Lessons in Leverage

If you haven’t already, please go and read Alec’s guest post on Chatterbox Marketing.

In it, Alec speaks about the events over this past year (many of which I’ve been present for) that have lead him to the place where he is now. See his list below:

“- I started a blog before I really had anything to say. (But now I do.)
- I filmed a web series for no money before there really was a market for it. (But now there is, and now I have proven expertise.)
- I attended mixers and conferences just to meet people in the online video industry. (And now I know people.)
- I participated on blogs and message boards. (Which led to conversations.)
- I emailed people who were getting publicity. (They were happy to talk to me.)
- I got a gig writing about new media for Script Magazine. (It gave me a legitimate reason to talk to more established people.)“

What I take from Alec’s post is how everything he’s done over the past few years could be seen as a calculated move and set him (and us) up for success, but this list is just a portion of his past work. Alec’s been at his craft for quite some time and ALL of it has had a direct effect on where he is now.

For example, when Alec was working as a web designer fresh out of college, he didn’t know that he would be using those skills to design and build websites for his own online series (and production company). When he was running his improvisational theatre group, he didn’t realize how the exercises would directly influence his writing, directing and producing skills. And finally, when he started this blog, he didn’t realize how writing about new media for the past year would ignite such a passion for this emerging medium, and more importantly, makes him an “expert” in the medium.

Next, throw in my experiences that are mostly in the development, production, and industry relations and the two of us are quite a team. And once we combine our talents and unique experiences, not only does our company worth go up, but we gain leverage over others in the industry. But it would be foolish to think that it happened quickly. We’ve been individually and collectively working on gaining leverage in the industry (whether we knew it or not) for years, and just now I’m seeing it in the producing gigs I’m getting and the shows that Space Shank is selling.

Our goal is to keep on gaining more and more leverage with each project that we work on. The more leverage, the more influence, and the sooner we can start paying our bills with the work we do.

Here are the many ways to accrue leverage:

Money – The king of all leverage - either money to produce your product, or perhaps attaching a person or brand which has the ability to make money
Knowledge – For example: who is looking to buy your type of script?
People/Friends – Whether you have an agent, manager or an executive at a network they often have that inside information.
Timing – Self explanatory and unreliable, but a few people have gotten lucky.
Experience (Age & Wisdom) – If you work in the business long enough, people trust you faster. Or maybe you produced a successful movie before – either financially or critically acclaimed.
Product that’s in Demand – This could be placed under “Timing.” But you could gain leverage this way by thinking ahead or do what many big businesses do: cornering the market
Favors – Self explanatory ;)
Public Relations & Marketing – Doesn’t work all the time, but good PR always helps any goal.
Technology – Specializing in the next useful tools

Although some of these tactics work better than others, what’s important is to be aware of all of them. The next step then is to take a look at your past to see what leverage you’ve already accumulated, then start working more, producing more, participate more, and learn as much as possible.

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