Reigniting my love affair with creating radio commercials

I have the privilege of being a guest speaker at Walt Jaschek‘s radio ad production course that he teaches through the Webster University School of Communications.

During my one-hour presentation, I’ll be sharing some of my all-time favorite radio commercials that I have produced through the years. Sad to say, there are no recent spots that I’ll be sharing. It’s not that I’ve lost my skill-set for creating radio commercials that stand out, get noticed and acted upon. I simply don’t have the client list that does broadcast advertising anymore.

And that’s a shame. Radio has always been one of my favorite modes of advertising. I’ve probably written and produced more than 200 radio commercials throughout my career. I’ve had the opportunity to create memorable spots for a wide variety of clients – here’s a short list …

The Missouri Division of Tourism; St. Louis Science Center, St. Louis Baseball Cardinals, Six Flags, AAA Insurance, Charter Communications, The Pasta House Company, Missouri Division of Highways Safety – I could go on and on but I won’t.

No matter what the client, service or product, I always sought to deliver their key message in some attention-getting, memorable way.

I’ve done a jingle or two. I’ve done humor. I’ve done drama. I’ve been hollered at by Peter Graves and Jack Buck – all in the pursuit of creating radio commercials that cut through, are memorable and that get the cash register or the phone to ring.

Creating great radio commercials involves the ultimate theater of the mind. Through words, sound effects, music and the talent you choose you can paint a picture in someone’s head and if you do it right, plant a seed as well that gets that person to act.

Going through the radio reel that exists on my website as well as raiding my archives made me realize just how much I miss both writing and producing radio spots. It’s a talent I have that has gone untapped for too long.

I wish there were some car dealer out there or local retailer who wants to reach a very targeted audience and knows they could be doing better with their radio efforts. Maybe there’s a new product or service that needs launching. Maybe a local golf course is tired of seeing their number of players continue to go down. Whoever, whatever, I could virtually guarantee that I could do a better job than anything they’ve ever done before.

I just need someone to pick up the phone and call me.

This operator is standing by.

“View from Above” Finds A New Home

Here's the 24" x 30" painting, "View from Above" hanging on an office wall.

Here’s the 24″ x 30″ painting, “View from Above” now hanging on an office wall.

It’s been more than a year since I had my solo art show at 1900 Park. Since that time, I have created nine new paintings and will soon be wrapping up my tenth. If I were painting for a living, I would truly define the term ‘starving artist’.

But I don’t paint for a living. I paint because I can. Somewhere in me is a God-given talent that I feel as if I actually owe it to myself to keep on painting and keep trying to get better at what I do. I owe so much of this renewed commitment to my son, Tom, Jr.

Four Father’s Day’s ago, he gave me two small canvasses and some paint and challenged me to resume what I had set aside for more than 17 years. After much trepidation and fear of I don’t know what, I jumped back in and I’ve basically had a canvas in the works ever since. I have two websites. One, I don’t promote at all and nobody visits. It’s http://bloodlinesart.com

The other site, I’ve been trying to promote more regularly and on occasion, I do get a sale or two of items featuring my artwork. (http://tom-blood.pixels.com)

Actual sales of my paintings continue to be somewhat of a rarity. I know I choose rather unusual subject matter. So much of today’s art is a mishmash of colors and shapes. I prefer to paint ideas and really enjoy painting what is seemingly impossible. A staircase that winds its way above the clouds. A girl holding a giant, floating boulder. A symphony conductor standing atop a giant wave, conducting the elements.

Is my work simply too off-the-wall to actually be hung on someone's wall?

Is my work simply too off-the-wall to actually be hung on someone’s wall?

So it was a pleasant surprise when I received a Facebook Messenger inquiry asking about purchasing one of my more recent paintings titled “A View from Above“. I was more than happy to oblige and after a few back and forths, we arranged a time and place to drop off the painting.

I was sorry to see it go as it was going to occupy a nice spot in our new home, but I was actually quite thrilled that somebody was willing to take that leap of faith and buy the painting, get it framed and hang it proudly in his office.

He told me that the painting really grabbed his attention and how he identified with it. In fact, he told me that he created a bit of prose to go along with the painting and when I asked if I could share it, he said, “Absolutely.”

