As the world becomes more complex the drive for certainty becomes more and more intense.
In the arts world this drive is defined by a constant need to know what's going to happen next.
How many tickets are we going to sell?
How many views is this video going to receive?
Certainty. Tell me what's going to happen next. And ideally, tell me that tomorrow is going to bring more than today.
That understandable desire, if you succumb to it, can create a tremendous amount of risk aversion. It can lead to the conclusion that the best way to keep tomorrow consistent is to do the same thing over and over today.
The alternative is to be curious. The alternative is try and approach any day, good or bad, with a desire to increase your understanding. The magic of marketing, particularly arts marketing, is that you can always become smarter. You can always improve your process. You can always increase your wisdom.
But it all starts with being curious. It starts with shaking off the highs and the lows and continuously ask "why".
I can't tell you how your year in the arts is going to go. I can't tell you how many tickets you will sell.
But I can tell you that at the end of this year your skill level, intelligence, marketing process and wisdom can dramatically increase.
Pursue that and the money will follow.