Happy New Year everyone!

It’s me, Hi! Your trusted IncrementOne Swiftie, here to wrap up the 2024 calendar year with a few reflections. I set out to write a blog post highlighting our team’s accomplishments and the lessons we’ve learned throughout the year, hoping to share insights that might be useful to you. But as I sit here, overwhelmed by all the milestones we’ve achieved, one thing keeps coming to mind.

At IncrementOne, one of our core values is honesty and transparency, and in that spirit, I have to admit something to you: I’m 50% brains and 50% a personality hire and as I try to narrow down a topic for today’s post, I keep circling back to my most unforgettable accomplishment of 2024—attending Taylor Swift’s Eras Tour—which, I believe, will offer some of the most impactful lessons for 2025.

So, without further ado, using Taylor Swift’s iconic eras as a guide, this blog explores stages of organizational maturity, challenges businesses may be facing, and insights into how to move forward based on which era you are in—all with a killer playlist.

Small caveat before moving forward … this may feel like a long read, but there are 11 eras and Taylor was on stage at the Eras Tour performing for 3.5 hours. Everything is relative …

1. Debut Era (2006)

Stage: Just starting out: new org, new teams, new product, new idea…

Challenge: Your organization or teams are in their infancy, launching a new product or venturing into uncharted territory. With that comes a lot of uncertainty, a plethora of decisions to make, and the pressure to carve out a meaningful place in the market and make yourself known.

What It Means: Like Taylor’s country roots, there’s unlimited potential here. The debut phase is filled with energy, but it's unpolished. At such an infancy stage in your journey, every move can have long-term implications, but you need to put yourself out there anyway. This is your moment to make an impactful debut, but it’s also a time to explore, experiment, and refine. There will be bumps along the way, but each step is a foundation for future growth.

Song For Thought: Tim McGraw – “when you think Tim McGraw, I hope you think of me”

This song represents the blend of nostalgia and hope for the future. It reflects on the past with fondness, while looking ahead with optimism for what’s to come. Tim McGraw was also Taylor Swift’s first award. She was awarded CMT's “Breakthrough Video of the Year” in 2007 setting the stage for a lifetime of achievements to come. Likewise, in the early stages of any organization, it’s important to reflect on the milestones achieved—however small—because those early wins, even if they are simple, can define the organization’s trajectory and give the team the confidence to push forward.

Recommendation: Focus on building a strong foundation. Define your mission and vision clearly. Make sure everyone understands the why behind what you’re doing, as this clarity will serve as a touchstone as the organization evolves. Prioritize psychological safety within teams, enabling them to experiment, fail, and learn—because growth at this stage is driven by the lessons learned from those early, often messy, attempts.

2. Fearless Era (2008)

Stage: Early success, but now facing the challenge of scaling

Challenge: Teams are seeing early wins and growth, but leadership struggles to scale those successes across the organization. There’s enthusiasm and momentum, but challenges emerge when it’s time to expand or replicate that success in new areas or larger teams.

What It Means: The Fearless Era represents a period of newfound confidence and optimism, but also growing pains. Like Taylor Swift’s bold, self-assured approach in her Fearless album, your organization may feel like it’s on the right path after early wins, but the real test lies in replicating that success. Leadership has to move beyond just achieving results to managing and sustaining them at scale.

Song For Thought: Fearless – "And I don’t know why, but with you, I’d dance in a storm in my best dress, Fearless." [If you didn’t take a photo of yourself doing the Fearless heart at the Eras Tour for Instagram, did you even really go?]

Fearless captures the essence of courage and taking leaps of faith, even when the path forward is uncertain. For an organization, this is the phase where you feel empowered to tackle bigger challenges, but there’s still a sense of vulnerability and the need for careful decision-making to maintain the momentum you’ve built.