Here’s what it says …

FROM ABOVE

When I look to the sky
To a place where there is no night
What do I see, when clouds opt
Not to block my sight at the place
Where the sun holds reign over the moon

How do I fit into this orb’s cycle of life?
The struggle of one so minimal,
To the other billions’ strife

So small I feel when looking
To distances far away,
Into galaxies unreachable in tens
Of thousands of unending days

How do I reconcile these feelings
Of those things that seem important
Although they are not

To be a part of this small world,
On an almost insignificant dot
I do have one simple and clear thought –

Rejoice in the journey –
not just the view from the top

To me, it’s an honor to sell a painting of mine and I hope it sparks many a conversation. It’s even cooler when I know that something that I’ve done has struck an emotional chord in someone.

Magritte loved to create mystery with his paintings – to make you think and wonder why. I love to do that as well. I love to paint the impossible and make it seem at least somewhat probable.

A conductor standing on top of a wave conducting the elements? Impossible. Yes.

A conductor standing on top of a wave conducting the elements? Impossible. Yes.

I am finding my own voice as a painter. I believe that I am continuing to get better. And I believe it’s simply a matter of time before more sales start rolling in. But even if they don’t …

I shall continue.

Most of Tom’s artwork can be found on http://tom-blood.pixels.com On that site, you can purchase original paintings or buy a variety of prints of his art in a variety of sizes. You can also purchase items like iPhone covers, battery chargers, coffee cups, pillow throws, shower curtains, tote bags and even greeting cards all featuring the artwork of Tom Blood – at very affordable prices. When he’s not painting by night, Tom creates attention-getting, brand-building advertising and marketing communications via BloodLines Creative, now in its eighth year.

Where have I gone?

For someone who had built up a fairly decent following with this blog, one has to wonder, why did I stop?

My last post was January 18.

“Bumstead, you’re fired!”

I know the world isn’t waiting for my next blog post.

Thought leadership? I haven’t been sharing much recently, even when I do get around to posting.

The fact of the matter is, I simply haven’t devoted the time that this blog deserves. I do have my excuses – between moving to a new house, getting the old one ready to go on the market, handling an influx of new business while tending to existing clients, trying to keep up my painting and the marketing of those paintings – I simply haven’t had the burning desire to crank out a blog post that might be read by maybe 100 people.

My apologies to you 100 people who have faithfully read many of the trials and tribulations that I’ve written since beginning this diatribe about seven years ago.

It’s not that I’ve stopped blogging. This past month, I’ve written five different blog entries – just none of them have been for myself.

And no, I’m not throwing in the towel on this blog.

In the past, I have vowed to blog more often. I’m not vowing that now.

I’m just vowing that there will be more. Hopefully, it won’t be another month or so until I pick up where this one leaves off.

A writer’s gotta write

2018 is off to a great start, but in the coming weeks, I hope it gets even better with a variety of assignments that would spin most ordinary heads.

Blogging. Video scripting. Website content creation. Speech writing. Print ads. Email marketing. Pay-per-click ads. Direct marketing. All for different clients and all tied back to delivering the brand.

What’s missing? Well, I sure would welcome the opportunity to create some cut-through radio ads and develop some local TV commercials that would truly stand out amidst the sea of mediocrity that litters our airwaves.

But I’m not complaining. I love to write. And I love to write just about anything as I am insatiably curious and love to find creative solutions to whatever marketing or advertising challenge I may face.

All of this requires an inherent ability to ramp up quickly on a subject so that i can quickly grasp the key messaging that needs to be delivered and then deliver it – in an unexpected, surprising and memorable way.

I don’t always hit home runs. And I certainly don’t accomplish everything on my own as I continue to be blessed by working with a talented team of designers, developers, editors, account people and best of all – clients.

BloodLines Creative is now in its seventh year. We’ve been staying quite busy. But there’s plenty of room for more.

If your business would benefit from big idea thinking, BloodLines Creative can be the communications partner you thought you couldn’t afford. Put us to the test. You will not be disappointed.

Welcome to Missouri, the only state in the country on Fodor’s Do Not Travel list

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Fodor's has the entire state of Missouri on its No List for 2018. I completely disagree.

Fodor’s has the entire state of Missouri on its No List for 2018. I completely disagree.

I never realized what a dangerous, backward, unfriendly state I live in. But there it was, on the inside pages of yesterday’s St. Louis Post-Dispatch, stating that Fodor’s, the internationally-recognized travel advisory company had listed Missouri as the only state in the USA to make Fodor’s No LIst 2018.

