The man who brought Red Bull to Ireland has thrown his vote of confidence behind the power of radio.
Barry Connolly addressed iRadio staff as key note speaker on their away day at Athlone's Sheraton Hotel.
He spoke with Fionnuala Corbett about the power of radio and the world of opportunity that exists in the relationships between radio and client, and the passionate people that permeate the industry.
Connolly was this year named Irish Times Business Person of the Year, with a slew of inspiring accolades behind him - most recently his sale of nutrition bar company Fulfil to confectionery giant Ferrero for a reported €160 million.
He's also responsible for introducing a range of high-profile drink and confectionery brands here, as well as the popular children's roller shoes 'Heelys'.
But it was a background in radio, sales and advertising that got Mr. Connolly started.
He touched on what it was that drew him to the industry:
"On any week, you might meet ten or fifteen business people, all of whom were passionate about what they were doing".
While learning his trade, he quickly became aware of just how much he could learn by listening to the passion of perspective clients.
"You've got to find your own personal 'zone'. Where do you feel happy? Where do you feel fulfilled?"
Connolly also lamented the fact that the education system only nurtured a certain type of intelligence in schools.
"There's no real concept of 'where is the child most comfortable?"
"You stick them into these ridiculous exams which only reward a certain type of intelligence."
"Radio is an amazing business"
Mr Connolly said he missed being involved in radio . He said he'd love to own love to own "a really good music station".
What makes the audio industry special, he reflected, was the great people and connections you meet while working there.
