The Most Important Marketer of the 21st Century

Like most of the rest of the world I was deeply touched last night when I first encountered Susan Boyle. The decidedly unglamorous 47-year-old who lives alone with her cat “Pebbles” that captured the world’s attention on her audition for “Britain’s Got Talent,” the British version of “American Idol.”

I’m honestly not a huge fan of reality television, viral videos, and YouTube sensations, but this feels so different. In a world where everybody is looking for their 15 minutes of fame and every advertiser is shouting for our attention, along comes Susan Boyle, and for seven minutes the world seems to come to a screeching halt.

Her story is so arresting, and so emotional, that it seems to change all of the rules. Yet, characteristically, it is already being touted as an example for marketers, something that even marketers like Dorothy Crenshaw are a little uncomfortable with.

… to talk about “marketing” doesn’t feel quite right when you consider Boyle. At a time when authenticity is routinely offered as a brand attribute, hers is the real deal. At first blush, what her story said to me is simply that talent will win out. The woman can sing. But, it wasn’t just Boyle’s striking vocal ability, or even her soaring song choice (”I Dreamed A Dream” from Les Miserables… what could be more quixotic?) that moved so many to tears.  It was the set-up. The contrast between the patronizing smiles and eye rolls of her audience with the shocked faces and emotional outpouring when she nailed the song. As our most purely authentic new star, Boyle is also the perfect symbol for a culture that’s newly in love with simple pleasures and basic values. Andrew Eklund of the Minneapolis Star-Tribune proclaims her “the most important marketer of the 21st century.”

What I like best about this story is the complete ‘upside-down’ nature of it. An unemployed, middle-aged woman from a small village who is in one moment mocked and ridiculed and in the next praised. In a world that values power, recognition, wealth, and status, Susan Boyle is for me a picture of heaven. Jesus said blessed are the meek and the humble, the poor and the persecuted for the Kingdom of God is theirs and for one brief moment last night, I could almost imagine that. 

Comments

[Phillip Santillan]

Great post on a great story. Thanks for sharing your thoughts Paul. By the way, I'm praying for you like mad concerning the calling, the work and mission God has placed on your life. God bless you man and thanks for keeping us all in the loop.

[Karen Stewart]

I love this!