Why Great Performers Always Give More Than Expected
What Brands Can Learn from Live Acts That Create Lasting Connections.
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Why Great Performers Always Give More Than Expected
Everyone expects you to deliver what you promised. That is the price of admission. But the people and brands we remember, the ones we trust, recommend, and return to, always deliver more than expected.
They surprise us. They move us. They give us something extra we did not know we needed.
But first, a story.
I was sitting at a bar in Nashville’s Printer’s Alley listening to a blues band. The guitar player was solid, and the rhythm section was tight, but something was missing. Then the saxophone player stepped up, closed his eyes, and blew a solo that changed the room. He did more than play the notes. He played the audience.
It reminded me of the lyrics to Roberta Flack’s song, Killing Me Softly. This was not only a solo, it was a confession set to music. The tune became a feeling, pulling you in with a gentle grip that did not let go. Every note carried the ache of recognition, the uneasy beauty of someone else putting your secrets into a song.
And that is when it hit me. This is what separates a good performance from a great one. Not technical skill, but emotional connection. Not delivering, but overdelivering (Harvard Business Review).
I thought of a story Peter Wolf tells in his book about meeting Dee Anthony, the legendary manager behind Peter Frampton and Joe Cocker.
“‘So Frank tells me you are looking for a manager,’ Dee said, a forkful of spicy hot sausage halfway to his mouth. Then he launched into a full-blown symposium on his philosophy of show business.
‘Making good records is not enough,’ Dee told him. ‘You must have a strong live act. You must create an identity with your audience. They are not coming out to hear artists sing what they recorded. They want something more.’” (Rolling Stone Magazine).
That phrase stuck with me.
They want something more.
It is as true offstage as it is onstage. Whether you sell software, services, ideas, or inspiration, your audience is not showing up only for the product. They want the performance, the feeling, the connection.
They want something more.
Creating Connections That Go Beyond the Transaction
Give them what they expect, and you have done your job. Give them something more, and you have built a brand (Psychology Today).
Delivering More Than What You Promised Builds Trust
The lesson is clear. Performance without connection fades quickly. But when you deliver more than promised, you create trust, loyalty, and stories that people share. This is the belief behind the brand that keeps customers coming back.
Want to give your audience something more?
I keynote at conferences around the world and still have a few dates open in 2025 and 2026. Let’s make your message unforgettable.
You can learn more at www.bruceturkel.com
Everything written spot on – reminded me of working with Shula and Blanchard’s ‘Raving Fans’ ideas – BUT – is that an AI image? ? ?
Also – ‘Killing Me Softly’ is a song that kicks my ass every time I hear it – but Roberta did not write it. Great story there…
Love your posts and insights. THX
Thanks for writing, Francesco. I’ll look up the “Killing Me Softly” origin story. I love going down those rabbit holes.
And yes, it’s an AI image. I figured it was worth a try — especially since I don’t have to worry about trademark issues when I use them.
We connected and everyone won…
We made so many people part of our journey to find a living kidney donor for my wife. We touched them and many touched us back.
So many got tested that Jackson asked me to stop promoting my wife’s need. They could only test one person at a time.
My wife got her kidney because we connected with a person we did not know on an emotional level. Betty – from Fort lauderdale – she was looking for a couple that was in love, spiritual and that not give up hope.
She was emotionaly invested in my wife and her fight to survive.
THANK YOU BETTY
and as always
Thank you Bruce!
What you did was incredible, Jim. You are truly a lifesaver and you put the “All About Them” concept to good use every single day!
Thank you for reminding us of what’s possible with love and dedication.
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Bruce, this is some of your best writing. Nicely done!
Thank you Greg.
“They want something more.” Such a simple sentence but such an essential insight. So easy to forget. Thank you for reminding us of this timeless truth that is so rarely fulfilled in today’s digital delivery cultures.
Because your nickname is “Mr. 110%,“ I know you understand this concept better than most Brian. More importantly, you put it to work every single day! Good for you.