• About Tom Dougherty

    Tom Dougherty CEO, Stealing Share

    Tom Dougherty is the President and CEO of Stealing Share, Inc., and has helped national and global brands such as Lexus, IKEA and Tide steal market share over his 25-year career.

    An often-quoted source on business and brands, he has been featured recently by the New York Times and CNN, discussing topics ranging from television to Apple to airlines.

    Tom also regularly speaks at conferences as a keynote and break-out speaker. To find out more on inviting him to your speaking engagement and view a video of him speaking, click here.

    You can also reach him via email attomd@stealingshare.com.

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Spotify mixtape a fear-based decision

I’m one of those people who must have his music playing whenever I’m working, driving or lounging around the house.

I feel connected with the music I listen to; it makes me feel a bit more lucid and creative.

Spotify, Tidal and now Apple Music have all been a part of my listening experience.

As of now, I am sold on Apple Music. It’s fully integrated with all of the devices I use, the catalog is extensive and the musical suggestions it offers (playlists and albums) just keep improving the more I use the service.

Has Spotify become reactionary?
Has Spotify become reactionary?

Spotify once held the throne for me, but no longer. And my hunch is a lot of folks are starting to feel just like me with its services.

Spotify is making fear-based decisions. 

This isn’t a left field statement. Yesterday, I read that Spotify was making a weekly, personalized mixtape for its users.

The idea behind the Spotify mixtape is to provide users with a tailored list of songs that will appear every Monday. The songs might be similar to those you are already listening to or they might be a slight stretch in a certain direction of your taste preferences.

This is a great concept, but I can’t help but think it’s in reaction to the wonderful preference algorithm Apple Music has in place.

Here is the problem. Spotify has 75 million users worldwide. Even with such lofty numbers, it hasn’t been able to pinpoint user preferences the way Apple Music has.

Fear-based decisions are often decided when one company is seeking share from the market leader. You would expect Spotify would envision itself as the market leader, but its actions suggest it believes that Apple Music is about to become the leader. Hence, the copying of Apple’s preference built playlists.

The writing isn’t on the wall for Spotify, but a re-thinking (a rebrand perhaps?) seems to be of the utmost importance in response to the market changes.

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