five years down the road. Everyone’s dots are different, and the lines you draw for them may not always be linear, but listen- ing to their raw feedback post-demo will give you enough to build a framework of vision they can internalize and feel con- fident executing. EXHIBIT EMPATHY Everyone harbors hesitation when jump- ing into a new experience. Whether that’s buying a new AlphaTheta DJ controller or a Gibson guitar amp, we naturally want to feel secure in our decisions to invest time or money into our endeavors. Both students and customers will have different impediments to overcome. Some don’t see themselves as musically inclined, while others may have reservations about performing in front of others. Instead of diminishing their con- cerns with elitism, it’s best to empathize and offer avenues that can circumvent these mental roadblocks. Consider the impact of charitably offer- ing some wisdom when it counts, such as these words by Marcus Aurelius: “What stands in the way becomes the way. The impediment to action advances action.” That’s a mantra that we can all relate to. Those words have guided me through stormy seas to still waters many times, and maybe you too can draw from your own experiences to do the same for oth- ers. The emphatic reaction you get may surprise you. TRANSFER THE TORCH It’s much easier for someone to feel moti- vated at the gym with a trainer over their shoulder cheering them on. But to make that journey tangible in the real world, that same feeling needs to resonate beyond the walls of your establishment. It needs to spill over into their life well after they’ve left the security of your supervision. This requires having them acknowledge the sig- nificance and power in passing the torch over to them. They’re the runner in their own race, and you’re only a small fraction of that equation. This approach is to set the customer or student up for success by instilling some continuity in their habits that keep the fire fed. Those are the students that keep showing up to lessons actively engaged. Those are the customers who return to your retail shop months later to upgrade their gear because they’ve progressed in their musical journey. And because you were there to aid their attachment
to their commitment early on, you also represent stability that invites feelings of comfort and an assurance that their compass is set in the right direction. Thus, it makes you intuitively worth interacting with again. Working at Astro AVL for a decade has given me the unique opportunity to develop relationships with students and customers I never knew I would have. I’m invested in their journey, and they forever refer to me as their mentor, whether it’s
months or years since our last interaction. That doesn’t happen by accident. It’s been curated by creating a lasting connection, helping them map their endeavors in real- time and giving them the confidence to overcome their own self-doubts. I would invite all of you to try to do the same. The results may surprise you. MI Cyph Shah is the manager of Astro Audio Video Lighting in Glendale, California. He’s also the lead instructor of the DJ School, Astro Mix Lab and designs AVL systems as Astro AVL’s installation foreman. He’s toured the country as a DJ for more than 20 years.
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