When we talk about business growth, we usually talk about more. More sales. More hustle. More complexity.
Using core values as a means of effective decision making is something we always advocate – from finances to hiring. So, how do values fit into longer decision making in your business? What if real, sustainable growth, the kind that brings freedom as well as success, wasn’t about more and it was actually about depth?
The Blaze
This week I want to introduce you to a duo who’ve built global influence, emotional connection, and creative control – all while staying small, focused, and fiercely true to themselves. Let’s talk about The Blaze.
The Blaze is a French electronic music duo, Guillaume and Jonathan Alric, cousins who broke onto the scene in 2016 with a music video called Virile.
The Blaze don’t just make music. They create experiences. Each of their tracks comes with a self-directed, cinematic video. They are in 100% control, no corporate record label formulas. Just raw, emotionally intelligent storytelling.
And while most artists race to pump out content and hack the algorithm, The Blaze have released fewer than 20 songs in 8 years.
Despite this they headlined Coachella in 2023. They have a global cult following. And their influence goes beyond music into fashion, film, and brand culture. All of this with a simple, quiet formula.
So what can we learn?
Here are the four core principles I believe business owners can steal from The Blaze playbook:
#1: Protect Your Vision
The Blaze don’t chase the market. They protect the message. Every piece of work is cohesive. It immediately feels like The Blaze and a continuation of what they have released before. And that consistency builds deep trust.
Your business lesson: Don’t compromise your brand just to close a deal or follow a trend. Be known for something – and stick to it faithfully.
#2: Emotions scale better than features
People don’t remember a Blaze song because of its structure or production. They remember it because it made them feel something. I listened to the entire catalogue on the beach last year, watching the Atlantic ocean glisten with the sun. I was in a state of wow for a whole morning and I remember it vividly.
In Territory, they didn’t just show a character, they showed home.
In Heaven, they didn’t just show youth, they showed peace.
I challenge you to watch their full set at Aiguille du Midi in Chamonix and not feel inspiration to act afterwards.
Your business lesson: People aren’t interested in what you actually do. They buy what they receive and how it makes them feel. Infuse emotional clarity into your product, your message, your customer journey.
#3: Grow slowly, intentionally
The Blaze doesn’t release constantly. But when they do release their fanbase pauses to watch. They’re experts at playing the long game and it’s working.
Your business lesson: You don’t need to be everywhere. You just need to be unforgettable to a small group of super fans. Depth beats speed. Especially if you want a business that lasts.
#4: Stay small to go big
The Blaze is not a 30-person team. They’ve kept their operations tight, their vision clear and their art intact. They’ve scaled their influence, without it coming at a cost on their overhead.
Your business lesson: More customers doesn’t always mean more progress. Simplicity creates freedom. Focus creates power.
Business Reflection
- If you’re looking to grow, really grow, and without burning out, ask yourself:
- What part of my business is most me? Am I protecting it?
- Am I chasing volume when I should be investing in meaning?
- Where can I simplify to scale?
- How can I show up less often – but more powerfully?
Final Thoughts
You can be creative and make art as well as build a business. You can actually grow with soul. The Blaze shows us that you don’t have to choose between being small and being influential. You just have to choose what matters and commit to it deeply.
Here’s to building something you’re proud of!
Author: Niall McGinnity, CEO @ Nuvem9
Main Image Credit: Photo by Marcela Laskoski
Helping leaders and businesses drive success forward
Here at Nuvem9, we do things a bit differently – we’re not your traditional accountants or financial advisors.
We empower ambitious business owners to grow with clarity and confidence. Based in the UK, we specialise in working in creative and service-led industries that demand a financial partner who gets it — responsive, knowledgeable and always easy to talk to.
Whether you’re scaling up, navigating change, or just need someone who speaks your language, we bring experienced financial and commercial advice and proactive support that keeps your finances clear, compliant, and under control. No jargon. No delays. Just sharp insights and a team who’s got your back.
Want to see if we could be a fit for your business? Let’s connect virtually (we’ll be live, no robots here).
