Don’t get me wrong, I’m not a Belieber, but an interesting article caught my attention about Justin Bieber canceling all future fan meet and greets. People might be very cynical but I found the article interesting because it pointed out some significant points about how saying NO is really important for business and your brand.
YOU WANT TO HELP BECAUSE YOU CARE
Justin has been doing meet and greets for his fans for a while. Typically, they cost fans between $900 – and $2000 a pop. They want to meet him because they want to know he’s real. They want to tap into his energies (creative, sexual, celebrity) etc. and he wants to fulfill this desire (for a fee). Yet the truth was, living up to the image, the expectation was exhausting. He wants to “make people smile and happy” that is clear. Dealing with the overwhelming and diverse emotions of his fans required Justin to be incredibly strong in himself, to guard his own emotions and feelings. He found it difficult and exhausting.
IT EXHAUSTS YOUR RESOURCES (ENERGY)
As mentioned above, the whole process left Justin depressed and exhausted. Additionally, Justin and his team needed to be on guard to watch for “obsessed and potentially dangerous” fans. All these varying elements exhausted one of Justin’s key resources, his energy. On one occasion he contracted the flu from a fan which probably inhibited his core business of performing.
IT’S NOT YOUR CORE BUSINESS
Justin is in the business of music. This means it’s about singing and performing, it’s about recording albums. Is the meet and greet part of his core business? Is it aligned with his main mission? Perhaps not. So the decision to end it, is probably a good economical and productive choice. If the experience is going to take him away from performing (for example with the flu) then it’s not in tune with his purpose and mission.
YOU NEED TO BECOME MORE EFFICIENT
So what does Justin do? He doesn’t want to do the meet and greet for the above reasons, yet there are elements to this that are good business. I like the solution his people have come up with. He offer group meet and greets, in a smaller space, where he is on stage and talks to fans from there. So it’s a private offering and he is able to answer fans questions directly while maintaining a physical distance that protects his emotional needs. It will still create a money generating experience that will be of value to his fans.