That certainly makes the job for Hoffman Lewis, who I believe still handles the advertising for the great state of Missouri, more formidable.

The article struck me as hard to believe and somewhat akin to a bunch of blind men describing an elephant. Depending upon where you stand, your view can be radically altered.

I’ve been to about 40 of our 50 states. Yet I am certainly not qualified to blacklist an entire state based on some limited opinions and generalities. According to Fodor’s, here’s why they recommend that no visitor should set foot in the state of Missouri:

“Missouri is the place where SB 43 was passed making it more difficult to sue employers for discrimination, a state representative argued that homosexuals weren’t human beings, a tourist who got lost and ran out of gas was later found murdered in his jail cell without ever being put under arrest, and two men were hunted down and shot on suspicion of being Muslim on the outskirts of Kansas City. And that’s just in 2017.

Those are just a few of the startling headlines from the state that prompted the Missouri chapter of the NAACP to advise tourists to skip this state and the “looming danger” for visitors when they’re touring United States.

Missouri has “a separate standard of laws that are only applicable to some people,” Nimrod Chapel, Jr., head of the Missouri chapter of the NAACP, told Fodor’s. He includes people of color, women, the disabled, senior citizens, foreigners, and people of faith as among those who are discriminated against.

He further cautions against the manner in which these laws are policed in the state. “Not everyone dies after an encounter with law enforcement, and we wouldn’t suggest that. But there [are] so many negative outcomes that would indicate that there’s some bias in the way that their laws are enforced that we think that people have to be aware of the danger and, you know, decide for themselves.”

Thanks a lot Fodor’s.

Based on the opinion of some Nimrod, they’re now saying that anyone who happens to be a person of color (not specified what color), a female, someone who’s disabled, a senior citizen, foreigner or a person who believes in any type of religion, you best stay away from the Show Me state.

If you just so happen to be a 65+, disabled, African nun from the Republic of Ghana, well, you may never get out of here alive according to Fodor’s.

C’mon, Fodor’s. You owe the great state of Missouri and all the people who are working hard to overcome all of the negatives that have been hurled at this state in the past few years a major apology.

The metro St. Louis area has more than its share of problems. Yes, there still is a racial divide here, just as there is a serious economic divide. But there are so many good things happening as well and those items just don’t get the news time they deserve.

The murder they reference in Kansas City actually took place in Kansas. And from everything I’ve heard, Kansas City has made dramatic strides as a community that’s not only a great place to live, it’s a great place to visit.

Having an entire state on a travel company’s No List is a farce. They don’t know what it’s like to enjoy a weekend in the Ozarks and probably don’t even know where it is.

Personally, I’m contacting Fodor’s to let them know of my disgust. They have a Forum and I intend to register and post my opinion. And I will never be purchasing any travel-related guides that bear their name again.

And if, by chance, you were planning on a trip to the Taj Mahal or Everest this year, Fodor’s recommends against it – but with a little more actual reasons since the Taj Mahal is being completely re-furbished and most of it is under wraps while with Everest, their reason for not going is simply that too many people die on their quest. Especially if they’re a 65+, African nun from the Republic of Ghana.

That’s what I think, how about you?

In addition to providing advertising and marketing communications services by day via BloodLines Creative, Tom sometimes writes about what interests him, especially when it comes to all things St. Louis. He is also dedicated to becoming a better surrealist painter, trying to paint the impossible. He invites you to visit his work at his Pixels website, or via his BloodLines Art website. His work can also be viewed on Pinterest, Saatchi Art and on the mobile app, Art Loupe.

One year – ten surrealistic paintings

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My first painting done in 2017.

Head In The Cloud – My first painting done in 2017.

With 2017 coming to a close, I decided to look back on all of the surrealistic paintings I’ve done this past year. Initially, I thought I was on my 12th painting, hoping to finish it before the year ends. Actually, I’m only on my 10th and I’m about 70% done as of December 11th. My how time flies.

Still, 2017 has shown promise in terms of my overall skill development. I am continuing to improve as a painter and though I still follow the surrealist path of Rene Magritte, I’m also developing my own, unique style.

Was there a common theme? No. I like to paint ideas and they come in a variety of imagery.

