The paradigms are defined in the slides below.
I think Kurtzman's definitions are spot-on. In a connected world filled with ever-evolving and emerging content and media options available to consumers, radio must become more externally-focused on listeners - and clients - rather than internally-focused on ourselves.
There are a number for implications for this shift in thinking. But most importantly, Kurtzman concludes that as an "outside thinker," you must:
- View your station as the listener does
- Become a student of learning and communication processes
- Use your knowledge to market strategically
- Recognize that music testing—while vital—is only one step to building a successful music strategy
Are your ready to be an "outside thinker"? I hope so.View the entire presentation here.