The Making of a Great GM

Good Morning!

I spent a portion of this week hanging with Wall Street folks. I was listening to the many radio company Q2 earnings calls. This is where company Presidents & CEO's explain their performance for the last 3 and 6 months. (you can hear these too if you want. Just drop me a note, I'll tell you how.)

The news* (see results below), except for companies with stations that primarily target Spanish & African American listeners, was not what Wall Street wanted to hear.

Sumner Redstone (to whom I reported for 12 of the 23 years I was at Viacom) says, "In the 21st century, large is no longer in charge," "Leverage will belong to the nimble and the swift."

If you are a GM, Sales Manager, or even a PD, it's my guess that your cash flow budget for 2005 is MORE than 0-3% growth over last year. Another prediction? Ok,

"Your budget submission for 2006 will have to be GREATER than the performance* below."

So if you are a GM, Sales Manager, or PD, how do you become nimble & swift? How do you thrive in this new, fast paced, loaded with change environment? What are the requirements?

After working with hundreds of managers in my career, here is,

WHAT MAKES A GREAT GM?

Then, in 2005 the competition showed up. Revenue in the market is now flat, national is down YTD.

- Worry. They worry about everything. The competition even if they don't have a direct competitor. The sales even if they are making budget. They worry they are going to get fired all the time. Why do they do this? I'm no shrink (but I play one at work sometimes) but my guess is they are very afraid of failure. They can't stand the thought of not being number 1. If they have a 10 share, they see that 90% of the audience doesn't listen. Sometimes it makes us crazy because they believe the sky is always falling. But I would rather have a worrier than not.

- Sweat Details. Don't confuse this with micro-manage. They empower their staffs to get things done...right now. They know everything going on at the station, in the market, on the air. They make sure the communication lines are always open. They are approachable to everyone on staff. They are really GOOD listeners. They don't pontificate. They ask their staffs to keep them informed. It helps them make a more informed decision. Which brings us to...

- Make decisions. They are not afraid once they have the details. People respect people who decide what to do. They make them in a timely manner. They don't put them off. Great managers would rather make a bad decision than no decision at all. They make fewer bad decisions because they go out of their way to find the facts. Staffs WANT you to lead. And they want to be lead and kept informed. Employees complain all the time when you don't return phone calls and e-mails. Even a status report means plenty.

- Give Credit to the Staff. It's not I, me. It's us, we. They are great at blaming the staff for the success. A great GM makes a great station. For them a great staff is the key. It's never just about them. When staffs do good, the great GM thanks them personally. We all need an occasional stroking. It makes your day. Tell them when it's going right.

- Ask for Help. They want all the brains at their disposal. They decide how to proceed but only after input from everyone they respect. It may be another manager, corporate, their spouse, listeners, consultants, their staff. They are selective about who they ask, but, they don't assume they know everything just because they have the "big" job at the station. (exception - for some reason they like to design logo's. It's the first thing they do when they come to a station. If you know why that is please let me know).

- Are Respectful. They don't yell and beat people up. I have NEVER seen improved performance by slamming people. Common courtesy is becoming a lost art. Taking prick pills in the morning will accomplish nothing. Someone not performing to your expectations? Lay it out to them in NO uncertain terms. But, treat your professionals as YOU would want to be treated.

- Hire Great People. They don't fill positions. They cast openings. They check references. They call their friends. This is the best thing they do. Can you think of a great radio station with a crappy staff? They take their time to hire only the best. Or they don't fill the position until they do. Then they let them do their job. They back them all the way. They fight for them. They defend them. They demand loyalty..and they get it. In exchange they get killer people who stay for years and achieve. There is nothing more expensive than hiring the WRONG person.

How many times have you seen someone wash out in 6 months because "they didn't work out". That's BS! You hired the wrong person. It's your fault. Of all the things you do, this is number 1 in my book. Why?

Because great GM's hire people like them. People who,

- Tell The Truth. Employees want to know where they stand, even if it's bad news. Great managers never stab in the back. They stab in the front! But at least you know it's coming. You expect everyone to be upfront with you. They expect the same.

- Are Consistent. You can't be one way today and change your mind tomorrow. You can't favor one PD/GSM over another. You are fair in everything you do. Just like your kids. They want to be treated equal & consistent. They watch your every move. And they do keep score.

- Are Trustworthy. Trust & respect are earned every day. Just because you have the job it does not mean people trust you to do the right thing. Trust is earned every day over years. You are responsible for the value of the company and the professional lives of your staff. Great GM's don't take that responsibility lightly.

Are there more? Sure! (your additions are welcome) Is it hard? You bet.

Your job is MUCH tougher today than it was 5 years ago. Want to be swift & nimble? Take the time to do it right. Your staff will thank you for it! With a HIGH level of performance.

After all...don't you deserve it?

YOU are a great manager.

Your response is always welcome!

Fig