Brian Wright
100 Grandville SW
SUITE 203
Grand Rapids, MI. 49503
Phone: 616-940-8309  Cell: 616-498-2651
E-mail: /pdqa 
Website: audiencedevelopmentgroup.com

How To Win
 
Ability is what you're capable of accomplishing. Motivation determines how you approach your capability. Attitude determines how well you'll do it. Decisions determine destiny. Here are some important truths for you to remember.
 
The Rule of Leadership: In most formats history proves the first brand in that format remains the leader. So, if you base your competitive strategy on "better" you'll likely fail. Focus groups show us listeners can't really identify "better" but they can articulately describe "different” which in their minds actually means better.
 
The Rule of the Mind: Diary or Meter, the Nielsen battle is fought in the mind. PPM shows first-preference listeners drift off by percentage over a period of weeks; like the tides they come and they go, not maliciously of course but by their nature. Memory fueled by marketing reactivates lapsed listening. But if a perception doesn't exist in a listener's mind, it just doesn't exist. And you can't change listeners' minds without a strong marketing plan and great programming.
 
The Rule of Focus: You can only occupy one place in a listener's mind; so you have to sacrifice to gain. The best brands we know do this by identifying their core users (Starbucks, Nike, ESPN), and then connect them to a unique phrase that's credible.
 
The Rule of Repetition: Even in metered markets you'll find that the perennial winners engage in high hourly brand-counts meant to educate new cumers and reinforce P-1's. You can't overdo a good brand, based on a kept-promise. You can't burn out your position, nor overplay high-testing titles. You just can’t. 
 
The Rule of Duality: The third or fourth stations in any format will fail. Ultimately every format becomes a marathon of two.
 
The Rule of Resource: As hard as it may be for staff and leadership to acknowledge, without adequate resources, you'll fail.
 
It's the job of an innovative leader to find a way to compete. It helps if the company shares these values and recognizes that we can't control the wind speed or the moon's gravitational pull. Life's challenges aren't meant to paralyze you but instead help you and your company discover exactly who you are. Your real job is to see your position not as it is...but what it can become. 
 

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