When we lose an artist like Dolly Parton, our first instinct is to return to the music.<\/p>\n
As the world learned of Parton’s death today at the age of 80, we remember the almost hypnotic plea of \u201cJolene.\u201d We remember the tenderness and dignity of \u201cCoat of Many Colors.\u201d We remember \u201c9 to 5,\u201d a song that somehow managed to be catchy, funny and pointed at the same time. And, of course, we remember \u201cI Will Always Love You,\u201d a composition so extraordinary that it became an enormous success for Parton and then, nearly two decades later, reached another level of global recognition through Whitney Houston.<\/p>\n
Those songs alone would constitute an extraordinary contribution to American culture. Parton, who died Tuesday at age 80, wrote an estimated 3,000 songs and sold more than 100 million records during a career spanning seven decades.<\/p>\n
But as someone who studies and teaches music business and entrepreneurship, I believe there is another part of Dolly Parton\u2019s legacy worth examining.<\/p>\n
Dolly Parton understood the entrepreneurial power of creativity.<\/p>\n
She did not simply make things. She understood how ideas could travel. She understood how a song could become intellectual property, how intellectual property could create opportunities, how a recognizable identity could become a brand, how a brand could support multiple enterprises, and ultimately how the resources generated through those enterprises could be redirected toward communities and causes she cared about.<\/p>\n
There are lessons in that journey for musicians, certainly. But there are also lessons for entrepreneurs, educators, students and anyone trying to transform an idea into something capable of creating lasting value.<\/p>\n
Creativity is capital<\/p>\n
Parton\u2019s story begins where every creative entrepreneur\u2019s story begins: with an idea.<\/p>\n
Before Dollywood, movies, business ventures or international celebrity, there were songs.<\/p>\n
That distinction matters because creative people sometimes underestimate the economic significance of what they create. A songwriter may see a song primarily as something to perform. A composer sees a composition. A filmmaker sees a film. An inventor sees an invention.<\/p>\n
An entrepreneur learns to see another dimension: an asset.<\/p>\n
Few stories illustrate this better than \u201cI Will Always Love You.\u201d<\/p>\n
Parton wrote the song as she prepared to leave The Porter Wagoner Show and pursue the next stage of her career. Elvis Presley later wanted to record it. For a young songwriter, having Elvis record your composition would seem like the opportunity of a lifetime.<\/p>\n
There was a catch.<\/p>\n
Presley\u2019s manager, Colonel Tom Parker, wanted a substantial share of the publishing rights. Parton declined.<\/p>\n
Think about the courage required to make that decision. She was not turning down an unknown singer. She was saying no to Elvis Presley because she understood the long-term value of something she had created.<\/p>\n
Years later, Whitney Houston recorded \u201cI Will Always Love You\u201d for The Bodyguard, transforming an already successful country composition into a worldwide phenomenon.<\/p>\n
Parton\u2019s decision offers one of the clearest entrepreneurship lessons imaginable: Opportunity and ownership are not the same thing.<\/p>\n
Sometimes the largest name, biggest platform or most exciting immediate opportunity is not necessarily the best long-term decision. Entrepreneurs have to understand what they own, what it is worth and what they are surrendering when they enter a deal.<\/p>\n
Parton understood that decades before musicians had dashboards showing streaming royalties in real time.<\/p>\n
Know when it is time to bet on yourself<\/p>\n
There is another entrepreneurial lesson hidden inside that same song.<\/p>\n
\u201cI Will Always Love You\u201d was, fundamentally, a song about transition. Parton\u2019s partnership with Porter Wagoner had helped introduce her to a national audience. It was important to her development, but eventually she recognized that remaining where she was comfortable could limit where she might go next.<\/p>\n
Entrepreneurship frequently requires that kind of discernment.<\/p>\n
Gratitude does not require stagnation. A mentor can be important without determining the entirety of your future. An opportunity can be wonderful for one season and restrictive in another.<\/p>\n
Parton understood when it was time to move.<\/p>\n
That decision eventually opened pathways into a solo recording career, crossover success, television, film, business and philanthropy that would have been difficult to imagine at the beginning.<\/p>\n
Sometimes innovation begins with invention. Other times, it begins with having enough courage to leave a structure that has become too small for the vision.<\/p>\n
Your difference can become your advantage<\/p>\n
Then there was Dolly herself.<\/p>\n
The hair. The rhinestones. The Tennessee accent. The humor. The stories. The clothes. The unmistakable voice.<\/p>\n
There was never much danger of confusing Dolly Parton with somebody else.<\/p>\n
That is branding at its most powerful.<\/p>\n
Branding is often reduced to logos, photographs, typography and social media strategy. Those things can matter, but a brand is ultimately about perception. It is the collection of associations people develop around a person, product or organization.<\/p>\n
Parton\u2019s identity was remarkably coherent.<\/p>\n
What is particularly interesting is that she did not achieve national and eventually international relevance by erasing where she came from. She did almost the opposite.<\/p>\n
The mountains of East Tennessee remained present in her music and storytelling. \u201cCoat of Many Colors\u201d transformed childhood poverty into a story about dignity and love. \u201cMy Tennessee Mountain Home\u201d made geography part of the narrative. Even as her career moved into Hollywood and global popular culture, she continued drawing upon the place and experiences that had shaped her.<\/p>\n
That offers another lesson for entrepreneurs: Differentiation can be more powerful than imitation.<\/p>\n
The temptation in competitive industries is to study what is succeeding and reproduce it. But sustainable brands frequently emerge when people understand what is distinctive about themselves and develop that distinction rather than sanding it away.<\/p>\n
Parton did not become universally recognizable by becoming more generic.<\/p>\n
