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The value of trust

In this TED talk, Amanda Palmer explains “Business is Personal” in the context of her music and art businesses.

It’s obvious that her connection with fans and followers is personal and immensely important to her.

From a business perspective, not having that connection would mean she’d have to act like most other musicians. IE: Sign with a label, obey the label’s rules, accept their limitations and perhaps tolerate their tweaks to her music.

Making this connection means getting a new fan – and connected fans are where the feedback, revenue and a surfable couch come from.

This personal connection is everything for her – and it can be for you.

Depending on which acts you’ve seen lately, you may or may not have experienced after-concert meet-and-greet sessions like the ones Palmer described. I saw this for the first time at a Heart concert last summer and was pretty impressed. After their set, the opening act (which I’d never heard of) came out into the large grassy seating area. People lined up to connect with them, talk, take photos and get autographs.

Think about it…isn’t this the kind of interaction you’ve like to have after seeing a speaker, musical act or similar performance? Yet so few do, probably due to a fear all too similar to the fear-of-asking that Palmer talked about.


Two of Amanda’s comments stand out for those seeking connections with the people in their market:

  • “Celebrity is about a lot of people loving you from a distance, but the internet… [is] about a few people loving you up close and about those people being enough.”
  • “I trust you this much. Should I? Show me.”

The first one speaks to the personal nature of your business that we talk about regularly: the effort you make to establish trust and connect with KK’s 1000 true fans. The second one is even more personal. You’re asking for some of the most frank feedback you can get. Are you strong enough to ask for it in that way?

Important for entrepreneurs: Amanda talks a little about the trouble with her label. She defines what success means to her, rather than letting her label define it. A huge “discovery” for many entrepreneurs.

Hat tip to Gayle Valeriote for the passing Amanda’s vid to me.