I once worked for a man in radio who took over a highly listened to, but poorly performing station in Texas. They were selling most of their available commercials but were not making budget projections.

He decided to double the rates they charged for advertising. All of his sales people told him he was crazy and that advertisers wouldn’t pay that amount. His thinking was a bit different. He said he could make as much as they were making then if only half of the current advertisers stayed on, and they would have a lot more commercial inventory available for sale.

He raised his rates and advertisers were willing to pay them to have their commercials play on his highly listened to radio station. He solved the budget problem with one decision.

How much do you charge to rent room in your mind?

If you’re like most of us, you have a lot of freeloaders in there not contributing to the bottom line. You have low yielding thoughts that keep coming around again and again, and as long as they remain in place, there’s no room for a higher paying customer.

It’s time to set a new standard. You cannot control what thoughts apply for space in your mind, but you can decide how much time you’ll allot them.

The one decision you have to make is to notice.

Just take 5 minutes right now and observe your mind at work. What you will notice is that thoughts pop in from nowhere. You have no control over the next thought that pops into your mind, or the next. They line up outside of your awareness and then knock on your door to get attention. If you engage them, you allow them to take up room in your mind. If you simply notice them, without engagement, they go away.

You get to decide which thoughts hang around and which ones get to go away by the simple act of detached observation.

You have to decide what your thought inventory is worth and charge the appropriate rates, otherwise you’ll be stuck with the low paying thoughts you have and won’t progress.

Make a conscious decision to notice your thoughts. Each time you make the effort, you make space for something new and more rewarding to pop in.

Take a tip from my savvy old general manager – Raise your rates!

All the best,

John

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