Let me entertain you!

Key Lessons from Robbie Williams

Let me start by saying that Robbie Williams kicked off with these famous words, “Let me entertain you!” and boy did he deliver. It was an incredible privilege to witness a true artist at work – delivering what I’d consider to be a masterclass in human connection, emotional storytelling and engaging and bringing an audience along. Done in a way I’ve seldom experienced. And I’ve watched many a live performance and attended hundreds of thousands of presentations.

Whether or not he’s your cup of tea, there’s so much we can learn from him—not just in entertainment but also in areas like public speaking, business presentations, customer engagement, social interactions and even in our personal relationships. Robbie shows us how to take Key Steps to really…

‘be the difference that makes the difference.’

1. Grab people’s attention. I won’t quote Robbie here in the interest of keeping the language clean ?? but he immediately got everyone’s attention and got us engaged. I like to do this with a question, relevant quote or startling stat that the audience can relate to and is relevant to the content. We are all busy and have so much vying for our attention that we cannot afford to start with, “Hi, I am Sharon, and it is good to be here.”
2. Be unapologetically yourself. Robbie embraces who he is with complete authenticity. He knows his style, owns it, and doesn’t try to please everyone. Even his solo career, launched after being kicked out of Take That, reflects his unwavering commitment to challenging the status quo and being unapologetically himself. This lesson applies to all of us: whether in a boardroom, at work or at home. Disclaimer: It is important to note that I am not suggesting we swear in a boardroom (Robbie sure does like to swear) but that we are able to stand up for what we believe in and chart a course that might challenge norms. In the words of another famous singer, legend Frank Sinatra, be able to say, “I did it my way.”
3. Turn a performance into a conversation. Robbie doesn’t just perform—he creates a dialogue with his audience. Despite being in a stadium filled with 10,000 people, he made it feel intimate and personal. His humour, playful banter and light-hearted teasing made the evening even more engaging. For instance, he got the names of a number of people in the audience and got to know them very personally. He even took a couple’s mobile and recorded a video for their children. It was so special and endearing. So, although he didn’t call my name, it felt like he did because he got so intimate with the audience. This technique could backfire but in the case of Robbie it was spectacularly well done.
4. Be trustworthy and bring your A-game. The band had to adapt and overcome significant health challenges. Robbie had the flu, and two band members had the terrible gastro going around. He managed to bring it up in such a humorous ‘by-the-by’ way so that we all knew (I guess he was worried one of the band members might need to run offstage) but it didn’t overshadow the event. And they were phenomenal. They drew on a professional strength I know well – where afterwards you have no idea how you did what you just did but you knew you were not going to let that audience down. A big lesson in resilience for us all. Be that person! Be camera ready, show up, deliver and overcome setbacks.
5. Make it personal. Robbie did this in a few ways. One example was the featured couple that he incorporated in many ways and another that he dedicated a song to. He also handed t-shirts to people in the crowd based on who he thought was dancing the best (and worst ??) and had the camera man zooming in all over the audience and making sure everyone felt included. Then he also shared very personally and vulnerably about this own life and his long journey to getting sober and dealing with his mental health problems. He spoke about his wife and children, and how they saved him. He used such personally relatable stories that connected hearts right throughout the audience. Beautiful to witness.
6. Tailor the experience. Robbie’s attention to detail was exceptional. He customised numerous parts of his show to celebrate South Africa. For example, the opening video featured him reading a local newspaper in his dressing room, followed by a sequence where he dramatically put on an African jacket and stepped into a scene filled with South African imagery. The backing track had him and the band chanting “Sunbet are you ready” – the concert was in the Sunbet arena and had goosebumps running along our skin. Our whole row commented on it. And he repeatedly expressed his appreciation for the warmth of the South African people, making us all feel truly special.

I’ll say it again. Robbie Williams’ concert wasn’t just an exceptional musical performance and display of musical talent—it was a masterclass in connection, authenticity and adaptability. He demonstrated how little touches, like tailoring content for your audience, connecting with them individually, using relatable anecdotes and delivering on promises, can create unforgettable memories. I wonder what Key Steps you can take today to be a Robbie – no wait, to be unapologetically yourself ?? – and…

‘be the difference that makes the difference.’

Namaste

Sharon