Why Championing Great Partners is Like Following Your Favourite Band

Yesterday, I took the train to Newcastle for the day, to see The Bluebells playing (again!) 🎶😎

If you've ever followed your favourite band - you know what it means to be a true fan. There’s magic in watching something you love light up different stages, experiencing the energy from new crowds, and telling anyone who’ll listen, “You’ve got to see this for yourself.”

Imagine bringing that same energy to your business relationships.
Surprisingly, spreading the word about a great partner you work with, whether they’re a supplier, collaborator, or service provider, isn’t all that different from being a band’s biggest fan. In both cases, it’s about genuine enthusiasm, shared success, and a desire to connect others with something remarkable.

Here’s why I think they’re similar:

1. Passion Beats Marketing Hype
When you follow a band you love, you're not just promoting a product, you're sharing an experience that moves you. The same goes for great business partnerships. It’s not about a sales pitch; it’s saying, “These people are really good and here’s why I trust them.”

2. Every City (or Client) Is a New Audience
Bands perform in different cities; great partners perform across different clients or contexts. Just as you might post clips from a band’s show in Glasgow and rave about their energy in Manchester, sharing how a partner has delivered for various clients helps others see their versatility and value.

3. Building Community
Fans bond over music. They share stories, take selfies, collect setlists, and form lasting friendships around the shared love of an artist. Trust me on this one!

In the business world, referring a trusted partner builds bridges. You're not just making introductions; you're fostering a network built on trust and mutual success. The more people who see the value in a partner, the more momentum you create for everyone involved.

4. Your Reputation Travels With Your Recommendation
When you tell someone to check out a band, you put your taste on the line. The same goes for recommending a partner. If they rock the stage, your reputation gets a boost too.

It matters to champion only those you truly believe in, not just because they deliver results, but because your values align. You become part of their story, and they become part of yours.

5. It’s Fun to Cheer for Others
There’s something deeply satisfying about seeing someone you support succeed - whether it’s your favourite band selling out Barrowlands, or a small partner you believed in landing a major client.

At the heart of it, whether you’re sharing your love for a band or spreading the word about a partner, you’re helping others experience something amazing. And you’re not only lifting others up, you’re amplifying your own voice in the process.

So tell the world about the people who deserve the spotlight. Whether it's through a backstage selfie or a LinkedIn post, the stage is yours.