“Appear weak when you are strong, and strong when you                                                                              are weak.”

                                                                               -Sun Tzu

Every brand has one.

Every player has one.

You have one – too.

A Secret Weapon.

The definition varies – it could be a record company fumble, trusted mentor or a leadership technique.

It’s the differentiator – however small – that yields WOW results.

The Secret Weapon is totally subjective, non-quantifiable and all gut.

Here’s just a few – stolen for your Secret Weapon Starter Kit:

In music radio, every top programmer keeps their Secret Weapons close.

Those songs – which either record companies marketing was fumbled or simply buried.

Finding the ‘secret sauce’ with you or your brand is unique  – to you!

Listen to your gut – and arm your plan for Secret – Success.

Next Week: Angels


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 Radio & Records, NAB’s Marconi, Radio Ink and has coached CMA, ACM and Marconi winning talent.  Kevin lives in St. Louis with his wife of 30 years, Monica.  Reach Kevin at (314) 882-2148 or