She became more Dolly.<\/p>\n
Don\u2019t just build a career. Build an ecosystem.<\/p>\n
Parton\u2019s entrepreneurial imagination eventually extended well beyond recorded music.<\/p>\n
She became an actress, starring in films including 9 to 5 and Steel Magnolias. She built businesses around entertainment and hospitality. And in 1986, she partnered with the Herschend family to transform an existing East Tennessee theme park into Dollywood.<\/p>\n
That venture is particularly fascinating from an entrepreneurship perspective.<\/p>\n
Parton did not simply license her name to an unrelated product. Dollywood connected multiple dimensions of her identity: entertainment, music, Appalachian culture, family experiences and the Great Smoky Mountains region she had always celebrated.<\/p>\n
In other words, she built outward without losing the center.<\/p>\n
That is the difference between diversification and distraction.<\/p>\n
We often tell young creative professionals that they need multiple revenue streams. That is generally sensible advice, particularly in industries where income can be unpredictable. But doing many unrelated things is not necessarily entrepreneurship.<\/p>\n
Strategic diversification occurs when one activity strengthens another.<\/p>\n
The music strengthens the brand. The brand creates opportunities for entertainment. Entertainment supports tourism. Tourism creates employment. Place strengthens the story. The story reinforces the brand.<\/p>\n
That is an ecosystem.<\/p>\n
The lesson is obviously not that every songwriter should build a theme park.<\/p>\n
The lesson is to ask a bigger question than, \u201cHow can I make money from this?\u201d<\/p>\n
Ask instead: What else can this idea make possible?<\/p>\n
The highest form of entrepreneurship may be what we enable for others<\/p>\n
And then there is the Imagination Library.<\/p>\n
Parton launched the program in 1995 in Sevier County, Tennessee, inspired in part by her father\u2019s inability to read and write. The premise was beautifully simple: send free books to young children.<\/p>\n
What began locally expanded across the United States and eventually internationally. Today the program operates across five countries and sends more than 2 million books to children each month.<\/p>\n
To me, this is where Parton\u2019s entrepreneurial story becomes most meaningful.<\/p>\n
We often discuss entrepreneurship in the language of revenue, growth, market share and wealth creation. Those measurements matter. Businesses have to survive before they can accomplish much of anything.<\/p>\n
But entrepreneurship is fundamentally about creating value.<\/p>\n
Sometimes that value is economic. Sometimes it is cultural. Sometimes it is educational. Sometimes it is deeply human.<\/p>\n
Parton\u2019s creativity generated intellectual property. That intellectual property helped create wealth and influence. Her enterprises expanded her capacity. And she used part of that capacity to address something painfully personal to her family: literacy.<\/p>\n
There is an extraordinary progression there:<\/p>\n
Create something. Protect it. Develop it. Expand it. And then use what it creates to create opportunities for somebody else.<\/p>\n
What we should teach the next generation<\/p>\n
There is a reason Parton\u2019s career deserves attention in universities.<\/p>\n
We have traditionally organized knowledge into categories. Music students study music. Business students study business. Engineers study engineering. Designers study design.<\/p>\n
The world our graduates enter is considerably messier\u2014and considerably more interesting.<\/p>\n
Today\u2019s musician may simultaneously be a performer, composer, producer, publisher, content creator, educator, entrepreneur and intellectual-property owner. Artificial intelligence and emerging technologies will continue changing how creative work is produced, distributed, discovered and monetized. Understanding the craft remains essential, but understanding what happens around the craft has become increasingly important.<\/p>\n
Parton\u2019s career demonstrates that artistry and entrepreneurship are not enemies.<\/p>\n
Business knowledge does not have to diminish creativity. Properly understood, it can give creators greater agency over their creativity.<\/p>\n
Ownership matters.<\/p>\n
Relationships matter.<\/p>\n
Branding matters.<\/p>\n
Knowing when to say yes matters.<\/p>\n
Knowing when to say no \u2014 even when the person asking is Elvis Presley \u2014 sometimes matters even more.<\/p>\n
And understanding why you are building any of it may matter most of all.<\/p>\n
What Dolly Parton ultimately built<\/p>\n
Over the coming days, we will hear \u201cJolene,\u201d \u201c9 to 5,\u201d \u201cCoat of Many Colors\u201d and \u201cI Will Always Love You\u201d again and again.<\/p>\n
We should.<\/p>\n
They are part of the American musical story.<\/p>\n
But perhaps we should remember something else about the woman who wrote them.<\/p>\n
Dolly Parton took creativity seriously enough to protect it. She understood business well enough to expand it. She understood identity well enough not to abandon hers as her audience grew. She understood innovation well enough to connect seemingly different opportunities. And she understood success well enough to recognize that eventually its greatest value may be what it allows us to do for somebody else.<\/p>\n
That is an entrepreneurial legacy worth studying.<\/p>\n
A successful career tells us what someone accomplished.<\/p>\n
An enduring legacy tells us what remains possible because they accomplished it.<\/p>\n
Dolly Parton gave us extraordinary songs. But she also gave generations of creators an extraordinary example of what can happen when we stop thinking of creativity merely as something we produce and begin understanding it as something from which we can build.<\/p>\n
And perhaps that is what Dolly Parton taught us best about the entrepreneurial power of creativity: The greatest creative ideas do not have to end when the song ends. Sometimes, that is precisely where their possibilities begin.<\/p>\n
\u00a0<\/p>\n
Jos\u00e9 Valentino Ruiz is an associate professor of music business and entrepreneurship at the University of Florida and a multi-Latin GRAMMY Award-winning composer, producer and recording engineer. He has produced more than 200 albums and published over 400 articles examining the creative economy, music business, entrepreneurship and innovation.\u00a0
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