Recommendation: It’s time to identify, refine, and formalize what’s been working in the early stages to then scale with intention. As your organization grows, establish structures, processes, and frameworks that support the successful replication of early wins. Focus on communication, collaboration, and leadership development to ensure that the positive momentum from small wins can be carried across the broader organization. Ensure that teams feel empowered to take risks and continue experimenting, but with a framework that encourages sustainable growth.

3. Speak Now Era (2010)

Stage: Teams thriving, leadership hesitant

Challenge: As teams begin to experience success and embrace new ways of working, leadership may still be hesitant to fully adopt or support these changes. This hesitation often stems from a lack of visibility into the teams' progress, leading to incorrect assumptions about what's happening on the ground.

What It Means: The Speak Now Era is all about taking ownership of your narrative. In this era, Taylor Swift set out to silence critics who doubted her songwriting abilities, writing the entire Speak Now album by herself. For an organization, this phase mirrors that journey—teams are confident in their progress and ready to advocate for change, but leadership may not yet fully understand or support what they are advocating for. It's a time for teams to step up, clarify their achievements, and demonstrate why the shift is essential.

Song For Thought: Mean- "You can take me down with just one single blow / 'Cause you don't know what you don't know"

There can be a damaging disconnect when leadership doesn’t have full visibility into the team's progress, making it easy for them to dismiss or misunderstand what is needed. Teams need to step up and advocate for themselves, bridging the knowledge gap by educating leadership on what they may be missing.

Recommendation: Create a culture of open, honest communication between teams and leadership. Foster an environment where teams can confidently share both their successes and challenges, and leadership feels empowered to ask questions and understand the realities on the ground. Leadership coaching can help shift mindsets and encourage a more receptive approach to change, ensuring that teams and leadership move forward together with shared understanding and alignment.

4. Red Era (2012)

Stage: Experimentation and emotional turbulence

Challenge: As organizations begin to scale, there will inevitably be growing pains. Teams may struggle with a lack of consistency or alignment, which leads to frustration as the pace of growth accelerates, communication with leadership fractures, and efforts feel scattered without clear alignment across departments.

What it Means: The Red Era captures an emotional rollercoaster, much like an organization in a scaling phase. Just as Taylor Swift navigates heartbreak, ambition, and confusion in her music, an organization experiences its own highs and lows in pursuit of success. The rapid changes, unanticipated setbacks, and moments of triumph are all part of the growth process, which can feel as emotionally turbulent as listening to this album is.

Song For Thought: All Too Well (10 Minute Version)

If you thought a Swiftie was making it through a blog without mentioning this masterpiece of a song, you’re nuts! This song captures the deep reflection needed to analyze what’s working and what’s not. If Taylor can sing a heart wrenching ballad for 10 minutes straight while simultaneously playing the guitar – you and your teams can do anything you put your minds to.

Recommendation: Prioritize regular retrospectives, allowing teams and leaders to pause, reflect, and adjust their approach. Use tools like Value Stream Mapping to identify bottlenecks and inefficiencies that may be hindering progress. Ensure alignment by fostering open communication and setting clear goals to help everyone move in the same direction.

5. 1989 Era (2014)

Stage: Innovation and disruption

Challenge: Teams and leadership are aligned, but agility feels mechanical. The ‘why’ behind processes gets lost in execution.

What it Means: 1989 represents a reinvention with focus and precision and a pivotal moment in Taylor Swift's career, marking her full shift from country to pop music. This album wasn’t just a new sound; it was a strategic move that required careful planning, expert advice, and a willingness to take risks.

It is this Swifitie's opinion that without the genius that is 1989, Taylor's career would have likely been very different. She recognized the need for collaboration with pop masterminds like Max Martin, Jack Antonoff, Imogen Heap, and Ryan Tedder, ensuring that her transformation wasn’t just bold but expertly executed. The result? 1989 became the highest-grossing concert tour of 2015, sweeping the Grammys with Album of the Year and Best Pop Vocal Album, and solidifying her legacy as a pop icon (and my favourite album, can you tell?).

