Coaches Corner by Sam Weaver
What They Don’t Know Can Help You …
Winning depends on your specific goals. As a history buff, I’ve always borrowed from industry, politics, and sports to shape how I think about programming. The common threads of success can be found in transferable knowledge from leaders who knew how to adjust, adapt, and win.
George Washington Would Have Been A Great PD…
There’s a book called ‘George Washington’s Secret Six’ by Brian Kilmeade and Don Yeager. It outlines the spy network Washington used to win the Revolutionary War. Yes — the same ‘I Cannot Tell a Lie’ Guy used misdirection and trickery to outsmart the British. He’d have made one hell of a Program Director.
A Step Ahead…
Washington assumed the British had spies in his camp — just like he had in theirs. He stayed a step ahead by trusting only those who’d earned it. He planted misinformation to shield his troops. To win New York, he let the British find papers describing a fake attack on Manhattan.
Colonial Deep Fake…
The British took the bait. While they waited for the fake attack, Washington maneuvered his French allies to safer ground — away from naval and land threats. That move changed the game.
Borrow From History…
During my programming days, I had my own version of Washington’s Black Ops. I’d look for exceptionally loyal, trustworthy interns that would follow directions. The goal was to find those with high IQ’s and open to becoming interns at opposing stations while they interned for me.
Sharp, Low-Key, Loyal…
These individuals passed along internal programming documents. Over the years, I only found two people who met my standards — both were serious about learning radio, could be trusted, knew how to blend into the background, and understood how information could shape a counter-programming strategy.
Call it what you want — yeah, it was espionage. But it wasn’t sabotage. It was education. Knowing how other teams operated helped me anticipate moves, refine our approach, and stay ahead. By the way, both of those individuals have gone on to have successful careers in radio.
Depends On Your Point Of View…
I think the terms “sneaky” and “a job well done” can collide in the quest for higher ratings, more revenue, and bonuses. Regardless of PPM issues, diary placement, or a strange alignment of the planets — a PD and their air staff are always held accountable for a station’s fate. I’m not saying anyone should cut corners, but I understand what can happen in the chase for results.
Up To You…
Tricks alone won’t help you win, but they can give you an edge. You owe it to yourself to learn the “methodology of the methodology” — because winning is defined by what success looks like in your situation.
I Know Some People…
There are veteran programmers who know how to win even in tough circumstances. If you ever want to explore non-traditional programming strategies, I know a few people you can talk to. You don’t have to use what you learn — but you should be aware of all the possibilities.
And if you need some friendly advice, drop me an email; samweaver@samweavermedia.com or text me, (972) 672-4812.