Lessons from The Voice
/How Persistence, Consistency, Drive, and Empathy Can Grow Your Business with Channel Partners
The world of competitive music is more than just about hitting the right notes. It’s about understanding the audience, embracing challenges, and showing up day after day with persistence and drive.
My son, Ryan Coleman, was fortunate enough to chosen out of 16,000 applicants to participate in Season 25 of The Voice, and while his journey was an incredible one, it also taught me valuable lessons that extend far beyond music.
Ryan’s experience on The Voice mirrored much of what we see in the world of business, especially in the channel partner ecosystem. His time on the show showcased the very qualities that can drive success in the vendor-partner relationship—qualities like persistence, consistency, drive, and empathy.
As the U.S. Channel Chief for many leading tech companies (Samsung, SAP, HP, and First Orion), I’ve had the privilege of working closely with channel partners to help them grow revenue and margins. The insights from Ryan’s journey on The Voice offered a fresh perspective on how these same principles can be applied to the ways vendors engage with their channel partners.
1. Persistence: Never Giving Up
One of the most important lessons Ryan learned on The Voice was the power of persistence. From the blind auditions to the final performance, he had to keep pushing forward, even when it felt like the odds were stacked against him. Every rehearsal, every feedback session, every performance was an opportunity to learn and improve.
For vendors working with channel partners, persistence is just as crucial. The path to success in the channel is rarely smooth. It requires constant effort to build relationships, overcome objections, and fine-tune strategies. Like a singer who must hone their craft through consistent practice, vendors must stay committed to their partners, continually offering support and ensuring alignment with their goals.
Persistent communication, feedback loops, and follow-up are key to helping partners navigate challenges, ultimately leading to greater success in the market.
2. Consistency: Building Trust Over Time
Throughout the competition, Ryan’s ability to perform consistently was critical to his growth. Week after week, he had to bring his best self to the stage, adapting to new challenges while maintaining a high standard of performance. Consistency doesn’t just build talent; it builds trust with the audience and the coaches.
For vendors and channel partners, consistency is just as vital. Vendors who show up consistently—whether it’s through regular check-ins, providing marketing resources, or offering technical support—build trust with their partners. Trust is the foundation for strong relationships and successful long-term business engagements.
Partners need to know they can rely on vendors for the tools, insights, and support they need to perform at their best. Much like Ryan had to deliver top-notch performances every week, vendors must provide their partners with reliable, consistent value.
3. Drive: Fueling Ambition and Success
Ryan’s journey on The Voice wasn’t just about talent; it was about drive. He had a burning desire to improve, to push beyond his limits, and to compete with the best. His drive propelled him to stay focused, even when faced with tough competition.
In the same way, vendors should foster a culture of drive within their channel ecosystem. Providing partners with the motivation and resources to aim higher is a key element in growing revenue and margins. Vendors need to inspire their partners, encourage them to think bigger, and empower them to achieve more.
By offering incentives, recognizing achievements, and creating competitive advantages for partners, vendors can cultivate a high-performance mindset that fuels ambition and drives mutual success. Just as Ryan strived to outdo his previous performances, channel partners should be motivated to outdo themselves and bring in more business, year after year.
4. Empathy: Understanding and Supporting Your Partners’ Journey
Perhaps the most impactful lesson Ryan took away from The Voice was the importance of empathy. His coach, and even his fellow competitors, provided him with emotional support, guidance, and understanding. Ryan didn’t just benefit from technical advice—he thrived because his coach understood him as an individual and supported his emotional growth.
For vendors, the importance of empathy in building strong channel relationships cannot be overstated. Vendors must understand the unique needs of each partner and be willing to invest in their development. This means taking time to listen to partners’ concerns, addressing challenges with compassion, and offering solutions that are truly in the best interest of the partner.
Empathy in vendor-partner relationships doesn’t just improve satisfaction—it deepens loyalty. Partners who feel supported are more likely to invest in the relationship, and that translates to stronger, more profitable outcomes.
5. Embracing Change: Moving Beyond the Status Quo
One of the toughest challenges Ryan faced on The Voice was adapting to change. Whether it was switching up his song choice, adjusting his performance style based on coach feedback, or handling the pressure of live performances, Ryan had to remain flexible and open to change. Success required more than just talent—it demanded the ability to step outside of his comfort zone and embrace new approaches.
This lesson is especially relevant for vendors and channel partners. The channel ecosystem is constantly evolving with new technologies, shifting customer expectations, and changing market dynamics. Yet, many channel partners struggle to move away from the familiar and adopt new strategies. Sticking to the status quo can limit growth and competitiveness.
Encouraging flexibility and experimentation allows partners to pivot quickly when market conditions shift. Just as Ryan learned to trust his coaches and adapt his performances to stay competitive, vendors must foster an environment where partners feel supported and empowered to try new approaches without fear of failure. Adaptability becomes a competitive advantage when vendors and partners work together to navigate change strategically.
Bringing It All Together
Ryan’s experience on The Voice was an incredible journey of growth, but it also highlighted some of the most important qualities for success in any arena—persistence, consistency, drive, and empathy. These are the same principles that vendors should embrace when working with their channel partners.
By staying persistent in the face of challenges, consistently delivering value, fueling the drive to perform better, and showing empathy toward partners’ needs, vendors can foster stronger, more productive relationships with their channel partners. This leads to growth in both revenue and margins, creating a win-win situation for everyone involved.
Just as Ryan learned to embrace his journey with hard work and perseverance, vendors can grow their channel partnerships into thriving, successful collaborations. It’s all about playing the long game and being there for your partners, every step of the way.
