Always be sure to grab an opportunity where it comes along. Trust your instincts and fight for your ideas.
A Surprising Telex
It was 1988 and I was Head of Publicity and Promotions at LBC Radio and Independent Radio News when a telex arrived in the newsroom. It was from a British athlete preparing for the Calgary Winter Olympics—he had his kit stolen. He wanted £3,000 to replace his equipment, and in return, LBC would be his sole sponsor. He would wear LBC branding at all times outside competitions and within Olympic rules.
Recognising an Opportunity
The athlete in question was a ski jumper at a time when nobody had heard of British ski jumpers competing anywhere—certainly not at the Olympics. My instincts told me this could be a huge opportunity for the station, so I immediately went to see my Managing Director to pitch for the money. My boss was an ex-army colonel, and I obviously didn’t make a great case because he told me not to be ridiculous! I should have kept going but didn’t. I should have trusted my instincts and fought for them. It reminds me of the times when copilots realise that their captain is wrong and fail to correct the mistake, sometimes with disastrous consequences.
The Opportunity Lost
Nobody died here, but LBC lost the opportunity for worldwide publicity and fame. The ski jumper was Eddie “The Eagle” Edwards. He became THE story of the Calgary Winter Olympics and, for a time, the most famous person in the world. LBC could have sponsored him for £3,000. The lesson? Trust your instincts and fight for them!