Over the years, we’ve had the privilege of interviewing a diverse range of theatre directors, filmmakers, comedians, musicians, and artists from various disciplines. Here’s what we’ve learned from six of them—and how you can apply their insights to your own work.
1. The Power of Instinct with actor Katy Owen
Instincts and intuition often drive the most original and authentic creations. Katy Owen of North by Northwest relies on her instincts when ‘shapeshifting’ into multiple roles, allowing her to create performances that feel natural and human. By giving herself the freedom to explore new ideas during pre-production, her performances resonate more authentically with audiences.
Businesses can take a similar approach by testing new ideas in a safe, low-risk environment. Whether it’s trialling a new service, experimenting with flexible work patterns, or introducing small changes (office dog for morale?), following your instincts and giving space for experimentation can lead to unexpected, yet powerful results. Embrace the unknown and you might be surprised by the outcome…
2. Finding Your Unique Voice with Comedian Celya AB
Success in stand-up comedy, like in business, comes from having a distinct voice and staying away from cliches. French comedian & writer Celya AB built her career by refining her perspective and staying true to her style while adapting to shifting audience sentiment in comedy.
Your business can do the same. Keep your product and messaging original, develop a unique, authentic tone rather than mimicking trends. Never stop asking questions! Curiosity is the fuel of innovation. Staying culturally aware – comedy has changed massively but so too has business! – while remaining true to core values helps businesses stand out and stay relevant in an ever-evolving market.
3. Immersive Experiences Build Fans with actors Josselyn Ryder & Kevin Wathen
Josselyn Ryder & Kevin Wathen’s The Highwayman is a show that works hard to be both personal and interactive, drawing theatregoers into the story – rather than just performing to them. It’s an active process, not passive!
Can you incorporate interactive elements into your marketing? Whether through social media engagement, experiential activations, or personalized campaigns, doing so can create deeper and more meaningful audience connections. An excellent example of this is seen with the rise of experiential retail. We want more than just transactions.
4. Nonverbal is Powerful with Circus performers Brainfools
Circus performers Brainfools (Lucky Pigeons) prove that physicality and nonverbal storytelling can engage audiences across language barriers, making their performances universally accessible.
Visual storytelling, body language, and interactive design often communicate more effectively than words alone, especially in today’s global digital landscape. What are your audience hearing, but not seeing? The eyes are not deceived so readily…
5. The Power of Place with director Ralph Kennedy
UK outdoor arts network Without Wallsthrives by embedding performances within communities, ensuring cultural experiences feel relevant and participatory. Audiences engage more deeply when they feel ownership over an event rather than just observing it.
Can you apply the same approach with hyper-local marketing and interactive experiences? Whether through regional campaigns, live activations, or digital participation, making audiences feel involved leads to stronger connections—even on a limited budget.
6. The Power of Transparency with playwright Eva Hudson
Eva Hudson of 855 for Truth showed us that uncovering and sharing untold stories builds trust and engagement. Audiences connect more deeply when they feel informed rather than marketed to.
Brands can apply the same principle by prioritising transparency through honest storytelling, open communication, and behind-the-scenes content to foster lasting credibility and loyalty. Explore The Pratfall Effect to learn more about the psychology of how small, relatable mistakes make us more likeable. Perfection isn’t always the answer!
George Maguire, Content Team