The Actor's (Short) Guide to Personal Branding

The Actor’s (Short) Guide to Personal Branding! Through the Lens of Film’s Most Iconic Characters!

By Sayo Ogundiran-Martin

The Actor’s (Short) Guide to Personal Branding! Through the Lens of Film’s Most Iconic Characters!

Introduction What's Your Story? Say It Loud!

By Sayo Ogundiran-Martin! © 2011 Alchemist in Training / Martin Media Company Publishing! This book was created in January 2011. Information contained in this book is current as available up until this time. Alchemist in Training / Martin Media Company, LLC owns the copyright to all content in this book with exception to respective quotes and images. You have permission to print, email, share this book for free, (post it on your refrigerator). This book cannot be bound and sold by any circumstances. !

Know Your Landscape Identify the Bullseye Follow the Yellow Brick Road Crossing the Finish Line Words of Encouragement

DOWNLOAD THIS! You can download this book in full form by visiting ! http://www.alchemistintraining.com/actorsbrandingguide!

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EMAIL THIS! You can email this book! SUBSCRIBE! Learn more about updates to this book and other work by Alchemist in Training. Sign up for the Alchemist in Training RSS Feed.! 2

Table of Contents!

Introduction What's Your Story? Say It Loud!

 

Introduction – so you’re an actor………………………………………………………………….…… 4!

 

What’s Your Story – defining your brand……………….…………………….……………….… 5!

 

Say it loud! – declaring your mission……………………………………………………………….. 11 !

Know Your Landscape Identify the Bullseye

 

Know your Landscape – knowing your audience, competition, network.……….. 17!

Follow the Yellow Brick Road

 

Identify the Bullseye – defining your goals and objectives…………………..………. 26!

Crossing the Finish Line

 

Follow the Yellow Brick Road – Laying out your tactics and plan.......................... 32!

 

Crossing the Finish Line – measuring your efforts …………………………..…………… 38!

Words of Encouragement

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So you’re an Actor. ! So what? There are thousands upon thousands of people who profess to be actors and even hundreds Introduction! more who are making a fair living out of it. Some ! of these actors may even have a stronger resume than you. Others may be just starting out, but have more ambition and drive than you. There are even those who know very little about the biz, but know somebody who knows somebody who…you get the point. While there are many artists who profess to be ACTORS, few truly understand what it means to be a BRAND.! Actors often ask me how they should go about promoting themselves on and offline. Although I believe there are quite a number of answers to this question, one thing I am sure of is that joining every social network under the sun just because everyone else is doing it, is NOT the answer. ! Growing your brand requires a fundamental understanding of what your brand is, who your competitors and audience are, and ideally, what you are trying to achieve in the short-run and for the long-haul.!

Introduction What's Your Story? Say It Loud! Know Your Landscape Identify the Bullseye Follow the Yellow Brick Road Crossing the Finish Line Words of Encouragement

This book is designed to guide you through developing your brand. Using examples from some of the most memorable characters in film, my goal is to lay out a few steps that can help you start on the right path to successfully branding yourself. I’d be remiss not to say that there are many ways to branding and this is no way an exhaustive guide. Still, I invite you to use this book as a jumpstart to your personal branding process.! 4

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WHAT’S YOUR STORY?! 5

I have a name. It’s Dorothy. It’s not Tootsie or Toots or Sweetie or Honey or Doll…I am proud, and lucky, and strong enough to be the woman that was the best part of my manhood. The best part of myself. – Dorothy Michaels in Tootsie!

Introduction

What’s Your Story?!

Think back to some of your favorite cinematic characters who had to embark on a journey and complete a series of tasks in order to reach their destination (i.e. Harry Potter, Dorothy (The Wizard of Oz), Indiana Jones, Luke Skywalker, Frodo. One common thread woven through each of these characters is that in order for them to reach their destination, they first needed a firm understanding of who they are, what skills they had or didn’t have that would be instrumental in completing the task at hand (strengths and weaknesses), and the overall value that they bring to their team and community. They needed to know their story. And so do you!! Before you showcase your brand to the world, you first need to ! define it. Defining your brand takes a great deal of self-examination! and intelligence gathering. Although, as an actor, you’ll probably spend! most of your career playing someone else, any good acting coach will " " "tell you that in every role you perform there is a bit of you in that " " character. In the same regard, in order for you to make it past “hello” with any good industry pro, it’s probably best to have a firm understanding of who you are (what drove you to your acting career), what qualities you bring to the table (what do you have that others don’t) and your value (why should anyone invest in you).! I know it’s difficult to conduct a deep assessment of yourself, so let’s do a short “brand definition” Q&A exercise that will help you start to think and analyze YOU.! 6

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EXERCISE #1 ! What’s Your Story?!

Tools You’ll Need: !

