“What we’re all striving for is authenticity, a spirit-to-spirit connection.”
It's official: British singing phenom Susan Boyle's video clip is the most downloaded in a single week in the history of the Internet. She's made fans of Oprah, Jay Leno, Elaine Paige, Simon Cowell, Demi Moore and millions of people who have watched her sing "I Dreamed a Dream" from Les Misérables. With a three minute performance, Susan Boyle rocketed from the depths of obscurity to the heights of fame in a matter of days. What can Susan’s experience teach business owners?
Authenticity -- As a culture we've become so cynical and jaded. Susan seems like the real deal and it is so refreshing. It's a reminder that you don't have to try to make your company appear bigger, faster or better than it really is. You only need to discover what your unique talents are and give them voice.
Timing - I read online that Susan tried out for Britain's Got Talent many times but until this year she never progressed to the final round. Was her voice any different in prior years? Probably not. Perhaps in those years the gatekeepers couldn't see beyond her age or appearance to give her a chance.
Timing plays a huge role in success and persistence pays. If your brand’s story isn't being heard the way you'd like, consider Susan's example to inspire you to keep trying. You never know when the stars align and your story fits a perfect need of the moment. The only guarantee is if you don't try, it will never happen.
Technology - The people have crowned Susan Boyle a winner, not the media. From YouTube to susan-boyle.com, to email, blogging and Twitter, tens of millions of ordinary folks got on the computer and turned this woman into a global superstar almost overnight. It's a great example of the power of the online world. There's no reason why your brand cannot capture people's attention online too, if you're savvy and give them a reason to care. If you haven't made your company's online presence a key factor in your marketing strategy, let Susan Boyle be your wake-up call.
© Barbara Wayman, APR, BlueTree Media, all rights reserved