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Page 56 GO IT ALONE!
doubles can come from adapting to major changes in the marketplace as well as relatively small day-to-day wins. . . . ing at the business from the outside-in, from customer needs backward into the company. The impact of singles and doubles can be huge. In fact they form the foundation for the home run.
Here is one example of this type of thinking: • Laura Walker, president and CEO of WNYC Radio (www.WNYC.org), the National Public Radio affiliate in the New York metropolitan area, is an entrepreneur at a nonprofit. She led the group that shifted the station’s status from ownership by New York City to independent nonprofit. Under her leadership, the station, in 7 years, increased its revenues from $8 million to $23 million, increased the size of its listening base from 650,000 to 1.1 million, and became the number-one radio station (as measured by audience size) in Manhattan. This is particularly impressive because during the same period, the total number of commercial radio listeners in New York City declined. Walker explains her approach by noting that there is “no single magic bullet. You add to the quality of the service and your membership recruitment piece by piece, brick by brick.” She also notes that the growing strength of a foundation built on singles and doubles is particularly important because, “each thing we build takes us one step forward and allows us to build to the next level. You can only build a terrific service over time with lots of attention to the small wins that slowly but inexorably move you forward.”
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GO IT ALONE! Copyright 2004 by Bruce Judson. Reprinted by permission of HarperCollins Publishers. All rights reserved.
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