Was there a common theme? No. I like to paint ideas and they come in a variety of imagery.

I love the idea of surrealism. I love painting things that seem like they are, but could never be. I love painting the impossible. To me, it’s fun to have an idea, develop it, do my best to paint it and then have people wonder, “What was he thinking?”

The photograph doesn't do this painting justice. The bridgework is very detailed. It was a strange idea that literally came to me in the middle of the night with almost this exact image in mind.

The photograph doesn’t do this painting justice. The bridgework is very detailed. It was a strange idea that literally came to me in the middle of the night with almost this exact image in mind.

I’m not afraid to borrow. I have used other paintings as inspiration. I often use source material to get my own drawings as close to reality as my skill level permits. When I created “Bridge to Nowhere” I found a schematic of a footbridge. I don’t pretend to draw these items from memory. But I do draw them all freehand and then begin the process of turning it into a painting.

In the concept stage, I envisioned a conductor in charge of the elements similar to Fantasia.

In the concept stage, I envisioned a conductor in charge of the elements similar to Fantasia.

Some of my ideas are borrowed adaptations. Others, I have no idea where they come from. With “Lightness of Being” I was exploring Magritte’s concept of a giant floating rock. For some reason, I thought of a little girl holding a hot air balloon – only instead, it would be a floating rock. I loved that image and that’s what I drew on the canvas. At first, she was going to be standing in a field of flowers but once I had drawn the balloon/rock, I decided to shift the scene to a rocky beach. It’s probably one of my favorite images I’ve done so far!

A girld stands gazing out at the ocean, holding a giant, floating boulder that some people think is an asteroid.

A girl stands gazing out at the ocean, holding a giant, floating boulder that some people think is an asteroid.

What to paint next is always the mystery upon completion of whatever I’m working on at the time. Similar to reading a book, I never conceptualize a new painting until I’m done with the one that’s right in front of me. While searching for inspiration for my next subject, I ran across two items that I combined into one – a spiral staircase and a view of clouds shot from above, rather than below. And thus was born, “View from Above”.

A man stands atop a spiral staircase that has given him a view from above the clouds.

A man stands atop a spiral staircase that has given him a view from above the clouds.

I’ve been very happy with both the concepts and the execution of my last three paintings.

Yet most of my work seems to go unnoticed – especially when it comes to sales. If I relied on the income generated from my paintings, I would truly be a starving artist. I remember after my second gallery show back in 1991, I created a painting called “Nobody Noticed”. It featured two people walking off either side of the painting, oblivious to a roped off gallery that featured a framed painting of the night floating against a cloudy blue sky.

That painting has received more views on my pixels website than any other painting I’ve done. Perhaps that frustration that since I’ve resumed painting about 3-1/2 years ago, creating more than 30 new canvasses resulting in a grand total of two sold paintings led me to my most recent effort which is still a work in progress.

My most recent painting is about 70% done. The other art work needs to be added along with the two frames and then lots of shadowing still awaits.

Modern Art – still in progress. The other art work needs to be added along with two picture frames, a baseboard and then lots of shadowing.

Overall, 2017 has been a year of interesting concepts combined with better painting techniques. I had my first solo show in more than twenty years in 2017 at 1900 Park. I exhibited at Soulard Art Gallery twice and received an Honorable mention for “Head in the Clouds”. I also was part of MySLART’s monthly 33 show in the summer and I’ll have my three most recent completed works on display December 29th at the Old Orchard Gallery. Add in a few greeting cards via Greeting Card Universe and there’s certainly been a lot of activity.

I am determined to keep on keeping on and look forward to what’s next knowing that someday, the sales will come.

So onward we go. I’ve got a painting to finish.

(BTW, if you want to take a better look at any of these paintings, please visit any of the websites listed below.)

In addition to providing advertising and marketing communications services by day via BloodLines Creative, Tom is dedicated to becoming a better surrealist painter, trying to paint the impossible. He invites you to visit his work at his Pixels website, or via his BloodLines Art website. His work can also be viewed on Pinterest, Saatchi Art and on the mobile app, Art Loupe.

Wrap your phone in art

Visit http://tom-blood.pixels.com to order yours today

Visit http://tom-blood.pixels.com to order yours today

I recently received my second iPhone cover featuring my own art on it. When I’m out and about, I’ve often been asked, “That’s cool – where’d you get that?”

