10 Brilliant Business Lessons We Can All Learn from Lady Gaga

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In the past two years, Lady Gaga and her other worldly image has transformed the entertainment business, inspired the fashion industry, topped music charts in the United States and in Europe, and won over — and influenced — the ears of everyone from Hollywood to middle American teenagers to young YouTube stars. How did she do it in such a short amount of time (and with so many initial critics?) Lady Gaga’s a genius at marketing and branding, and if you’re a business owner or just getting an online degree in a business field, you should really take a look at her business plan. Here are 10 brilliant business lessons we can all learn from Lady Gaga.

1. Go against the grain: During a time when club music basically meant party beats from Caribbean-bred hip-hop stars and pop music regularly crossed with country as well as it did with rock, Lady Gaga broke out onto the scene with European-style, electronica-mixed dance music that brought new energy to middle America, as well as East Coast and Hollywood venues. Once we got a look at her costumes and her over-the-top style, we knew she was bringing something different to the world of entertainment. Lady Gaga took a risk and was the subject of nasty criticism about her avant-garde image, but she kept people talking. And after everyone got used to seeing her performances, TV appearances and paparazzi shots, we all settled down a bit and appreciated that she had the guts to stand out and give us something new.
2. Create a distinguishable, recognizable brand: When video footage of Lady Gaga’s NYU days surfaced, we couldn’t believe that the brunette in a simple tube dress was the pantless, bleached blonde megastar who now greets the world in opaque sunglasses and wieldy head attachments and hair accessories. Whether she’s photographed in the airport, leaving a club, or on stage at one of her own concerts, Lady Gaga is always done up in her unique style. She’s a master at personal branding, and her crazy looks are just a part of the whole Gaga package. Her fashion choices have actually trickled into the mainstream and onto the red carpet, from her frosty lipstick to her bondage-style corsets to her glove fetish. If you’re able to create an instantly recognizable image, your brand and your message will speak for itself and will travel much more quickly and effectively than if you have to use weighty explanations to reach customers.
3. Commit to your image 100%: Do you know how much time and effort it must take to get all dressed up like Lady Gaga every morning? It doesn’t matter: the girl is 100% committed to her image, probably because she recognizes that it’s her appearance that connects her to her fans. Never give up on your most basic mission and the values of your products or services; otherwise, your customers will become confused about what it is you’re really trying to sell them.
4. Remain open to inspiration: Lady Gaga’s got a sound that’s totally hers, but she admits to being inspired by everyone from David Bowie and Queen to Michael Jackson and Madonna. In her music videos and costume choices, Gaga also references Marilyn Monroe, Courtney Love, and arguably even Olivia Newton-John. She has a sensible approach to creating music and music videos, and isn’t so proud that she denies being inspired by others. Even if you think your image is much different than those who’ve come before you, accept inspiration from all types of people and experiences. The more well-rounded and educated you are about your industry, the more successful your business will be.
5. Cultivate a loyal fan base before branching out: Instead of trying to appeal to every type of customer in your early days as an entrepreneur or business professional, do what Lady Gaga did and cultivate a loyal fan base before branching out. Gaga probably knew that the general public would take a little longer to warm up to her outrageous look and new sound, and so she catered to the crowds that loved her right from the start: the fashion industry and the gay community. Gaga has come out publicly as a bisexual and supports many gay causes, and she has performed at Fashion Week, was featured in the January 2010 issue of ELLE magazine, and even debuted her song “Bad Romance” on one of the fashion industry’s favorite shows, Gossip Girl. With a loyal fan base already behind her, Gaga was in a better position to win over the rest of the world, too.
6. Keep learning: Gaga loves the fashion industry, too. This spring, the milliner Philip Treacy confirmed that Lady Gaga has requested an internship at his studio so that she could learn how to design hats. Gaga even submitted a resume, impressing many in the industry who respected her humble and seemingly sincere move to learn something new. As a business owner, you shouldn’t settle for what you’re already good at and what the public knows you for: keep stretching yourself by going back to school, collaborating with new partners, or finding a new niche to conquer.
7. Capture international markets: As popular as Lady Gaga is in the United States, our love for her doesn’t compare to her European success. AceShowbiz.com reported in April 2010 that her album “The Fame” enjoyed a spot on the European pop charts for 65 weeks, due especially to her song “Telephone,” featuring Beyonce, which was number one on the U.K. Singles Chart. “The Fame” won the number one spot on the Albums chart, while in the U.S., “Telephone” sat at number seven. Don’t be afraid to capture international customers if they’re the ones responding to your efforts first. And if you’re already with sales and service in the U.S., explore opportunities for expanding abroad. There could be no limit to your empire if you capture international markets, too.
8. Have the goods to back yourself up: All of the costumes, pop chart rankings and paparazzi shots wouldn’t mean anything if Lady Gaga didn’t have some actual talent backing her up. Gaga is a classically trained pianist who studied at NYU’s prestigious Tisch School of the Arts before she dropped out to write songs for Def Jam Recordings. If you’re all show, your customers will quickly see through your flashy facade, but if you provide quality services and products, your brand will grow steadily and organically, and will be more likely to stick around even during the tough times.
9. Don’t be afraid to break out on your own: Lady Gaga has said that she loved her time at NYU, but she told ELLE magazine, “I thought I could teach myself about art better than the school could. I really felt New York was my teacher and that I needed to bite the bullet and go it alone.” If you’re confident in your abilities, understand that it’s okay to go a less conventional route to achieve your goals. Not everyone needs to get an MBA or suffer through an undergraduate internship to start a successful business. If you already have a specific vision, just go for it.
10. Experiment within your field: As we mentioned already, Lady Gaga’s image is clearly defined and easily recognizable. But that doesn’t mean she doesn’t experiment. Whether it’s trying out for a milliner’s internship or finding inspiration from various sources, Lady Gaga loves challenging herself. In fact, before she was as well-known as she is today, Gaga worked as a songwriter for Def Jam as well as a writer for Britney Spears, New Kids on the Block, Fergie and the Pussycat Dolls while at Sony/ATV. She’s also done burlesque, performed at Lollapalooza, and collaborated with Grandmaster Melle Mel for a children’s audio book. Lady Gaga recognizes that music is a broad field in and of itself, and she doesn’t limit herself to one performance type or genre. Just as you should keep learning about your business, continue to experiment well after you’ve found success.

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