I’m not understanding why ‘breaking records’ is worn like a badge of honour.

          A headline in Radio Ink’s headlines last week read “IAB Reports Record Ad Revenue.’

          Having record revenue is not an exceptional feat; it’s the absolute necessity of a sustainable business.

          Business costs, for everything from staff salaries to electric bills and office space, are also breaking records. And the number of advertisers vying for market share in every category from automobile manufacturing to fast food restaurants is also breaking records. Growth is as natural as breathing air. I predict next year the world population will “break an all-time record.”  The number of shoes sold worldwide next year will probably also break a record.

          The problem I have with sales managers bragging about ‘breaking all time records’ is that breaking records should not be considered an outstanding achievement, but rather it is what is required to build a sustainable business.

          And when merely ‘breaking a record’ becomes ‘good enough’ we’re leaving money on the table.

          Radio pioneer, Allan Waters, said “Our problem is not that we aim too high and miss our targets, but rather, that we aim too low and hit those targets.”

          Let’s start shooting higher than the records that inflation, ratings, tenure, or any other natural phenomena will bring us. The alternative is to tighten your belt, and prepare for the worst. Read our SoundADvice; The Great Hot Dog Story before you prepare for a tough year.

          As you plan for 2017, try shooting for the stars instead of the moon. Worst case scenario, you’ll miss the stars but at least hit the moon.