Your customers are just waiting for you to give them something they never thought they would need or like.Your customers aren’t defined by their email addresses. They’re defined by what they click and buy next.
My first encounter with Fever, a global live-entertainment discovery tech platform, was on my birthday month last year, when my partner took me to my first Candlelight concert here in Madrid. He is an Imagine Dragons fan and I love listening to Coldplay, so a joint orchestra cover of both bands was spot on, and not just for us. The whole room adored the whole set, whether they initially came for Coldplay, Imagine Dragons or both.
Candlelight photo by Fever
That’s the moment I stopped seeing a concert and started seeing a CRM (customer relationship management) system.
I assumed this was how Fever invented a new audience + product offer for that night. They took their flagship format, a candlelit string orchestra, and pointed it at several adjacent behaviors: people who love pop and rock in general, people who listen to Coldplay only, people who follow Imagine Dragons and those who also want a date-night experience.
The joint orchestra product that followed is the intersection of all adjacent behaviors and interests that made sense. Two fan bases, one product, and everyone in the room felt like it was made for them. That’s how you grow a market by activating adjacent experiences, behaviors and brands to encourage upsell, cross-sell or build an entirely new market.
I’ve been watching Fever from my marketing orbit for a while, and relocating to Madrid, one of the tech platform’s key headquarters, just showed me how extensive their product portfolio can be. All their CRM and data specialists have to do is follow the breadcrumbs in the form of clicks, shares, and views — before they knew it, they just discovered a new Fever product to sell, grow or iterate. I realized this is what I’ve always wanted CRM to do.
Most CRMs don’t. They collect names, emails and phone numbers, and then sit there like an address book. But a name tells you nothing about what to offer next. What someone bought, click and what content block or copy sits next to it, tells you everything.
the astrology in action:This season’s Venus retrograde, moving through Scorpio and Libra from Oct 3 to Nov 13, is an invitation to go below the surface of your company data and mine it for insights you can monetize.
Scorpio governs power dynamics, the energy exchange between brand and customer, and the strategy running underneath. Libra rules partnerships, symmetry, and fair exchange. And Venus, the planet of our values and relationships, is the cue: when it goes retrograde, the most productive way forward may be backtracking to see what we might have missed amidst the noise —proofreading sales pages, reviewing pricing and product portfolio, and analyzing customer data with fresh eyes.
So I wrote about three low-risk ways to start treating your CRM as a product map in a Substack piece here. None of them needs a big budget or a lengthy management sign-off.
If this got you thinking where to start looking inside your own brand — astrology chart included, if you’re curious — that’s a conversation I love having.
