CFO2Grow

Justin Bieber. 125,000 people. A laptop. And “Baby” playing on YouTube.
No pyrotechnics. No backup dancers. Just radical vulnerability.
Half the internet called it underwhelming. The data told a different story — 77 million streams in a single day.
Business coach Steph Gorton () nailed it:
“When everyone zigs → you zag. The contrast IS the strategy.”
Here’s the business lesson 👇
Build before you show up. Two albums. Four Grammy nods. He earned the stage.
Play to your audience, not the critics. They wanted spectacle. His fans wanted him. He chose his fans.
Authenticity converts. Stripped back. Vulnerable. Apple Music up 80% overnight.
Own your value. He negotiated his own $10M Coachella deal. No agent. His terms.
Your story is your edge. He didn’t hide from the journey. He made it the show.
The zig/zag in your business?
→ Everyone automating sales. Pick up the phone. → Everyone using AI to write. Share your real voice. → Everyone sending generic emails. Tell your actual story.
Bieber didn’t try to outdo anyone. He just showed up as himself.
That’s not a concert strategy. That’s a business strategy.
💬 Where are you zigging when you should be zagging?
(Hat tip — go follow her)
MoreThanACFO