As a working street performer, I've watched lots of performers present amazing tricks with mixed results. These performers have invested countless hours in perfecting difficult routines, only to present them to an indifferent audience. I know musicians who are masters of their craft, but can't seem to get anyone to stop and pay attention. In each case, the performer had practiced and perfected their craft, their technology, but couldn't build a bridge to the audience.
A small company that I've done some work for, has invested well over $100K to develop a beautiful website, with all the bells, wing dings and whistles. It's beautiful, it's functional, it's loaded with measurement tools and social media options. Still, it hasn't increased their business nor facilitated dynamic conversations.
In both of these scenarios, the performers and the small business, the focus was on technology, on the juggling club, musical instrument, the website and social media. In both these cases, the emphasis was on practicing the technology. While these are critically important tasks to perfect, the problem is an obvious one, most people don't really care. You can juggle 9 flaming torches for an audience and it won't take them much longer than 15 seconds (if not less) to become bored with it. You can follow all the codes of social media and marketing, and end up with a lists full of useless.
The Top Performer is different. They know that 9 flaming clubs isn't, by itself, terribly impressive to anyone but other jugglers. Unless the audience has some kind of stake in the performance, an involvement, there is no reason for them to care about what the performer has perfected. So, rather then spend all their time learning new tricks, buying the latest toy or shiny object, the Top Performer faces towards and engages their audience instead. As one performer said "my job isn't just about entertaining, it's about inviting them into the show with me.."
Bill Hermann is a friend of mine who runs a remarkably successful DJ business and is one of the best at what he does. When I asked him about the technology he brings with him to weddings or corporate events, the lights, the disco ball, the fancy projections, he told me he brings almost nothing with him...no lights, spinning do-dads, or goofy inflatable hats. Instead, he's perfected the art of connection, he puts all of his energy on inviting, engaging, and creating something unique with the audience. He understand the energy that this brings to his work, which turns his events into true celebrations. He doesn't focus on technology, he focused on relationships and collaboration.
Social media and marketing suffer the same problem. When companies invest thousands of dollars making their websites pretty, their Twitter feeds predictable, and fill their Facebook pages with well written bullshit, there isn't any wonder it doesn't return much. However, when we look at what is working, we know it's when companies see this technology as a facilitator, the vehicle to build a vital, honest, engaging and energetic conversation and relationship.
The bottom line is that the Top Performer knows that you can build a memorable, remarkable show with nothing more than your wits, and willingness to play. The goal of the Top Performer is to do with as little as possible, and recognize that anything that is added has the potential of creating a distraction, generating static, or allowing for "auto-pilot" to engage. Instead of putting more in, the Top Performer works at perfecting the take away and putting people first. (Social media expert David Nour has some terrific resources on this)
It's building success with much less...and these days it seems nice to think that less truly is more.
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