What Justin Bieber’s Manager taught me about Growing my Reach


Last week I packed my bags and hopped on a plane to spend my weekend at Lewis Howes’ Greatness Mastermind with some of the greatest minds and souls in the country.

As I let the magic that I experienced over those few days sink in and unfold, some really soul shifting lessons have come to the surface that I thrilled to share with you.

One of those lessons came from the immensely successful and influential Scooter Braun.

In case you don’t know who he is, let me catch you up: Scooter Braun is a talent manager who owns two record labels, one which is a joint venture with Usher,  and manages and represents artists like Ariana Grande, Martin Garrix, Carly Rae Jepson, The Wanted and...oh yea, did I mention Justin Bieber?

The man knows a thing or two about how to make things happen.

During our dinner Q&A, I asked him, “ What are the top trends and factors your most influential brands possess that enable them to grow their reach and make a massive impact?”

His answer? 3 simple things: authenticity, intimacy and tribe and I am adding tenacity for good measure based upon his energy and success story.

1. Authenticity

It cannot be said enough... we HAVE to be real.There are enough copies out there and people who pretend to be something they’re not. Your tribe and ideal clients, can see right through that charade in a hot second.

Show the world what makes you, you.

Wear the clothes you want to wear, have dance parties on your Insta Story, show the moments where things can get messy...and don’t apologize for any of it.

The world doesn’t need perfect. It doesn’t need watered down; it needs your light and your brilliance, so let it shine, sister.

2. Intimacy

Scooter talked about how the Biebs used to put out YouTube videos (like this precious one here) where he just sang to his audience in his room. He didn’t introduce himself or ask for shares… he just had an intimate conversation via song with his adoring fans.

He created an intimate relationship with people by just letting them be a fly on the wall in the privacy of his own home while he shared his gift.

I do this in my own business with my Focus Friday podcasts, or when I show the ups and downs of my life through Insta Stories or Facebook lives and I get a lot of great feedback as a result.

It’s in these places where I get to connect with people and bring them in to my life, instead of just inviting them in to my business.

I have a question for you:How are you showing up for and having an intimate conversation with your tribe?

3. Tribe

You have to be in the room and you have to show up. You’ve gotta get on the plane.

Proximity is power and nothing is more powerful than being in the proximity of people who you can learn from and who are willing to teach you.

If you aren’t willing to open yourself up to connection; to buy the ticket, to pick up the phone, to go to the event, then you won’t be able to connect with the powerful souls and possibilities that  will help you launch yourself into your vision.

I have said it before, and it is the foundation with which my entire brand rests and expands upon- we can’t do this alone.

4. Tenacity

While Scooter spoke on the qualities of tenacity, he didn’t outright say the word. I added this point in there myself after having been surrounded over the last few years by the individuals who have taken their brands to that next level and made an impact on their world.

There is something to be said for persistence and the willingness to step into the stadium and keep swinging, regardless of how many times you miss the ball.

Here is the truth from Scooter himself,

“You will miss. You will get “boo’s” and doubts from other people. You will strike out and probably want to walk off the field and hide in the locker room. Don’t. The same people who doubted you will jump to their feet and cheer their heads off the moment you connect with that ball and hit it out of the park.”

Even in the moments where you aren’t sure how to reach more people, where the next client is going to come from or if you’re going to hit the numbers you needed to hit- keep swinging. You WILL get there.

We can’t phone this one in. We must welcome all 4 of these principles into our brands and step into each with all our might if we want to create something that can change lives.

I invite you to ask yourself where in your brand are you embodying these qualities? And where in your brand could you use a little help?

If you’re looking for an experience that contains all 4 of these elements along with 200 other heart based entrepreneurs who have created magic in their own lives and the lives of others, I am inviting you, yes you, to my Ignite Your Soul Summit that’s taking off the weekend of April 28th and 29th.  

It’s a place where we can get real about who YOU are and how you want to show up for the world. Where we can have intimate conversations with each other and understand how to forge deeper connection. Where all of those doubts you’ve been hearing in your head will be drowned out by the cheers and the love from your soul brothers and sisters. And where you can finally connect with a tribe that will help you set your soul on fire.

Let’s change the world… together.

See you there.

Amber LilyestromComment