Kevin Evers emphasizes the significance of trust and consistency in building a brand, as illustrated by Taylor Swift's remarkable $2 billion Eras Tour.
Avers highlights the importance of fan engagement and adaptability in Taylor Swift's marketing strategy, offering valuable lessons for leaders across industries.
Deep dives
Career Journey and Role at Harvard Business Review
Kevin Avers recounts his unconventional path to becoming a senior editor at Harvard Business Review, which began with a background in film studies rather than business. Initially focusing on a Ph.D. in film, he pivoted into publishing, where he found fulfillment in aiding authors to develop and maximize their ideas. Over nearly 15 years with the Harvard Business Review, Avers has honed his skills in scouting and nurturing talent, emphasizing the importance of brand reputation in attracting high-quality authors. His role is vital as it not only helps shape innovative ideas but also builds trust among readers who seek content from a reputable source.
Insightful Lessons from Editing Process
Avers shares that a key insight from his editing experience is understanding the importance of realizing authors' visions rather than imposing his own. Every writing project presents unique challenges, as the creative process is often non-linear, leading to manuscripts that may not fully reflect the original vision. The difficulty lies in identifying the overarching issues in drafts that can derail a project, often requiring a collaborative approach to refining ideas. This perspective helps him maintain a clear focus on the author's objectives, ultimately leading to a more successful publication.
Key Strategic Themes in Successful Business Books
In discussing impactful business literature, Avers highlights the importance of both timelessness and innovation in successful books. For example, he notes the enduring popularity of 'How Finance Works' as an ideal case, illustrating how books that address persistent needs resonate deeply with readers. He also emphasizes a willingness to push boundaries when publishing topics that may seem unconventional for a prestigious outlet like Harvard Business Review. This balance between intellectual rigor and engaging content exemplifies the qualities that lead to a book's sustained success in the marketplace.
Taylor Swift's Strategic Acumen and Lessons for Leaders
The discussion shifts to Avers' new book about Taylor Swift, highlighting her unique approach to decision-making and brand management. Avers points out that Swift's instinctual and personal approach has been a significant factor in her success, as seen in her careful evolution from country to pop music without alienating her fan base. He draws parallels between her customer-obsessed marketing strategy and established business principles, such as those advocated by Jeff Bezos regarding delighting customers. Ultimately, Avers believes that Swift’s continuous engagement with fans and ability to adapt is a powerful lesson for leaders in any industry aiming to cultivate strong relationships with their customers.
Welcome to Strategy Skills episode 544, an interview with the author of There's Nothing Like This: The Strategic Genius of Taylor Swift, Kevin Evers.
In this episode, Kevin shares insights from his new book on Taylor Swift, noting her strategic decision-making and marketing tactics that led her to where she is today. He stresses the value of trust and consistency in building a brand, citing Taylor Swift's $2 billion Eras Tour and her 2% market share in 2024. Kevin also underscores how Taylor treats her fans, leveraging fan engagement for marketing success, and how we can adopt it in the business world.
Kevin Evers is a Senior Editor at Harvard Business Review. Passionate about shaping groundbreaking research and amplifying pioneering ideas, he has edited bestselling and award-winning books on high performance, creativity, innovation, digital disruption, marketing, and strategy. He has also written popular articles on brain science, Hollywood blockbusters, the art of persuasion, and the unpredictability of success. He holds a bachelor's degree in English from Hobart and William Smith Colleges and an MFA in film studies from Boston University.
