The Business Artist

Praise for

The Business Artist

"The Business Artist captures the essence of our times, where human creativity intersects with digital transformation. It is a great read for anyone looking to harness the growth-stimulating power of innovation."

– Bill McDermott, CEO at ServiceNow & former CEO of SAP

Adam is the rare breed of bird that we need today—one who understands how to embrace all that technology and business can bring to the world without losing your soul. This book will give you the road map for navigating the world before us.

– Peter Mulford, Global Partner & Chief Innovation Officer at BTS

Never before has a book so perfectly captured the importance of creativity in delivering business results and leading a fully human life. For salespeople, this is your guide to inspire innovation with customers. For leaders, you’ve heard about ‘authentic leadership’ as a buzzword, but Boggs brings you the playbook.

– Andrew Dornon, Co-Founder, Forge Strategy Partners

"The Business Artist is filled with practical wisdom. Boggs shares innovative strategies from his experience, showing how to ignite team creativity and harness collective intelligence. This book is a must-read for those who seek to transform ideas into impactful business solutions."

– Matt Prostko, VP of Product, TaskHuman

"Through The Business Artist, Boggs masterfully demonstrates the art of using metaphors and storytelling in business. His engaging examples show how these techniques can create lasting impressions and effectively communicate the core message of a product or idea."

– Cathy Hite, Former Global Head of Sales Enablement, SAP

This book is a compelling exploration of the convergence of art and business, championing creativity and human connection as the keys to transforming corporate landscapes. Adam Boggs illustrates how adopting an improvisational, jazz-like approach in business can lead to innovative leadership and authentic engagement. It’s a must-read for anyone seeking to infuse artistic creativity into their professional life.

– Douglas Ferguson, President at Voltage Control, Entrepreneur and Human-Centered Technologist

"The Business Artist illustrates the importance of blending creativity and business with an innovative framework on how the artist in everyone can bring value to the business world through practical application. After all, we are all artists!"

– Travis Jones, Former Global Head of Enablement, Autodesk

"Dispelling the common belief that art and business are entirely separate domains, The Business Artist intelligently proves otherwise. By exploring the coexistence of creative thinking and business outcomes, individuals can experience significant personal and professional growth. Those who dare to step out of their comfort zones and embrace this approach will witness a remarkable progression in their lives."

– Bart Fanelli, Former CRO of Outreach and Head of Sales Enablement at Splunk, Founder of Skillibrium

"As someone who has made a career of challenging the status quo, demanding industry evolution, and pushing for the inclusion of diverse views and perspectives, I appreciate how The Business Artist encourages people to forge new paths in business. The book extends readers an invitation to embrace innovation, reject imitation, and create a lasting impact in their industry."

– Sarah Spain, espnW Writer, ESPN Radio Host & TV Personality

"Whether you’re just starting or a seasoned pro, The Business Artist offers invaluable insights for sales professionals. Filled with tips on creativity, storytelling, and unique sales acumen, it will reshape how you connect with clients and close deals."

– Will Nicol, VP of Sales and Pre-Sales, Autodesk and BricsysCAD

"In the wake of generative AI, The Business Artist emerges as a critical guide, underscoring the increasing importance of business artistry. As technology reshapes our landscape, this book illuminates how our unique human creativity and problem-solving skills become not only valuable but also essential in harnessing the power of AI."

– Akio Aida, Enterprise Sales, Grammarly

"As an artist myself, I often get questions about how I made the transition from performer to business professional. In The Business Artist, my long-time friend and colleague, Adam Boggs, explains how the two are so beautifully in sync as a guide to success. Taking a human-centered approach to business decisions, integrating storytelling and emotional connection to leadership, and debunking the myth that best practices are better than creativity and innovation—that’s what makes this book something I would encourage you to pick up."

– Jennifer Turner, Director, HR Strategy Consultant to Alphabet Companies at Google

Copyright 2024 © Adam Boggs

All rights reserved. No part of this book may be reproduced or transmitted in any form or by any means, electronic or mechanical, including photocopying, recording, or by any information storage and retrieval system without written permission of the publisher, except for the inclusion of brief quotations in a review.

