Recently when driving my son and his wife across the country from Southern Pines, North Carolina to Salt Lake City, Utah, we ended up spending the night in Kansas City, Missouri. (For those that followed our travels – this is the place where the Uhaul had its latch cut off with a grind wheel – and the Bronco had its rear window busted). At that hotel, there was a frenzy of middle, high school and college aged girls (and their families) on the premises going to the Taylor Swift concert the following night. That got me thinking about this… the transition from the place music has played in the minds and hearts of people from my parents generation to the role it plays today. It differs, and I wanted to think about the correlation of it all. I think I figured something out, and the solution to your own challenges in business might very well be what this young lady shown in the illustration figured out.
In part, it is about peopling, and peopling well.
Love your thoughts.
Brian Sykes
Things are different – so engage the difference
There was a quote by a woman in a Door’s documentary (the music group):
“Back then we didn’t realize it was just music.”
This is a profound statement about how the music of the 60s, 70s and maybe all the way up through the iPod generation – made an impact on the listener in a way that it served as a soundtrack to our lives. Each song had a place where it was enmeshed and imbued with new meaning because it was first heard, first experienced, or was overlayed on a moment in time playing through a car radio, a portable Walkman, a record player… it happened and was present.
The way we experience music has dramatically evolved over the years, reflecting the broader changes in our culture, technology, and ways of connecting with each other. From the vinyl records of the 60s and 70s to the modern-day Spotify playlists, the transformation has been substantial.
In the earlier days, the experience of listening to music was deeply personal and communal at the same time. New songs would debut on radio stations, and entire communities would tune in together. Songs served as cultural touchstones, a way to frame and understand our collective experiences. We would remember where we were, who we were with, and how we felt when we heard a particular track. Music was, in essence, the soundtrack to our lives.
Fast forward to the digital era, and the experience of music consumption has changed dramatically. With the advent of the internet, iPods, and smartphones, music has become less about shared moments and more about personal curation. While this increased accessibility and personalization have their advantages, they also have led to a sense of fragmentation and loss of shared cultural experience.
The digital revolution has opened the floodgates of choice, transforming not only how we consume music but also how we live our lives and connect with each other. With an endless array of information, products, and services at our fingertips, the modern consumer is often overwhelmed and, paradoxically, isolated amidst the noise.
There are, however, beacons of commonality that transcend this humdrum of solitude. One such beacon is global music icon Taylor Swift. With her ability to craft universally relatable stories through her music, she has cultivated a dedicated and engaged fanbase known as “Swifties.”
Her ability to bridge the personal and communal, the universal and the unique, offers invaluable lessons for businesses navigating the often confusing landscape of the digital age. To forge meaningful connections in today’s market, businesses can take several cues from Swift’s playbook.
1. Craft a compelling narrative
A business, like a song, should tell a story that people can connect with. This story can be about the brand’s origin, its mission, or the problems it seeks to solve. By weaving a compelling narrative, businesses can connect with their customers on an emotional level, fostering a deeper sense of brand loyalty.
2. Foster a sense of community
Swift’s social media presence serves as a shared space where her fans can come together. In the same vein, businesses should strive to build vibrant online communities around their brand. By providing platforms for customers to interact and share their experiences, companies can foster a sense of belonging and turn customers into brand advocates.
3. Deliver personalized experiences
Despite her global fanbase, Swift’s interactions with her fans are marked by a sense of personal connection. Businesses can emulate this by leveraging customer data to deliver personalized experiences. This could mean tailoring product recommendations based on past purchases, or offering personalized customer service.
4. Advocate shared values
Swift’s fans are drawn to her music, but they also connect with her values. Businesses need to identify, articulate, and live by their values. When a company’s values align with those of its customers, it fosters a deeper connection and a sense of trust.
5. Create shared experiences
Swift’s concerts are a testament to the power of shared experiences. Businesses can create similar experiences through events, workshops, or community challenges. These shared experiences can bring the community together and foster a stronger connection with the brand.
6. Engage directly and authentically
Swift’s direct and authentic communication with her fans makes them feel valued. Businesses should strive to engage directly with their customers, addressing their concerns promptly and sincerely, and seeking their input on new products or initiatives.
7. Consistency is key
Swift’s consistency in delivering high-quality music has helped her maintain her popularity. Similarly, businesses must strive for consistency in their products, services, and brand messaging.
In conclusion, the digital age presents both challenges and opportunities for businesses. While the sheer magnitude of choice can be overwhelming, brands that can create a sense of community, provide personalized experiences, and foster a sense of shared values and experiences can fill the void left by the fragmentation of the modern age. Just like a good song, a good brand can transcend the noise, resonate with its audience, and become a cherished part of their lives.