals and Translator signals are virtually the same thing, with the exception being that Low Power FM stations originate programming and translators don’t. Both are received over the air on the FM radio dial. Both have increased the number of FM signals on-the-air in America today.

The latest FCC (Federal Communications Commission) report as of the end of December 2016 shows that there were 4,669 AM radio stations on the air in America. Over on the FM dial, 16,783 signals now beat the airwaves (FM, FM educational, translators and low power FM).

To put things in perspective, at a time in America’s radio history when the number of FM signals equaled the number of AM signals on the air, 75% of all radio listening was to FM. So you can only imagine what it’s like today.

93% of Americans 12+ are reached weekly by AM/FM radio says Nielsen.

So while the Telcom Act of 96 caused radio to consolidate under fewer owners who own more stations, adding to the signal overload was the advent of low power FM and translator signals. So much to program and no one home to do the work.

Enter computers, voice tracking, and syndication. This is same computer technology that is employed by Pandora, Spotify, Radio Tunes, SoundCloud and many others.

When TV Challenged Radio

In 1952 TV was born again. It was birthed just before World War II but the war years put broadcast radio/TV development on hold. After the war ended, things began to ramp up quickly for TV.

In 1953, Elmo Ellis was hired to fix 750AM – WSB in Atlanta. Ellis would write about “Removing the Rust from Radio Programming” for Broadcasting/Telecasting (now called Broadcasting and Cable magazine).

One of the points Mr. Ellis made was that a stack of records and a turntable do not a radio station make, though many broadcasters persisted in that very belief.

It was the very same philosophy I employed when I launched a “Music of YOUR Life” radio station. I felt that to be successful, you needed more than just Al Ham’s music list, you needed the personalities that complimented the music.

Both my reader and I are in complete agreement in that a radio station is more than just a song list.

Less Is More

The problem today is that with the “land rush” by broadcasters to own as many signals as they can, we have seen our country’s biggest broadcasters put themselves into a debt situation they cannot get out of and smaller broadcasters have signals and streams to manage but not the revenues to properly execute them.

If we go back to the beginning of broadcasting in America, we see that the FRC (Federal Radio Commission) that predated the current FCC felt that quality over quantity of radio stations should be the rule of measure. By limiting the number of stations, the FRC was attempting to insure the content of those stations on the air would be of the highest quality and also by limiting the number of stations; the advertising revenue that is the life blood of free over-the-air radio could be sustained.

What Can Radio Do That Other Media Can’t?

This brings me back to the question my reader originally posed and asked me to answer.

But before I do, I’m going throw that question out to my other readers – to date over 80,000 from all over the world – to weigh in with their thoughts.

What do you feel radio can do that other media can’t?

Is any radio station you know of doing it right now?

Is this a sustainable future for over-the-air radio?

I’m looking forward to reading your thoughts.

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My oh MAYA

81Have you ever heard of the MAYA Principle? Neither had I. But I saw an article in The Atlantic titled “The Four-Letter Code to Selling Just About Anything, what makes things cool” and I wondered if there might be some application for radio.

MAYA

MAYA stands for “Most Advanced. Yet Acceptable.”

It means that as you design your product or business for the future you need to keep it in balance with your users’ present. In other words, as Tony Bennett might have sang, “It don’t mean a thing if it ain’t got that swing.”

This 1931 jazz composition by Duke Ellington was given the MAYA treatment by Tony Bennett and Lady Gaga in 2014. Proving anything that’s old can be new again.

Age of Distraction

I doubt anyone would take issue with the statement that the 21st Century is the “Age of Distraction.” I also am sure that when your computer, smartphone, tablet, software says you have an update, you sigh a big sigh and utter something like “Uff da. Fina mina doh.” (Translation: Oh boy. Here we go again.)

Sequels

Hollywood and television have long understood MAYA. To date we have twelve Star Wars movies, ten Halloween movies and CSI grew from Las Vegas to Miami and New York. I’m sure you can think of many others.

The reason is each is new but familiar.

Change

We humans are a fickle lot.

We hate change and we love change.

What we really like is what Derek Thompson calls “the simulation of innovation, which pushes the right buttons for novelty while remaining fundamentally conventional.”

________ R Us

Remember when Toys R Us had everyone copying their success by calling themselves “R Us” too. The iPod, iPhone, iPad had lots of imitators as well, as if putting a small “i” in front of your name made you cool.