For your organization, the 1989 Era is about the need to embrace change and innovation by stepping out of your comfort zone with focus and precision. When entering new markets or developing new products, it’s critical to seek advice from industry experts, take calculated risks, and learn from those who’ve mastered the space. 1989 wasn’t just a leap into pop; it was a leap into excellence, with Taylor building a network of experts who would help shape her future success. Similarly, organizations must collaborate with specialists to refine strategies, ensure high-quality execution, and navigate the complexities of disruption.

Song For Thought: New Romantics - “We’re all bored, we’re all so tired of everything. We wait for trains that just aren’t coming.”

We are all familiar with the feelings of restlessness and frustration that often drive organizations to seek change. Being stuck in old patterns or outdated processes may feel like you’re waiting for growth or success that will never materialize without a shift in approach. For organizations in their 1989 Era, this sentiment serves as a call to action to take proactive steps to disrupt themselves, reignite energy, and create their own opportunities for growth.

Recommendation: Infuse creativity into planning through:

• ‍Innovation - Embrace new ideas with intention and seek expert advice to guide your reinvention. ‍
• Calculated risks -Take bold but informed leaps to ensure strategic, high-impact change.‍
• A culture of creativity - Create and support an environment where creativity thrives, encourage teams and leaders to push boundaries while staying true to your core values.

6. Reputation Era (2017)

Stage: Resistance to change, rebuilding, and reinvention

Challenge: Organizations often face resistance to major change, especially as external stakeholders make quick, negative judgments, undermining efforts. This leads to frustration as teams feel misunderstood, undervalued, and struggle to gain support for their initiatives.

What It Means: The Reputation Era for Taylor was marked by her epic response to public scrutiny and media backlash, as she reinvented herself to reclaim control over her narrative after being criticized and misrepresented in the press. “There will be no explanation, only Reputation”

Organizations can learn from Taylor Swift's Reputation Era by recognizing that changing perception is a long, difficult process. The initial resistance may come from outdated assumptions or past experiences, but just like Taylor fought against the narrative surrounding her, businesses must be creative if they want to redefine how they are seen. This era underscores the importance of demonstrating resilience and staying true to the vision, even when external forces seem to undermine progress. By consistently delivering value, whether through new products, services, or improvements, organizations can slowly rebuild their reputation and gain the trust of key stakeholders over time.

Song Example: Look What You Made Me Do - "I got smarter, I got harder in the nick of time. Honey, I rose up from the dead, I do it all the time"

When you are frustrated, underestimated, and pushed into a corner, the only option left is to prove people wrong. LWYMMD is an anthem of reclaiming control when others have misjudged or mischaracterized your efforts, much like organizations do when they are in the midst of change and external resistance.

Recommendation: Develop metrics that showcase the value of the changes in question for the organization, focusing on outcomes, not just speed or activity. Engaging stakeholders early and often is critical in bridging gaps in understanding and addressing concerns before they escalate. By creating clear lines of communication and transparent feedback loops, businesses can foster trust and demonstrate the positive impact of their efforts.

And if all else fails, and you need to do a complete 180 rebrand… it better be epic.

7. Lover Era (2019)

Stage: Stabilization and harmony

Challenge: While the organization is thriving, complacency begins to creep in as teams and leaders become comfortable in their success. This leads to stagnation, where pockets of inefficiency or disengagement remain unaddressed, preventing further growth.

What it Means: The Lover Era represents a time of stability, optimism, and connection, much like an organization that has achieved a certain level of success and alignment. This is the era that we all strive to be in all of the time - we are happy, blissful, and creating magic in everything we do. Unfortunately, this is a nightmare dressed like a daydream.

Organizations in this stage might fall into the trap of thinking everything is perfect, when in fact, there are areas that still require attention and refinement. The lesson here is that even during periods of harmony, organizations must continue to challenge themselves to improve and avoid becoming complacent. It is important to recognize that maintaining momentum requires ongoing effort and the courage to confront areas that need growth.

