Why “the basics” Work
Leave it to a musician to sum this up best.
I was reminded of this theme all month - the power of what appears to be “basic” but is actually the common denominator that can be a catalyst for “genius.” And if not genius, then “very successful.”
This post by guitarist Steve Lukather (you may not know him but you know his music) was such a good example, I had to share it.
When Quincy Jones was in production on Michael Jackson’s “Human Nature,” the song wasn’t quite gelling. Lukather talks about being called in to “fix” it, a common solution when an artist needs some support. He described the solution like this:
“They did all this stuff…
Then they called me in… it needs a little something
…that’s why I got hired.
The thing that was needed was common tones.
Percolate the thing along and stay out of everybody’s way.”
(Click on the photo - it’s a link!)
Basic chords can very often get you to where you need to be. Even classics with great guitar solos in the beginning are considered good songs because they return to the main chorus, which is typically common beats. Familiar sounds, arranged in original sequences of course - are memorable for a reason. Those reasons are emotional, nostalgic, possibly even scientific - but we know they work, explanations aside. This metaphor has strength in business, too.
I recently did a deep dive into an organization that was becoming increasingly complex. The remedy for the plateau they’d reached (common in companies their size and age) – while it took a couple months to find the problem – was a simple one to implement. We worked together on a return to delivering the company’s value proposition, in this case to its two audiences. We beefed up capacity for servicing the clients. Then, we worked on the mindsets of those delivering the service, training them on the concept of “surprise and delight,” an idea born out of the hospitality industry that is now crossing into other services and industries. By surprising and delighting the people that use our services, we encourage them to continue to rely on us.
The biggest punchline to this is that operating with these basic principles, we don’t have to ask customers to use us as much (otherwise called marketing.) They choose us. And they do it over and over not because it’s the best price or location or any single thing. They choose us ultimately because it’s the best overall experience.
There is strength in the basics.
I’ll remember this as I’m packing for a 4 city week, when I’m tempted to bring more than one pair of Jordans.
Speaking of!
As a lifelong superfan, it was a poignant, full-circle moment for The Buckeye Group to be able to support the Springsteen Archives and Center for American Music event. Maybe better than meeting our hero’s is being able to do something that genuinely supports their legacy in the world.
Hope everyone is enjoying the Spring...
Best,
BG