Applying Vroom’s Expectancy Theory to Artist Management.

1. Vroom’s Expectancy Theory of Motivation applied to Successful Artist Management Talent, Myth and Perception. “Manage an Artist successfully in 4 steps.” Presentation by B.J. Jansen www.BJJANSEN.com 1

2. What is the Expectancy Theory of Motivation? A theory of motivation devised by Victor Vroom in 1964. Vroom focuses on outcomes instead of needs. Vroom hypothesized that for a person to be motivated, effort and motivation must be linked. 2

3. Vroom’s Model: Vroom’s Theory ties in three main components: Expectancy – the belief that increased effort will produce increased performance. Instrumentality – the belief that a job well done will be rewarded. Valence – or PERCEPTION – the importance of various factors that will effect both Expectancy and Instrumentality. 3

4. Valence: The Key to Vroom’s Model Valence is a term used in Psychology to measure emotional reaction to stimulus. Every bit of success within Vroom’s model ties to Instrumentality and Valence, or in this model: Perception. If you control perception, your chances of successful management increase greatly. Managing by controlling perceived, “outcomes.” Linking behavior with positive, “expected outcomes.” 4

5. PREFACE: Vroom’s Fatal Flaw! “You can’t Polish a Turd! Beavis” You can not create “raw” talent! This is a fundamental flaw of the Expectancy Theorem. If there is not sufficient talent, the goals can never be reached! 5

6. PREFACE: Myth: Show biz, is All Luck! Truth: Positioning yourself to be in a position to capitalize on success will create your own, “Luck.” Truth: Show biz is about careful crafting of perception, not only being lucky. Truth: Starting with great raw talent almost ensures a successful outcome when tied to skillful positioning. 6

7. Step: 1) Gain Artist “Buy In”. Be Honest with yourself and others. Be Realistic with yourself and others. Know the Art, History and the Craft, the best you can. Position yourself with artists who are already inclined to work with you. Act, feel and present; Success and Confidence. 7

8. The Agreement between Artist and Manager. Without this find someone else!“Buy IN” is Essential! Remember, you can lead a horse to water, but you can not make it drink. Artist must be willing to do what you say when you say. (as long as it’s legal.) The Artist must trust you as their primary advocate. ALSO: YOU MUST Believe in the Talent of your Artist! 8

9. Step: 2) Everything is about: Perception, Perception, Perception. “OWN IT!” Control outside perception of yourself. Control outside perception of your artist. Control artist’s perception of themselves. “Fake it until you make it!” Find a look, attitude and marketable style for your artist and yourself. Stick to the script, act like you require the mass public’s serious attention. Take yourself seriously, otherwise no one else will. Subscribe to aggressive positioning. Sequester the artist if needed. 9

10. Step: 3) Plan a REALISTIC Positioning Strategy Plan “with” your Artist, not just “for” your Artist. Create some “ringer” objectives early on. This makes you look good and like a hero. (Perception) Make sure the Artist knows that you are, “in it to win it!” Make sure the Artist realizes the amount of effort needed. Make sure the Artist understands that, “Rome was not built in a day.” Under promise and over-shoot with goals vs. outcomes. This builds positive (perception) of the Artist’s efforts. 10

11. Step 4) Craft and Prepare Your Artist for Success! Create their “mirror.” Lead them to small attainable goals. Help the Artist “package” themselves. Keep their, “eyes on the prize!” Find ways to easily reward Artist’s positive behavior. Maintain a positive outlook, even if others don’t readily “see” or “get it” right now. If the talent, positioning and market align you will win! 11

12. QUESTIONS? This presentation was by: B.J. Jansen www.BJJANSEN.com 12