Airport business book through the lens of Taylor Swift (or should that be the other way around?). A perfectly passable read, charting Taylor Swift’s career and trying to apply that to how companies and brands care about marketing or innovation or so on and so on. A classic blog post dragged out to 50,000 words style book, which little in the way of original research. It’s also interesting to consider how the book itself plays into the marketing strategies it claims to have special insight into: the treating of Taylor Swift throughout her career as being her own machine. And, look, I am a Taylor Swift fan. Not going as far as describing myself as a Swiftie, but I like her! I went to the Eras tour! I’m not having a go! But the treating her as a singular strategic genius as if she doesn’t have a whole team behind her is really weird - she’s not sat there figuring out the vinyl release strategies, there’s a whole team behind her for that. And that’s ok, that’s how it should be, but this need to hold her up as some one-man band who’s responsible for every last detail is an unhelpful overcorrection to the view of her as manufactured.