I’m going to make a
statement that some might consider blasphemous: Setting goals is not the way
for a radio station to be successful. Here’s why: A goal is a destination. A destination is an end. Have you ever
gone on a long hike, and you’ve set a particular lake or mountain top as your
destination? What happens when you finally get there? You stop! How many radio
stations have you known that have reached the pinnacle of success only to lose
that position shortly thereafter to another station? The reason is: the people
at the station stopped trying. They reached their destination.
If a goal is going to be
effective, it needs to be a moving target. It’s okay to use some guideposts
along the route as markers of success. For example, you could set a certain
target you’d like to reach by a certain date, and use that as a measure of
success. But too many programmers have set a particular goal as their mission,
and when they reach it, they go on the defensive so that no one will steal away
their little victory crown.
The inspired leader keeps
reinventing the radio station so it never gets complacent.
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