I tell them it’s my own art (most people don’t even know I paint) and when I tell them they can order one of their own for about $20 bucks – which is actually a lot less than you’d pay for most iPhone or Galaxy phone covers, people say, “Cool, I’m gonna buy one.”

But they rarely do.

I’ve had my http://tom-blood.pixels.com website for about a year-and-a-half now. During that time, I’ve sold about ten of these covers and a few battery chargers as well. You can order all kinds of things featuring my art – pillow throws, coffee cups, notebook covers, tote bags – I’ve even sold a shower curtain featuring my Incoming painting.

Whoever thought this painting would end up on a shower curtain? But it did!

Whoever thought this painting would end up on a shower curtain? But it did!

The website has had almost 18,000 visitors since I opened it. Now, every time I post a new painting, I get more than 300 views within a day’s time. That’s pretty cool. But views don’t equal sales.

So I’ve been trying to more aggressively promote my artwork in the hopes that a few people will think it’s cool enough to order something. You don’t need to buy the original art. Instead, you can order a print to hang, a coffee cup to drink out of, a tote bag to carry things, a pillow for your couch – all virtually guaranteed to become a conversation starter.

Here’s the website again: http://tom-blood.pixels.com

Please don’t just visit.

Buy something.

With the holidays coming up, you’ll be glad you did.

Happy Thanksgiving to all!

 

My 70 cent return on Greeting Card Universe

Recently, I joined GreetingCardUniverse.com in an effort to try and sell some of my artwork that I turned into greeting cards. My thinking was that I had some fairly unique artwork that in turn, I could use to create fairly unique greeting cards. So I enlisted the help of a designer to take some of the messages I had created and use typography to create greeting cards with fun, out-of-the-ordinary messaging.

To date, the experiment remains somewhat of a failure. I have submitted 9 cards overall. Five of them have been approved and now live on Greeting Card Universe. If you visit the website and search for Tom Blood, (https://www.greetingcarduniverse.com/search/go?w=tom%20blood) this is what you’ll see:

Search GreetingCardUniverse.com for Tom Blood and this is what you'll see

The five cards that are currently for sale on Greeting Card Universe.

When I first announced that I had launched the cards, I was kind of excited. Getting them approved for sale is somewhat of an arduous task and that’s a good thing. You have to be pretty specific with your card descriptions and use of key words. The first day I announced that cards were on sale, I actually had a sale. To date, I’ve had two sales – which comes out to a whopping 70 cents of income to date.

But no, I’m not giving up. I actually have plans to make a few more. And I understand that some of my card topics aren’t exactly heavily sought after items. I have a retirement card, a Bon Voyage card, a thinking of you card, a sorry about your bad luck card and an apology card for men or boys to give to their significant others.

Here's a closeup of my End of the Line Retirement Card. If you know someone who is retiring, please buy them this card!

Here’s a closeup of my End of the Line Retirement Card. If you know someone who is retiring, please buy them this card!

Currently, there are no birthday cards (rejected my one attempt), no Thanksgiving or Halloween or Christmas cards, either – I simply don’t have the paintings to back up those kind of occasions.

And similar to my site on Pixels.com (https://tom-blood.pixels.com/), I’m just one fish in the ocean. Just like on Pixels, this site has thousands of designs from thousands of artists. Even if you want a Bon Voyage card (how many of those have you bought in the last decade – or even in your life?), my version is still one of many available.

So I don’t think I’ll be retiring any time soon off of the royalties I make selling these greeting cards. The same applies to selling my art on Pixels. There are millions of images on that site. I’m happy with the limited sales I’ve had and hope to continue to sell more in the future. (Now’s a perfect time to order for the holidays getting a pillow throw or iPhone cover or tote bag or just a coffee cup featuring some truly original art!) More important, I think it’s pretty cool that I’ve had more than 18,000 views of my artwork on that site since I joined in July of 2016. If only these people would buy something!

In the meantime, I’ll keep on painting because I love to do so. If the painting seems like it could be turned into some sort of a greeting card, I’ll give it a shot. But I’m not creating art to turn into greeting cards – that’s simply an off-shoot.

And obviously, I’m not making art to make a profit. Though I do hope to bolster my 70 cent earnings from greeting cards sometime soon!

