Two Rappers, One Lesson: The Art of Business Evolution

Storytime: The Tale of Two ’90s Rappers. Vanilla Ice vs. Snoop Dogg (yes, I’m THAT old.) I know what you’re thinking: how does talking about Snoop Dogg and Vanilla Ice help me with my career? Well, hang in there with me, and I’ll show you.

Picture this: it’s the 90s, you’re cruising in your car, and the radio is blasting either Vanilla Ice’s “Ice Ice Baby” or Snoop Dogg’s “Gin and Juice.” Both tracks are iconic, both rappers are household names, and both are on top of the world. Fast forward to today, and while one is still rocking the frosted tips on a nostalgia tour, the other has morphed into a media mogul, cookbook author, NFT creator, and even a staple of the recent Olympics. The contrast between Vanilla Ice and Snoop Dogg is not just amusing—it’s a masterclass in the art of evolving your business.

Vanilla Ice is best known for his hit song “Ice Ice Baby,” and if you stretch it, maybe his “Ninja Rap” from the Teenage Mutant Ninja Turtles movie. After his music career cooled off, he found success flipping multimillion-dollar homes in Florida and even had a TV show about it. He’s done well for himself, but here’s the kicker—Vanilla Ice is still clinging to the 90s. He’s fronting a “Back to the 90s” tour, and in a recent podcast, he declared, “I am the 90s.” He’s fully committed to staying in that era.

On the flip side, we have Snoop Dogg. Sure, he started with “The Chronic” in 1993 and made a huge impact in the 90s, but he’s never stopped evolving. He’s gone from music to cookbooks and TV shows with Martha Stewart, to NFTs in the metaverse, to a pet product line, and even a youth football league that’s about to go national. Most recently, he was everywhere during the Olympics, playing a huge part in the event and showing just how far his brand has expanded. Snoop has taken what made him famous—his music—and turned it into a multifaceted business empire.

What’s the difference? Snoop Dogg has treated himself like a business, constantly evolving and exploring new avenues. Vanilla Ice, while successful, is still stuck in the past.

In our own businesses, we sometimes get comfortable doing the one thing we’re known for—the thing that brought us “fame.” But if we don’t evolve, we risk getting stuck. You might have noticed that I’ve been talking a lot lately about public speaking and the Stand and Deliver method. That’s just one of the many branches of my business. People who know me from my consulting work in the dental and ortho space might be surprised to learn that my wife and I also invest in real estate, and we’re exploring other business opportunities as well.

It’s all about finding multiple streams of income and leveraging the skills and interests we have outside of our primary business. Whether it’s a side hustle, a new venture, or an expansion of your existing business, the key is to keep growing and exploring.

Take inspiration from entrepreneurs like Kyle Fagala, who is an amazing orthodontist and also owns Neon Canvas, a digital marketing company. Or Jeff Sudit, a successful orthodontist who developed a system that has revolutionized the referral process, making it easier for dentists to refer orthodontic patients. These are people who are known for one thing but have branched out into other areas, using their talents to serve more people and add new dimensions to their businesses.

So, how are you evolving your business? Are you branching out, exploring new opportunities, or maybe even starting something completely different that fulfills you in a new way? It’s worth considering as we all look to the future.

Proactive, Productive and Profitable,

Dino Watt, CSP (Certified Speaking Professional)