What can Taylor Swift’s Eras Tour teach you about business and leadership?
“Never be so kind you forget to be clever, never be so clever you forget to be kind.”
– from Marjorie by Taylor Swift, Aaron Dessner
Whether you love Taylor Swift or think she’s overrated, there’s something to be learned from her current tour and her career. Full disclosure, I’m a “contact Swiftie.” I have a kid who adores Swift’s music – the storytelling, the layered beats and harmonies, the creativity, and her poetic descriptions of the human experience. We were fortunate to be able to attend the Eras Tour and were not disappointed.
We sang, danced, and experienced a kind of collective joy that, in my opinion, has been in short supply for a long time. During the opening numbers, I turned to look at everyone around me – high up in the nosebleed section I should add – and there was not a single person who wasn’t smiling, singing, and moving. It didn’t matter they were as far away from the stage as possible in that venue. It didn’t matter that dancing at that altitude was an act of faith. It didn’t matter that Ms. Swift was accessible to our vision by way of an incredibly large projection of her image on the screens behind the stage.
I was in awe, and I was overwhelmed with happiness. It was the collective therapy we needed – a type of group catharsis. I kept thinking – how did she bring us to this place?
As I continue to process the performance and the atmosphere, I have realized that beyond the obvious experience of the concert, Taylor Swift and her Eras Tour have provided us with a sort of handbook for how to build a brand, engage your customers, and be an effective leader.
Here are the takeaways that have stuck with me since that night – in no particular order (kind of like the Eras set list!):
If you want to lead, figure out how to be authentically vulnerable but still exude confidence and approachability. People will follow a leader who is willing to share the good, the bad, and the ugly of the journey. Mistakes and failures are inevitable.
As the saying goes, when life gives you lemons you have the opportunity to…
Make Lemonade! Things don’t always go your way, or the way you planned it, and often it’s beyond your control. What is within your control is how you respond in times of adversity. The show must go on – it might be uncomfortable for a period of time, and you might have to pivot and be a little bit creative, but that’s part of the fun of charting new territory.
You build confidence in the ability to chart that new territory and adapt by…
Creating a common goal and getting out of the way! The creativity of Swift’s fans showing up in all manner of glitter and sequins, with lyrics and phrases splashed across every type of clothing, in cowboy boots, heels or sneakers, was an homage to “there is more than one way to get a job done.” Making a space for everyone to let their light shine is good for the soul…and for business.
Diversity, inclusion, and belonging are more than words on a page. They are a commitment to…
Creating a big enough table so that everyone feels welcomed and celebrated. It was refreshing to see the acceptance and camaraderie that organically happened whether in food and bathroom lines, on the ramp out of the stadium, or in the parking lots. There was plenty of space for everyone to just be themselves – no cynicism, no judgment.
The highlight of the night was that…
A space was created for everyone to feel seen and appreciated. I would say the vast majority of attendees wanted to spread kindness in ways that felt unforced and uplifting. On the way out, I spotted a mom and a little girl with matching denim jackets with a sprawling “NICE!” glittering across the back. I felt compelled to tell the mom that the jackets were adorable – she smiled and thanked me. It was a small moment of “I see you” and I appreciate your efforts.
And speaking of exits…
How were people feeling at the end of the concert when the lights flipped on and the long walk to the parking lots began? They sang, they danced, and they cried. You got the sense that they would definitely do it all over again…and again…and again. Three hours went by like time had no meaning – that show could have been eight hours long and the crowd would have loved every moment and it would never have been enough.
That’s why it’s so important to create…
Boundaries. When the show was over, it was over. No encores, no lingering. Understanding when it’s time to wrap up is sometimes hard – will she come back out? Should we wait? Nope. She did her job, and we did ours – success. Feel your feelings, experience the joy and the pain, and appreciate how far you’ve come and what’s yet to come…a new Era.
As Ms. Swift entertained us for over three hours, she took moments to look around the stadium and absorb the pure joyful energy. As she looked across the sea of 70,000 light up bracelets and cheering fans, she said, “this is extraordinary.” And it was.
When was the last time you looked at your team, your organization, or your life and said that?