Leadership Training Course
Team Lead, Experience Designer
Created leadership training course. Developed goals, six person team, marketing plan, beta test, curriculum, and event launch. Trained sixteen students in the beta launch, and over 100 students in the course YTD.
Ecstatic Dance is a Sunday morning dance party. Dubbed “a creative cross between a rave, a yoga practice, and a church service,” Ecstatic Dance events exist to bring people together in community through music and movement.
Independent Ecstatic Dances have popped up all over the world since I started the first in California in 2008. While the organizers had experience as dancers at Ecstatic Dance events, they didn’t have the knowledge or support systems in place to succeed on their own. Because it wasn’t a franchise, and they didn’t have business training, they didn’t have the same success as I did. Most went out of business within a year.
By 2010, after every weekly dance I produced in Oakland, at least one person asked me to train them to start a dance. At first, I privately coached students. But I realized helping people to start their own dance event businesses needed to be more scaleable in order to fulfill the mission of getting more dance into the world.
How might we help organizers have success starting their own dance businesses?
1. I had to build a separate team, with different skillsets than the team at the weekly live dance, to collaborate within areas where I wasn’t an expert.
2. Other people recognized the opportunity for a training, and we wanted to be first to market, so creating the training quickly was important.
3. Working with an international, distributed team across multiple time zones presented scheduling challenges that forced some of the team to learn new technology platforms (Zoom, shared Google Docs, Slack).
1. My company’s mission was to bring more dance to the world. Independent organizers wanted to join the mission, but the dances they started often failed, harming the mission. To stop the failures and grow the global dance community, my company would offer a new product: A Business Training Course specifically designed for dance organizers.
2. I would build a curriculum that made learning business concepts accessible and executable for creatives, who would be able to start and grow their dance events successfully with confidence.
3. To make sure the concepts became part of running their dance events, I would build a community network of peer support for each cohort.
4. In order to stand on its own, not supported by the weekly live dance, the training needed to be profitable.
Generate research to discover the main challenges and what might be behind them.
Why did the businesses fail?
My business is successful. Why isn’t theirs?
What did we need to provide to ensure success?
Utilize customer interviews and feedback to come up with the goals for the training.
Based on the interview data collected, notice patterns, and draft a persona for the training.
Discovered that a passionate dance leader understood their customer, but did NOT understand business processes.
Created the marketing materials, web page, and copy to sell the beta test in order to test the market and make sure it’s something students would pay for.
Are we crafting the right message?
Will customers pay for it?
Will customers make time to attend the training?
We tested internally instead of live the first time in order to find the missing pieces in the prototype experience.
After the internal test, we mapped out the student journey, starting with the online experience of how they learn about the training, moving through to the offline experience of completing the training.
When we had the basic training curriculum and timeline set, we added touch points that would occur during the live training designed to create lifelong memories and bring the students closer together (i.e., a picnic in the redwoods with drum circle and dance ritual).
We periodically questioned our progress to make sure we were fulfilling the number one goal.
Are we bringing more dance to the world by training these future organizers?
We confirmed people wanted the training, but what needed to be IN the training? In order to find out, we completed the following five steps:
1. Surveyed the 20 people who had signed up for the training on what they wanted to learn.
2. Wrote down all the things I knew about how I ran my own business. Listed and described my own best practices.
3. Collaborated one-on-one and as a group with my team of experts to discover their best practices. Jointly created exercises to teach business to creatives in an embodied way. (E.g., How can we teach embodied marketing?)
4. Utilized an affinity map to craft the findings into chapters of the manual and slotted days of the training to correspond to each segment.
5. Wrote the first draft of the 180 page manual, then designed it, including all graphics and exercises.
After building the curriculum, I taught the curriculum to a beta tester. I got valuable feedback and made iterations.
In order to enroll others in our mission, I shared my founder story to the entire 300+ person community at the kickoff of the training. Because I needed to learn how to tell a compelling story, I hired a speaking coach to help me create and deliver a memorable, impactful talk.
Shared my founder story with dancers and trainees. Invited them onstage to build community and practice leading.
Produced and co-taught a seven day workshop to 16 students. Led 5 teachers and 1 assistant. Collected photos, video testimonials, and interviews to sell next training.
Iterated and scaled training for the next four years.
In the evaluative testing of the product, we implemented surveys and one-on-one interviews. The surveys and interviews revealed the training was one day too long with too much information for teachers and students to maintain optimal levels of excitement and focus.
We also learned the students wanted more focus on the emotional experience of being a leader, including practicing leading, and less on in-depth business concepts they don’t immediately need and can learn elsewhere.
In the beta launch, the team learned the amount of emotional intelligence required for this type of work is best facilitated in small groups. In subsequent launches, we corrected this problem by creating small, intimate groups.
The energy put into every detail came through strongly and I really appreciated it. What I liked most was our open-hearted connections. I loved the teachers’ diverse yet equally powerful teaching styles.
Alicia Kelly, Ecstatic Dance Reno
I liked the blend between information, dance and movement, and time for reflection—the blend between body and mind. Beyond the content, it just felt really good to be here. I felt supported, safe, nurtured, and seen.
Omar Aena, Ecstatic Dance NYC