Well, it can.

Ask Bob Pittman.

He changed Clear Channel Radio to Clear Channel Media & Entertainment before abandoning the old CC brand to adopt its successful App brand for the entire company. Voila, iHeartMedia.

“iHeartMedia reflects our commitment to being the media company that provides the most entertainment to the most engaged audiences wherever they go, with more content and more events in more places on more devices,” said Bob Pittman, Chairman and CEO of iHeartMedia, Inc.

Car Radios

I recently drove a Toyota Rav4 rental for a week in Florida. The radio was a trial. Thank goodness it had a volume and a tuning knob. Everything else was activated by the touch screen or the myriad of buttons on the steering wheel. (Don’t get me started about the HD reception.)

Laurence Harrison, Director of Digital Radio UK did a presentation at the Connected Car Show in 2016 on what the consumer wanted in their car radio. Here’s some of what he told his audience.

  • 77% want LIVE radio
  • 82% said a radio was a MUST HAVE
  • 69% said if they could only chose one entertainment option it would be radio
  • Digital is the future of radio
  • Want better radios
  • Listener centered design
  • Metadata to make it smart

Summing it all up, consumers want a car radio that’s broadcast digital, with a simple, easy-to-use interface (that’s familiar) and an app-like experience that is safe according to Harrison.

Raymond Loewy

The MAYA principle was the design approach brainchild of Raymond Loewy. You may not know his name but you know his work. Loewy designed the Coca Cola bottle, the logo for Air Force One, the logos for Shell, USPS and Greyhound. He also designed some of the iconic cars of the 40s – 60s and so much more.

Loewy understood us fickle humans. We want change, just not too quickly. He was a master of giving consumers a more advanced design but not more advanced than what they were able to deal with.

Apple

Steve Jobs was good as applying the principle of MAYA with the introduction of the iPod and its evolution. The iPod over time removed most of its buttons creating the entrance for the iPhone.

Apple wasn’t about to repeat the disaster it had with the Newton, a product that was more advanced than consumers were ready for. Google Glass is another such product that made too big a leap.

Knowing Your Customer’s Current Skill Level

For the consumer to embrace change, change must be introduced gradually over time.

The Air Pods might seem like a contradiction to this but when the iPhone7 introduced them and took away the headphone jack the percentage of wireless headphone sales to wired ones had already crossed a tipping point. iPhone7 sales are an indicator that it was MAYA time for this innovation. Apple didn’t have to explain the concept to its consumers, they were already there.

Consumers are not going to spend their time and money on trying to learn your product if there’s a product out there that is easier to use and more familiar to them.

And that is the challenge for radio.

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The World’s Gone Crazy (but you don’t have to)

85I normally write about radio, education, advertising and/or marketing. It’s my life. I mentor others sharing what I know to pay-it-forward.

Be Happy

I know I’m not the only one feeling a little stressed these days. So I thought this week I’d write about things we can do to make our lives happier.

One of the things I learned is that logic won’t change an emotion, but action will. So get off the couch and do something. Anything.

Happy Mondays

I write publish my blog every Sunday morning. For me Sundays are the first day of a new week. So Mondays are the second day. Mondays make up a seventh of our lives. Sundays have always been kind of a prep day to make my Mondays another chance for me to make a dent in the cosmos.

Hugging

I’m a hugger. Anyone that knows me has probably been hugged by me. More than once. Did you know that the average hug lasts only about 2.1 seconds? That’s not nearly enough time for the positive feelings to move from one person to another. That takes a minimum of seven seconds. Longer is better. So hug. Hug often. Hug longer.

Be Grateful

I’m an early riser. Up before 4:30am and waiting to greet the Mr. Sun. I’m grateful for every new day I’m given. I’m grateful for my first cup of coffee. I’m grateful to have a hot shower to enjoy. I think about all the things I’m grateful for like health, my fiancé, my family.

Enjoy the moment

Too many people are always pining for the weekend, a special holiday, their next vacation. Don’t wish away the present for some future point in time. Enjoy the moment you’re in. Live in the present.

And when you’re with someone, put your smartphone on silent or turn it off all together.

Focus on Your Strengths

Professional people often have a mental coach. These coaches help their clients to focus on their strengths. We all have things we’re good at. Write down yours. Then focus on them.

