Staff Writer 
“The capacity to learn is a gift; the ability to learn is a skill; the willingness to learn is a choice.” – Brian Herbert
WHAT an eye-opening experience it was, exploring relationship marketing perspectives with a musician. Never did I imagine mirroring in the marketplace what happens in the music industry.
A strategist challenged me years ago to realise that we risk “sameness”, “stagnation”, “growth anorexia” or “stunted growth” when we resist hiring new capabilities. He unapologetically questioned why we have not considered hiring a musician.
“Here we go again with bizarre, unorthodox ideas from motivational speakers,” I thought. This year, deviating from the usual death-by-PowerPoint sessions, I took on the challenge and hired a musician.
What a brilliant, memorable and relatable conversation we had. I still reminisce about our amazing brand and marketing head, Tariro Memo, chuckling during the conversation as we drilled into aha-moments.
We set the scene creatively playing the musician’s song before her surprise entrance, thrilling the audience. So, what did we learn from this musician which can be mirrored in relationship marketing experience? Here are some key Q and A snippets from the session Tariro and I facilitated.
Q. How does creativity happen in your world? Every song is different. No songs have exactly the same lyrics or rhythm.
A. I love and enjoy what I do. That brings about the creative element for me to flourish. I intentionally foster a conducive environment everywhere, to stimulate creativity to write, sing and dance, birthing the uniqueness of each song.
Reflection: If we are passionate about something, we have an intrinsic drive to make things happen and enhance the creativity bandwidth vital in sustaining relationships.
Q. How do you enhance sustainability, consolidation and continued interest of your instruments specialists and backing vocalists from album-to-album and show-to-show?
A. I have maintained the same band members for years, largely by creating excitement in the team and room for them to explore their capabilities. I invite them to contribute in developing each song, even if it’s a one-liner contribution to the lyrics.
Reflection: Relationships thrive when we collaborate and make each other feel valued.
Q. During a live performance how do you ensure rhythm and coherence of the band and vocalists, while simultaneously decoding the audience’s response?
A. We rehearse until we make a mistake and then repeat the process. You can only be spontaneous after practising adequately together. So, on stage we are in sync, reading each other’s body language on what’s coming next in the song and when spontaneity is feasible. We develop systems as we interact, eventually creating rhythm and sequence.
Reflection: Preparedness almost guarantees a high standard of excellence in delivery to our business partners.
Q. What gives you confidence that lyrics of a particular new song will be liked?
A. I cannot tell if a song will be liked but every song is a step towards a bigger song. In business every product should be a conduit towards developing an even better one next. Repeated tasks develop confidence.
Reflection: Continue trying new initiatives to delight your business partners, not necessarily digressing but honing in on skills and consolidating relationships.
Q. How do you keep yourself motivated and able to rise from set-backs, if a song in an album does not become an instant “hit”?
A. In reality there is a song line that resonates with someone. Courage is ignited when we do the right thing – not seeking instant popularity. It is short-term to focus on monetary gain ahead of impacting on people’s lives and emotions.
Reflection: We sometimes only gather confidence when someone claps hands for us. Be driven by doing your best and enjoying the partners aligned to your calling and what you represent.
Q. How do you proactively manage a crisis, in the light of possible abandonment by a band member at live shows?
A. Our band members are multi-talented. An alto vocalist can attempt soprano and some guitarists do vocals. They fill gaps when a situation arises and even rotate for capacity building, rather than focusing on one thing. We switch roles and the audience may not even notice that there is a missing band member. Sometimes we use prerecorded loops to cover for the missing member.
Reflection: Specialisation, though sensible, requires a dose of basic functional knowledge of other areas for business relationships continuity.
Q. In business there are “salesmen” and “businessmen”. In music there are “artists” and “ministers”. Artists or salesmen generally chase volumes or numbers, whereas businessmen or ministers are after long-term impact, lifetime relationships, loyalty and deeper connections. How do you keep your audience connected for the long haul?
A. We achieve more when we do things we love. I am passionate about people and how they receive the songs and so process feedback to continuously improve. I creatively reward loyal fans and strive to connect with the heart, making people remember how I made them feel and making my performance the best place it could be.
Reflection: The client experience in relationship marketing is different when we do what we do with the heart and not the head.
Q. In entrenching your heart in what you do, what has been your greatest challenge and how did you overcome it?
A. Having band members not pulling their weight or showing up late and with malfunctioning instruments or someone having a bad day and spreading negative emotions that make us fail to flourish. The musical notes can be correct but lacking the heart or emotions. In live performances. I can tell if a member has not brought their emotion into the performance. In the marketplace, you can tell if your business partner’s heart has left the meeting. But reprimanding a member during a live performance can derail the show. I know members’ character profiles, so I reprimand afterwards with appropriate corrective actions.
Reflection: I recall how a business partner was puzzled after being told that “he was not visible enough” or “was not felt” in a meeting and yet he was very much physically present.
Q. How do we avoid “growth anorexia”, “sameness”? What does it take to have your team put their hearts into growth?
A. New musicians are coming up and it is good to know new trends but strive to remain grounded in what you know best. I have chosen my line of music. Yes, I have capacity and ability to venture into “Amapiano” songs but I have a clear passion for my type of music. Build with a futuristic mindset. Evolve where you should but don’t get lost in new trends and miss your goal. Cast the vision, live the mantra, in sync with the values you represent.
Reflection: Focus on your calling.
I treasure this article and will explore more adventures on how to exit stagnation by gathering relationship marketing insights outside my comfort zone.
Imagine what I will gather from a chef, pilot, medical practitioner, teacher or street vendor as they unpack how they put their hearts into what they do and entrench relationships. I journey on in my quest for more relationship marketing titbits.
l Murambadoro is the Corporate and Investment Banking Executive Director at Stanbic Bank Zimbabwe.
