Vroom's Expectancy Theory of Motivation can be applied to successful artist management in 4 steps: (1) Gain the artist's buy-in and agreement to follow the manager's guidance, (2) Control perception of both the artist and manager through careful crafting of their image and style, (3) Plan a realistic positioning strategy with attainable goals to build the perception of the artist's success over time, and (4) Continually prepare and support the artist to achieve these goals through positive reinforcement as they work towards greater success. However, the theory has a flaw in that it cannot create raw talent alone - the artist must have sufficient talent initially for the goals to be achieved through positioning and perception.