Frost Advisory #345 - Our Biggest Problem Is ...

by John Frost, Goodratings Strategic Services

We don't strive for exceptional.

Our nature is to be ordinary.

Exceptional is "forming an exception or rare instance; unusual; extraordinary". Dictionary.com

The problem with being exceptional is not that we don't know what it is. The problem with being exceptional is that it goes against our nature.

Our default is always playing those extra songs that our listeners don't know and don't love, not the discipline of just playing the ones they love and tune to us for.

Our default is always talking too much, not the precision of "just the right amount."

Our default is always "any time, any city", not "right here, right now".

Our default is always fluff, not of being meaningful. (No better example than a talent's first break of the show, where they've had at least 20 hours to prepare).

Our default is always formal, not of being natural and conversational.

Our default is always bland, not surprise and delight.

The trouble is....

...great radio is hard work.

The easiest thing is never the best thing.

"You get what you accept.

If we accept a high standard, we will be rewarded with results consistent with that standard. If we accept that other people can talk over us, and detract from our message, then we will not be heard. If we only accept a best effort, then we will receive exactly that - no less." Chris Oliver