What A Violinist Can Teach Us About Business

Last night, we went to see David Garrett perform. If you don’t know who David is, you should check him out on YouTube. He is a master of the violin, and a pure delight to listen to and watch. Here are some of my favorite videos:

Mozart’s Turkish March https://www.youtube.com/watch?v=WJNvpvq7xxk

Tchaikovsky’s Swan Lake https://www.youtube.com/watch?v=wbHwYazHiLI

He’s a Pirate (from Pirates of the Caribbean) https://www.youtube.com/watch?v=oGuBYvURSZw

On-stage, David did several things that relate to my philosophy of business. Trust me, I did not think about business during the concert – at all, in fact – but, in reflecting on what made the concert so enjoyable, the business takeaways were crystal clear:

Alignment has lots to do with overall performance: Throughout the concert – despite being on the road touring 300+ days out of the year with the same line-up – David went over to each musician and made eye contact. They were synchronizing and communicating with their gestures to make the performance the best it could be. This is how a business should operate: Keeping a finger on the pulse of each division and team to drive optimum alignment. Constant, interactive, “human” communication is at the crux of alignment success.

Content is king: David is a master violinist, an artist, a maestro. But he is also a master marketer, as evidenced by the diversity in the audience and his content. Where else can you hear artfully arranged and performed live music by ACDC, Chopin, Michael Jackson, Tchaikovsky, Coldplay, Mozart, Nirvana, Beethoven, Queen and Metallica? He showcased his breadth and depth while appealing to wide range of fans. He implements a thought-through, diverse and engaging content plan based on a common theme to engage and astonish his audience.

Everything old is new again: David performed several classics, but with an innovative twist through new arrangements and modern instrumentation. He had been thinking about how to arrange Hava Nagila for the past six years as a tribute to his manager, about how to create something new from a song that is solidly rooted in tradition. He *innovated* but did not re-invent the wheel. In fact, the majority of pieces performed in the concert were highly familiar, but presented in a fresh, innovative way, not the least of which was using a violin as the voice. When you think of innovation, do you consider current assets? You should, just like David Garrett.

(Of note, a review of the Forbes Reinventing America conference: “America’s Greatest Inventors Don’t Dream Up Novel Ideas — They Execute On Old Ones”
http://www.forbes.com/sites/danalexander/2014/03/28/americas-greatest-inventors-dont-dream-up-novel-ideas-they-execute-on-old-ones/?utm_campaign=forbestwittersf&utm_source=twitter&utm_medium=social)

I am a fan – not just of David Garrett, but of everything his amazing performance delivered. What other artists do a good job of alignment, content and innovation?

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