Song for Thought: Miss Americana and the Heartbreak Prince – “you play stupid games, you win stupid prizes”

While you may feel content you must remain vigilant about addressing the pockets of dissatisfaction or inefficiency that can undermine long-term success. It is a very stupid game to think you have it all figured out all of the time.

Recommendation: Focus on strengthening cross-functional collaboration and fostering a culture of learning. Create Communities of Practice and hold team building or brainstorming workshops to ensure that knowledge is shared, and improvements are made collaboratively. It’s important to remain proactive, always seeking out new ways to be better, even when things appear to be going well.

8. Folklore Era (2020)

Stage: The impact of storytelling 

Challenge: Organizations often struggle to differentiate themselves in a crowded and complex market and authentically connect with their customers. Impactful storytelling becomes essential when trying to inspire buyer-trust, clarify complex ideas, or emotionally engage customers, employees, and stakeholders. The challenge lies in crafting narratives that are both compelling and aligned with the organization’s identity, while also resonating with diverse audiences.

What it Means: Folklore was a bold departure from Taylor's past work - a deeply introspective and experimental album where she told stories not about herself, but about others, including fictional and historical characters. This pivot to storytelling allowed her to connect with fans in an entirely new way, proving that innovation in how you communicate can lead to groundbreaking results.

Organizations can learn from Folklore by recognizing the value of stepping outside of their usual narrative framework. Whether it’s launching a new initiative, explaining a shift in direction, or building brand loyalty, well-crafted and innovative storytelling can bridge the gap between strategy and connection, foster trust, and create lasting emotional connections, transforming abstract goals into messages that deeply resonate with audiences.

Song For Thought: “the last great American dynasty” – no quote here because Taylor wrote this entire, catchy song, about the history of her Rhode Island house and its previous owner… Let me say that again, she wrote a song about A HOUSE, and it’s a storytelling hit. Pure genius.

Recommendation: Good storytelling isn’t just about selling a product or service; it’s about building connections. Use storytelling to humanize your brand, share your journey, and create emotional resonance with your audience. To develop these skills within your teams, offer storytelling workshops, provide regular opportunities for practice through presentations, and foster a culture of feedback and collaboration. Encouraging mentorship and the sharing of personal experiences can also help build confidence and mastery.

9. Evermore Era (2020)

Stage: Unprecedented times

Challenge: Sometimes there are unexpected or dramatic disruptions that happen that we just can’t control. These times can throw organizations off course, forcing them to adapt quickly, effectively, and intelligently to navigate through uncertainty and continue progressing toward their goals.

What it Means: The key takeaway from the Evermore Era is the importance of adaptability, resilience, and moving forward. Evermore was released during the height of the COVID-19 pandemic, as a continuation of Folklore. During this time, Taylor was forced to cancel her anticipated Lover Tour, and was in quarantine like the rest of us. She used this time to create, explaining that after finishing Folklore, she simply kept writing and Evermore became a second sister album. This relentless creative flow, even under less-than-ideal circumstances, mirrors how organizations must often push through adversity, using challenges as fuel for innovation. Just as Taylor harnessed an unexpected time of reflection and change to produce not one, but two incredible albums, organizations too can find opportunities to grow during turbulent periods by continuing to move forward with what’s available.

Song Example: Champagne Problems – this song explores themes of unexpected obstacles and the bittersweet nature of navigating through them, much like how organizations must adjust to unforeseen challenges. The lyrics convey a sense of resilience and growth, offering a relevant soundtrack for facing tough decisions and learning to move forward despite setbacks.

Recommendation: When faced with uncertainty, sometimes the best and only option is to embrace the situation and keep moving forward. The world will keep spinning even if you aren’t ready so sometimes you just need to release and iterate, even if it's not perfect or exactly how you envisioned it. Perfection can often be an illusion, and progress is made by taking steps, even when the full picture isn’t clear. So, make decisions with the information you have, iterate along the way, and don’t wait for ideal conditions. The ability to adapt and create something meaningful, even during times of adversity, can set organizations apart.

