Frost Advisory #321 – Are You Taking Credit for What You Don’t Do?

We live in interesting times.

Donald Trump and Hillary Clinton are among the worst-rated presidential candidates of the last seven decades according to Gallup.  Only the unfavorable rating of Barry Goldwater in 1964 was higher, and he lost in one of the biggest landslides in history to Lyndon Johnson.  I think it was Jimmy Fallon who said these candidates are lucky they are running against the only candidate in history they could beat.

The noise is everywhere.  One can hardly get away from it.

Outlandish statements.

E-mail scandals.

Ego.

Trust.

“To find a unique position, what you must do is look inside the prospect’s mind.  You won’t find an ‘uncola’ idea inside a 7-Up can.  You find it inside the cola drinker’s head.”
~Jack Trout and Al Reis.

Time magazine seized the moment of the 4th of July holiday and focused on 240 reasons to celebrate America!  The cover was branded 99.9% politics free!

time-mag_celebrate-america

The “Jack” format was based upon two preconceived perceptions.

1) That radio/music wasn’t as good as it used to be, and

2) that there are a whole bunch of good songs out there that we weren’t hearing on the radio.  The execution of the format was secondary (as was its specific design based upon the market).  Listeners bought into the premise without questioning whether KC and the Sunshine Band should be played next to Deep Purple, just like voters have bought into Trump or Clinton despite the outlandish statements or latest e-mail scandal.

When you tap into an existing idea or perception, you offer the listener a reference point for the value your station provides.  It’s kind of like the “You are here” sign at the mall.  Where Nordstrom is located in mall isn’t meaningful unless I know where I am in relation to it.

My guess is that your station is 99.9% politics free, as well.  And my guess is that you’re not taking credit for it.

Tommy Kramer Tip #165 – Becoming a Beginner Again

Beau Weaver is an excellent Voice Actor in Los Angeles.  I’ve worked with Beau on and off ever since we first met as radio babies decades ago, and his transition from being a great disc jockey to succeeding in the voiceover universe has been inspiring.

At a seminar we did together in L.A. a few years ago, one of the things that Beau said to a roomful of radio people who were looking to move into the voiceover arena was “Sometimes you have to be willing to become a beginner again.”

As this is being written, I’ve just finished listening to an aircheck from a jock who always answers comments from his Program Director with “I’ve been at this for 25 years,” a defensive mechanism that’s keeping him from learning.  To put it gently, I fear that his situation will not end well.

At key times in your career, you have to be willing to become a beginner again.  Unless they’re making another Jurassic Park movie, no one is looking to hire dinosaurs.

– – – – – – –
Tommy Kramer
Talent Coach
214-632-3090 (iPhone)
e-mail: coachtommykramer@gmail.com
Member, Texas Radio Hall of Fame
© 2016 by Tommy Kramer. All rights reserved.

Now Turn Right

“True leadership lies in guiding others to success. In ensuring that everyone is performing at their best, doing the work they are pledged to do and doing it well.”
~Bill Owens

It’s hard to remember the days of paper maps, and going into a new town, driving while trying to figure out where you are.  Just one of the reasons I love the navigation system in my Z4 as it “guides” me to places I haven’t been before.

Being that it’s a German car, the Nav voice is very specific and precise.  “Turn right in one mile… now turn right.”  I’ve been given the instructions and you can hear a subtle edge in her voice that I’d better do it.

But it’s more than being ordered around by a disembodied female voice, if you look on the screen you can see a place for instructions, and a map to give me context.  What would it be like if the voice just ordered us around without the ability to glance at the map for that important context?  She doesn’t tell me after I turn right I’ll have to immediately turn left, but the map does provide that context.

Somehow, being me, this reminded me of my early days as a Program Director.  I was much more apt to tell people what to do without providing any kind of context… the why.

Naturally, without the context, I wound up getting precisely what I’d asked for from the other person’s perspective.  I’d often be frustrated that I didn’t get the result I wanted.  Now I realize that without the context, I was asking people to read my mind… and that wasn’t a part of their job description.

My problem was that I was still managing, not leading.

A leader knows his or her role is one of people, not activities, and can’t afford to ignore the context.  No one will automatically understand and you’ll be frustrated.  Plus, the individual will never understand how their role connects to the bigger picture and the “why” for what they’re supposed to do.  Instead of a team of motivated and challenged people, you’ll eventually earn a group of frustrated, unmotivated, unskilled robots who are waiting for you to do everything.

Believe me, one way is much more productive and fun than the other.