Every December, your feed turns neon—minutes listened, top artists, 2 a.m. songs on repeat. Spotify Wrapped isn’t an ad. It’s a ritual. The company took the driest data imaginable—usage logs—and turned them into you-shaped stories. Loud colors, vertical cards, meme-ready lines. Before PR even made a call, millions of users were doing the marketing for them.

Behind the confetti is pure business logic. Personalized recaps drive retention. Easy share buttons drive acquisition. Artists get their own version, tightening the creator flywheel. And the consistency—same week, every year—trains us to anticipate it. That’s not luck. That’s design.

You don’t need Spotify’s data team to copy the play. Create your own “Year With Us” ritual. Show clients or customers the tangible results they achieved with you, package it beautifully, and drop it on the same week each year. Data turns into loyalty when it becomes identity.

Today’s Move: Design a 3-to-5-slide “Your Year With Us” recap and make it your annual drop.

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