What he writes about 'average' and 'mediocre' can easily be used to debate radio.
* If you're spending the money and taking the financial risk - average makes sense. Average output is what you want.
* It builds reliability and predictability.
* An average product for an average market - so you hear the same songs and similar promotions on different stations, with presenters pretty much saying what they said yesterday.
Nice and safe.
But (he says), for groups - 'average' can mean 'mediocre'. Not worth seeking out. Boring. And remember, your listener listens in groups of one.
Average stuff is fine for a while. It's taken for granted, not talked about.
It's fine...until something new and above average shows up.
As a presenter, you generally have very little control over station output...music, promos etc. What you DO have control over is what comes out of your mouth.
It can be average = mediocre = taken for granted.
Or you can try something.
I'm not saying you need to go out and break format and shock-jock the life out of your listener...but try something that's not average.
* Try raise your game.
* Mediocrity is not why you are on air.
* Be great at what you do.
* Be above average every day.
Life's too short to be average at something you love.
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