What streaming music taught me about acquiring new business leads

By Justin T Shockley 

Instagram @neohxc

So there are some pretty basic principles to getting new people in the door if you have a business. While at times that can be fairly straightforward there are times when that can be tough. I think in business you always need new ideas and approaches because consumers get bored. I  actually ended up learning something new from the music industry on getting consumers interested and educated. Its this approach that I think can help non music businesses gain new business. 

There is a streaming service called tidal. Its like apple music only more innovative. Basically in addition to the traditional way of streaming music they also make playlists based on what you favorite. These are expert playlists unlike any other streaming service. Some of the playlists are even made by celebrities and famous musical artists. The newest feature though is the custom mix playlists.

This feature blends the music you say you like with similar artists and new music from artists you already like. It can match genres, popular artists, even the beats. You might be asking yourself how does this help me and my business? Glad you asked, the answer is innovation and structure. These things are essential to gaining new business.

If you are struggling to gain new leads you have to build on what you know (the traditional) and add new ways of doing what you do well. Tidal built on what worked and kept going. In business you must always do the same. This starts with the belief that you have something to offer then is followed with a structure to support it. 

I think in reading articles like this myself I always become disillusioned because I want the step by step. But 10+ years in the business I realize that is a trap. The reason being is because just about every solution I found I had to learn how to replace it. I've had many solutions to leads over the years but never the same one over all 10+ years. Businesses must operate by core principles and structures. They must sail by belief and wisdom. Not by a youtube video or ad with a screaming talking head. While those can work you must find what works best for your business and be prepared for the next solution. 

You must find the core principles for finding new business and let that guide you to the actual solution, partnerships, and creativity that will get you to the next level. The one hopeful thing I've always found is there is usually someone on the other side, waiting to shake your hand. Stay the course!