The Betty White Phenomenon

Behold the Betty White phenomenon.  At 89, she is one of the hottest and bankable stars in the industry.  She is in strong demand, and has shown she can create a demand where there normally would be none.  A mere two years ago, she was in the background as one of those actresses who “used to be on TV.”  So what happened?

A Superbowl Snickers commercial. At a young 88, she could have opted to sit back and relax for her remaining years. But as a Hollywood commodity, she understands the need to try something different. In doing so, she was the first to go where no aging star has gone.  In case you don’t believe in the power of the internet, within hours she was the most searched name and topic on social media sites and search engines.

That demand landed her on Saturday Night Live.  She was highlighted in almost every scene, and sportingly went along with the writers(I don’t know if I could have been so accommodating—some of those skits were less than acceptable). I admired her ability to “go with the flow.” She decided to take a chance, to extend beyond her comfort zone, and by doing that reach an entirely new generation of fans.  She admitted she has no use for Facebook, but that’s not the point.  That new tool called “social media” has garnered her countless guest appearances, and several new series.  And she is in control.

There is a valuable business lesson here. Doing the same thing you’ve always done will not produce the same results.  Sitting back and resting on past laurels, thinking they will carry you through isn’t what it’s all about.  The world changes.  Customers’ expectations change. Economics change.  Betty White is a brand name, and she clearly understands the business fundamentals.

Ms. White has always had the courage to change as times dictate in order to stay in demand. What about you? As a business owner, do you cling to the “way we’ve always done it” or are you willing to make the necessary changes to keep your business sustainable and profitable?