Finding Your Voice (Sound)

My first week @ Juilliard, feeling "fresh-off the potato truck" in the big city, I found myself in a masterclass with one of my all-time favorite artists, Bobby McFerrin of “Don’t Worry Be Happy” fame. The experience was mind-blowing. Bobby talked about the time he decided to become a full-time, professional singer. He faced a choice between two paths:

1) Collecting all of the recordings of the world’s great singers/vocal artists and immersing himself in their mastery for the better part of a year.

OR

2) Spending that time recording his own voice and exploring all of the different sounds he could possibly make.

Bobby chose option 2, and the result is a sound as unique and inimitable as any in the history of recorded music. To that point in my life and budding musical career, I had been wired to study the greats: Pavarotti, Domingo, Bjorling, Wunderlich, et al. I was stunned to discover let alone consider an alternative approach. 

About a month later my teacher, Edward Zambara, reinforced this epiphany when he stopped halfway through my lesson and said, “You sing very well, but I get the impression that you’re trying to sound like someone else. I know Domingo. If I want to hear him sing, I can buy a ticket across the street at the Met(ropolitain Opera) and hear him any time. I also have a bunch of his recordings that I can listen to whenever I want. I have no interest in seeing how well you can imitate anyone else. I am only interested in discovering what YOU sound like. That’s the only thing that anyone else will be interested in either.”

From that moment on, my focus was to develop the best version of my voice/sound that I possibly could. It freed me to forgo an audition with a top classical church choir in NYC and instead audition to join a gospel choir in Brooklyn where we attended church (together, we won several Grammys while I was there). It freed me to consider alternate career paths that make the most of all I have to offer beyond music but also including it as well. A decade and a half later, when I moved to Africa, a friend asked me if I’d ever considered singing blues. I hadn’t, but decided to give it a try, and the result was one of the most fun chapters of my musical life to date. I developed an ability to move between those genres: classical/opera, gospel, and blues. Each sounds very different, but it is MY voice that makes each of those unique sounds. It’s my life experience that informs what I bring to each performance and musical interaction. 

In each instance, I sound like me. It really is the best that I can offer. If I gave my life to be the greatest Domingo or Pavarotti or McFerrin impersonator on the planet, the best I could be is a high quality knock-off. I’m so glad I learned early-on the value in developing my own sound and bringing that to every interaction. 

I’ve done the same in business. Whether working for a charity, a start up, or a large corporation, I bring with me the best of a life-time of practice and performance whether that’s leading teams to produce great work, helping clients find the best solution to their business or life challenges, or working cross-culturally to help partners that otherwise wouldn’t work together realize amazing results. 

Here are 3 things to consider when finding and developing your own voice in business.

1. Be Honest/Authentic: Be true to who you are and what you stand for. Mean what you say (or don’t say it). Authenticity resonates with people and builds trust (the currency of every relationship). Share your story, values, and vision in a way that reflects your personality and what sets you apart from others. Don't be afraid to let your individuality shine through in your interactions.
2. Know/Respect Your Audience: Understanding your target audience is crucial. Learn their preferences, pain points, and aspirations. Tailor your voice to connect with them on a personal level. This means using language, tone, and messaging that resonates with them and addresses their needs and desires. A deep understanding of your audience allows you to connect deeply and speak directly to their hearts and minds. If I busted out a blues sound at a classical concert or if I went operatic at a blues club, I would understandably not connect with either audience.
3. Consistency is Key: Once you've identified your unique voice, maintain it consistently across all your business interactions. This includes your website, social media, marketing materials, and customer interactions. Wherever you connect to your audience, consistency helps reinforce your (brand) identity and makes it easier for people to recognize and remember you. It also builds a sense of reliability and professionalism which develops trust.

#TruthBeTold Finding your unique voice is a journey, not a destination. Keep experimenting and refining until you find what feels right and resonates with your audience. If you mean what you say, understand what your audience needs, and deliver consistently, they’ll become not just your customer but ultimately a fan of all that you alone have to offer.