In order to run a successful business we often need to change strategies to adapt and adopt to change. However it is time to bring in social change in addition to strategy change. I find in this day and age cultural segmentation is a major topic.
At Evolution dance Theatre we Entertain, Educate and Inspire. We bring people and cultures together and focus on embracing our commonalities and celebrate our differences. I am inspired by women’s empowerment, cultural & artistic diversity and inclusion as we are One Human Race.
Art is an amusing way to express our feelings and opinions while showcasing love and beauty. As human beings we can be more tolerant and accepting of each other and bridge the global cultural gaps in order to have a unified world. As the leader of Evolution Dance Theatre, I am committed to creating a platform that sparks social change through Middle Eastern inspired stories that have universal appeal.
We are often busy living our lives, running our businesses and following news to be informed. But we don’t often take time to make a change that affects humanity in a positive way. It is a big responsibility and we can always think that it is not our passion, or job; anyone who wants to live differently in life, they can do something about it and it is their choice. True!
I was born Christian in a Muslim country in the Middle East and came to North America as a teenager. Living and witnessing a different world and cultures has given me extraordinary insights of what is allowed and what is not. Perhaps this is the reason that I am passionate about sparking social change through art. If each one of us take a small step that we are passionate about, collectively we can make this world a better and a happier place! Embracing each other regardless of our culture is a start. I encourage you to ‘Follow Your Heart’ which is the name of our spectacle coming to Las Vegas in fall.
As much as I love the arts, the show business is a business and we must adapt and run it efficiently. The Human Capital is the most valuable asset that a company can have. It is about building relationships, be it with the artists, performers, musicians, dancers, actors in our case, or the creative team of designers, or the sponsors. The structure of a company or the personnel may be different for each business, however business is all about providing a valuable service or a product for the consumer and keeping the clients/customers, the audience happy and inspired. Revenue is a critical factor in operating a business. There are a variety of ways to increase revenue and decrease cost. A financially healthy company can survive even in economic downturns. A detailed business plan is a must for every company with quarterly reviews. The plan must include many areas including; methods of revenue generation, marketing, personnel and hiring criteria, merchandise/service or innovation, differentiation in the market place, value proposition, market presence, branding and most importantly having knowledgeable lawyers and accountants on the team.
The culture of a company is another crucial element in running a business. What does your company stand for? If you have multiple offices all over the country, would they all represent the same feeling or message? Think of companies such as Louis Vuitton, or McDonald’s, or FedEx or Nike or Starbucks. What do they have in common? They all have a specific company culture and have a brand.
Change is inevitable and we definitely must be aware to make appropriate changes. More often businesses fail to follow the fundamentals such as hiring the right people with the right skill sets, making profits, creating a culture or a brand for the business.
Having said that a startup business strategy is different than a ten million dollar business strategy. Using the same strategy when one starts their business is quite different in scope and in size, and different methods need to be implemented once the business reaches a one million dollar valuation. Then again one hundred million dollar business operates quite differently than a one million dollar business.
As entrepreneurs we must always sharpen our skills, use strategies in accordance to our company size and revenue, be flexible to change, value and appreciate our team and employees and have a unified voice as one company.
I am particularly excited for our company Evolution Dane Theatre because I get to constantly upgrade my creativity, my skill sets, and develop new relationships. The journey is much more pleasant when we are passionate about our mission!
Armineh Keshishian
Artistic Director & President
EvolutionDanceTheatre.com
