Magazine article Management Today

Brainfood: Decisions - Sumerah Ahmad, Club Asia, Co-Founder of the Award-Winning London Radio Station

Magazine article Management Today

Brainfood: Decisions - Sumerah Ahmad, Club Asia, Co-Founder of the Award-Winning London Radio Station

Article excerpt

MY BEST ... was deciding with my sister Humerah to set up the business in the first place.

Neither of us had any previous experience in radio, so we had a phenomenal potential to fail. The likelihood of brand-new, would-be radio operators winning an application for a radio licence in the most competitive market in Europe against heavyweight radio broadcasters like Emap, GWR and humungous companies like Disney - that's just preposterous! We decided to do it anyway, and I think that our naivety worked for us. Maybe if we'd had a better understanding of how tough the market is, we would have given up. Sometimes, what you don't know works more to your advantage than what you do know.

We really did have to devote our entire attention to it and there was absolutely no guarantee that we would get the licence because, when someone else is making the decision, you can only do so much. At the end of the day, it was out of our hands, so we just had to do the best we could and then sit back and wait.

MY WORST . …

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