If you have access to the Internet since 2005, you are familiar with Taylor Swift.
Image Credit: Gilbert Flores | Getty Images
Superstar musician is the most streamlong artist in the world. She is the first to win the year’s album at the Grammy Awards four times. His time tour created more than 2 billion billion in the sale of tickets. And has its gross value 6 1.6 billion.
It also has a valuable thing with Amazon, which is a Jeff Bezos -driven e -commerce giant, which has a $ 2.5 trillion market capitalization.
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According to the former Harvard Business School, Side and Sullivan’s strategy, as the two successful brands of the world, in addition to the status of Swift and Amazon, the pair has shared a rare trait that has helped them get there.
In his new book, Good ideas and power tricks: Ten lessons of success from Taylor SwiftO Sullivan claims that both Taylor Swift and Amazon have reached the pigs of their own industries by becoming “anti -refugees”.
“In the fastest complex and seemingly random world, some of the systems perform Better In chaos than others. “
The concept of “antifography” is related to a field of physics called the theory of chaos. Naseem Talib, a Lebanese American scholar of mathematics and financial markets, developed the term from biology to urban development, health care and more than more than a strange event in systems and organizations.
“What he saw was that in a rapidly complex and seemingly random world, some of the systems perform Better In chaos compared to others, “and Sullivan writes.
Basically, the antiformality intimidates the human desire of stability and confusion that it is frightened or unstable.
“The idea of ​​anti -five is far ahead, saying that uncertainty should not be bad.” “It is in fact that there is uncertainty Nice. Antifragility is not just about avoiding chaos. It’s about flourishing it. This is about turning the script and turning difficulties into opportunities, changing innovation and creativity in chaos. “
Relevant
The immune system and alcohol work acts as real -life examples of anti -phigy, and Sullivan notes. A strong immune system has been brought to the pathogenesis and can better prevent future risks. Great wine often comes from grapes in pressure as they grow smaller grapes with more concentrated flavors.
“Amazon’s business actually becomes stronger because the fluctuations wipe its rivals.”
According to O Sullivan, pandemic diseases helped to show which companies were anti -reflexes, they also didn’t have to wait for share prices because they would never really fall before. Since many major retailers struggled to store their shelves, Amazon maintained full control over its supply chain and saw an increase in its online business.
“In Amazon, there is no point in failure that millions of people can prevent millions of people from going to buyers from going to buyers,” says O Sullivan. “Amazon’s business actually becomes stronger because the fluctuations wipe its rivals.”
Similarly, Swift has shown a significant anti -five during the past years during the construction of its business. O -Sullivan cited four moments of his career when Swift took the “destructive” route that weakened the competition and strengthened its brand:
1. In 2014, Swift withdrew its music from Spatif, the fastest growing music streaming platform, as he believes the artist’s compensation model has appreciated his work.
Why was the move not “deadly”, as many industry experts assumed that this would happen? According to O Sullivan, “Friendship First” and “Music Later” relationship play an important role.
And Sullivan writes, “Taylor Swift can be compared to a Rolex clock, not Sweet.” “It is difficult for people to access music, so they want it and are willing to follow it. By withdrawing his music, Taylor Swift became the one known as ‘Weblin’ or ‘luxury’.”
When Swift left Spatif, its music was on the playlist of more than 19 million users. The week she returned in 2017, targeted about 48 48 million streams.
Related: 3 lessons for businessmen from Spatifs, who won more than Taylor Swift and made it only billions of dollars
2. Swift is not afraid of “beef” with other musicians and celebrities – as Kanewest told her on the stage at the 2009 MTV music video awards that “Buenos has the best video at all times.”
“More and more in the West defeated Taylor Swift in Kanye West, its fans burn around it, which has a high level of emotional connectivity between Taylor and its fans,” says Oslovan, who has defeated Taylor Swift.
“At least, Taylor never starts a fight,” which also fits within three major growth fuel “wabs”: “Powerful men take advantage of less powerful women,” “” women who are upset and non -civilized “and” because of being on the right side of history. “
Related: 7 business fights with beef more than Kinnie vs. Taylor
3. During the epidemic, Swift released two amazing albums, not one but one of the most marketing limits between lockdown and industry views.
“When everyone was straying to handle their lives, how was Taylor Swift worthy of Amazon?” And Sullivan writes. “Well, most of them appear on the fact that, like Amazon, he has also done his entire career to create, buy and own various parts of his ‘value chain’, or different parts of the music industry, with which they need to engage to release music.”
O Slovan notes, and it enables the market to market the basic products.
Related: ‘Historically Unprecedented Demand’: Taylor Swift fans crashed the ticket master’s site more than 5000 times.
4. Finally, after selling the Big Machine Label Group to Scotter Brown’s Ottic Holdings, Swift resetting its albums.
O Sullivan says some industry leaders considered a long and expensive move that “will suck oxygen from his career” – but since the Swift is anti -Freezeel, the contrary proved to be true.
And Sullivan writes, “As both Taylor and Amazon show us, (during a crisis) happens exactly when their stock is growing.” “Those investors who pay hundreds of millions of dollars try to own Think Does Taylor Swift’s ‘Core Product’ (music) don’t easily understand their empire, and at the same time they understand it? “
Related: Taylor Swift has just announced a surprise, which revealed marketing intelligence behind his $ 1.5 billion good fortune
Os Sullivan says that moving forward, business and strategy leaders who successfully guide all anti -Freezeel organizations – Swift is just before the game.
In addition, as beneficial as the antifography, O Sullivan acknowledged that it was not easy to adopt. It needs to accept uncertainty and fluctuations, create flexibility and accept “strange things”.
O’s the savanon Good ideas and tricks of power Swift’s career offers another techway that businessmen and business leaders may find applicable to them, including how to become a unicorn, adopt strategies and stick to it, build the world instead of products, communicate honestly and much more.