To survive today, you need to go all in! (now more then ever).

Here — this radio (program) is just for you! We understand you. You are welcomed here. This is your radio. Just yours.

Going all is as a radio station means choosing your audience and doing your program just for them.

You either do it. Or you don’t.

On radio — you either chose the audience and make everything perfect for them.

Or you don’t.

One is win. Other is not.

When confronted with hard choices (as person, or as a company), we often look upon those before us. Those who made it.

Excuses:

• I am/we are not them
• You can’t do it like that any more
• Different times
• Wrong country

Any of those excuses might be completely valid. But, by not doing anything things will not change for the better.

Going all in is hard. It means you are saying yes to one thing and no to many. For radio it means — choosing one audience over another.

Embracing one set of people while saying to others — this is not for you.

Limiting yourself on purpose. Like a purposeful evolution. Blinding yourself so your ears will evolve.

Not many can do that. We always want to add. Adding is easy. This thing is not.

Adding means diluting your message. You are no longer for me. Just one more random station with no soul and personality. Trying to please me and people I despise.

And it is not just music. Hits are not enough. It is about personality. About content. About stories you tell on air.

Stop admiring brands who are so loved by their fans, and be one. Those brands are also widely disliked and even hated by others. Think Apple. As much people hate them as love them. Think Coldplay.

Be brave. Be true. Chose hard way.

Go deep. Make (some of) them care.

And don’t forget to find way to earn some money. You can’t eat love.