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Ted Turner inherits his father's company at a young age and is determined to expand into new industries. He acquires billboard companies, radio stations, and eventually local TV stations. To finance these deals, he gets creative with financing, often using seller financing or finding banks willing to lend. He also forms relationships with cable TV operators, who were seen as competitors by traditional broadcasters, and pioneers the concept of the superstation. He understands the power of direct response advertising and uses it to prove the viability of his TV stations. He believes in cable TV and has the foresight to create the world's first 24-hour news station, CNN.
Ted Turner faces numerous challenges in his career, from regulatory hurdles and lawsuits to resistance from established broadcasters and networks. Despite these challenges, he never wavers in his belief in cable as a distribution channel and the potential of his ideas. He fights for his vision, takes risks, and proves his concepts through trial and error. He shows an unmatched dedication, constantly working long hours and even sleeping in his office. Turner's persistence, adaptability, and refusal to accept artificial impediments contribute to his success.
Ted Turner differentiates his businesses by offering unique programming and approaches. He extends programs to compete against commercials, changes program start times for advantage, and invests in recolorizing black-and-white movies for increased viewership. He uses direct response advertising and leverages data from personal check payments to prove the extended reach of his TV stations. He leverages his knowledge of history and military strategies to shape his business decisions, such as the analogy he draws between his CNN launch strategy and Rommel's desert campaign.
To fund the launch of CNN, Ted Turner sells off valuable assets and takes on high-interest loans. He sells a local TV station in Charlotte for a significant profit and uses the proceeds to finance CNN's launch. Turner's belief in the viability of CNN and the potential of cable news drives him to take risks and make sacrifices, including selling off valuable assets. He sees the initial phase as a crucial hurdle to prove the concept, believing that once established, CNN would have easier access to capital.
Hiring A-players is crucial in ensuring the success of a company. Steve Jobs emphasizes the significance of competing against people who are bigger and stronger, but have less commitment and desire. Ted Turner's success against larger competitors like RCA attributes to his full commitment, stronger desire, and higher belief in cable and satellite TV. Hiring A-players who think like the founder and align with the company's values is vital. Warren Buffett, Jeff Bezos, and David Ogilvy all prioritize hiring talented individuals who can raise the bar for future hires. Recruitment should not be a rushed process, as every new hire impacts the overall talent pool. The ability to hire people who are smarter or more skilled than oneself is a valuable trait in an effective leader. Hiring for social skills, self-confidence, curiosity, and passion also contributes to building a strong team. Founders need to create an environment where employees feel they are surrounded by equally talented individuals and their work has a significant impact.
Different founders employ various strategies when it comes to recruiting. Some find great work and then attempt to hire the people responsible for it. Others ask candidates about their reading habits, recognizing that curious and passionate people often make for creative team members. Hiring individuals who already work at the company, as Les Schwab did, fosters a sense of loyalty and promotes the growth of internal talent. Nolan Bushnell suggests hiring based on passion and intensity, an approach that he employed when hiring Steve Jobs. Following recruitment, founders like Elon Musk personally assess and interview potential employees to ensure they align with the company's values and vision.
Beyond recruitment, founders must create an environment that cultivates excellence and enables employees to feel part of something bigger than themselves. Steve Jobs explains the importance of building a team of A-players who are surrounded by equally talented individuals. Ted Turner's success can be attributed to his strong belief, commitment, and desire. Warren Buffett, Peter Thiel, and Thomas Edison all advocate for hiring individuals who think like the founder and share the company's values. Leaders should provide a sense of purpose and a clear vision to ensure that employees feel their work will have a tremendous influence.
What I learned from reading Ted Turner's Autobiography.
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Listen to Art of Investing #4 David Senra Lessons from the Founder Historian.
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(9:00) My net worth dropped by about 67 million per week, or nearly 10 million per day, every day for two and a half years.
(10:00) Once to drive home a point about the difficulties of attracting good loyal employees he told me: Jesus only had to pick 12 disciples and even one of those didn't turn out well.
(10:00) Early to bed, early to rise, work like hell, and advertise .
(11:00) Total Recall: My Unbelievably True Life Story by Arnold Schwarzenegger. (Founders #141)
(13:30) The problem isn't getting rich, it's staying sane. — Charlie Munger
(17:00) I learned a lesson that would stick with me throughout my career. When the chips are down in the pressure's on it's amazing to how creative people can be.
(20:00) My father always maintained many of the different billboard businesses as separate legal entities. (He didn’t want to dilute ownership of his main company and separate entities allowed for periodic reorganization to offset capital gains liabilities.
(20:30) When you own an asset your job is to maximize its value.
(23:00) He combines the assets he has in a way his competitors can not.
(24:00) The more I learned about TV stations the more I realized that ours was a disaster. Of the 35 people who were on the payroll when we took over only two were still there a year later —the custodian and the receptionist.
(25:00) Ted Turner believed in the power of television more than almost anybody else.
(30:30) My dad taught me early on that longterm relationships with your customers and partners are very important. You never know how the guy who you're friendly with today might be able to help you tomorrow.
(31:00) Cable Cowboy: John Malone and the Rise of the Modern Cable Business by Mark Robichaux. (Founders #268)
(32:00) What other people in his industry sees as a threat, Ted sees as an opportunity.
(37:00) These issues were all unchartered territory. All of us, the regulators, the broadcasters, the program suppliers and the leagues were sorting things out on the fly. I was working as hard as I could. I'd go all out during the day, working on sales, distribution, regulatory issues, whatever the battle happened to be, and I'd worked right up until it was time to fall asleep. I had a pull down Murphy bed in my office and I would literally work until the point of total exhaustion. Then I'd put my head on the pillow at night worried about problems. Then I'd wake up and spend the entire next day trying to solve them.
(44:00) One of the most important ideas in the book is the power of Belief: Clearly the company for whom the economics of 24 hour news would have made the most sense with a big three broadcasters. They already had most of what was needed: studios, bureaus, reporters, anchors. They had everything but a belief in cable.
(45:00) I'm going to be a billionaire. And here's why. I'm going to put this station up on a satellite and I'm going to get a news thing going. Sports, movies and news, 24 hours a day, all over the world. He said this in 1976.
(46:00) Henry Ford didn't need focus groups to tell him that people would prefer inexpensive, dependable automobiles over horses. Alexander Graham Bell never stopped to worry about whether people would prefer speaking to each other on a phone.
(49:00) I'm always convinced that one of the reasons that I've been successful is that I've almost always competed against people who were bigger and stronger, but who had less commitment and desire than I did. For Turner Broadcasting this dispute meant everything. We had to win.
(52:00) Ted’s Superstation idea is printing money: $177 million in revenue and $66 million in profit. This is in the 1980s!
(53:00) It would be 13 years before we faced another 24 hour news channel.
(57:00) He has a keen understanding of how to combine assets to create an advantage that no one else has.
(58:00) The Gambler: How Penniless Dropout Kirk Kerkorian Became the Greatest Deal Maker in Capitalist History by William C. Rempel. (Founders #65)
(58:00) Genius has the fewest moving parts. Never get into deals that are too complicated.
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