Do you ever feel you have something of value, but are just one connection away from finding success in the knowledge or ideas you possess? All you need is one lead, — one connection. This blog post is about inspiring and teaching you to achieve your dreams by connecting with others who can significantly and permanently change your career forever.
This story begins in 2010, when I was working on my second licensing deal with MTV. I had just finished my first consulting project with the music network. The assignment dealt with advertising technology that monetized consumer-to-consumer communication within social networks. My second assignment with MTV involved the development of a website-building platform that dynamically wrote code for a company or individual, eliminating the need for a developer in the future. Though dozens of these platforms exist today, this concept was a huge innovation at the time.
MTV was interested in using this platform to help create stronger and more intimate relationships between celebrities and their fans. The platform led to numerous meetings with high-level celebrities from music, sports, and Hollywood. Lauren Conrad, Snoop Dogg’s team, Michael Strahan, Adrianna Lima, Travis Barker, and Charles Barkley were just a few of the celebrities with whom MTV and I met concerning this groundbreaking avenue in social connection.
With every meeting, my ability to discuss, demonstrate, and pitch the benefits of this platform improved. I knew the product like the back of my hand, and I could pitch it in my sleep! Of course, I would never actually try to pitch anything in my sleep, since I’m a little bit of a drooler.
But I digress . . .
One day, as I was locked in on my computer, an MTV executive stopped by my desk. He and I had been working together on the project, and he was well aware of my intense work ethic. He held a cup of coffee as he watched me work. I knew he was there, but I was in the zone. My eyes were firmly fixed on my computer screen. My fingers feverishly pecked at the keyboard as though I was finishing a master’s thesis that was due within the hour.
“How would you like to meet with Taylor Swift about using your platform?” he asked.
I continued staring at the screen as my fingers froze above the keys. A silent hum filled the office as I turned to him. “Sure. Who is she?” I asked.
“You’re kidding me, right?” he asked as he set his coffee cup down on the desk next to my computer. I gently pushed the coffee cup away from computer as his hands flailed wildly. “She’s just the next big thing in music! That’s all.”
Remember, this was 2010, when Taylor Swift was just beginning to blossom on the country music scene. Kanye West had no idea who she was either, if you know what I mean.
The executive’s hands had grown quiet again. His face was flush with passion as he explained the importance of this particular artist and her rising fan base. I nodded my head, agreeing with the points he made. I fully understood his reasoning, and I was on board with the idea of pursuing her for our project. When an artist is trending upward and the iron is hot, the time to strike is always “now.” I looked at him and said, “I’m in.”
A huge smile split his face. “I’ll make the call.” He turned and sprinted out of my office as I shouted “You forgot your coffee!” I stared at the cup and gently pushed it farther from my computer. If there’s one thing that wigs me out, it’s coffee on my keyboard.
As I sat at my desk, I realized I was making major contacts through MTV. Even though I was unaware of the immense talent of Taylor Swift, I was thrilled with the opportunity bestowed upon me. One of the most important rules in connecting with high-level people is to always be prepared. You never know when the next break is coming your way, and if you are not ready for action and are unprepared to accept a challenge, you are allowing failure before the process even begins.
As a consultant for MTV, I proved that my skills and work ethic were worthy of their trust. But beyond that, I became a necessity to my employer and future projects because I was fully prepared for any challenge at any time. When you are ready for action, word spreads quickly within the circles of client bases.
I did not know the music of Taylor Swift, but I understood the importance of her talent. I understood that MTV would be using me to help seal the deal with Taylor, but I, in turn, was leveraging their connections for my professional benefit. It was a win-win scenario. I was more than ready for the challenge.
When a high-profile partner such as MTV recommends a meeting with a client, always take it. Often you will take ten meetings and come up empty-handed in nine of them. However, the tenth and final meeting could be the big ticket for you or your company. As a professional, it is imperative to treat each meeting with the utmost respect and as if it is the one that will change your life forever.
My first meeting with Taylor was scheduled with her manager at the Staples Center in Los Angeles, where she was prepping for her upcoming Grammy performance. I arrived early to the venue, which was a good thing. Security was an absolute nightmare! In addition to multiple total body wand treatments, my name was inadvertently left off the pass list, and I had to wait in a holding area until the rest of the MTV executives arrived. I felt like I was in detention, and that if I muttered a single word, I would be forced into another full body wand check!
When the rest of the MTV entourage finally arrived, I was freed. Several security guards escorted our group through the confines of the arena. When we were taken backstage through a darkened pathway, I felt like Clarice Starling being led to Hannibal Lector’s cell. Suddenly we came upon an unmarked dressing room deep inside the underbelly of the Staples Center.
Inside the dressing room, I was introduced to Taylor’s manager. The room was dark and dank. The only bright light came from the vanity mirror. I felt a bit claustrophobic as I quickly pulled my computer out of my bag. With little haste, I gave him a demonstration of the platform and explained the numerous benefits for Taylor and her career. He listened to the pitch and was impressed with the presentation, but as he took a deep breath, I knew something was awry.
