Today's guest blog from Keith Cunningham teaches us a lesson about great talent:
Some may not know the Boston Celtics had the worst record in the NBA’s Eastern Conference last season. Yes, the worst record. The press was calling for coach Doc Rivers' head, the fans were booing, and some fans even wore bags on their heads. It was getting ugly in Beantown. Yet the most storied franchise in NBA history went on to win the championship this year. From worst to first, overnight. How’d they do that?
By acquiring great talent.
Radio can learn from the Celtics. We find many struggling radio stations hoping that a few Selector tweaks or the tightening of DJ execution will make the difference. It usually doesn’t. The NBA equivalent would be running more sprints in practice or trying out a new defensive scheme. Do you think that would have dramatically changed the tide for the Celtics?
By making two key talent moves, the addition of Kevin Garnett and Ray Allen, Boston created “The Big 3” and it made all the difference in the world. They ripped through the NBA on their way to the league’s best record, and a blowout victory over the Lakers (and arguably the best player in the world right now, Kobe Bryant).
If a radio station wants game changing results, as the Celtics did, they'll need to make game changing moves. This might entail a PD change, music testing, perceptual research, and marketing. But if a station is really looking to change the game, they may need to get honest with themselves and agree to invest in hiring great talent. The right mix of music can’t be overlooked – but take a cue from some of Radio’s iconic brands that many emulate – they have big talent.
It’s also worth noting that The Bone in Tampa (Cox) went from a mid-pack player to virtually #1 across the board with men, almost immediately, by adding Bubba the Love Sponge to morning drive back in January. The Bone’s music mix was right all along, but there’s no substitute for big talent.