The document provides 10 steps for success in the entertainment industry: 1) Begin with the end in mind, 2) Consider what's in it for you and others, 3) Use the "Tornado Technique" to concisely pitch your value, 4) Deflect, defer, and disclose questions, 5) Build referral currency, 6) Learn to make introductions, 7) Learn to call referrals, 8) Take early meetings, 9) Ask great questions, and 10) Build an advisory board with experienced individuals. Specific tips are given for each step, such as being specific about goals and contacts, redirecting questions, and creating value for advisors.

1. Isolation is a Good Thing The Principles of Communication 10 Easy Steps to Success [email_address] 312-953-2208

2. Begin with the end in mind Think WIFU/WIFM Tornado Technique Deflect/Defer/Disclose Build referral currency Learn to call a referral Learn to make introductions Take meetings early and often Ask great questions Build an advisory board Increase your value and net worth

3. What do you want to be? Actor/director/producer Do you want to do film/tv/music/write/direct What do you NOT want to be? What do you like to do? Comedy, drama, theatre, action Who do you want to be around? Actor, director, up and comers, established BE SPECIFIC!- Accurate and Articulate Example of going on a vacation- where? Warm? Hotel? Close?, Far? etc. 1. “Begin with the end in mind”

4. 2. “Think WIFU/WIFM” What’s in it for you- then- What’s in it for me Figure out how you add value What is important to the other party What is important to you Focus on win/win for both parties

5. 3. “Tornado Technique” The basis for everything What you do- high level (realize most people don’t care or don’t understand) what are your benefits What genre or type of industry media, etc. Names of companies you are trying to meet- Be Specific! Names? Agencies, Companies, Studios, etc. Ask for the person- who are you trying to get to- be specific- research and find the name of EXACTLY who you want to meet. DO YOUR HOMEWORK! BE SPECIFIC AND DON’T BE SHY!

6. “ Tornado Technique” Example- Starbiz.tv We have something that is anti-MySpace, anti-YouTube, anti-tmz platform We provide a platform for celebrities to control their own content, image and message. We deal with the managers, publicist, agencies such as CAA, Endeavor, Rogers and Cowan, etc. Within there we are looking for the person who controls the content or image for the celebrity. If you know NAMES- even better.

7. “ Tornado Technique” For you- Potential Actor I’m an actor and working in the film industry and I can help make a directors job easier. I’m trying to work more in the action and sci-fi space. For instance movies such as Tomb Raider, Batman, and James Bond. Directly, I’d love to meet XYZ director, XYZ producer, or XYZ agent Use this to get introduced to managers, directors, producers, agents, actors, etc.

8. “ Tornado Technique” For use on others What do you do? What type of industry are you in? What are some companies you work with Who do you sell to or work with- individuals What can I do to help? what is your biggest challenge right now? Who are you trying to get to? Is there anything I can keep an eye out for you?

9. Learn to redirect questions back. Don’t answer first question of “what do you do?” Find a generic response and redirect back to the person. Be genuinely interested “ Lead” the conversation by asking good questions- not by talking 4. “Deflect, Defer and Disclose

10. Use the Reverse Tornado and DDD Make mental note of potential introductions After asking needed questions Say “wow, remind me to introduce you to X from Y company, A from B company, and C from D company. This creates an implied referral system and psychological burned upon the other person- BEFORE you begin talking. Used properly, you will end up with 3-4 names from every person 5. “Build Referral Currency”

11. 6. “Learn to Make an Introduction” Know the value of each party Here is ____ and he does___, for these companies and is looking for ______ And here is ..repeat.. Establish mutual value in introduction and provide starting point Refer versus RECOMMEND

12. 7. “Learn to Call a Referral” Basic Steps Hello, my name is ______ I was given your name and number by ______ Did I catch you at a good time? Yes- Great, here is specifically why I am calling No- Is there a better time I can follow up with you?

13. 8. “Take Meetings” Take meetings early and often Ask for help in how you can get better, what you need to work on, etc. Ask what you can do to help.

14. 9. “Ask great questions” How can I help you? What would it take to make this happen? Why won’t this idea work? What can I do to get better? What would it take to get started? Deflect/Defer/Disclose

15. 10. “Build a Good Advisory Board” Advisors have the path of knowledge and credibility They have already made the mistakes- don’t be afraid to ask why something won’t work Create value for them- Ask how you can help. Ask for help indirectly, let them offer Types of Advisors Strategic, Marketing, Tactical, Knowledge, Human Capital, Experiential

16. “ Sampling of Current Advisors” Co-Founder of Participant Productions- Former CEO of George Lucas Film, LTD Agent for Clint Eastwood, Marlon Brando, etc. Former CEO/COO of William Morris Current Agent Director at CAA COO of HULU Producer of Blair Witch Producer of ET and Dr. Phil Show

17. Build your own story. Employee Great idea- no one believed Bought existing company $2 million in debt Started and grew locally National Chain- Globally recognized brand. When times are tough- ask yourself, “what would _________do?”

18. Bonus Slide- If Time A few of my great truths 1- S-Your greatest strength, is your greatest weakness 2- P- People do more to avoid pain than to gain pleasure 3- E-People make decisions emotionally and defend them logically 4- D-If you say it- they doubt it. If they say it- it's true 5- Q-Questions are the key to the Universe 6- B-Begin with the end in mind 7- N-Ask not "why”, ask "why not" 8- 99% of the things we worry about never happen, so why worry SPEDQBN9