{"id":2931,"date":"2021-04-29T12:00:41","date_gmt":"2021-04-29T02:00:41","guid":{"rendered":"http:\/\/www.bprworld.com\/?p=2931"},"modified":"2021-04-29T12:00:41","modified_gmt":"2021-04-29T02:00:41","slug":"the-essence-of-strategy-is-choosing-what-not-to-do","status":"publish","type":"post","link":"http:\/\/bprworld.com\/de\/news\/the-essence-of-strategy-is-choosing-what-not-to-do\/","title":{"rendered":"\u201cThe Essence of Strategy is Choosing What Not to Do.\u201d"},"content":{"rendered":"

By David Kidd, BPR<\/em><\/p>\n

\"\"<\/p>\n

This quote comes from Michael Porter, an American academic known for his theories on economics and business strategy. He is credited for creating\u00a0Porter’s Five Forces analysis<\/a>, which is instrumental in business strategy development today.<\/p>\n

But the quote shouldn\u2019t be taken out of context\u2026\u2026it applies to one of his five \u201ctests\u201d of good strategy.<\/p>\n

Strategic planning in most businesses often focuses on what to do<\/strong>\u2026.what the goals are and how to achieve them. Makes perfect sense.<\/p>\n

In radio, we determine the strategic goals and articulate what the station will be\u2026the means by which we will achieve those strategic goals….the format, the talent, the brand image, the \u201csound\u201d etc.<\/p>\n

But Michael Porter makes a great point\u2026\u2026.we should also<\/em> articulate what the station is NOT.<\/p>\n

By establishing what you are NOT, you further define and refine the format by not only making it a much clearer value proposition for the listeners but also by crystallizing the programming vision for internal stakeholders.<\/p>\n

What a station is NOT depends on the format and the target audience. Here\u2019s an example for a station taking a \u201cfamily friendly\u201d position targeting females with young children.<\/p>\n

We are NOT:<\/p>\n