If you have access to the Internet since 2005, you are familiar with Taylor Swift.
Image Credit: Gilbert Floors | Getty images
Superstar musician is the most stream artist in the world. She is going to win the first album of the year at the Grammy Awards four times. His ERAS tour produced more than $ 2 billion in ticket sales. And he has a net worth $ 1.6 billion,
That too is generally something valuable with Amazon, Jeff Bezos-installed ecommerce giants who claim $ 2.5 trillion capitalization.
Related: Do not ‘shake’ these 5 businesses, brands and legal lessons from Taylor Swift
According to the former strategist of Harvard Business School Sinad O’Sullyan, in addition to the situation of Swift and Amazon, as two of the two most successful brands in the world, the pair shared a rare feature, which helps them to reach there.
In his new book, Good thoughts and strength moves: ten lessons for success with Taylor SwiftO’Sullyven claims that both Taylor Swift and Amazon have reached the Pinakals of their respective industries via “Antifragile”.
“A rapidly complicated and appears in the random world, some systems perform better In anarchy than others. ,
The concept of “antifragility” belongs to a region of physics called anarchic theory. Nasim Taleb, a American scholar of Mathematics and Financial Markets, coined the word after notices a peculiar incident in systems and organizations in a wide range of areas, from biology to urban development, healthcare and more.
“What he saw is a rapid complex and appears in a random world, some systems perform better In anarchy compared to others, “O’Sullyan writes.
Essentially, the antifragility affects the human’s desire for stability and instincts whether it is different or unstable.
O’Sullyan explains, “The idea of antifragibility is beyond saying that uncertainty is not bad.” “It really says that there is uncertainty GoodAntifragility is not just about avoiding chaos; It is about flourishing in it. It is about flipping the script and changing the adversity into opportunity, uncertainty in innovation and chaos in creativity. ,
Related: Embrace of antifragibility – how to take advantage of uncertainty, instability and stress for unprecedented development and innovation
The immune system and winemaking work serve as real -life examples of antifragility, O’Sullavan notes. A strong immune system has been exposed to pathogens and can better overcome future dangers. Great wine often comes from vines under stress as they grow small grapes with more concentrated taste.
“Amazon’s business really becomes strong because instability erases its rivals.”
The epidemic helped to explain which companies were antifragile, also – people who did not have to wait for the share prices to recover, because they would never really fall before before, according to O’Sullyan. Many major retailers struggled to stock their shelves, Amazon maintained total control over his supply chain and saw his online business.
“In Amazon, there is no point of failure that prevents the toilet paper from waiting for millions of available sellers to eagerly wait for millions of people, saying” O’Sullyan. “Amazon’s business really becomes strong because instability erases its rivals.”
Similarly, Swift has demonstrated remarkable antifragibility while building its business over the years. O’Sullyan cited the moments of four career when Swift took a “destructive” way that weakened the competition and strengthened his brand:
1. In 2014, Swift withdrew his music to the fastest growing music streaming platform at that time from Spotify, as he believed that its compensation model for artists devalued his work.
Why was this step “fatal”, as many industry experts believed that it would happen? According to O’Sullavan, “Friendship First” and “Music later” the relationship plays an important role with their fans.
“Taylor Swift can be compared to Rolex Watch, not Swatch,” O’Sullyan. “The more difficult it is for people to use their music, the more they crave it and are ready to follow it. By withdrawing their music, Taylor Swift is known as ‘Vabelon’ or ‘Luxury’.”
When Swift left Spotify, her music was in a playlist of over 19 million users; The week she returned in 2017, she killed about 48 million streams.
Related: 3 lessons for entrepreneurs from Spotify, who used to win on Taylor Swift and just made their billion-dollar IPO
2. Swift is not afraid of “beef” with other musicians and celebrities – such as Kanye West, he told the stage at the 2009 MTV Music Video Awards that “Beyonse had the best video ever.”
“More Kanye West defeated Taylor Swift, as strong as his fan Aadhaar ralled around him, which, within the Swiftrs, says” O’Sullyan, within the Swiftrs, due to the high level of emotional relationship between Taylor and his fans.
O’Sullivan says “at least from outside, Taylor never starts quarrels,” who also fit within the three main development-fuel “vibes”: “powerful men,” women who are bitch and unnatural “and” right “,” taking advantage of less powerful women.
Related: 7 business fights with more beef than Kanye vs Taylor
3. During the epidemic, Swift released two stunning albums, not one but two stunning albums despite marketing boundaries between lockdown and industry examples.
“When everyone was staggering to get a handle on his life, how was Taylor Swift himself capable of Amazon?” O’Sullivan writes. “Well, most of them come down to the fact that, like Amazon, he has spent making his entire career, buying and spending his own ‘price chain’ or in different parts of the music industry, which he needs to attach to release music.”
Swiftovers “is a hell of a strategic property,” O’Sullyn Note – and enabled him to distribute the main products in the market.
Related: ‘Historically unprecedented demand’: Fans of Taylor Swift caused the tickets of tickets to crash more than 5000 times
4. Finally, Swift rebuilt its albums after selling the Big Machine Label Group to the scooter Braun’s Holdings.
Some industry leaders considered a long and expensive step that “oxygen must suck out of their careers” – but because Swift is antifragile, proved to be the opposite, says O’Sullyan.
“As both Taylor and Amazon show us, (during a crisis), their stock is going to grow,” O’Lay writes Sullyan. “Investors who pay hundreds of crores of dollars to try to do Thinking Does Taylor Swift’s ‘Core Product’ (Music) not just understand her empire and at the same time she understands it. ,
Related: Taylor Swift announced just one surprise, revealing marketing talent behind its $ 1.5 billion fate
Moving forward, leaders of business and strategy who successfully lead through chaos will create all antifragile organizations – Swift is just ahead of sports, says O’Sullyan.
What is more, beneficial as antifragibility, o’Sullyven accepts that it is not easy to adopt. This requires embracing uncertainty and instability, creating flexibility and “admitting strange and bad things”.
O’Sullavan Good thoughts and power go on The Swift’s career offers other takeaways that can apply to entrepreneurs and business leaders to their own, with how to have a unicorn, a strategy and stick for it, build a world instead of products, interact with authenticity and more.