-  Notebook and Pen! -  Audio Recording Device (optional) ! -  Video Camera (optional) ! In this exercise, you’ll begin a journal of your brand development process. In your journal, answer the questions below. Take your time with your answers and be as open and honest as possible. You can use a notebook, audio recording device or video camera ! 1) 

2)  3)  4)  5)  6)  7)  8)  9)  10) 

a) What city are you from? b) What is unique about this place physically, culturally and socially? c) How did it impact your becoming an actor/actress? d) Did you face any hardships growing up?! a) What drove you to become an actor/actress? b) What year did you make the decision to follow this profession?! a) Name three of your biggest strengths/assets and b) three weaknesses. ! What three words would you use to describe yourself?! What traits set you apart from your competitors and/or traits that you consider to be a game changer?! a) What/Who is your favorite cinematic brand? (i.e. Fox, Warner Brothers, DeNiro, Pacino, etc.) b) Why? ! How do you define success?! a) What are some of your passions beyond acting? b) What social causes concern you?! Where do you hope to be in your career, in the next 6-12 months? ! When all is said and done, what do you want people to say about you?! 7

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Introduction

My Story!

What's Your Story?

I grew up in the city of ___ (1a) that is unique for its ____ (1b). The city’s _____(1c) and the hardships of ____(1d) impacted my career early on. In the year _____(2a) I decided to become an actor because _______(2b).!

Say It Loud!

To move forward in my career, I can leverage my_____, _____, _____ strengths (3a), although I still need to improve on my _____, _____, and _____ (3b) weaknesses. In essence, I would describe myself as ____, _____, and _____ (4). What sets me apart from my competitors and/or what makes me a game changer in this industry is my ________ (5).!

Identify the Bullseye

(Fill in the blanks with corresponding answers from the previous exercise)!

Know Your Landscape

Follow the Yellow Brick Road Crossing the Finish Line

I admire ______ (6a) as a brand because of ___________ (6b). For me, success means _____ (7).!

Words of Encouragement

Outside of acting, I love ____ (8a). A few causes that I care about are _____ (8b). ! In the next 6-12 months I hope to be ______(9) in my career. And when all is said and done, when people talk about me and my work I want them to say _________ (10). !

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Introduction What's Your Story? Say It Loud! Know Your Landscape Identify the Bullseye Follow the Yellow Brick Road

AWARD FOR BEST BRAND DEFINITION IN FILM

Crossing the Finish Line Words of Encouragement

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AND THE WINNER IS… 9

Introduction What's Your Story?

YODA

Say It Loud! Know Your Landscape

AWARD FOR BEST BRAND DEFINITION IN FILM

Identify the Bullseye Follow the Yellow Brick Road

“Size matters not. Look at me. Judge me by my size, do you?” - YODA! Grass green, winged-eared, robed in beaten cloth and undeniably short, Yoda was not only consistent with his style and a master of his personality, but he also understood his destiny and how external and internal forces shaped who he was. Although his appearance could have been seen as a limitation, he never saw it as such and challenged others to do the same. As a master of his brand (self), Yoda knew what his strengths were (i.e. THE FORCE) and understood how he could use it to overcome any possible weaknesses (i.e. THE DARK SIDE). Although helping to bring balance to The Force was his destiny and his measure of success, helping others master themselves was a lifelong cause that he thoroughly supported.! Yoda was DISCIPLINED, WISE, and FAITHFUL (there is no wonder as to why everything he said was quotable). When all is said and done, Yoda is simply one of the best teachers, masters and well defined brands in film.! 10

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Say It Loud!! 11

What we found out is that each one of us is a brain…

Say it Loud!!

and an athlete…and a basket case…a princess…and a criminal… - The Breakfast Club!

Unlike the “deviant” kids in the breakfast club, it may take more than a long day of self-reflection and group therapy indoors to figure out who you are and your story, but once you come to it, you need to practice saying it out LOUD!! Many actors, particularly those living in cinematic capitals (NYC, LA, etc.) find it a bit taboo to declare themselves as Actors. Whenever someone tells me they’re an actor, they often do so with eyes averted, uncomfortable body-language, and a disclaimer about how tough it has been and/or the “small” gig they have going on (nothing is small). I mean, the trite saying is that, “everyone in LA is an actor,” right? But not everyone is You. In the last chapter, you discovered that you have a unique background and driver propelling you to your career; you have special capabilities that no other actor has and those which industry pros would consider a must-have. Ultimately, you are the hot potato and then some– but maybe right now, only you and a select few know this.! To begin declaring who you are, you first need to get over the fear of telling people who you are and what you do. Over it? Great. (If not, reread chapter one). Next step, you need to develop a clear description of yourself. This is your brand statement. This description should be such that you can easily sprinkle it into conversations.!

BRAND ! STATEMENT! example!

I’m an actor mainly concentrating in (insert genre). I just worked / right now I’m working on/ I’m about to work on (insert project) where I play a (role). It’s really cool. ! 12

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Your brand statement should be short and express exactly who you are and the best work you’ve done, work you’re currently doing, or Say it Loud!! work that you have coming down the pipe.! Think of your statement as a verbal business card that you can hand out during a conversation; one that provides the key elements of who you are in terms of your profession. But how does a brand statement make you memorable? Oftentimes, we remember people who strike a chord with us because they touch us emotionally and/or provide us with value (something that we need/desire). Although your brand statement may clearly tell someone who you are, it may not resonate enough to make you memorable. This is when you need to turn your statement into a pitch. ! A pitch or “brand positioning” fills in your brand statement by detailing your EXPERTISE (what sets you apart from other actors - remember,! those unique strengths and traits we defined in the last chapter?) A ! pitch can also include CONNECTORS, unique ties that you and your ! audience share that encourages a deeper conversation.!

