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Stuff to Know in Order to Drive Your Competition Crazy and Win!

Inspired by Guy Kawasaki

Know yourself

  • What benefit does your station bring to your listeners?
  • What do you stand for?
  • What is your Point of Difference?
  • What is your word?
  • What are your strengths(your stations and yours personally)?

Know your Customer

  • Use all the traditional methods.
  • But also Press the Flesh………get amongst your listeners.
  • Get your people out …everyone.
  • Be open 24/7.

The only time to ignore your customer is when you are creating something new and revolutionary.

Always remember that most of your listeners are not visionaries, nor are they creative. You need to lead in this area. This is a point many radio programmers get very wrong.

Know your Enemy

  • Listen to them.
  • Really monitor their product.
  • Who wins the 20 min test?
  • Who wins song for song? When was the last time you checked/ Be honest!!!!
  • Buy shares in their company.
  • Sleep with their staff.

Two Kinds of Enemies

  • Your competition/Future competition.
  • Yourselves. Your reluctance to change and be creative.

Focus on the customer

That’s the best way to be successful and drive your competitors crazy

Forget "Seize the day"... "Create your own day"

  • Create the news. Don’t just talk about it
  • Radio needs to enlist unpaid evangelists or raving fans who sell you to others
  • The great radio stations impact on peoples lives

Concentrate on a decisive point

  • A tipping Point.
  • How are you uniquely able to provide something of value to all of your customers?

Guy Kawasaki is a managing director of Garage Technology Ventures, an early-stage venture capital firm and a columnist for Entrepreneur Magazine. Previously, he was an Apple Fellow at Apple Computer, Inc. Guy is the author of eight books including The Art of the Start, Rules for Revolutionaries, How to Drive Your Competition Crazy, Selling the Dream, and The Macintosh Way. He has a BA from Stanford University and an MBA from UCLA as well as an honorary doctorate from Babson College.

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