Even Bono Has To Market

The paradox of creativity and marketing

Bono released his memoir, “Surrender,” a few months ago. It says a lot that I can say his artist name without mentioning his band (U2) or last name. He’s a mega giga superstar. His name and face are instantly recognizable. If there was anyone who should be able to release a book about his life into the world without having to market it, it’s Bono. 

And yet, there he was, doing solo concerts, late-night talk show appearances, morning show interviews, book signings, and more. I leave room that he may love this part of the process. He is a performer. It’s exhausting to think about for me. And if I was Bono, there is no way I would be doing it.

But the insight I had watching this marketing blitz for his memoir is this: even Bono has to market. It’s not enough for him to tell his story with courage, vulnerability, and beauty. He has to ensure we know he’s made this new creation and invited us into it. This means if Bono has to do that, the rest of us do too. And I hate that.

It’s ironic because I am a proud advocate for other people’s stories. I love serving people and companies by helping them discover and develop the unique story God has given them. 

My story? I prefer to do my best work, send it into the world, and let it ride from there. A mix of pride, fear, and image control is happening here. If I don’t say much about the creation, most people won’t ever see it, and I can remain a brilliant artist in my own imagination. If I don’t let people know about it, I don’t have to fear that it will be rejected or, even worse, ignored. If I don’t speak up and tell people about the story, I can maintain whatever current image exists. 

I recently started a company called Kent Studio. It’s a storytelling agency for individuals and companies. I’m coming up on one year of business, a major milestone for any small business. It’s been exhilarating, painful, and scary. I don’t know if I will make it to year two, but I’m hopeful. I’m thankful for the people and companies that have allowed me to help them discover, develop, and share their stories. I know I have to share that story more. I can’t rely on doing excellent work alone. 

If Bono has to market, I have to market.

This sub stack will be part of that story. It will be a mix of my personal journey with creativity, storytelling, leadership, and other people on a similar path. 

If that sounds interesting to you, I invite you to join me. If it doesn’t, I hope you find what you’re looking for.

Live Free. Dream Far. 

-Kent

P.S. Bono’s real name is Paul David Hewson