Introduction What's Your Story? Say It Loud! Know Your Landscape Identify the Bullseye Follow the Yellow Brick Road Crossing the Finish Line

To position your brand in conversation, you want to sprinkle in your traits and draw upon connectors. But, be sure to do so strategically. Try to get a feel of who your audience is, use a connector, then “name-drop” traits you think would be of most interest. If you’re fluent in French and you’re speaking with a French producer who just came back from Cannes (voilà), you may want to mention that special trait – say something in French if you dare. If you’re talking with an industry influencer who happens to be from your hometown, ask s/he if s/he’s familiar with particular town hangout. Ultimately, shape your business card to suit your audience so that their memory of you is framed by who you are, your attributes and potential value to them.! 13

Words of Encouragement

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Defining your brand, declaring your statement and refining it into a pitch may seem easy in comparison to starting a conversation with a stranger cold; let alone a stranger who has the power to potentially and positively impact your career and get you closer to your goals (remember what you would like to achieve in 6-12 months?)!

EXERCISE #2 ! Conversation Ice Breakers! Below are a few conversation ice breakers. Your challenge is to select at least 2 starters and use them to start conversations offline with strangers. Feel free to share your other starters with me at [email protected]!

  Ask a general question: " "“how’s it going?” “what brings you here?” !   Discuss the weather: " "“beautiful day, isn’t it?” “do you know when " " " " " " this weather is expected to let up?”!  Discover mutual connections: “how’d you hear about (name of the event)?”!   Look for visual connectors: " “I noticed your (connector), are you (see " " " " " " " (connection)?”!   Compliment appearance: " "“that’s an awesome hat – did you buy it at a " " " " " " local shop?” “I love your dress”!   Discuss event/environment: "“This song is great ! do you know who the artist is?” “Isn’t this event! awesome – I’m always looking for events like this, ! TIP: Be Strategic!! Use conversation starters that are but they’re kind of hard to find – know of any ! interrogative – this creates a others?”! better opportunity for a discussion   Listen for answers and ask more questions ! and increases the likelihood of to those answers ! engaging in deeper conversations.! 14

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AWARD FOR BEST BRAND DECLARATION IN FILM

Crossing the Finish Line Words of Encouragement

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AND THE WINNER IS… 15

Introduction

The Breakfast Club

What's Your Story? Say It Loud! Know Your Landscape

AWARD FOR BEST BRAND DECLARATION IN FILM

Identify the Bullseye Follow the Yellow Brick Road

“You see us as you want to see us…” – THE BREAKFAST CLUB! The Brain (Brian Johnson), Athlete (Andrew Clark), Princess (Claire Standish), Basket Case (Allison Reynolds), and Criminal (John Bender) also known as, The Breakfast Club, wore their brands on their sleeves. Though their appearances, style of speech, and mannerisms may have categorized them into certain stereotypes, through the film, we see each member undergo a verbal tug-of-war to dispel preconceived notions about who they are and judgments that have been casted on them because of these notions.! Various brand statements are interspersed throughout the movie, as each character tries to dispel myths about their stereotype, while confirming those about their peers. Throughout, they find connectors that guide them into deeper discussions, and ultimately new (previously unlikely) friendships. The true pitch comes at the end of the film (spoiler alert), where The Breakfast Club fully defines, in writing, who they are as individuals and what makes each of them unique.! 16

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Know Your Landscape! 17

I’ve a feeling we’re not in Kansas any more – ! Dorothy, The Wizard of Oz! It takes a great deal of bravery to stand up to our enemies, but just as much to stand up to our friends–

Introduction

Know Your Landscape!

Albus Dumbledore, Harry Potter and the Sorcerer’s Stone!

Like Dorothy (The Wizard of Oz) or Harry Potter, you will come to a point in your career where you’re feeling like you’ve been thrown into a situation and have no clue how to handle it. Before you go into a tirade about how hard it is to make it as an actor, take a deep breath and begin to assess your landscape: !

What's Your Story? Say It Loud! Know Your Landscape Identify the Bullseye Follow the Yellow Brick Road

  What is the market like for your demographic? !   Who is your audience?!   Who are your competitors? !   Who is in your network?!

Crossing the Finish Line Words of Encouragement

The film and television industry is as volatile as any other. Although your “type” could be the hottest thing on the market today, THE MARKET tomorrow, it could be the most rejected. This could be highly problematic for any actor. This is why it’s important that you! study your market and understand trends and the factors that may be causing it to shift. This is not to say that you must be able to predict the next trend, or that you should try to shape your brand to fit into whatever that trend may be. Understanding your landscape will help you identify where you fit in the market and what you can do to best leverage your resources, skills and network.! 18

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A STEEPLE (social, technological, economical, environmental, political, legal, ethical) analysis will help you understand the impact of external factors that may or can shape the film and television industry. In turn, these factors can give you a wider view into where the industry is going (or not) and help you craft a strategy to leverage, combat or evade those factors.! SOCIAL!

