The late Steve Jobs was notoriously difficult to work with, but no one can really argue with the results at Apple.
So, when I found an article I’d saved from years ago in Newsweek, I thought it might be helpful to your station’s goals too.
- GO FOR PERFECT
That means sweating the details. The night before the launch of the first iPod, the Apple staff stayed up all night replacing headphone jacks because Jobs didn’t think they were “clicky” enough.
- TAP THE EXPERTS
You don’t have to know everything. You have to know what an expert can do better than you can and rent their expertise. Be the best at everything your station does.
- BE RUTHLESS
Jobs was as proud of the products he killed as those he released. Everything you produce is part of your brand image. That includes ads and that God-awful thing your station calls streaming.
- FOCUS GROUPS CANNOT CREATE “AMAZING”
Jobs notoriously said that people don’t know what they want until you show it to them. A huge part of his genius was his ability to see what consumers would want 10 years from now. However, I don’t know very many execs in radio today who are that tuned into their natural intuition. Consolidation has weeded most of them out.
- NEVER STOP STUDYING
Jobs had an unending curiousity, especially about design, and you saw the results of that in the beauty of the products he sold. How much time do you spend every day studying ways to be better for your listeners?
Spend 60 seconds on your station website. Now look at your iPhone. Enough said.
- KEEP YOUR SECRETS
Don’t underestimate the power of surprise and delight on your listeners.
- KEEP TEAMS SMALL
The first team on every NFL franchisse practices together because they’re first teamers for a reason. Maintain the highest standards and weed out those who can’t reach them.
- USE MORE CARROT THAN STICK
Never discount how much your personal enthusiasm and authentic excitement affects your team.
- PROTOTYPE TO THE EXTREME
Never roll out something new until you know it’s ready for prime time because any moment someone listens is the moment they form an opinion of your station.