Two Things Before You Even Start

• Get rid of all Czars. They screwed up everything in Russia and exploited the people. So, why do we put Czars in charge and expect things to get better?

Why don't we think about stuff like this? We don't question words, even when they don’t make sense.

If we are going to fix radio, we have to think more. Which means the first step is...

• Stop lying to yourself. Things are bad. The top people in radio made a lot of mistakes. You can’t take true action till you are honest with yourself. Things can get better – but not if you don't face the truth. It’s like the 12 step program. Start with honesty.

Describe your 'current reality' – honestly. The tension between 'current reality' and what you want to create (your Outcome Statement) is what creates action.

Then, if you still want to take action, use 3 Tools.

Three Tools for Being Proactive Around Growth

• Use Strategic Thinking. This is the most powerful strategic tool in business. Create an Outcome Statement – what 'outcome' do you want to create? Once you have identified what you want to create, identify what you have to 'do differently' to get there. Start making the changes.

• Use a '90 Days' summary. Work with your direct reports and, for each of them agree on what they have to do in the next 90 days.

And, demand that your boss meet with you (in person or on the phone) every 90 days to determine what you have to get done in the next 90 days.

This is the best get-it-scheduled-and-done tool in the business. It worked for Lee Iacocca.

• Practice Listenomics. Get rid of all Czars and be like Lego and Nokia. Empower your fans. Don’t try to control them. Listen to the conversation. More details at gomediafix.com.

The Most Important Thing To Do On-Air

• Focus on what's immediately relevant. Relevant is more important than local. Even though local is important, it is a subset of immediate – not the other way around.

Get rid of all the Czars – the same ones who said HD was the next big thing. The same ones who say the only future is local. They are playing follow-the-leader.

The Litmus Test

• Sell a 20 year old on working in radio. Write a speech to persuade them to come into the radio business. Think your speech through. Write it down. Try it out. Be honest.

If you can't persuade them, ask the 20 year old - 'What would have to change in order for me to be able to encourage you to work in radio?'

Next, ask yourself – 'What would I want to change in radio to make it more attractive to a 20 year old?'

Then, look at your answers and theirs - and set to work immediately on influencing the necessary changes. One step at a time. The journey of a thousand miles begins with a single step.

Labels: 2009, Future, John Parikhal, Listenomics, NAB, Radio