(This is part 2 in a series:  “lessons radio can learn from Google”)

Define and be true to core values.  

Most everyone knows Google has a company motto “Don’t be evil”.  What you may not know are the less public core guiding values behind day to day life in the Googleplex.  Some of those guiding values from which  radio could definitely benefit (in no particular order):

How do you apply these principles to your radio station? 

1. Are you taking care of the end user?  Do you even KNOW who your end user is?  Is your station producing content that is compelling, interesting, builds a bond and connection with your  end user (listeners) or are you just another place to hear noise during the commute?  Are the commercials you carry appropriate to your target audience?  Do you think like a listener or like a bean counter when it comes to allocating commercial inventory?  Take care of super serving your end user the listener, and all else will fall into place!  It’s a critical Google guiding principle and if you apply it to your programming and sales efforts you will ultimately enjoy the rewards this principle represents.
   
   
2. Are you leading the charge in your market?  Is your news department first on scene of a major event?  Are your personalities or reporters faster at updating followers on Twitter and Facebook?  Are your sales people faster at returning a client’s call?  Is your morning show working to make setting up a bit a 10 second process rather than a 2 minute blabber fest?  It’s a world of instant gratification and it moves faster day by day.  You know the story about being the lead dog in the pack… if you’re not, the view never changes.
   
   
3. Learn something new everyday, whether it’s how to make a page in Facebook, or how to get the automation system to do things you never dreamed possible.  If you’re not learning something new everyday that will enrich your value to the company and to your listeners, just know that someone else IS, and they will ultimately leave you in the dust.
   
   
4. Before embarking on that new “mega promotion” or morning show stunt, have you thought about your desired end result?  Have you considered every possible thing that could go wrong and how you will adjust if need be?  When considering “value added” promotions, are you thinking about what the client hopes to accomplish as well as whether it will be entertaining for your listener?  Or are you simply whoring out the product for the sake of a $650.00 buy?  This principle goes hand in hand with taking care of the end user.  That silly “pasta pot” promotion might get you on the buy with American Beauty but is the clutter going to help you achieve the desired end result (ratings and loyalty)? 
   
   What about automated dayparts or piped in distant city jocks?  How many more robo-jock dayparts will it take before there is nothing interesting left on the radio for listeners to bond with?  Think about the end game and where your plan ultimately leads.  Robo-Jock may be cheaper, but what’s the difference between that and the user’s own iPod?  Hint, the iPod never plays anything the listener doesn’t like.  If you begin with the end in mind, you’re more likely to chart a path that will get you there.
   
   
5. Sales managers set weekly and monthly goals for sales people that are easily measureable  The same should be true for programming and news departments.  As an example you might set a goal to grow your share in target demographic by 2 tenths of a point (or whatever is realistic) and then create a plan to improve your product to reach it rather than just “hoping for a good book”. Set a goal to personally meet 50 new listeners each week and then track your progress.   Goals can be anything that will help you grow and are easily measurable.   The idea is very basic, but constantly challenging yourself to do better by creating meaningful and measurable goals leads to innovation, market leadership, and career advancement.  The bottom line… always challenge the status quo… more on that in my next installment in this series.