Develop a Winning Attitude

Life is not about what happens to you but how you deal with what happens to you. About ten percent of your happiness in life is because something external happened. That leaves a whopping ninety percent that doesn’t fall into this category. The choice you have is how you choose to deal with that ninety percent. Pick the positive. It really is a choice you can make.

Act Happy

I remember Zig Ziglar saying that his children’s friends enjoyed calling the Ziglar household to hear Zig answer the phone. When the phone rang, Zig would pick up the handset and say “It’s a GREAT DAY at the Ziglar’s.” To which he’d hear little voices giggling on the other end.

A person in a seminar asked Zig if he was always in a positive mood and he said “No.” But I’ve learned that the way to get into a positive mood is to act happy and by doing that I soon would be.

Think about the people you enjoy being around. They’re happy, positive people I bet.

Be one of those people.

Yoda Got it Right

In the movie Star Wars Yoda said “Do or do not, there is no try.” Most of us say we’re going to try to do this or that, like lose weight, start a fitness program, learn another language, make more sales etc.

Take a tip from Yoda. Lose the “try.” Just do it.

Your Greatest Challenge

Your greatest challenge in life is finding out who you are.

The second greatest challenge is being happy with what you find.

Being happy is of the utmost importance.

Success in anything is through happiness.

-Maharishi Mahesh Yogi

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The End of Mass Media

84Jack Nicholson famously said in the movie A Few Good Men “You want the truth? You can’t handle the truth!”

I think he was right.

We can’t.

We say we can. We want to believe we can. But the reality is the truth is scary.

The Future of Mass Media

The reality is the future of our business – mass media – is that it won’t be all that “mass” anymore.

The future will be a media that is built around relevance and quality of message, not volume.

And that’s scary.

Not to just us broadcasters but to the ratings service known as Nielsen. We aren’t going to need to know the volume (aka cume) or AQH (average quarter hour) numbers in the future. The real value that we will deliver will be based on how relevant we are to our listeners and what value we deliver.

The King is Dead

Remember when the catch phrase of the day was “Content is King”?  Bill Gates famously said that.

There were others that felt that distribution was king.

Turns out the “king” is dead for both of these theories and the new king is relationships. And relationships are based on mutual interests and relevancy.

Facebook

What’s the power of Facebook?  Relationships.

Oh sure it uses complex algorithms to manage our relationships, but we are not smitten with algorithms we are drawn to relationships and we friend or unfriend based on the relevance of those relationships too.

Google gets it too.

Each of us is an individual and these social media companies go to great lengths to treat us in just that way.

One Size Does Not Fit All

Commercial radio broadcasting still strives to deliver the “one size fits all” solution. Those days are over.

Radio needs to build, as Seth Godin might say, tribes. People who believe what we believe.

Simon Sinek says that people aren’t attracted to what you do but why you do it.

What’s your WHY?

If there are enough people in your coverage area that will make you a meaningful size tribe of listeners, then do it. If not, find something else that is meaningful.

But trying to be all things to all people – the concept of “mass media” – those days are over.

Advertising

The 800 pound elephant in the room is how to pay for it. Ad supported media is being challenged by the internet in ways that Netflix, Amazon, Google and others that grew up on a different metric are not.

Today supply far outweighs demand in the advertising world.

Even those special live television events that were growing in audience every year are now seeing they’ve peaked. Nothing goes up forever.

The future is creating something relevant to the people you develop a relationship with. The value will be in how strong those relationships are not necessarily how big, in terms of numbers of people, they are.

The future for all media I suspect will start to look more like that of public radio or Christian radio. Each of these mediums has established strong relationships with their listener. They also don’t abuse those relationships with underwriting announcements that either doesn’t fit their audience or by unbalancing the content to underwriting ratio.

Commercial broadcasters seem to take the view that adding one more spot to the hour; the cluster etc won’t affect their audience. They would be wrong. It does.

Keeping things in balance and running seamlessly will be critical to broadcasters whether they’re being consumed over-the-air on AM or FM, or over the internet.

Sales people in this new world will be business evangelists that seek out business owners with innovative ideas and solutions to their problems. Businesses owners who benefit from these relationships with media sales folks will in turn reward the media enterprise with their support.

What’s your WHY?

But it all starts by first defining, as Simon Sinek says, your WHY.

“People don’t buy what you do; they buy WHY you do it.”

Answer that question, and you will have taken the first step.

 

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