Whether you're a fan of Taylor Swift or not, no one can deny her success as both a music star and businesswoman. Her career has been a masterclass in everything from customer connection to innovation, decision-making to digital adaption, offering lessons for people in any industry. HBR senior editor Kevin Evers investigated Swift's rise and evolution for his new book, There's Nothing Like This: The Strategic Genius of Taylor Swift, and found interesting patterns. He explains how she's kept audiences loyal, why her Eras tour was so successful, and the vision and "productive paranoia" that have kept her on top. Evers also wrote the HBR article "The Strategic Genius of Taylor Swift."