Finding a common ground, Love Story, and Viva La Vida

In order to effectively communicate with and persuade your audience, you need to find a common ground.  They will be more receptive to a message if they can identify with you.  This principle can apply to personal and business relationships, but I’m going to focus more on the business aspect in this post.  (If you’re wondering what the Love Story (Taylor Swift) and Viva La Vida (Coldplay) reference is all about, feel free to skip to the end of this post.  You know you want to.)

Instead of being on the high ground, as it were, and talking down to your clients and customers, try to view things at their level.

Many companies conduct surveys in order to gain valuable feedback from customers.  In today’s age of communication, there is no excuse why you can’t elicit some sort of feedback about your brand.  The collected data can provide insight into the trends, mindset, needs, desires, etc. of the consumer.  It can provide answers to questions such as:  Do your customers identify with your business model?  Do customers identify with your brand?  In a sense, you can start to see the world through their eyes.  Paying attention and actively responding to consumer feedback is thus a helpful start in developing a common ground.

As Gary Vaynerchuk would say, “Get in the trenches and get dirty.”  People are much more likely to be persuaded by your vision if they see that you are willing and able to come down to their level, “get dirty” with them, listen, and relate to their concerns.


Ok, onto the musical aspect of this post.  I came across an inspiring piano and cello arrangement by Jon Schmidt (pianist) and Steve Nelson (cellist & percussionist):  Love Story (Taylor Swift) meets Viva La Vida (Coldplay).  These seemingly unrelated songs were combined based on a common rhythm element between the two tunes.  It’s amazing what finding and developing a common ground, denominator, rhythm, etc. can do.  Enjoy the musical video which is embedded below.