He explained that his management team had just spent a fortune on an “all-flash” site, and that they were essentially slaves to their current developer, who took days to upload new content. This was a big problem for everyone involved — we were basically being nicely told, “We’re stuck with this other group.”
I immediately began showing him other technology that would trump their existing platform. As I pulled up more information on the demo, Taylor Swift and her friend barged into the room singing a Rihanna song! I thought to myself, “She is a very good singer.”
Taylor’s manager introduced us and gave her a brief overview of our discussions. She was extremely polite and personable, and although our interaction was short, I felt the mood of the room change. Maybe her manager was beginning to see the platform for its strengths, or maybe he was motivated because she started singing again. I don’t know what made the difference. What I can tell you is that, once she entered the room, the dark, dank, unmarked dressing room became brighter and less claustrophobic.
After the meeting, Taylor’s manager showed increased interest in the platform. He asked our team to meet with him and Taylor’s father in Nashville. From that meeting, we were asked to provide a mockup or sample website on the new platform, which we presented to Taylor’s management team.
Within a few weeks, I met Taylor a second time at the MTV offices in Santa Monica. My team had prepared for days leading up to the meeting, and I felt confident in all phases of our presentation. After a brief introduction by an MTV executive, the reins were handed to me for the hour-long demonstration.
I walked Taylor through every aspect of the platform, answering numerous questions along the way. I was surprised by her great sense of business savvy. She was only 18 years old at the time, but she showed great vision and instincts regarding the connection of between social media and her career. She was highly intelligent, and extremely well-spoken, and definitely very “Hands-On” with regarding the direction of her career. It was a total pleasure to demonstrate the site, because she understood the vision of in what I had created.
During the meeting, Taylor stated her frustrations with her current website. She explained that she was constantly waiting for her developer to make the smallest changes, and in the meantime, the relativity of the moment was often lost. At this point, I began acting on her disappointing feedback. I demonstrated the value of my product, which she sorely needed in her career and with fan interaction. By familiarizing her with my product, I simultaneously emphasized the negative aspects of the underperforming platform she was currently using.
In an instant, I demonstrated how she would be able to build an entire new site on our platform within a few hours. I showed her how she could change any element of her site within seconds. On our platform, she could change colors, fonts, photos, and thoughts on a whim — she could redesign with creative abandon!
Taylor’s eyes flew wide open! She was beyond thrilled with the ideas that rushed through her mind. With this platform, she could redesign her site every week if she wanted to. She could express her feelings, gratitude, and ideas on a grander scale and within moments of her thoughts. A smile spread across her face, and I could feel her happiness. I tried to remain stoic because I wanted to be professional, but inside, my smile was as big as hers.
Taylor exclaimed that she felt a huge weight lifted from her shoulders. She was ready to launch the new site right away and was eager to start playing around with the technology platform herself. At that point, she referred to me as “Boy Genius.” I didn’t try to hide my smile. Had she really just dropped a “Boy Genius” on me?
To say I was prepared for my presentation would be an understatement. I predicted every question she would ask and was ready to answer immediately. I was poised, controlled, and confident throughout the demonstration. But, more than anything, I was articulate in my message.
We only had one more hurdle to clear before the deal was complete and we could officially proceed. I had to demonstrate the platform one final time: with Taylor’s parents, who were heavily involved in her career at that time.
I met with her parents at the Four Seasons Hotel in Beverly Hills while Taylor was in town for her concert. Taylor was only present for a few minutes to say “Hello” and was quickly whisked away for an interview with a major magazine. After her parents signed off, MTV formalized an agreement, and my team and I were tasked with designing and building a more robust website incorporating some additional third-party technology platforms.
Once the site was built, we flew to Nashville to present it to Taylor in person. The meeting couldn’t have gone better and ended with another “Boy Genius” reference. I smiled once again. Maybe I should put that on my business card.
After the meeting, I had a great lunch with her father, continuing our conversation about launch plans for the site. I went on to help manage different aspects and iterations of Taylor’s website for the next year and a half, including the Taylor Nation fan initiative. I created a great rapport with her parents, and I earned their trust through my work and my word.
I met with several celebrities during my years in Los Angeles, but I can honestly say that Taylor Swift was the most glowing example that the power of a trending star should never be underestimated. There is a reason that people like Taylor Swift become such positive forces. She was intelligent and intuitive, and she showed great foresight for her career and herself. She was definitely worth the dark journey through the bowels of the Staples Center (but I could have done without all the wand checks).
Here’s the high level formula I used for connecting with Taylor Swift:
Always be prepared:
You never know who you will be working with next, so be prepared at all times!
Leverage connectors:
I used my business relationship with MTV, which had strong ties to Taylor.
Provide value:
I understood that Taylor and her team were extremely frustrated about spending too much money and time on their underperforming previous site.
Build rapport:
I spent a great deal of time getting to know Taylor’s team (her father, mother, and manager) so that Taylor herself would feel comfortable with me. I was always polite, courteous, and prepared for any questions or concerns that might have arisen.
