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“During my career, I never really had a mentor or a coach. I just kind of picked things up on my own from different people as I went along. Somehow I managed to get by, but I think my career would’ve moved along a little more rapidly if I’d had a coach or a mentor.

“It’s important to have somebody — whether it’s in your market, in your station, in your company — as a role model. You don’t have to copy them, but I really believe you can learn from studying successful people. Analyze their leadership techniques, watch their strategies, watch their mistakes.”

— Scott Shannon

If One Of The Most Celebrated Programmers In The History Of Radio Volunteered To Be Your “Career Success Coach,” Would You Be Interested?

Are you a program director who burns with a passion for radio? Who loves to win, hates to lose, and really can’t imagine doing anything else for a living?

If you’re “an old pro,” do you wish you’d had someone to act as your mentor years ago? Do you still feel the need to compare your radio instincts and “talk shop” with the most successful programmers in the biz?

If you’re in the early or middle stages of your career, do you really want to learn everything by “trial and error”? Or would you prefer to have the most influential program director of the past 30 years* share with you his own radio success secrets.
       * According to a Radio and Records industry-wide poll.

This is the guy: 

Scott Shannon 

“Several years ago a friend of mine told me that a ‘radio expert’ said, ‘Shannon’s really not that good. He just hires good people.’

“ ‘Yeah?’ I said. ‘So what’s the problem?’ ”

— Scott Shannon   

LIVING YOUR DREAMS/PROGRAMMING TO WIN is all about people:

The people you work with, the people who work for you, the people you work for — and other people outside your radio station who can help build or ruin your career. And, of course, the most important people of all: your listeners.

It’s all about:

• Leadership.
• How to stay focused on your career.
• How to keep your radio station focused on what’s important.

LIVING YOUR DREAMS/PROGRAMMING TO WIN is a journey through Scott’s career — not as a memoir, but as a road map that highlights the best routes and shortcuts...as well as pitfalls, detours and dead ends.

(Kind of like GPS for your career. Plug in where you are and where you want to go, and Scott will guide you there from his own experiences.) 

What You Will Find In This Book

• How to create your own successful radio career
• How to sustain that success
• How to motivate everyone you work with to want to help you succeed 

What You Will Not Find In This Book

• Funny bits to steal
• Music scheduling software tips
• Ironclad, carved-in-stone, “you must do it this way or you’ll fail!” rules

Shannon doesn’t claim to be a genius. In fact....

“When somebody says, ‘Oh, that guy’s a genius,’ remember: There aren’t any geniuses in this business. A genius is what radio people in Idaho call a guy who gets his picture in a trade publication.

“There are people who have done it longer, made some mistakes, and learned from their mistakes.”

— Scott Shannon

Ultimately, LIVING YOUR DREAMS/PROGRAMMING TO WIN will inspire you to refocus your energies and rededicate yourself to creating the best possible radio...while having the most fun possible.

• Why Scott insisted on a longer air shift early in his career

• What Shannon did to achieve a 67% audience share at his first job. (This secret alone is worth the modest price of this book.)

• The big breakthrough: Realizing the one thing he had to do to make sure that he would “be the one to decide whether or not I would leave the market, not the general manager.”

• The life-or-death importance of being Receiver Oriented instead of Transmitter Oriented

• The first five things Shannon does after getting off the air each day. (This will shock you. And it’s not something “soft” like “reflecting on the day’s program.”) If you start doing this, your station’s ratings will begin climbing almost immediately.

• The danger of a good ratings book

• How to identify and apply Focus Keys

• How “Examination of Conscience” can protect you from yourself

• Why some PDs can walk into your old job and immediately convince management to try something you’ve unsuccessfully been suggesting for years

• How to navigate through The Jerk Zone

• Your choice: small problems or big problems

• The Secret of Radio. (When Scott explains it, it’s easy to understand. So why do so few programmers seem to know it?)

• Branding your radio station

• How to be a Radio Doctor

• The biggest problem of 90% of under-performing radio stations

• Scott’s Top Ten Tips For Programming A Great Radio Station

• The most important thing that airs on most radio stations

• A radically different way of doing music rotations. (Don’t expect some scientific, mathematics-laden system. This is an approach to weekly music changes that is fundamentally different from the way 95% of programmers do it.)

• The one thing you must never do to your listeners. (If you’re guessing “bore them” or “insult them,” you’re ’way off base.)

• On-Air Promotions: The Arms & Legs Theory

• The one thing that all #1 radio stations have in common

• How to recruit an unbeatable team

• Three things Shannon learned from Bill Drake

• Motivating your staff with Triggers and Compartments        

If you’re a true radio programming pro, download your copy of LIVING YOUR DREAMS/PROGRAMMING TO WIN right now. 

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