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When is the right time to take bold risks, even when things are going well? How can Taylor Swift’s success strategy inform therapists? What lessons from her consistency, trust, and fan focus can therapists apply to their practices?
In this podcast episode, Joe Sanok speaks with HBR Senior Editor Kevin Evers, the author of There’s Nothing Like This: The Strategic Genius of Taylor Swift.
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Meet Kevin Evers
Kevin Evers is a senior editor at Harvard Business Review, where he has spent nearly 15 years shaping bestselling books on strategy, innovation, and leadership. With a background in English and film studies, he brings a storyteller’s eye to business ideas. He is the author of There’s Nothing Like This: The Strategic Genius of Taylor Swift, which examines Swift’s career as a masterclass in branding, adaptability, and strategic thinking.
In This Podcast
- There’s nothing like this strategy
- Insights from this strategy for your counselling practice
- When to make the leap
- Kevin’s advice to private practitioners
There’s nothing like this strategy
When I researched her early career, what surprised me was that she had such a clear vision for what she wanted to do at 13, 14 years old, which seemed really rare to be … Her clear vision was that she wanted to write her own songs … and write [them] for an audience of her peers. (Kevin Evers)
At that time, country music for teenage girls did not exist, and it wasn’t considered to exist anytime soon. However, this was Taylor’s vision, and she created it.
Using this clear vision, Taylor depended on it to help her structure her early career and professional choices.
Taylor stuck to her guns, she really did. She made some bold decisions based on that vision. She had a development deal with RCA Records, one of the biggest labels in Nashville music, and she ended up leaving them because they didn’t believe in her vision. (Kevin Evers)
Insights from this strategy for your counselling practice
What can everyday therapists, counsellors, and practitioners learn from Taylor Swift? Well, it turns out, a fair amount!
The biggest thing about Taylor is that she’s been doing this for two decades, and she’s never stopped creating music. I mean, for the last two decades she’s released 11 studio albums, four rerecordings … She built her career based on trust and consistency, and she’s also realized that her talent is really important. (Kevin Evers)
Taylor is:
- Consistent
- Trustworthy in her brand and promise
- Aware of her impact
- Aware of the type of person her common listener is
In many ways, Taylor’s business strategy is similar to that of someone working in mental health.
By being consistent, trustworthy, aligned with a long-term vision that keeps the ideal audience in mind, the work that she – and you – can produce is imbued with integrity and a clear vision and mission.
Her actions show that she is equally obsessed with her fans and customers, and that is so critical to her success. She’s fan-obsessed, and she goes above and beyond for her fans. (Kevin Evers)
Because Taylor also writes all of her own songs, she incorporates her life experiences into her work, which means that even though her brand remains consistent, she gives herself – and her audience – the chance to grow together.
When to make the leap
Taylor switched from country to pop at the peak of her popularity in the 2010s. She was urged not to by her label, but she refused, and her decision carried her through.
She tends to make bold choices when she’s uber successful and popular. This happened back in 2014. For years, she had been in country music and pop at the same time, and this was a great strategy for her … But in 2014, she decided to go full-on pop, and she left country music completely behind, an entire market essentially. She received a lot of push-back … And she said, “Absolutely not, I’m sticking with pure pop music”, and that turned out to be a good decision for her because she expanded her fan base and her global appeal at the same time, and that album is one of the most successful albums of the 2010s. (Kevin Evers)
She takes bold risks when things are going well. Instead of only ever sticking to what works, she knows how and when to adapt, which is what adds to her longevity and relevance throughout the decades.
Kevin’s advice to private practitioners
Keep going! This is Kevin’s advice based on Taylor’s words. Keep going.
Books mentioned in this episode:
Kevin Evers – There’s Nothing Like This: The Strategic Genius of Taylor Swift
Sponsors Mentioned in this episode:
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Meet Joe Sanok
Joe Sanok helps counselors to create thriving practices that are the envy of other counselors. He has helped counselors to grow their businesses by 50-500% and is proud of all the private practice owners who are growing their income, influence, and impact on the world. Click here to explore consulting with Joe.
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