How to become the Rolling Stones of your industry

I LOVE the Rolling Stones. Even after 50 years, their music still sounds great. The answer to how the Stones stay relevant is simple, it is all about branding.

There are plenty of lessons this legendary rock band can teach us about how we can run our own businesses. We may not be rock stars, but we can take from what they have done and become rock stars in our industry.

Here are a few examples…

Mick Jagger and Keith Richards' love-hate relationship:

Mick and Keith probably have one of the most notable love-hate relationships the music industry has ever seen, but it's a dysfunctional relationship that actually works. After all, Mick did not enjoy the same success at going solo and if Keith went at it alone, who would care?

This kinship reminds me of my relationship with my own CEO, Damien. There are times we want to wring each other's necks, but we have the same vision - put out the best products to leave the customer coming back for more, year after year. You can't do everything by yourself, so it is sometimes best to learn to put your ego aside.

An unforgettable logo to build your brand:

It is hard to imagine the Rolling Stones without that famous logo and this remains an important lesson in and of itself.

Whether we are speaking about music or business, branding matters, and it is essential you have the right logo if you want to build a brand that is recognisable, trusted and has a strong message. In order to ensure you have an effective logo, ask yourself if you would ever wear it in public. I am writing this column at 30 000 feet on a plane to Florida, and I happen to be wearing my Mega Partnering logo right now because I take great pride in my role in founding the world's number one wealth networking and business conference.

Sustainability, predictability and consistency:

These three concepts are a must if you want to not only survive in business, but also thrive. Few brands survive five years, let alone 50. However, consistent performance quality sees the Rolling Stones charging up to R9 000 for a ticket after 51 years on stage. When you buy a Stones ticket, you know what you are going to get - a show that gets you rocking and sends you home a content fan every time. That is what sustainability, predictability, and consistency are all about.

Deliver a 'wow' experience:

People often ask me why I am successful at so many businesses at such a young age. The truth is that it is actually irrelevant. Age has nothing to do with it. I have the same 24 hours a day as everyone else; however, I have learned that in order to be successful you need to deliver an experience people won't forget anytime soon.

I have attended two Rolling Stones concerts, and each time I leave with a 'wow, what a show' feeling. That is the same experience I deliver at all my speaking and coaching engagements and I do it the same way Mick Jagger does, focusing on every detail from lighting, seats and sound to deliver that 'wow’ experience.

Just remember, as a CEO you are not the chief executive officer; you are the chief experience officer. The devil is in the details, which I am sure is on the Stones' minds every time they perform 'Sympathy for the Devil'.

Age 69 and still going strong:

Think about rock legends Mick Jagger, Rod Stewart, Bruce Springsteen and Paul McCartney. They are all in their 60s and perform with the same passion and love for the business they had five decades ago. Age does not matter anymore - especially when 60 is the new 40. I see that the dictionary defines retirement as 'removing from useful service'. That doesn't sound like much fun to me. So if, like the Rolling Stones, you love what you do, why would you ever retire?

The Rolling Stones members have plenty of money, so what really keeps them at the top of their game? They are driven by the goal of leaving a lasting legacy and introducing new generations of fans to their music. So never let age hold you back from what you really want to do in life. Success can and will come at any age.

Saying goodbye; still roaring on all cylinders:

The Rolling Stones are just brilliant at saying goodbye. They have been on farewell tours since 1991 and every time they come back stronger than ever. If you are going to fill stadia all around the world and gross $569m as they did on their last tour, you do not do it solely on great music. They keep their marketing and branding engine roaring on all cylinders - selling out so many venues I am sure they have lost count of the actual number by now.

I developed my Mega Partnering marketing strategy from some of these very same concepts, and why not? They have been working for Mick, Ronnie, Charlie, and Keith for 50 years. They are not just moving around like 'Jumpin' Jack Flash', they are moving their enterprise forward.

I would recommend you follow these strategies and there will be plenty of 'Brown Sugar' in your bank account. Okay, maybe that was trying a little too hard, but that is only because 'I Can't Get No Satisfaction...'

* JT Foxx is regarded as one of the top wealth, business, and real estate coaches in the world. For more information on JT Foxx and JT Foxx events, visit
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