WHAT’S ON DECK
Tell Me More: 5 Business Strategies From Taylor Swift’s Playbook
Troublemaker Spotlight: Emilie Cotter, CMO, Audi of America
Dear FQ: How to Create the Perfect OOO Message
Poll the Pack: The Power of Clear Company Values
TELL ME MORE
Business Leaders Can Draw Important Lessons From 5 Strategic Moves That Have Contributed to Taylor Swift’s Unprecedented Success
Swift’s net worth surpassed $1.6 billion, the first musician to reach the monetary milestone mainly from songs and performances. She continues to deliver a masterclass in marketing, fandom, and evolution—effortlessly shaping the music industry on her own terms. She didn’t just rise to the top; she engineered her way there. From crafting intricate Easter eggs that fuel endless fan engagement to seamlessly adapting to new platforms before they peak, she always seems to be ten steps ahead.
Reinventing album rollouts, redefining ownership, and turning every era into a cultural phenomenon—Taylor isn’t just playing the game; she’s rewriting the rules. And business leaders can learn from her. The strategies she used to grow from a Nashville cafe singer to international sensation are applicable to employees and leaders alike. So how can you follow Swift’s playbook and enter your Success Era? HBR breaks it down so you can prove the skeptics wrong and build an unshakeable career and reputation.
5 Business Strategies From Taylor Swift’s Playbook
1. Identify an Untapped Market
When Swift started out as a country singer, the genre was dominated by songs about marriage, kids, and “adult life” that didn’t relate to the teenage singer. So she focused on the “blue ocean” (the term used to describe a market with little competition) and doubled down on songs about her middle school crush. Swift released her first album in 2006, and it became the longest-charting country album on the Billboard 200. She was 16 years old.
2. Reinvent Yourself to Avoid Complacency
In 2006, Taylor Swift was an emerging star performing to country fans across North America. Many singers would have felt they’d “made it” right then and there. But Swift continued to evolve and experiment with new styles in order to broaden her appeal. In 2012, she released “I Knew You Were Trouble,” marking her first foray beyond country. It was a risk—and it worked.
3. Your Personal Brand Is Packed With Power
From the very beginning, Taylor Swift’s lyrics and songs have referenced very real experiences in her day-to-day life. Beyond that, Swift has rebelled against the typical superstar image by staying down to earth (or at least trying to) through genuine interactions with communities and making her values and voice clearly known. She made substantial and quiet donations to food banks and hunger relief organizations in cities she toured worldwide. Not to mention, she gave $197 million in bonuses to her Eras Tour team, including truck drivers, dancers, tech crews, caterers, security, and more. Swift has consistently walked the talk on what she stands for. And her fans love her for it.
4. Listen to Your Audience
Taylor Swift’s fans are on another level—have you seen the friendship bracelets? From the very beginning of her journey to stardom, Swift prioritized connecting with her fans on social media, commenting and engaging with them personally. One study even revealed that 53% of Americans consider themselves a fan of Taylor Swift, clearly demonstrating the value of meeting your customers where they are. She didn’t just appeal to girls—she made it a family affair.
5. What’s Right May Not Be What’s Popular...Yet
When Taylor Swift entered the country music scene, the industry was leaning heavily into male artists like Brad Paisley and Rascal Flatts. Swift stayed true to herself, was unafraid of saying ‘no’, strategically turning down collaborations and proving what she knew was true all along: teenage girls could relate to her. Swift pushed back against industry standards, knowing it would make her unpopular in the short term, but the long-term benefits would make up for it.
Taylor Swift didn’t accept the status quo. She rewrote the entire playbook. And employees, business leaders, and entrepreneurs everywhere can learn a thing (or five) from the mastermind herself.
TROUBLEMAKER SPOTLIGHT
Emilie Cotter, CMO, Audi of America
Overseeing marketing for one of the world’s most recognizable car brands during its largest product launch initiative in company history is enough to make any seasoned marketer sweat. Emilie Cotter has been through this before. With over 25 years of experience guiding brands through transformation, from Star Wars to nonprofits, Emilie joined Audi at a pivotal time. As the auto industry transitions to an electric future, Emilie is leading Audi’s marketing team through this monumental change. Fully embracing the challenges that come with transformation, Emilie’s team has launched innovative partnerships to win over fans, like teaming up with Inter Miami CF for an elite fleet of pink-wrapped vehicles and unique test drive experiences.
