‘Unheroic’ Taylor Swift shows the work is the reward

Accepting her Grammy for album of the year, and becoming the first person to win the award four times, Taylor Swift’s speech was a love letter to the unheroic work it takes to succeed. 

What is unheroic work? It’s a term that first landed in my language via a quote by Jedediah Purdy. The term perfectly captures the big and small decisions and actions that generate value which is stored in a brand.

And these days there aren’t many brands out there that store more value than Taylor Swift’s.

Back to her speech.

She said:

“I would love to tell you that this is the best moment of my life, but I feel this happy when I finish a song, or when I crack the code to a bridge that I love, or when I’m shot listing a music video, or when I’m rehearsing with my dancers or my band, or getting ready to go to Tokyo to play a show. For me, the award is the work. All I want to do is keep being able to do this.”

The award is the work. 

Not getting awards is the work. Doing the work is the award. 

Plenty of people miss the distinction. Social platforms are littered with humblebrag moments — so privileged, so honoured, yada yada yada. And sure, recognition is a welcome side benefit of doing any work. But work can make you happy even without adulation.

Are you thinking, “Sure, that’s all good if you’re Taylor Swift and get to travel the world and entertain people, but my job is mostly boring?” Except that’s true for everyone. Eat, Pray, Love author Elizabeth Gilbert noted in an interview that coveted jobs and careers (such as writers and performers) are often difficult, largely unexciting and, yes, 90% boring. 

Just about anything has a buzz when you begin. Then the initial burst fades. And you’re reading another book to a group of four-year-olds. Finishing the code for a new software feature. Laying another row of bricks. Or opening the door of the store, ready for more shoppers.

And that’s where a shift to embracing it as unheroic work can transform how you approach what you do. When your attitude and effort can turn mundane, repetitive tasks into something more magical.

Zoom in on the task. Tap into your inner Taylor and be happy you get to keep doing whatever it is rather than burdened by having to do it, even if it seems like it doesn’t matter. Consistent attention paid over the long haul is what creates extraordinary results.

It doesn’t matter if you’re a global pop icon, teacher, builder, software developer or retailer. Joyfully embracing your unheroic work mints value. It might be a jolt of personal satisfaction, a heartfelt thanks from a co-worker or customer, a growing reputation for doing something well, or finally finding that idea that could change your world. 

If that’s not enough to convince you unheroic work is worth your attention, consider that after decades of days doing hers, Swift’s Eras concerts will generate over 1 billion dollars. 

Michel Hogan is an independent brand counsel.