POLITICAL!

TECHNOLOGICIAL!

ENVIRONMENTAL!

ETHICAL!

ECONOMICAL!

LEGAL!

EXERCISE #4A ! BUILDING THE S.T.E.E.P.L.E.! What are some of the social, technological, economical, environmental, political and ethical issues positively and negatively impacting the film/TV industry? How are these issues affecting you?! 1)  In the boxes, list a minimum of 2 issues related to each category.! 2)  Highlight each issue as a: !   STRENGTH – an issue that you’re currently using to your career’s benefit (green)!   WEAKNESS– an issue that is currently working against you (gray)!   OPPORTUNITY – an issue that you could leverage to your benefit (gold)!   THREAT – an issue that could negatively impact you !

3) For each issue highlighted, list 1 – 2 things you can do to either: ! -  further leverage your STRENGTHS "- capitalize on your OPPORTUNITIES! -  minimize your WEAKNESSES " "- eliminate or evade your THREATS! 19

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Major companies spend millions each year trying to understand the people who buy their products and services and how those people are influenced to make their decisions. Although you may not have millions of dollars to complete a complex study of your audience, you can still begin to understand!

YOUR AUDIENCE

Know Your Landscape!

how to present your brand to them by first identifying who they are, their preferential tastes, what they need from you, and how you can meet that need.

While you may be trying to get the attention of a manager, agent, publicist, director, producer, fans or all of the above, it’s important that you first solidify your story and pitch (chapters 1 and 2), and be sure that your skills are up to snuff. Otherwise, you may want to spend a bit of time developing your brand before blasting it to the world. !

2)  3)  4)  5)  6)  7) 

What's Your Story? Say It Loud! Know Your Landscape Identify the Bullseye Follow the Yellow Brick Road

EXERCISE #4B ! AUDIENCE PROFILE – Answer the questions below to begin 1) 

Introduction

creating a profile of your audience(s). ! a) what is the name of your audience? b) what is their age range/gender/ education and income levels? c) what is their primary ethnicity?! what is their lifestyle like (conservative, trendy, new age, etc.)?! a) where do they hang out? b) what does their daily schedule look like?! a) are they active online? If yes, what communities/networks do they participate in (LinkedIn, Twitter, Facebook, blog, etc.)? ! what media sources influence their decisions? Who do they ! "trust? Who do they follow? Are they leaders in the industry?! what do the like? What are their pet-peeves?! what is their background? ! 20

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In order to reach your audience, more than likely you will need go where they are or at least be on their radar. You need to get noticed. There isn’t one hard and fast rule for increasing your brand’s visibility, but in order for you to reach your audience, you may want to begin by laying out a few ideas and activities that can increase the likelihood of interaction between you and them. These activities can become TACTICS and ultimately help you reach your objectives and goal. !

EXERCISE #4C !

Know Your Landscape!

Introduction What's Your Story? Say It Loud!

YOUR AUDIENCE

Know Your Landscape

GET NOTICED! – Create a table and list at least 5 ways you can get the attention of your audience. See example below.!

Identify the Bullseye

AUDIENCE !

IDEAS!

SKILLS REQUIRED!

RESOURCES REQUIRED!

Follow the Yellow Brick Road

Casting Director!

- Ask for referral ! - Attend workshops ! - Attend courses! - Update Actor’s Access! - Update LAcasting profile! - Send postcard showcasing upcoming role!

-None!

-Resume ! -New headshots! -Reel! -One sheet! -EPK!

Crossing the Finish Line

Media!

- Comment on blog ! -Learn how - Follow on Twitter & to use actively retweet/respond! Twitter! - Identify if they are writing about competitors !

Words of Encouragement

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- Time!

21

Connections! Connections! Connections! It’s what most actors are told is one of the most Know Your Landscape! important ways to get ahead in the industry.! I would argue that it’s not so much as making connections, but more so about knowing how to leverage your network in order to help facilitate and foster new relationships. It helps to know someone with a strong reputation who can endorse you and confirm why you’re so awesome and why you’re better than your competitors. But first, you need to identify who your competitors are.!

YOUR COMPETITORS

  You see them at your auditions, time and again!   They are always auditioning for the same role as you!   They are your “type” and have your “look” !   People always say, “hey…you remind me / you look so much like [insert another actor’s name here]”!

COMPETITOR PROFILE – Identify the strengths and weaknesses of your competitor and compare them to your strengths and weaknesses. What do you need to do in order to equate to/surpass your competitor. See example below.! COMPETITOR #1! •  top level agent ! •  Feature film (major release)! •  Mentioned in Hollywood Reporter as rising star to watch ! •  Can do multiple accents! •  has over 500 fans on Facebook !

Introduction What's Your Story? Say It Loud! Know Your Landscape Identify the Bullseye Follow the Yellow Brick Road Crossing the Finish Line

EXERCISE #4D ! YOUR NAME!

