To be an artist is to be an entrepreneur, you must go where no one has gone before. At the farthest reaches of imagination and talent, artists uncover something never before seen. And so they offer something that no one else can. This series of 12 steps follows the journey of every artist and entrepreneur. Your adventure of packing your bags, getting lost, and making a map creates a complete business model that you can use and refine for life. Each step has assigned documentaries and podcasts, along with questions and exercises that build on the previous step.


ARTIST’S JOURNEY

THE 12 STEPS EVERY ARTISTS TAKES TO CREATE A BUSINESS MODEL


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THE 12 STEPS EVERY ARTIST MUST TAKE


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[ 1 ] IDENTITY: Rule #1 is be yourself. Artists absolutely suck when they try to be something they’re not. You must reveal your true desires & incentives, or you’ll never leave home.

Assignment: 2 podcasts + 2 docu-shorts

Exercise: The best damn biography ever written.


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[ 2 ] VISION & VALUES: More often than not, artists carry things they don’t need! A long look in the mirror makes sure you’re carrying only what you need. No padding!

Assignment: 1 podcasts + 1 docu-shorts

Exercise: What you want to create before you die, and your “nevers” and “musts” along the way.


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[ 3 ] AUDIENCE: Real talk: you don’t need to be famous to be fully self-employed as an artist. Discover the 100 - 1,000 people who care about you the most. They’re the true north, and will orient you when you’re lost.

Assignment: 2 podcasts + 1 docu-shorts

Exercise: Your target market, and an analysis on their demographics and day-to-day life.


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[ 4 ] COMPETITORS: You hate on other artists when you don’t know know how to be better. Knowing your competitors keeps you out of the ditch. They can even be inspirations or collaborators.

Assignment: 2 podcasts + 1 docu-shorts

Exercise: A competitive analysis, broken down into direct and indirect competitors.


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[ 5 ] VALUE PROPOSITION: Always ask the locals for directions. You must forget everything you think you know and truly get lost in your audience’s world. Artists suffer when they make shit no one wants.

Assignment: 2 podcasts + 1 docu-shorts

Exercise: A value proposition canvas on your audience’s struggles and desires.


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[ 6 ] THE PITCH: The ride-or-die moment. Every artist must find a new way… and if it ain’t scary then it ain’t new. You’ve discovered a new frontier now you come back to share what you’ve found.

Assignment: 2 podcasts + 1 docu-shorts

Exercise: A pitch (video, website or pitchdeck) on you, your work, who loves it and how they pay for it.


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[ 7 ] CHANNELS: Your audience is waiting to find you, but there are gatekeepers, distributors, venues, and influencers who know them already. This is your “My people need me!” moment.

Assignment: 2 podcasts + 1 docu-shorts

Exercise: A list of the 30 most amazing people & entities you’ve always wanted to reach out to.


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[ 8 ] SALES: There’s a reason your journey never starts at the tallest peak… you weren’t prepared for the climb! How to respond to the 4 different answers you’ll get when you start selling.

Assignment: 2 podcasts + 1 docu-shorts

Exercise: Reach out to 30 people & entities, and give 4 specific responses to their 4 kinds of answers.


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[ 9 ] PARTNERS & ASSETS: Every creative project or studio will have breakdowns. It’s okay! You must know (and know how to describe) your people & creative assets to keep going.

Assignment: 2 podcasts + 1 docu-shorts

Exercise: Plot your team, your partners, your equipment & tools to keep a creative project on the road.


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[ 10 ] KEY ACTIVITIES: There are no maps when you’re off road… but you can chart your progress and orient small and large adjustments on the fly. Map making is about the routes that really matter.

Assignment: 2 podcasts + 1 docu-shorts

Exercise: An operations plan that halts worthless activities and focuses on the most important.


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[ 11 ] COST STRUCTURE: You know the cost of a gallon of gas, but there’s no one price for a unique experience. Learn to calculate your floor and estimate their ceiling for negotiation.

Assignment: 2 podcasts + 1 docu-shorts

Exercise: A breakdown of fixed and variable costs, and how to mark up your cost of operations.


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[ 12 ] AUDIENCE RELATIONSHIP: If your audience wants another round but you’re too exhausted when you get home, then you need a better relationship. Chart the most direct route possible between you and them.

Assignment: 2 podcasts + 1 docu-shorts

Exercise: Chart your audience’s lifecycle, how to follow up with them and grow authentically.


PICK YOUR PATH

ONE STEP AT A TIME

  • 1 workbook

  • 1 x hour long session of personal coaching

  • $150 (workbooks sold separately at $15)

A STORY IN 3 ACTS

  • 4 workbooks (#1-4, 5-8 or 9-12)

  • 5 x hour long sessions of personal coaching

  • $500 (or 4 monthly payments of $125)

THE ENTIRE JOURNEY

  • All 12 workbooks

  • 13 x hour long sessions of personal coaching

  • $1,200 (or 12 monthly payments of $100)