GPGLCC Spotlight
By Tony Felice

Lessons from Gaga
Pop star’s success can be a guide for how to do business

When Lady Gaga makes her first appearance in the Valley, I’ll be one of the screaming fans. I drank the Kool-Aid more than a year ago. And for good reason — in addition to her amazing musical talent, Gaga is one of the most compelling brands of this decade.

I like risk takers. It’s the essence of entrepreneurs. And Gaga is fearless. In this business climate, that’s exactly the kind of business owners we need to be.

So, because I’m in business for myself and we support businesses here at the LGBT chamber, I want to share why I believe any business could learn something from Gaga. And even if you’re not in business, there’s still something relevant here for everyone.

1. Be something people talk about. If they’re not talking about you then you’re dead in the water. Be everywhere: advertise, be in the news, participate in social media. Attend networking events and be a stand out.

2. Be original. Despite drawing on the talent of other performers, no one has ever seen Gaga’s brand of persona before. Some have come close — Madonna, Elton John, Annie Lennox — but none have risen to her level of performance art, in my opinion. Sure Grace Jones has been out on a crazy limb, but she has never captured the commercial appeal of Gaga. It takes originality to endure.

3. Be respectful. Gaga admits that she builds on other performers’ style. She’s not trying to fool anyone. All great talent draws upon other great talent for inspiration. None of us operates in a vacuum. In business, we look to our competition and figure out a way to do it better.

4. Know who you are, but evolve. This woman knows exactly who she is and does not apologize to anyone. Be clear about what your company does and then be consistent. But, be nimble and light on your feet, ready to respond to changes in the marketplace or your customer’s expectations.

5. Be daring. Dangling from a wire covered in blood? Smashing a glass box holding a piano on fire? Most artists would be afraid to go to this extreme, and instead pander mainstream tastes and play it safe. Not Gaga. In every interview I’ve seen, she tells her truth. Period. In business, make bold claims and then back them up. There are two kinds of communication — truth and deception. It takes daring to tell the truth, and you’ll reap the rewards for doing so. I promise.

6. Back up your claims with talent. Gaga can sing her lungs out. And she sounds fantastic in any genre. She can play a mean piano too. Just when you think you know what kind of artist she is, she becomes someone else. The same is true with business. Make sure you are consistent and that you deliver on expectation —every time.

7. Know where you came from. Gaga constantly acknowledges her “little monsters,” and genuinely promotes her gay following and undoubtedly will never abandon them. So should you. Celebrate and keep your best customers close. You survive because of them.

8. Be humble. Have you ever seen Gaga in an interview? She is genuine and humble in the face of enormous popularity and fame. You’re here to serve your customers, not the other way around.

9. Have a purpose. In her own words, Gaga is dedicated to “love and art” and in the past “felt like a freak.” She says her goal “is to reach out to her younger audience members who may also feel like freaks” and help them know that “it is possible for them to carve out their own place in the world.” In business, you have to decide first how you plan to make a difference in people’s lives, not just sell them things. Through your work, make the world a better place.

10. Rock. Life is a party. Show up. Have a good time. Don’t take it all so seriously and find the magic in your own existence. It’s that simple. Now fly.

The Greater Phoenix Gay & Lesbian Chamber of Commerce was founded nearly 30 years ago and is comprised of more than 300 members. Its mission is to provide an opportunity for gay and lesbian business owners and their straight allies to form relationships through professional programming, mixers, networking events, business activism and by supporting Phoenix charitable events.