•  top level agent! •  worked on feature film last year (support), need to secure another! •  Can speak 2 languages and multiple accents! •  vlog with 1000+ subscribers! 22

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You’re a star, but nobody knows it, YET. You’re going on auditions, taking workshops, doing as many mailings as you can, but are you leveraging!

Know Your Landscape!

your network? Networking has become somewhat of a dirty word because it has begun to imply that you’re becoming friends with someone just for the sake of how they can help move your career forward. But yet, networking can be equally valuable to you and the recipient if both parties see that there is something of benefit to both. It’s even better if there is a Connector (your contact) that can bring both parties to the table and show how this meeting can enhance both of your careers. ! Orange – haven’t spoken with in a while, reconnect! Red – reached out, never heard back ! Green – good friends, talk to often ! Blue – new contact! Yellow – don’t know, would like introduction !

My Contact

Notes!

Audience/ Extended Network!

Send John note about my birthday party!

Marty Shaw, Producer!

(Connector)! John Patton, director!

Chris Dimples, Talent Agent! Lisa Jones, producer!

Host industry mixer and invite her!

Larry Bobscott, Talent agent!

Jeremiah Louis, talent agent!

Send link to reel; see if he knows anyone in my network!

N/A!

Lily Meyer, executive!

Attend her workshop next month !

N/A!

EXERCISE #4E ! CREATE A SOCIOGRAPH – Oftentimes, the audiences that you want to target are already a number of degrees away from you. The issue may be that you have yet to tap into the right network of people who can facilitate that relationship. ! A sociograph is a map of your network. It shows the people who are connected to you by a varying number of degrees. Create a sociograph of your network. Use online resources to discover who your immediate contacts know! See example.! 23

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AWARD FOR BEST USE OF NETWORK IN FILM

Crossing the Finish Line Words of Encouragement

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AND THE WINNER IS… 24

Introduction What's Your Story?

Ocean’s Eleven

Say It Loud! Know Your Landscape

AWARD FOR BEST USE OF NETWORK IN FILM

Identify the Bullseye Follow the Yellow Brick Road

“Ten oughta do it…all right, we’ll get one more” – Danny Ocean! Eleven conmen, each with his own expertise in swindling, undertake a high-stakes and enormously complex heist of a casino in Vegas. Because of the casino’s tight security it’s evident that this event will fail without the coordination, resources, skills and cooperation of each member of the group. Even though each conman expresses his own frustrations with the task at hand, they each contribute 100% of their skill, resources, time and energy to make the heist successful. ! From the beginning, Danny Ocean has the master plan, but acknowledges his limitations. Although the heist is his idea, he knows that he will need to enlist additional support and expertise to bring the idea to fruition. He knows exactly who he needs in his network. What makes this network special is that each conman is his own expert, but open to suggestions on how to make each component of the plan operate without a hitch. Ocean’s Eleven is a TRUSTED network of friends that are tactical and strategic; a bond of experts that never let each other down even when the going gets tough.! 25

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Identify the Bullseye! 26

If it costs me everything I own, if I have to sell my soul to the devil himself, I am going to get home to my son – Kate McCallister, Home Alone / This is my house, I have to defend it - Kevin McCallister, Home Alone!

Identify the Bullseye!

The dire circumstances surrounding both Kevin and Kate McCallister in Home Alone made it fairly easy for both of them to clearly define their goals and objectives. As a brand, you may have contending desires and complex feelings about what you would like to achieve in your career, and the only thing that’s clear is that you want to work as an actor FULL-TIME. That’s okay. But it’s important for you to define what IT is you would like to accomplish in the short-term and for the long-haul, and set IT in the center of your bullseye.! GOAL SETTING FLOW CHART!

Goal: Become a well-known actor!

Objective: Raise brand awareness and visibility to industry influencers by 50% 80% over next quarter! Strategy: Use social media to increase awareness about past, current and upcoming work! Tactic #1: Start a video blog / web series documenting “life as an actor” and post on online video sites!

Your GOAL is what you want to accomplish in the long-haul. Goals may be conceptual or concrete (“Star in a feature film by the end of the year;” “Eliminate one of my weaknesses”). Your goal is the prize at the end of your journey. ! Your OBJECTIVES are what you want to achieve in the short-term that will help you reach your GOAL (“Obtain lead role in short”). Objectives are achieved through a defined STRATEGY, (how you plan to achieve your objectives) and accomplished by completing TACTICS (concrete steps that you need to take in order to get to your goal or next objective). Let’s take a closer look at how to create your goals and objectives.! 27

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The differences between GOALS and OBJECTIVES can be a tricky one. Think of goals as the prize at the end of the tunnel (i.e. I want to be the best American actor in the horror film genre) and objectives as targets within the tunnel that, once hit, can bring you closer to your goal (i.e. I want to complete a feature film in 6-months). ! GOALS!

OBJECTIVES!

  The Purpose!   Completed in the Long-Term !   Cannot be measured directly!   Intangible / Conceptual!   No distinct activities directly associated!   Broad Plan!

VS!

  The Target !   Completed in the Short-Term!   Can be measured!   Tangible / Concrete !   Specific activities directly associated!   Narrow plan!