FQ: What’s the worst career advice you’ve gotten?
EC: “Let it go—it's not worth it.” If you believe in something, it's worth it. And you have to believe in your work. If you can't find worth in it, then get a new gig.
What’s the best piece of non-obvious career advice you’ve gotten?
Since I was young, my dad always said, “Be sugarcoated steel.” And I always carry that with me.
Be friendly, but be who you are. Have a steel core, but have a little bit of a cotton candy buffer. If people don't realize there's a steel core inside, that can be a tool and an opportunity. I definitely think that you can be both in different moments—that you can be cheerful and funny, bubbly and kind, and you can also be results-driven and resilient.
What was a “heartbeat moment” for you in your career?
I took a big risk a number of years ago when I left corporate America and went to work at Marketplace, a nonprofit journalism outlet. People thought I was nuts. (There was no comms and marketing team.) I’d had high-ranking roles at large organizations, but I really wanted to do something different. I wanted to learn. I wanted to give back.
I wanted to understand how journalists worked, and I wanted to raise economic intelligence. Someone actually said to me, “I think it's career suicide.” But if I hadn't taken that job, I wouldn't be here.
Imagine you just received the marketing version of an Emmy award. Who are the three people you’re thanking that aren’t at your current gig?
Jill Nash was my first ever mentor at Gap Inc. I didn't even know I needed a mentor or that those existed in the world, and she just made that happen for me and took me under her wing. When I hesitated to take a leap numerous times in my career, she said, “Just go for it,” and it truly changed the trajectory of my career.
Josh Kushins really opened my eyes to the beauty and the power of fandom. The most powerful brands I now know have fans who are engaged, who are loyal, and who just feel that personal connection. And I really thank Josh for that.
My family. I mean, without them, what's the point?
Where have you caused trouble?
I am famous for picking things that are challenging. I love being told I “can't do it” or I “shouldn't do it.” That really gets me going. Some of the largest leaps I've taken have been when I was most terrified, and they've all paid off.
Good trouble is more fun with friends, as I like to say. I think building relationships to help good trouble win is something that is really powerful and fun.
DEAR FQ
Your burning career questions answered
Niki Fleshner of The Female Quotient weighs in:
I’m all about taking time off when you need it and protecting those boundaries—whether you're spending time with family, catching up with friends, or simply taking a day for yourself. The key to a great OOO message is being clear, while keeping it warm and professional.
Here’s an example:
"Hi there! I’m currently out of office and fully unplugged. I won’t be checking emails during this time, but if it’s urgent, you can reach out to [colleague/contact info]. Otherwise, I’ll get back to you as soon as I return on [date]. In the meantime, check out [upcoming event, recent press, or LinkedIn post]—I’d love for you to take a look!"
Pro tip: I love adding a call to action in my OOO message. Have an event coming up that you want people to register for? Drop the link. Recent press coverage or a LinkedIn post you want to highlight? Share it.
Your OOO can set a boundary and keep momentum going while you’re away. And the most important part? Actually unplugging. You deserve the break—take it!
P.S. Got a burning career question? Serve it up here to Dear FQ to score advice from a powerhouse leader in our network.
POLL THE PACK
Most employees feel a connection to their organization’s mission and values
When employees are connected, companies thrive. So it’s great news for both employees and employers that 64% of employees feel connected to their organization’s mission and values.
Ultimately, the responsibility here lies with employers demonstrating, defining, and leading with a clear mission and supporting values. If your organization hasn’t reached a Patagonia level of clarified mission and values, don’t worry; what matters is taking intentional steps toward defining your purpose and embedding it into everything you do. Progress over perfection.
Where should organizations start when it comes to defining their values and mission?
Define a clear mission statement and make sure every leader knows how to accurately communicate it to their team.
Talk about the broader “why” of your organization—what’s the purpose behind the Zoom meetings and sprints? Is it crystal clear to every leader and manager?
Demonstrate your values beyond words on a website, whether that’s volunteer days for a specific cause or a mental health policy that aligns with your company ethos.
In short, show, don't tell—especially when it comes to your company culture.
As Emilie says, “Good trouble is more fun with friends.” Thank you for being part of The FQ pack.
Xo,
The FQ