How To Find Your Personal Brand Archetype

Archetypes are the foundational piece to communication—how you position yourself in the public’s eye. However, many do not know why they are so important, how to utilize them, or even what they really are. In this video, I give a brief overview of archetypes and how you can best use yours to grow your presence and business. What is an archetype? It is very simple: an archetype is a universal symbol depicting characteristics in someone. Every person identifies with a certain archetype or two, including: the Boss, the Enigma, the Best Friend, … Read more

How to “Deep Work”

While many of us know what we want to achieve, it’s often derailed because of numerous factors. Some might be external (caused by others), but I’ve found many are internal (caused by myself). It’s one thing to “get things done” that satisfies whoever you report to, but it’s a completely different thing to accomplish tasks AND have the time to build a better, stronger version of your organization or project. In other words, how do you take massive action (as Tony Robins famously declares) to execute and contain the essential work, but build … Read more

How Orchestras Can Use Influencer Marketing

I recently had a discussion with a large group of artist managers at a top New York management firm about influencer marketing. I posed the question: Have you seen classical presenters using influencer marketing? Most of these managers were aged between late-millennial to Gen-X. None of them had seen this type of thing being done—not even at top presenters such as the major orchestras and opera houses. The age-range of these managers is important because “outside of classical music”, they are engaged on social media enjoying many beautiful Instagram accounts that track hip events, … Read more

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