What's Your Story? Say It Loud! Know Your Landscape Identify the Bullseye Follow the Yellow Brick Road

EXERCISE #5A Identify the Bullseye! Most burgeoning actors already have a top goal in mind – “to become a working and well-paid, always at the top of the trade and top of my game actor.” If this is you, then go ahead and proceed to the next page (exercise #5B). However, if you are having difficulty identifying your goal or have quite a few goals at the top of your list and aren’t sure which one or two to focus on, your challenge is to “define the prize.” Use the neighboring prompts to help you identify your bullseye. !

Introduction

  Make a list of qualities or traits that you lack (for a refresher refer to statement #3b from exercise #1); place them into categories; what do you need to do to turn those deficiencies into strengths/surpluses?!   Refer to statement #9 & #10 in exercise #1. Make a list of activities that you need to do to ensure that these statements come to fruition? !   Make a list of 5 keywords that symbolize your life fulfilled. Take those words and craft your goal from them. ! 28

Crossing the Finish Line Words of Encouragement

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After defining your goal, you need to set objectives that can help you evaluate where you are in the process of achieving your goal and ultimately help you to reach it.!

1.  2. 

3.  4. 

5.  6. 

EXERCISE #5B Set S.M.A.R.T.! Objectives!

Introduction

Finish the following statements to craft 2 – 5 objectives (feel free to create more objectives– just be sure that you have the time and resources to accomplish them).!

What's Your Story?

I want/need to ___________ (list your objective - what you want or need to achieve in the short-term in order to hit your goal). SPECIFIC! I know that I achieved my objective when _______ (indicate how you will know if you’ve reached your objective). The success of my objective is (circle one) all or nothing – I either complete it or I don’t / inconsequential - as long as I accomplish a few activities, I’m good / irrelevant – not really sure if accomplishing this objective will stop me from getting to my goal anyway. MEASURABLE! I can achieve this objective because I have the following skills ________ and resources ____ (list resources & skills that will help you complete this objective). ATTAINABLE / RELEVANT (or REALISTIC)! I will need to get the the following skills __________ and resources ________ in order to accomplish this objective (don’t worry if you lack any skills or resources – you can make “acquiring a specific skill/resource” one of your TACTICS –we’ll get to defining tactics a bit later). ATTAINABLE / RELEVANT (or REALISTIC)! I have accomplished a similar objective in the past, yes / no (circle one). ATTAINABLE / RELEVANT (or REALISTIC)! I can achieve this objective in _________ (indicate how long it will take you to accomplish your objective). TIME-BOUND!

Are my objectives S.M.A.R.T.?! Objective /! Specific!

Measurable!

Attainable!

Relevant!

TimeBound!

INSERT #1

INSERT #2

INSERT #3

INSERT #4 & #5

INSERT #6

If my objective isn’t SMART, what do I need to make it SMART?!

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Say It Loud! Know Your Landscape Identify the Bullseye Follow the Yellow Brick Road Crossing the Finish Line Words of Encouragement

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Introduction What's Your Story? Say It Loud! Know Your Landscape Identify the Bullseye Follow the Yellow Brick Road Crossing the Finish Line

AWARD FOR BEST IDENTIFICATION OF A GOAL IN FILM

Words of Encouragement

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AND THE WINNER IS… 30

Introduction What's Your Story?

ROCKY

Say It Loud! Know Your Landscape

AWARD FOR BEST IDENTIFICATION OF A GOAL IN FILM

Identify the Bullseye

“if I can go that distance, you see, and that bell rings and I'm still standin', I'm gonna know for the first time in my life…that I weren't just another bum from the neighborhood.” - ROCKY! Recognized as one of the greatest fighters in the history of film and with a legion of admirers in tow, Rocky Balboa is known for being an underdog fighter whose perseverance and desire for self-respect allowed him to face taunts, ridicule and searing pain in order to contend and defeat opponents twice his size and reputation. Some may claim that Rocky’s ultimate goal was to win the various championship matches that he faced; but throughout his life, Rocky’s journey funneled to one prize to prove that he wasn’t “just another bum from the neighborhood.” The prize at the end of Rocky’s journey was his ability to shed the stigma “of not being good enough,” as well as his love and caretaking of his family. Rocky’s climb up the steps of the Philadelphia Museum of Art has infamously become synonymous and a metaphor for every individual’s rise to a challenge and persistency to reach their goals. It also signifies Rocky’s perfect plot and follow through of his objectives to get there. ! 31

Follow the Yellow Brick Road

!

Crossing the Finish Line Words of Encouragement

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Follow the Yellow Brick Road! 32

Follow the Yellow Brick Road!

“…there’s a difference between knowing the path and walking the path” – Morpheus, The Matrix!

