It’s been said dozens of ways, but there’s no bigger truth than this:
Everyone’s jealous of what you’ve got. No one is jealous of what it took to get there.
This was also said by Taylor Swift, who is undoubtedly one of the hardest-working performers ever. And there’s a lot we, as business owners, can learn from her.
Now, while I wouldn’t consider myself a Taylor Swift fan, per se, I’m fascinated by the business of Taylor Swift, including the success of her Eras Tour (the most lucrative of all time) and the popularity of her July 4 wedding weekend at Madison Square Garden, which was treated like an American royal wedding.
I mean, even the Empire State Building was lit up in “something blue” to celebrate the grand affair.
Having spent July 4 weekend in Nashville, TN, home of thousands of musicians, performers and songwriters (including Taylor), I couldn’t help but reflect on why she’s had such massive success compared to the ridiculously talented (but little-known) folks I had the pleasure of listening to all weekend.
So let’s talk about what separates her from the rest:
#1 She Leads with Her Values
Taylor Swift isn’t just a singer churning out popular songs. She has built an entire community around the values she and her music represent. Values like friendship, love, openness, quality, and generosity.
Ask yourself: Do you openly communicate your values to clients? Is this part of your process and, if not, should it be?
#2 Her Craft Creates Stickiness
She not only put on an epic tour, but she also created an environment where fans could connect with one another, share stories, be vulnerable, show up as themselves, and even trade homemade bracelets.
That “craft” element of her tour set it apart from anything I’ve ever heard of in my lifetime and created a stickiness factor that had fans lining up for multiple shows. It was like part Grateful Dead concert, part childhood sleepover, part Super Bowl.
Ask yourself: Is there a way to weave an element of craft into your clients’ experience working with you? Something tactile? Something memorable? Something to create stickiness so they keep coming back?
#3 Her Leadership Is Never About Her
She intentionally created a team culture where it’s never about one person, even her, the megastar. For example, at a party, she introduced a backup singer as, “This is Jeslyn. We sing together.” Most megastars would just introduce her as a backup singer. Rightfully so, Jeslyn was floored at how humble Taylor was and how boldly she shines light on others.
Ask yourself: Do you allow your team, partners, freelancers and subcontractors to shine bright and expand their own possibilities? Or do you tend to hoard the spotlight all for yourself?
#4 She Takes Risks and Breaks Molds
When Whyley Yoshimura, a male dancer, told Taylor it was his dream to perform in the all-female song “Ready for It,” Taylor thinks on it for a moment and then says, “YES.”
He not only crushed it, but added so much depth to an already perfect act. Watch this clip and see if you can catch the moment when his fellow dancer gives him a big “you did it!” wink on stage.
Also, unlike any other artist I’ve seen, she intentionally cast dancers who looked different, stood out, and reflected the different bodies of her fans. And she admitted that they pulled focus away from her.
But Taylor wanted a show where each of them got to be a star. That led to each dancer developing their own huge fanbases, something they said had never happened for them before Eras.
For a larger-body dancer like Kameron Saunders, this meant everything. After years of being told by casting agents that he didn’t have the right “look,” he finally landed the gig of a lifetime when Taylor said that his look was exactly what she was searching for.
Ask yourself: Do you accept the business status quo or are you willing to break the mold, take risks, and change the way working works? And what could be possible for you and your business if you redefined how to run a business like yours? If you were bolder? Braver? Even more original?
#5 She Never Forgets to Show Gratitude
Taylor personally handwrote hundreds of thank-you notes to everyone who worked on the tour, from the backup singers to the truck drivers. She even went so far as to wax seal each envelope to add that extra craft touch. And she insisted on doing it all herself so that it felt personal for each team member.
Ask yourself: When someone sends you a referral or makes an introduction, are you intentional about how you show gratitude? What about when a client engagement is finished? Is that gratitude enough to make an impact on that person? Is it memorable?
So, yeah, I see why Taylor’s wedding was such a big deal for people, even those who aren’t huge fans of her music.
She does things differently. Her way. Taylor’s version.
And I think there’s a bit of wisdom all of us can learn from that.
