“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 kevin@robinsonmedia.fm.