Listen to this post:
How badly do you have to want something before you’ll ask for help?
Does asking for help make you feel like you’ve failed?
What if you could see your asking for help as a kind of giving?
As I write this, Amanda Palmer’s TED Talk, The Art of Asking is creeping up on a million views. She only had twelve minutes, but she covered a lot of emotional territory and, in an uncharacteristically gentle fashion, drove her point home.
As I listened for the second time, I started wondering about the other side of the give-and-take equation. Having less than a quarter of an hour at her disposal, Palmer obviously had to keep her topic tight; but there is a whole other side to the art of asking that didn’t get much air-time: the art of giving.
Palmer is experienced at asking. Whether it’s a piano to practice on, a couch to crash on, or money to support her record-setting Kickstarter campaign, Palmer asks her fans for things all the time. And they respond – willingly, happily, enthusiastically. It’s a testament to the relevance of Palmer’s closing question. Instead of focusing on how to make people pay for music, she asks, “How do we let people pay for music?”
That’s quite a shift in perspective.
How do you transform a commercial transaction from being coercive to being a privilege? How do you switch someone’s mindset from “have to” to “want to?”
The piece that Palmer didn’t directly address in her talk is what she gives to her fans. Yes, she asked. Yes, they gave. But, she gave, too – in profound ways over the course of their long relationship. Palmer touched on this lightly when she shared how she questioned the fairness of the exchanges between her and her fans after crashing with a poor family of undocumented Honduran immigrants. The mother took Palmer aside to tell the musician how much her music had helped her eighteen year-old daughter, and to thank her for staying with them
Even the second time watching, I got a lump in my throat.
Palmer gives her fans much more than her music. She gives them connection – to her, to the ideas she embodies, to each other, and to themselves. She gives them the opportunity to be part of something bigger than themselves – to be seen, to contribute, to make a difference. She gives them permission and support and community. She gives them courage and compassion.
Palmer is an artist, but she is also a brand. She combines her personal humanity with the Big Ideas and values she stands for to create the message, experience, and community that are Amanda Fucking Palmer. She’s done it so skillfully and so authentically that her fans line up to help her keep doing what she does. People give not just because she asks, but because she gives.
That’s the piece many people miss.
Too many people will watch Palmer’s talk and rush to embrace the art of asking. They will assume wrongly that all they have to do is ask and they shall receive. That isn’t how it works. First, you have to give. You have to give of yourself and your ideas, your time and your energy, your attention and your empathy. Whether you are an artist or a house painter, a software developer or a writer, a dog trainer or a barista, you have to give first
Successful brands are not about coercion. Successful brands are about inclusion. They are about creating something that other people want to be part of. They are about creating a space where other people want to be. They are about being, as Palmer said of artists in days gone by, “connectors and openers.”
Your brand is never about you. It’s bigger than you. It should be. It’s about all the people you touch with your work, all the differences you make for them and the differences they make for you. It’s about giving so that you have the right to ask, and making asking a way of giving.