Last weekend was the Vingt Quatre Heures du Mans, or if you prefer it with sub-titles, the Le Mans 24 Hour race. It is the most famous sports car race of them all. More fans travel from Britain for the Le Mans weekend than go to the FA Cup Final. And yet most folks will not of heard of it, let alone known that it was held last weekend. Media coverage was virtually non-existent unless you had access to Eurosport.

This week it is Cardiff Singer Of The World, the most important contest in the world for rising opera singers. Very good coverage on BBC4 … if you happen to know about it. But I’m willing to bet that 95% plus of the population has never even heard of it (the competition that is, not BBC 4!). [Update: Last night's final was shown on BBC 2 and was won by the rather gorgeous Valentina Nafornita.]

Despite this lack of general coverage, both of these events are hugely successful because, to use an expression that is a favourite of mine, they are well known to the informed. Isn’t that all that any organisation wants, to be well known to people who are likely to be their customers? So why do so many people want hundreds, even thousands of Twitter followers, Facebook friends or LinkedIn connections? Surely the question is not how to become famous but how to be well known to the informed, the people who may become our customers?

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Today (7th April) is the 43rd anniversary of the death of Jim Clark, one of the greatest racing drivers of all time. It is etched on my memory – the unassuming Scot, Jimmy Clark, was a hero of mine. Many people said that he was the best of all time. But is it sensible to compare someone from that era with today’s drivers?

While writing this post I’m listening to Elgar’s cello concerto played by Jacqueline du Pré. Jackie du Pré’s 1965 recording at Kingsway Hall in London of Elgar’s masterpiece is considered by many to be the definitive recording. Incidentally, she was only 20 at the time.

Some things are absolutes … or are they? An athlete who records a world record time is unquestionably the best ever. Until someone breaks the record. But maybe they had better running shoes or the track was better or training regimes had improved. So even absolutes aren’t absolute. So what does that say for performances that are subjective, such as music?

The reality is that you can never be the best ever, just the best that you can be on any given day.

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Today the format for The Watercooler changes slightly. It links up with my Random Ramblings newsletter and will now be updated two or three times a week rather than daily. But some posts will be slightly longer than previously.

Yesterday afternoon we went to Birmingham’s Symphony Hall for a performance by the Italian mezzo-soprano, Cecilia Bartoli. Bartoli is arguably the world’s greatest female operatic singer. She does not pursue the populist line of cross-over, in fact each album, each concert goes down the route of ever more obscure music. Yesterday she sang music from eleven composers, with only one of whom I am familiar. She tells her record company what she will sing, not the more usual opposite way round. She is  the ultimate prima donna. Except that she doesn’t behave like one.

Excluding the interval, the concert lasted just over two hours. Bartoli was on stage and singing for 75-80% of that time. That is a prodigious feat in itself and is probably at least twice the time that other stars spend on the concert stage. I have been privileged to witness performances from a number of greats of the opera world but some seem to feel that showing up is sufficient.

Cecilia Bartoli leaves you gasping for breath at the fact that she appears not to require to breathe. Her breath control is unbelievable. Her acting – facial movement, hand and whole body gestures – are an object lesson for any speaker or presenter, let alone a singer. Likewise her rapport with the audience; her presence on stage. Her costume had changed at several points during the concert. For her first encore she returned with the most ridiculously large red cape that she used like a pair of wings. The audience loved it. For her second encore the cape was supplemented by the largest pair of feathers you are ever likely to see. At the climax of the song she cast these into the air; one to drift into the front row of the audience. Someone in the front row picked it up and placed it back on the stage. Of course, she could have left it for a stage hand to collect, but she picked it up herself and by way of thanks, used it for as a feather duster to brush the floor, to much laughter. After more than 15 minutes of encores and applause, she finally left the stage waving to the audience. I have seen Cecilia Bartoli probably half a dozen times over the years. She just gets better and better. This performance was an utter triumph and brought the most enthusiastic response from the audience that I have witnessed over the years I’ve been attending concerts.

Cecilia Bartoli is a great star but she acts like one only when performing. Her performances are just that – performances. Maybe part of Bartoli’s success is that she also gives wonderful value for money. However great our product, we live in an age where value for money is vital if we are to have long term sustainable success. When you have witnessed a performance such as yesterday’s you feel uplifted. You recognise that you have been in the presence of genius.

As we left there was a queue at the stage door. After a marathon performance like that most would want to lie down in a dark room. Bartoli makes herself available to sign autographs. Awesome.

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On Saturday I made my radio debut representing Stourbridge Speakers Club on the Stourbridge/Black Country local radio station The Bridge. I’m sure that the folks at The Bridge won’t mind me saying that it isn’t quite like the BBC. Their studio is in the back of a church and this morning’s presenter, Alex Jackson, was doing everything himself, including making me a cup of tea. I was mightily impressed with how he juggled everything that was going on. But perhaps I should have warned him about the anti-technology spirit that inhabits my office and occasionally travels with me. Today was one of those days as Alex found to his cost. Firstly the adverts cut in during a piece of music, then the news intervened ten minutes too soon. I’m sure all was restored to normality once I left.

Among the many subjects we covered was different types of communication. In my view, one of the reasons that our speakers club is thriving despite the economic gloom is that we employ multiple strands in communicating our existence and what we do. Website, Twitter, local magazine & press articles, business network events and word of mouth, oh, and local radio, all contribute to our success. Of course, we have a great product, but that on its own would not be good enough. We are no different from any small business. Are you exploiting all potential channels to communicate your products or services?

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Yesterday afternoon I was at a concert in Birmingham given by the fabulous Orchestra Of The Swan (OOTS). The first piece was Vaughan Williams’ Fantasia on a Theme by Thomas Tallis. It was preceded by conductor, David Curtis, giving us a quick introduction illustrated by various members of the orchestra playing tiny snippets of the music.

Although I enjoy classical music and attend concerts fairly regularly, I have little understanding of it. I am sure that many in the audience have an in-depth knowledge, but I would be willing to bet that an equal number are like me and need all the help we can get to appreciate the music more fully.

If we are deeply involved with something it is easy to assume that everyone knows most of what we know. I believe that the reality is quite different. When I worked in the car industry I had a reasonable grasp on what we and our competitors were up to. But since I’ve left I have rarely read a motoring magazine or a motoring supplement in the weekend press. If you asked me to tell you anything about the models from even the mainstream producers I would struggle. I imagine that my knowledge is now on a par with the majority of the buying public.

The phrase, ‘Well known to the informed’ comes to mind!

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