• Strategic Planning: Invest time in resource planning, considering both current and future needs.
• Skills Inventory: Regularly assess the strengths and expertise of your team and align them with key priorities.
• Resource Planning: Prepare for the unexpected, like turnover or shifting responsibilities, with contingency plans that keep your business moving forward.

10. Midnights Era (2022)

Stage: Resources are usually scarce

Challenge: Success hinges on having the right people in the right roles, equipped with the right skills—but that’s no easy feat. You will rarely have the budget for the staffing that you want. High turnover, shifting responsibilities, and evolving priorities can make resource planning feel like a never-ending chess match. How do you optimize your team’s strengths while navigating the constant flux of organizational change?

What it Means: The Midnights Era during The Eras Tour was saved for last—and for good reason. It was a high-energy finale that showcased brilliant resource planning in action. Every member of Taylor’s team had their moment to shine during each song. There was Kam's unforgettable spotlight during Karma and the breathtaking choreography of Mastermind where Taylor transformed the stage into a giant chessboard, with her dancers simulating a checkmate in perfect harmony. This was no accident—it was the result of intentional planning, highlighting individual strengths while executing a cohesive vision.

The lesson for organizations? Know your team. Understand their expertise, their unique talents, and how to align them with your goals. By leveraging your people effectively, you can create impactful, efficient outcomes that leave everyone—customers and employees alike—feeling energized and valued.

Song For Thought: Mastermind – “I laid the groundwork and then just like clockwork, the dominoes cascaded in a line. What if I told you I’m a mastermind?”  

This song perfectly encapsulates the importance of strategy and foresight. Building a strong foundation and aligning your team’s strengths can make success feel almost inevitable—like clockwork.

Recommendation: Optimize your business by optimizing your people. When everyone is playing the right role, the results can be game-changing. When employees feel their talents are recognized and utilized, they’re more motivated, engaged, and committed to your organization’s success.

11. Tortured Poets Department (2024)

Stage: Do it for the fans (aka your customers)

Challenge: Longevity is hard. Business is hard. Making the right decisions all the time? Even harder. Let’s be honest—any leader or innovator claiming their journey to success has been an island breeze is selling you a fantasy. The real question is: how do you evolve, innovate, and sustain success while staying true to your brand? And most importantly, how do you grow with your customers at the heart of every decision?

What it Means: The Tortured Poets Department is a love letter—an album crafted with deep appreciation for both Taylor’s fans and herself. It’s laced with lyrical callbacks to her earlier works, nods to the Eras Tour, reflections on her relationships, and Easter eggs for things to come. It’s a masterclass in knowing your audience and delivering something meaningful, not just for them but for the core of who you are as a creator.

Song For Thought: The Tortured Poets Department - “who’s gonna know you, if not me?”

Recommendation: Your customers are the lifeblood of your organization—the reason you innovate, the source of your revenue, data, and inspiration. Without them, there’s no future to build for. Make them the center of every strategy, product, and decision and you can’t go wrong. Remember: growth isn’t just about scaling; it’s about evolving in a way that ensures your customers want to grow with you.

Honestly, if you’ve made it all the way through this blog, you are truly The 1 and officially an honorary member of the Tortured Readers Department—thankyou! I hope it has offered something valuable to help shift your perspective on tackling the everyday challenges that you may face and that you are walking away able to draw Enchanted inspiration from the brilliance of the Eras Tour, with fresh insights and a soundtrack to match. In closing, “long live the walls we crashed through, I had the time of my life with you” (and this blog).

As a special treat for letting me re-live The Eras Tour and to help you put some of these suggestions into practice, check out our training page and use code SWIFTIE for $100 off any IncrementOne training in 2025.