Confession time: I am thinking about hiding my toaster. It is old, likely wastes electricity and probably harms the ozone yet it still makes a beautiful English muffin. The current administration wants to regulate home appliances as part of their ‘green’ agenda. While toasters are not on the list now, what about tomorrow? It will take Josh Gates of Expedition Unknown to find it after I’m done.
Another confession: I have watched too much professional football. I have loyalties to the Green Bay Packers and the Buffalo Bills. When I was nine years old, I got Coach Lombardi’s autograph at an opening of a Red Owl grocery store in Appleton, Wisconsin and the Bill’s long-time head coach, Marv Levy, was an undergraduate economics major. Being a fan is simple for me.
With the Super Bowl now in the rear view, I admit finding a curiosity with the Kansas City Chiefs. I wish the media would have just left Taylor Swift and KC tight end Travis Kelce alone. Its only football for gosh sake. Just leave them alone. Remember what happened to the relationship between Marilyn Monroe and Joe DiMaggio? (If you are thinking ‘who’, ask someone in their golden years.)
Coastal students seeking the Bachelor of Business Administration (BBA) must choose an area for extended study – a concentration. Currently, entrepreneurship is the fastest growing among the nine concentrations from which students can choose. Not only is there coursework, but entrepreneurship students are also exposed to the programs and guidance of our Lucas Center (also available to all students at the College).
I think Taylor Swift offers our future entrepreneurs a few lessons on being successful. First, the facts. In 2023 Ms. Swift’s Era Tour netted $1.04 billion. It is estimated that the tour also generated $5.8 billion in community benefits outside of the concert in jobs, hotels, local tax revenues, etc. She also paid bonuses to her employees, of which truck drivers got $100,000. This is what happens in the magic of entrepreneurship. Not only do entrepreneurs benefit themselves and their customers, but they also create external benefits to many others. This is to say, there are multiplier effects beyond the initial act of entrepreneurial creativity. Future Taylor Swift concerts will only amplify these benefits.
Contrast this to the federal government and the Inflation Reduction Act of 2022. First, it has very little to do with inflation. Most of the Act, around $390 billion of the $500 billion price tag, are subsidies and other incentives aimed at advancing the green agenda of battery plants, semi-conductors, processing chips, EVs, nationwide charging stations, windmill farms in the ocean, and on and on. Here, subsidy is just a word that means private businesses would not produce this stuff without the government paying them to make it. Producers of oceanic windmill farms want larger subsidies and greater liability protection from legal actions brought on the behalf of dead whales and birds. Ford has discovered that people really don’t want electric pickup trucks. Cities that bought electric buses cannot get spare parts as the producer declared bankruptcy and EVs don’t work well in cold weather plugged into charging stations that don’t work. The federal government is the only entity that can encourage the production of things that people don’t want. A subsidy funded by other people’s tax dollars usually does the trick. (My colleagues will point out things called public goods, but this is for another day.)
So, on to Taylor Swift’s lessons for our budding entrepreneurs. They are simple, obvious, and extraordinarily important. In an interview, she attributed her success to being smart (“If you fail to plan, you plan to fail/Strategy sets the scene for the tale” lyrics from her Midnights album), thinking (she buys carbon offsets for her jet so she can be net zero), hard work, and giving people what they want. Imagine that. Dedication, thinking, hard work and paying attention to consumers are Taylor Swift’s lessons. Our students need to see that it is not what they want that matters. It is what others want. Success is built around thinking of others. Taylor Swift’s impact on the world would have not been possible had she produced a concert that no one wanted to attend.
These lessons work everywhere, from a global concert tour to wherever you call home. Imagine the impact our Coastal entrepreneurs can have! Final confession: I am not just a fan of Vince Lombardi and Marv Levy. I’m totally into being a Swiftie and the entrepreneurial gifts of Taylor Swift!
Dr. Skip Mounts is Dean of the School of Business and Public Administration at the College of Coastal Georgia, a Professor of Economics, and an associate of the Reg Murphy Center for Economic and Policy Studies and the Art and Lindee Lucas Center for Entrepreneurship.
Reg Murphy Center