Pivot or die

Every day, there seems to be another article about another iteration of AI or some other tech that can help us do what we do more efficiently and possibly more effectively. Recently, RAB announced our One Voice for Radio initiative, and we shared how industry leaders are coming together for a common purpose. You can learn about the RAB's One Voice initiative here.

What's the point? It can be overwhelming, frustrating and next to impossible to stay current on all that's happening. At RAB, we try our best to bring you the most relevant and impactful information for our industry and for your career every day in Radio Sales Today. If you aren't receiving this every morning, you can subscribe at the bottom of the RAB.com page. While you're there, check out our other resources, such as RAB@Work, Radio on Main Street Podcast, Radio Matters blog and more. All are designed to help you stay current on business in general and our business.

Gary Shapiro, CEO of the Consumer Technology Association, which puts on mammoth tech shows, including CES, said this at CES 2025:

"Progress has never come from standing still. It comes from those who took a chance and tried something new," Shapiro said at the convention. "As humans, we've done this over and over — pivoting and innovating to survive and thrive. And that's especially true in the rapidly evolving world of technology where we have to adapt or become obsolete. Pivot or die!"

As media sales professionals and consultants, we must maintain our knowledge base and lead our clients by example. I can think of two reasons this is mission-critical for us and our clients:

Increased Market Competitiveness: Keeping abreast of market trends enables businesses to identify emerging opportunities and threats. For instance, the rise of social commerce—where consumers make purchases directly through social media platforms—has been forecast to nearly triple in volume by 2025. Companies that leverage this trend can enhance their market position and attract a broader customer base.

Integration of Digital Marketing Strategies: As digital marketing continues to evolve, integrating digital strategies into media sales is essential. Staying informed about digital marketing trends enables sales professionals to offer comprehensive solutions that align with clients' online advertising needs. BuzzBoard emphasizes the importance of staying updated on digital marketing trends to remain relevant and competitive.

In a world where change is constant and technology moves faster than ever, Gary Shapiro's words resonate more than ever: "Pivot or die." As media sales professionals, it is not just about keeping up with trends—it's about staying ahead of the curve, leading the way for our clients and adapting our strategies to the evolving landscape. By understanding the latest market shifts and digital innovations, we can offer cutting-edge solutions that drive results. Let's embrace the challenge of staying informed and be the catalysts for progress, both in our careers and in the success of our clients. The future is here — let us be the ones who shape it.

Jeff Schmidt is the SVP of Professional Development. You can reach him at Jeff.Schmidt@rab.com. You can all so connect with him on X and LinkedIn.