If someone told me that the singer Taylor Swift wrote a fascinating article worth reading, I probably would have rather read the back of my daughter’s Fruit Loops…

But that same person told me the article appeared in the Wall Street Journal and was packed with useful tidbits….

I can’t lie; I was mildly intrigued by the notion.

My friend was right. It’s actually a pretty fascinating article and you can read it HERE.

Most important, Swift understands the Principle of Community, which I discuss in detail in my book, Evergreen.

Community is the second C of an Evergreen organization. I’ve already discussed the two other C’s – Character & Content, in past posts. They’re discussed in detail in my book (pre-order bonuses here....a quick side note, the audiobook rights have been sold and the kindle version will be available for pre-order soon)

For example, Taylor writes…

“I think forming a bond with fans in the future will come in the form of constantly providing them with the element of surprise. No, I did not say “shock”; I said “surprise.” I believe couples can stay in love for decades if they just continue to surprise each other, so why can’t this love affair exist between an artist and their fans?”

Taylor understands the importance of cultivating her community.

She also recognizes the important of becoming Evergreen. Primarily, she knows that she needs to nurture and care for the customer base she’s got (each and every single fan), as opposed to constantly chasing the next big thing or another new fan.

Here’s why this is important for you and your business.

Companies that recognize the need for connection and create structures that allow communities to form have a significant advantage when it comes to retaining customers, building customer loyalty, and maximizing customer value.

Now here’s the most important part of today’s post:

We are entering into a new era of business where the winners will be the companies and organizations who have created the deepest bonds with their customers and clients.

It doesn’t matter if you’re selling tires, paintbrushes, or skyscrapers – the song remains the same.

Thankfully, for Taylor and her fans, she gets it. Do you? If you don’t, there’s a competitor coming up behind you who does.

Now, will someone please get the Led out?