Like Neo (Thomas A. Anderson) in The Matrix, at some point in your artistic life (maybe even now) you come to the realization that you must chose a course, a specific path that, in hopes, will bring you to something bigger and better – your goal. Yet, there are always a series of mind-bending and often, life-changing obstacles that you must overcome in order to complete your objectives and hit your goal. You can maneuver around (or through) those obstacle with TACTICS.! Tactics are strategic actions or the tools that you can use to achieve your objectives. Tactics can be small (or large) carefully planned activities that you engage in during a finite period of time. For example, if one of your objectives is to increase awareness about your brand online, one of your tactics can be to start a video blog documenting your life as an actor, or writing an industry news newsletter that you can send out to a niche group of industry professionals and actors.! Because tactics are the steps that you take to achieve your objective and goal, they should be carefully strategized. You want to avoid creating steps that will take you longer to complete than the time that you have allowed yourself to reach your objectives. Additionally, you want to ensure that you have the resources (remember your network) and expertise to complete the tactics assigned. If you find that you’re lacking a specific resource or skill, buffer in the time to gain that resource and expertise – in other words, make the acquisition of those resources and skills one of your tactics.! 33

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Follow the Yellow Brick Road!

Introduction What's Your Story?

5 Fast Tips for Creating Your Key Tactics! 1. 

Brainstorm – without thinking about the skills or resources that you have or lack, take 20 minutes and jot down 10 things that you can do to reach your objective! 2. Borrow – remember that what you’re trying to do has been done before many times over; borrow some ideas of tactics from your competitors, network and peers (if you know them personally, don’t be afraid to just call and ask) ! 3.  Knock out Your weaknesses – some of your first tactics can be to eliminate your weaknesses (see “What’s Your Story”)! 4. Ask an online community – there are many individuals online who would be more than happy to give you their opinion about ways that you can reach your objective (tip: ask anonymously)! 5.

Say It Loud! Know Your Landscape Identify the Bullseye Follow the Yellow Brick Road Crossing the Finish Line

By Adam Sicinski! Mindmapart.com!

Words of Encouragement

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Create a Focus Group – invite your closest friends into a “what would you do…” focus group around ideas of tactics for your journey (don’t forget to offer an incentive for their hard work) ! 34

Tools You’ll Need: !

EXERCISE #8 ! Pencil It In!

-  Calendar! - Excel Worksheet! -  Audio Recording Device (optional) ! -  Video Camera (optional) ! To complete any series of tactics you need a schedule with hard-deadlines and a status log to check your progress. In this exercise, you’ll begin to create a calendar laying out activities that you need to complete in order to fulfill your objectives! GOAL: Insert your goal (become a well-known actor)! OBJECTIVE: Insert your objective (to increase my brand’s visibility online by 80%)! Activity!

Resources Needed!

Start Date!

Due Date!

Status!

Notes!

Insert activity!

Include the resources you will need to fulfill activity !

Insert Start Date!

Insert Due Date!

Insert Status of progress (i.e. Completed, In Progress, Not Started) !

Insert !

Create a Video Blog and post at least weekly!

Video/web camera,1-2 hours, topics!

01-11-11!

ONGOING!

NOT STARTED!

Need to create list of topics!

Create Facebook Fan Page!

Bio, Videos, Photos!

01-05-11!

01-15-2011!

IN PROGRESS!

Upload b-day party pics!

CAVEAT: Depending on the type of person you are, you may want to opt for a digital task management system. There are quite a few mobile, desktop and online applications that offer a host of features that can help you keep track of your TASKS and TIMELINES. You may want to spend some time testing different systems to see which one works best for you. ! If you are interested in a short list of what task management systems are available, feel free to send me an email at [email protected] !

Introduction What's Your Story? Say It Loud! Know Your Landscape Identify the Bullseye Follow the Yellow Brick Road Crossing the Finish Line

TIP: A docu-series about you!! Remember the journal that you began in exercise #1? Continue to use it to document your daily progress. After you’ve achieved an objective, you can review it to see how far you’ve come!!

35

Words of Encouragement

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Introduction What's Your Story? Say It Loud! Know Your Landscape Identify the Bullseye Follow the Yellow Brick Road

AWARD FOR BEST BRAND TACTICAL STRATEGY IN FILM

Crossing the Finish Line Words of Encouragement

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AND THE WINNER IS… 36

Introduction What's Your Story?

JAMES BOND

Say It Loud!

AWARD FOR BEST BRAND TACTICAL STRATEGY

Know Your Landscape Identify the Bullseye

“Take a deep breath, you only got one shot, make it count” – James Bond! With the spy name “007” synonymous with “license to kill,” James Bond’s ongoing and clear-cut duty is to accomplish his mission, even if he has to blatantly disobeys orders to do so or unfortunately, harm someone that stands in his way. Although, he meets each of his missions with a strategic plan and uncanny precision, what makes Bond so remarkable is his ability to not allow his vices (“shaken, not stirred”) to get in the way of what he needs to accomplish.! Bond is never afraid to tell people who he is (“Bond, James Bond”), and despite what part of the world he is in, he always seems to know the details of his landscape (enemies – “Goldfinger”) and network (those who can aid him in accomplishing his mission – “Q” and “Felix”). While Bond had the luxury of never having to define his mission (British Secret Service gave them to him) and the bar was always set high (“you got one shot, make it count”), his tactics were his own and he was a master at leveraging his skills and resources to accomplish his missions time and time again. ! 37

Follow the Yellow Brick Road Crossing the Finish Line Words of Encouragement

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Crossing the Finish Line! 38

