The Liberating Power Of Saying, "No"

Ask broadcasters what they'd like to change about radio, and someone will say that we have to get stronger and more confident with our brands. We need to attract the attention and respect the industry deserves.

And they're right. Radio has been taking a beating for far too long. Want to know how to start? Start with the power of no.

Saying "no" will get you closer to yes. And it is the start to some much needed changes.

This hit me between the eyes at Morning Show Boot Camp. One of the executives on the programming panel actually said:

"I'd rather have someone who's #2 and brings in triple the endorsement revenue than someone who is #1, but a pain in the ass."

Oh my. This is one of the problems in radio today. The industry prioritizes a current ad buy over all else.

We don't need personalities who can sell ads. We need personalities who inspire audiences and lead a community of fans. Leave selling to the account executives.

For that to happen, we need a rapid and dramatic injection of creativity.

Make Time To Be Creative

But who has time to be creative? PDs are programming multiple stations, overseeing digital and promotions departments and often voicetracking shows on several stations. Personalities are expected to manage social media, develop podcasts, make endless promotional appearances and go on sales calls.

More and more, the important is compromised for the urgent. And creativity is lost because nobody has time. So we have to find the time by doing less.

Creativity Through "No"

Most folks think of creativity as the skill to generate something brand new out of nothing. That's one form of creativity, of course. But another is simply having a keen understanding of how a brand can be successful.

Tim Ferris calls it Experiments in Lifestyle Design. Tim published a brilliant article about unleashing productivity and he believes creativity is a myth.

The article is about a Hungarian psychologist who was seeking to discover the secret to unleashing creativity. He contacted many creators for help, and was amazed at how many said "no."

Here is an excerpt from Tim's article that emphasizes the power of "no:"

"Time is the raw material of creation. Creating consumes. It is all day, every day. And it knows neither weekends nor vacations. It is not when we feel like it. It is habit, compulsion, obsession, vocation. The common thread that links creators is how they spend their time. No matter what you read, no matter what they claim, nearly all creators spend nearly all their time on the work of creation. There are few overnight successes and many up-all-night successes."

In other words, if we want creative radio, we must find time to be creative.

Whoever is devoted to an art must be content to devote himself or herself to it, and that means there won't be time for everything.

How can you put this to work at your station? When there is more focus on fewer things, great growth results. That's what Gordon Ramsay does when working with a restaurant.

It's up to broadcast executives and managers to empower creative excellence by allowing air talent and programmers to say "no."

It will make your product better. And that's what we all need.