7 Business Laws Of Justin Timberlake: Be A Rock Star In Your Career

Justin Timberlake is young, handsome and multi-
talented, but the success behind his 50-million sold
records, six Grammy Awards and four Emmys lies
as much in his brand management as it does in his
slick dance moves. For instance, the world was
abuzz with JT news yesterday as, on Twitter, he
promised a big reveal. And what was behind his
announcement? A commercial for new music,
which, on Sunday at midnight Pacific Standard
Time, will, once again, create buzz. How does Justin
Timberlake stay fresh and continue to dazzle while
so many of his peers fade away? And what can you
learn from the young star? Here simply, the seven
simple laws of Justin Timberlake, and how you can
apply his wisdom to increase your own sales.
1. Appearances matter. We’re not just talking
about fashionable haircuts and Prada suits, but
check out the production values on Timberlake’s
commercial and the slickness of his new site. Every
time you present to the world, it’s a reflection of
your company. Make sure all your promotional
material is spiffy and, when it’s time to meet
investors, look the part. You want to be the best in
the world? Own it. And it doesn’t have to cost a
million bucks.
2. Diversify. Katy Perry, Justin Bieber and Beyonce
all released films in concert with their latest
records, and that’s just the tip of the iceberg. Justin
Timberlake not only appears in movies, sometimes,
like with The Social Network, garnering huge
acclaim, but he’s also a partner in MySpace. Use
your momentum to expand your portfolio,while
minimizing risk and increasing revenue streams.
For authors, it means speaking engagements. For
bankers, it means books and appearances on CNN.
And for businessmen it means smart investing.
Timberlake gets rich without doing a thing.
3. Collaborate, and share the praise. The
reason Justin Timberlake has remained current is
that he’s hired the best that money can buy.
Timbaland makes his music, which is like having
Google‘s Eric Schmidt design your website. And
Timberlake’s the first to acknowledge his
producer’s contributions. And why not? By
complementing your team, you’re really
complimenting yourself: look how smart you are to
hire such great people. Turn your team into stars.
4. Work the press. Every media organization in
the world carried a Timberlake story yesterday, and
for what? A 30-second commercial promising more
to come. Apple also does this beautifully. They
make news with every one of their launches. Never
waste an opportunity to draw publicity, even if the
announcement you’re making is simply: more
announcements to come.
5. Marry up. Another parallel between Justin
Timberlake and Justin Bieber, two of the last
decade’s richest performers, is how they both
increased their fame with equally famous partners.
For Timberlake, his marriage to Jessica Biel, right
before starting his album cycle, keeps him current
and fresh in people’s minds. Like Forbes‘
contributor Zack O’Malley Greenburg recently
pointed out in Empire State of Mind: when Pepsi
hires Beyonce, they don’t exactly also get her
partner Jay-Z . . . but it’s still more than booking
one star at a time.
6. Make ‘em wait. In ten years, Timberlake’s
released two albums. How can he survive with such
limited output? See rule number two, he’s getting
paid in a variety of ways. If you can keep your
output to a maximized minimum — do less, but get
more from the work that you do — it will increase
the value of your product. Create a cult and raise
prices: this way, it’s not only news when you do
something, it’s news that you’re even thinking of
going in this way.
7. Own your sector. If you’re making widgets,
make the best widget there is. And if you’re writing
pop songs, make sure they can compete with the
Rihannas of the world. There’s no use getting into
web marketing, e-commerce or the production of
pants if it’s not to be the very best there is. Set the
bar high for yourself: be BMW, be Coca-Cola, be
Forbes. Justin Timberlake doesn’t make music to
reach number 25 on Billboard. The only reason he
makes music — and you should start a business —
is to be number one.

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