Every project deserves the very best talent and resources available.
Monies spent should be visable on the stage, and not behind the scenes.
Keep the producing organization small, with little or no overhead.
Engage no full-time employees. Uniquely skilled freelances are the key.
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Listen.
Carefully chose the right team with the right skills for the project specifics; one size DOES NOT fit all.
It’s not how much you spend, it’s how you spend it.
It’s not what you have, it’s what you do with it.
After all is said and done, it’s all about the story.
However “cool” a technology, nothing should ever be used— onstage or off— unless it has a purpose in advancing the story.
Always be media agnostic. First determine the message; then determine the most impactful way to deliver that message.
Take your audience off-guard. Never “same old, same old.”
If you do not “get” the audience in the first 3 minutes, you will never get them back.
Every event is just “one element” of a much bigger and far more reaching overall experience.
Where does the experience begin, and where does it end? Always be clear in defining that arc.
Always search for the most creative and memorable way to say something.
A set is not designed just to be pretty; it’s the key element that establishes the tone of the event, and creates the environment from which your message will be delivered.
No production element— scenic, video, talent, media— should ever overpower your essential message.
Be efficient with message as well as with costs. Never attempt to say too much.
The final result is of course what’s key, but the journey throughout is equally important. It’s always about the journey.
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