You’re just getting started…! Whether you’ve completed your first tactic, Crossing the Finish Line! achieved your second objective or reached your third goal…you’re just getting started. ! Crossing the finish line on any tactic, objective or goal is worth celebrating. Before you begin to nitpick what you’ve done wrong or could’ve done better. Take a break and read through, listen or watch your journal. See how far you’ve come. ! Now that your break is over, it’s time to evaluate where you are in your progress, what you need to do to move to the next step or create the next goal that you want to reach. You already know the drill and if you’ve forgotten – reread chapters 1 through 5. Follow through. Keep creating and recreating the plan. Stick to your schedule. Keep your eye on the prize. Remember who you’re competing against. Remember who your friends are. Both can help you grow in the short-run and longhaul. Keep telling yourself and others who you are and what you are doing/going to do/born to do. And when you get tired or when people get you tired and you feel like giving up, take a break. Read through, listen or watch your journal. Call and/or email that person who knew you before you even knew you wanted to be an actor. Tell them to remind you of your story and remind you that you were born to do this. Tell them to tell you to get back on the path and get to work. ! I am an alchemist in training – My art is the base metal and my duty and gift is to refine and refine my craft until it blazes gold. My goal is to make a substantial/beautiful/jaw-dropping/lifechanging contribution to the world of entertainment. With my gift, I am refining the ideas/ beliefs/perceptions/dreams of my audience by making them laugh/cry/shout/sneer. Ultimately, I am giving my audience the very best of my gift and leaving them better off than when I met them. I will continue to marvel, dream, think and act on my ideas, abilities and ways to turn my craft into gold.!

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Introduction What's Your Story? Say It Loud! Know Your Landscape Identify the Bullseye Follow the Yellow Brick Road Crossing the Finish Line Words of Encouragement

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Words of Encouragement!   Read what my medal says: Courage. Ain’t it the truth? – Cowardly Lion, The Wizard of OZ !   You’re gonna eat lightnin’ and you’re gonna crap thunder – Mickey, Rocky!   ….beat me, he’s going to have to kill me – Rocky, Rocky IV!   What are you waiting for? You’re faster than this. Don’t think you are, know you are. Come on. Stop trying to hit me and hit me – Morpheus, The Matrix !   You are here because you know something. What you know you can’t explain, but you feel it. You’ve felt it your entire life… - Morpheus, The Matrix!   It’s a dangerous business, going out your door. You step onto the road, and if you don’t keep your feet, there’s no knowing where you might be swept off to. – Bilbo, The Lord of the Rings: The Fellowship of the Ring!   PUSH yourself – Ms. Rain, Precious!   It don’t matter what you tried to do, you couldn’t destroy me! I’m still standing! I’m still strong! And I will always be. – Antwone Fisher, Antwone Fisher!   At the end of the day, we can endure much more than we think we can – Frida Khalo, Frida!   Get busy living, or get busy dying – Andy Dufresne, The Shawshank Redemption !   I’ll change. I’ve learned that I have the strength to change – Michael Corleone, The Godfather II!   You mustn’t be afraid to dream a little bigger, darling – Eames, Inception!   People do it everyday... they see themselves as they'd like to be, they don't have the courage you have, to just run with it. – Tyler Durden, Fight Club!  The only ass-kicking that's gonna be done around here is gonna be done by me. - Sal, Do The Right Thing!   You don’t need proof when you have instinct – Joe, Reservoir Dogs!   You're familiar with the phrase "man's reach exceeds his grasp"? It's a lie: man's grasp exceeds his nerve. – Nikola Tesla, The Prestige!   You don't have bones of glass. You can take life's knocks. If you let this chance pass, eventually, your heart will become as dry and brittle as my skeleton. – Glass Man, Amélie!   Tomorrow the birds will sing – The Tramp, City Lights!

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Introduction What's Your Story? Say It Loud! Know Your Landscape Identify the Bullseye Follow the Yellow Brick Road Crossing the Finish Line

Acknowledgments

Words of Encouragement

To all the photographers and artists whose work I have used in this book. To family, friends and colleagues who continue to provide me with the ongoing inspiration to dream bigger and shape the alchemist within. To all actors (especially Kola Ogundiran and Dele Ogundiran) who use their sweat and tears to make us laugh, cry, shout and sneer – thank you many times over. Here is my gift to you.

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Introduction What's Your Story? Say It Loud!

About the Author! Sayo Ogundiran-Martin’s fascination with technology and its impact on the way we communicate and live has been a lifelong affair. She has been a professional writer for over 10 years and has also worked with global companies and individuals in the areas of brand planning, public relations, online marketing and market research. She currently works as a Media Consultant for Dow Jones & Company, Inc. and, with her husband, is co-owner of Martin Media Company, LLC specializing in personal brand development and production sound for film, television and stage. ! Sayo earned a bachelors degree in Communications from New York University and a masters in Creative Writing from San Jose State University. She is also an active screenwriter, poet and singer. Sayo is a native of Brooklyn, NY and currently resides in Los Angeles, CA. You can follow her at Alchemist in Training: www.alchemistintraining.com and on Twitter: @sayomartin.!

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