Tim Moore

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By: Tim Moore,
Managing Partner
Audience Development Group

Tim Moore will be speaking at the Great Lakes Media Show, March 5-6, 2019 in Lansing.  For more information and to register, click here.

Someone said, when 99 percent of your life is work, you’re either really lousy at your profession, or you’re totally unbalanced with the rest of your life; and neither is something to be proud of.

A couple of questions: first, early-on did you experience a professional failure? If so, what did that contribute to success later in your life? While no one should dwell on disappointment, if you think back to a “favorite failure,” what can you take from it? There is a prevailing misconception that a failure can define us. Well, there are “failures” and then there are failures. There’s a big difference between flunking out of business school and failing in a parental relationship. In radio, sometimes a market manager falls short when up against a rival with superior resources. Yet what we take away from a disappointment is as valuable as having won on our first toss, though too few among us are programmed to think that way.

There are only two types of human beings engaged in any professional environment; Work Processors and Work Creators. They approach life very differently and neither should be criticized. A Work Processor is necessary; important to an organization, and defines their effectiveness through daily tasks and their ability to complete them. The Processor sees their day or week in measured units, viewing their job as a means to an end: “If I do this well for the next fifteen years, I’ll earn enough to retire and live in Myrtle Beach.” 75% of the Processor’s emotional satisfaction comes from off-the-job experiences. This doesn’t suggest a lack of motivation or dedication; it’s simply a different set of focus. Without consistent performers who fit the “processor” definition, there is no company.

Work Creators flip the criteria. It’s important to stop action, take inventory, and try to be introspective. Do the following describe your place in the organization? Work Creators are equally important to their company, defining their role as an incubator for concepts and plans. “Creators” often spark flames of aggressive growth and change; “good enough” is never good enough. They don’t view their position as a means-to-an-end; instead they see what they contribute as an end in itself. 75% of the Creator’s satisfaction comes from the job itself. When asked, a Creator usually has his or her short-list of favorite failures, though they seldom attach regret or dwell on disappointment; instead saying something like, “So I learned to turn it inside-out and the next version exceeded my wildest expectation!”

Processor or Creator, it matters not. The entire spectrum of life is within us. We have a lot of power to change something through processing or by creating. We don’t need a million dollars, or a zillion Facebook followers!

A great organization knows its rhythm, knows its balance, while collecting inspired people who recognize that an exceptional company believes people are the future for processing and creating.

In broadcasting like any other strategically charged field, turnover is the enemy of success. And sometimes, it takes just one catastrophic failure to redirect us to a life-change that will make all the difference.

Tim Moore is Managing Partner of Audience Development Group, based in Grand Rapids, MI and Naples, FL.  Moore thrives on innovating, and the road not taken. At 29, he became Vice President for the TM Companies (Dallas), and shortly thereafter, was awarded executive VP stripes, overseeing both TM Productions and TM Programming for Roy Disney’s parent ownership, Shamrock Broadcasting.

From there Moore began buying radio stations at age 33. Building formats from the ground-up, each station became ratings and revenue success stories. In the mid 90’s he formally established Audience Development Group with colleague Alan Mason, resurrecting a name he and Jon Coleman had intended for a research company, while colleagues at TM.

With consolidation, Audience Development Group’s business plan calling for a “Mayo Clinic” cluster-approach with expertise in multiple formats resulted in a highly successful national reputation, strategically positioned to provide cluster guidance for multiple formats in markets of all sizes.

In 2004, Moore’s book The Motivator, a collection of leadership essays was widely read and endorsed by the Radio Advertising Bureau. He also authors the firm’s weekly E-Column Midweek Motivator, distributed to thousands of media readers each week.

Tim lives in Naples, Florida, travels coast to coast, and has addressed the NAB, RAB, Canadian Broadcasters, Conclave and countless state associations. He holds a degree in Broadcast and Cinematic Arts from CMU, and is a U.S. Navy veteran.