Welcome to the What's Next! Podcast with Tiffani Bova.

I'm excited to welcome Kevin Evers to the show. He is a Senior Editor at Harvard Business Review. He's written popular articles on brain science, Hollywood blockbusters, the art of persuasion, and the unpredictability of success. But what he is here to talk about today is his new book called There's Nothing Like This: The Strategic Genius of Taylor Swift.

THIS EPISODE IS PERFECT FOR…anyone (fan or not) who is curious about how bold creative decisions can shape brand success.

TODAY'S MAIN MESSAGE…Taylor Swift has undeniably built one of the most successful music careers of all time. But beyond the musical talent, she's also a business mastermind. In this episode, Kevin unpacks how she's built a brand so distinctive that it operates in a category of one. From rethinking product launches to redefining customer loyalty, her approach is a case study in aligning brand, audience, and experience.

KEY TAKEAWAYS:

• Longevity comes from bold, well-timed reinvention.

• Fan obsession is a growth strategy, not just a marketing strategy.

• You can't fake authenticity; your audience will notice.

• Strategic shifts should follow your creative instincts, not the market's expectations.

• Treat every product launch like an unforgettable experience.

WHAT I LOVE MOST…Kevin's insight that Taylor Swift's best strategies are rooted in her art, not the boardroom. Staying creatively true has become her business advantage.

Running Time: 28:46

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Kevin's Book: There's Nothing Like This: The Strategic Genius of Taylor Swift