CHAPTER EIGHTPersonal Is Powerful

“Passion, that intangible concept many businesspeople belittle, is essential.”

HOWARD SCHULTZ, Starbucks Founder1

As Kid Rock was composing his album Born Free, he asked legendary music producer Rick Rubin if his new songs were too Detroit-centric. Rubin encouraged him not to dilute his songs’ hometown pride. “When an artist talks about something really personal,” Rubin says, “the thing that connects with people and makes it relatable is the passion conveyed.” Hearing Kid Rock croon about Michigan is like hearing Springsteen sing about New Jersey: people hear “Detroit” but picture their own hometowns.

Just as music listeners can discern and appreciate Kid Rock sharing his passion through music, your followers ...

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