Being an artist is this kind of occupation in which you have to make people care about your obsession.
-Bruce Springsteen

Bruce Springsteen’s recent two-show run in Philadelphia had us thinking once again about the Boss’s unique role as an American entertainer – and entrepreneur. If you’ve ever been to one of his shows and found yourself yelling “Bruuuuuce” then you’re well aware of the particular spell he casts over his audiences. From a marketing perspective, it’s amusing to see how today’s industry trends are just figuring out what Bruce knew all along about creating a sense of community, making the customer the advocate, and delivering a product that is not a reproduction but rather a unique, never-to-be-replicated experience.

From tiny seaside venues to decades of sold-out stadiums: it’s a career full of invaluable insights towards understanding how to forge lasting connections with your audience. By fostering a sense of community and making the audience feel like an integral part of the experience, you don’t just create a one-time sale — you cultivate brand loyalty for life. When your customers become your advocates, they amplify your message in ways that traditional marketing strategies never will. Building on authenticity and unique engagement helps push beyond the conventional, helping businesses create not just clients, or customers – but fans – who will forever feel personally connected to your brand’s story. One convert can become an audience.

In other words, you can’t start a fire without a spark.