In addition to providing a wide variety of clients advertising and marketing services via BloodLines Creative, Tom Blood also creates surrealist-based art which you can view via http://tom-blood.pixels.com – allowing you to purchase prints or Tom’s artwork on a variety of items.

 

 

Milpaws Tells Customers, “Don’t Ever Get Hosed By Your Hose”

The home page for Milpaws.com is direct and to the point.

The home page for Milpaws.com is direct and to the point.

I don’t often get excited by websites for hose, fittings and fluid conveyance systems.

But the new website for Milpaws (http://www.milpaws.com/) is a definite exception to the rule.

BloodLines Creative joined forces with E-Merge Interactive to design a whole new look for Milpaws – a supplier of hose, fittings and fluid conveyance systems here in St. Louis, Missouri. The photography is crisp and clean along with the design.

Navigation of the site is easy – and there’s going to be an e-commerce portion coming in the very near future which will make it easier than ever for customers to order the parts they need.

But that’s only part of the story. Milpaws is a company that is totally devoted to customer service and it’s their custom-made pipes, fittings and fluid conveyance systems that they’ve designed for a wide range of applications that enable them to stand out from the crowd.

They’re a no-nonsense company that tells it like it is. A faulty connection that breaks down can cost a manufacturer thousands of dollars – sometimes reaching into six figures – and bring an entire production line to a halt.

It’s imperative to work with a company that helps assure that every fitting and every custom-designed solution works on a day-in, day-out basis. And if something ever does go wrong, the supplier needs to be able to jump in and solve the problem immediately.

That’s Milpaws. And that’s why we came up with the simple theme of “Don’t Ever Get Hosed By Your Hose.” No, we’re not using it as a tag line. It’s more of a description of the way they do business.

The company’s DNA was forged as a commercial hose and fitting distributor in the St. Louis market over 40 years ago. Though Milpaws designs and fabricates fully-integrated Fuel and Potable Water fluid conveyance and dispensing systems for the US Military, their key focus has always been servicing contractors and contractor supply companies with both industrial and hydraulic hose and fittings to meet their needs on a moment’s notice. They know with Milpaws, they’re getting the best products, backed by the best service – no matter what the application – from industrial to environmental, manufacturing to utilities.

There are some very simple things about Milpaws.com that makes navigating the site just a little more interesting. The Products page features an accordion-style drop down menu – click on a specific category and it opens right up, only to get folded back into the menu when you’re done. The Applications page features a parallax means of navigation where one category naturally flows into the other.

We intend to make Milpaws.com a site worth visiting time and again for both customers and potential customers. The e-commerce portion of the site is currently being developed and that’s going to be a game-changer. We’ll also be regularly updating the “In The Flow” section with pertinent news a customer can use to help them with their business.

Overall, it’s a very cool site in what was once a very boring category. Not anymore.

BloodLines Creative provides advertising and marketing communications support to a variety of consumer, B2B, non-profit and government-related clients. No project is too big, no budget is too small. If you’re looking for big idea thinking, you’ve come to the right place.

The endless pursuit of ‘What’s Next?’

As a business, BloodLines Creative is continually in new business mode. Even with my existing client base, I’m always seeking new ways to help build their business, knowing full well that if I can help them expand their market share or drive more customers to their website or Facebook page or directly to their store it will ultimately generate more business for BloodLines.

So I’m always on the lookout for new ways to deliver messaging, new techniques for grabbing attention, new avenues for targeting potential customers, new ways to reach people in unexpected ways. One must remain forever curious.

With BloodLines Art, I face a similar challenge. I do paintings very similar to the way I read books – once I start one, I don’t even consider what’s next until I put my name on the painting. When I do finish, I begin searching for ideas.

Rene Magritte said that the most difficult part for any artist is deciding what to paint.

I agree with that dilemma.

So with my work by day and my art by night, I continually face the challenge of, “What’s next?”

Work has been strong this year. One project seems to lead to another and when one client goes dormant or isn’t currently in need of marketing support, it seems another one comes along. I have been very fortunate.

I have also been quite pleased with my painting progression this year. My techniques are improving and I feel as if I’m getting better at what I do and finding my own unique style.

Every business faces that “What’s next?” quandary.

The key is to never stop learning. Never stop exploring. And always be open to possibilities as well as opportunities.

If you do that, the opportunities will find you.