The Robinson Report - Need It?

“Cutting prices or putting things on sale is not sustainable business strategy. The other side of it is that you can’t cut enough costs to save your way to prosperity.” – Howard Schultz

Recipes are finicky – and tremendously subjective.

Take chili ingredients.

Replace olive with coconut oil – different salivary outcome.

Forget cumin – or add optional cayenne – everything changes.

The victory in the end result is determined by the tasters – not the chef.

Same holds true with brands – and bands.

Example – take three minutes to listen – and watch - this.

Studio rough cut of Chicago’s ‘Feeling Stronger Every Day’.

(Ed Note – the best ensemble rock band – ever.)

Note the mix is flat - Cetera’s harmonies have yet to be inserted – and various overdubs.

 Final recipe is yet to be – mixed. Hear THAT – with same video – here.

 Then ask – do you need Pankow’s trombone? Parazaider’s sax?

“…Think of the reduced expense - without just ONE of those musicians…?”

 Then of course – it wouldn’t be – Chicago.

 Same holds true for media brands.

Those who will themselves to ‘cut themselves to prosperity’ often misunderstand - the recipe.

“…We can save by reducing talents costs…’

“...Do we need THAT expensive VO talent…?”

“...Signage – jingles – logo items – any cuts there…?”

 Of course - with uneven results.

Change ingredients in recipes – brands – bands. They become something different.

 When asked about eliminating a part of the sum – know that the brand changes.

 Little things – are BIG things.

 Did Blue Oyster Cult need – a cowbell player?

 Of course they did.

Next Week: Rules

Kevin Robinson is a record-setting and award-winning programmer. His brands consistently perform in the Top 3 of the target – often times as the list leader. In his 35 years of radio, he’s successfully programmed or consulted nearly every English language radio brand. Known largely as a trusted talent coach, he’s the only personality mentor who’s coached three different morning shows on three different stations in the same major market to the #1 position. His efforts have been recognized by The World Wide Radio Summit Radio & Records, NAB’s Marconi, Radio Ink and has coached CMA, ACM and Marconi winning talent. He is also a featured speaker to national groups and state associations. Kevin lives in Indiana with his wife of 33 years, Monica. Reach Kevin at (317) 769-0583 or [email protected].