Business Advice a la Gaga

Dr. Lois Frankel analyzes Gaga's business tactics and gives advice for the working woman after being stopped in her tracks by the recent Today performance.

1. Do the unexpected. Lady Gaga's choice of an opening song was so unexpected it got my attention. What might you do that is unexpected, yet within the realm of acceptability for your corporate culture, that would cause others to pay closer attention to you, your ideas or your product? Doing the same things, in the same way -- no matter how valuable -- can cause you to be overlooked in the long-run.

2. Craft your brand. We're all brands. There's a word on the street about all of us. It's what people say about us when we leave a room or hang up the phone. Lady Gaga shows us that a clearly defined brand is a memorable brand.

OK, so she looks like a cross between Madonna, Marilyn Monroe, and Elton John. There's still no mistaking it's Lady Gaga. What are the key elements of your brand? How would you complete this sentence: "There goes a woman who ____________________." Fill in the blank with the words you want people to use to describe you.

3. Focus on what you do best. Branding and gimmicks only go so far. You've got to have the goods. Lady Gaga is a great songwriter, singer and performer. What are the two or three things you do best and how can you parlay them into more money, job satisfaction, recognition or anything else that's important to you?

4. Express your gratitude -- publicly when possible. At every opportunity during her appearance on the Today Show Lady Gaga thanked the people who contributed to her success. She even sent pizza over to the die-hard fans who spent the night on the street waiting for a good spot to watch the concert. When was the last time you either publicly or privately thanked those who helped you get to where you are? The best way to ensure future support is to positively reinforce past support.

5. Be strategic. You can bet that everything Lady Gaga does, says, or wears is part of a strategic plan to market her brand. Clearly, it's working. You need to have your own strategic plan in place to achieve your goals. Being strategic means you think about where you are, where you want to be and how you're going to get from one place to the other. Write it down. Talk to trusted friends and colleagues about it. Then be certain to act in ways that are deliberate and strategic.