Scriptures taken from the Holy Bible, New International Version®, NIV®. Copyright © 1973, 1978, 1984, 2011 by Biblica, Inc.™ Used by permission of Zondervan. All rights reserved worldwide. www.zondervan.com The NIV and New International Version are trademarks registered in the United States Patent and Trademark Office by Biblica, Inc.®

Designed by Kristi Griffith, gothumbprint.com

Paperback ISBN: 979-8-9898088-0-9

Digital ISBN: 979-8-9898088-1-6

Special Invitation

I’d like to personally invite you to download The Business Artist Action Guide. This free resource will help you put what you’ve learned in The Business Artist into practice. You can access it via the link below.

https://adamboggs.io/bonus

Dedication

To my Latin Sensation, my wife and boogaloo, Chrissi Hernandez:

In our sixteen plus years together, your artistic spirit has opened my eyes to beauty I once overlooked. I remember the fading sunset you first showed me, describing the theory of morphing orange to purple as we drove home one Christmas night from Nana and Grandjack’s house.

On our global adventures, your wisdom illuminated each museum we explored, unveiling artistic styles and influences invisible to my untrained eye. My mind sprinted to absorb it all— always curious.

You nurtured my desire to uncover today’s emerging aesthetics, and to grasp how we might apply this awareness to business and life. Without you, this book would not exist.

You have made the world a richer canvas by being open-minded, slow to judge, and quick to appreciate. Your free spirit tempers my intensity with calm. As my compass and my best friend, you push me to grow yet keep me grounded.

With infinite love and gratitude, this book is for you. Here’s to a lifetime more of sunsets and adventures together.

Table of Contents

Introduction—13

Part 1­—Dissonance: Why Business Seems So Out of Tune Today

How Did We Get Here?—25

The Cover Band Syndrome (An Imitation Problem)—37

The Chasm Between Art and Business (A Perception Problem)—49

Humans vs. Algorithms (An Automation Problem)—59

If These Shadows Remain—71

Part 2­—Melody: The Pathway of the Business Artist

The Only Way Forward—87

The Artistic Mind—99

Reaching a State of Flow—115

Inner and Outer Creative Forces—127

The Customer is the Hero—139

Part 3­—Harmony: How Business Artists Can Make a Difference

Caring for the Creator—155

Engaging with Collaborators—167

Adding Value to Your Company—177

Contributing to the Community—189

Transforming the Culture—201

Endnotes—213

Would You Kindly Review This Book?—217

Acknowledgments—219

About the Author—221

Introduction

What is art? It’s a question that has intrigued humanity for thousands of years. From primitive cave paintings in France to digital artwork created by artificial intelligence (AI), we continue to ask what role creative expression plays in our past, present, and future.

To me, art is the process where you freely express yourself through some kind of medium. That medium could be a physical object like a sculpture or a painting. It could be a service you perform, such as mowing lawns or cutting hair. Or it can be expressed through creative forms you can’t touch, but can enjoy with your ears and eyes, such as music or film. Whatever the medium, the main idea of art is to share yourself in a form that other people can enjoy and experience.

But how does that happen in the corporate world, where creative thinking usually takes a backseat to more pressing concerns like sales quotas and quarterly earnings reports? How can artists make a unique contribution to the world of business? How can we use storytelling to better connect with our clients, customers, and colleagues? And what role will artists continue to play in a world where algorithms, big data, and AI seem to dominate every discussion?

These questions and more are what The Business Artist is all about.

Creativity has played a critical role in driving human culture forward. We have crossed oceans, built skyscrapers, harnessed religion, and taken the first of many steps to explore our solar system and beyond. We accomplished all this through creative thinking. It’s time for us to remember once again how special that creative impulse is and why it sets us apart as human beings.

This creative power is available to you as well, no matter what your job or business. I’ll share stories of other business leaders and salespeople who have harnessed this creative impulse so you have a clear pathway forward. And I’ll give you an opportunity to explore tools and techniques to get into flow—that all-important artistic term you’ll learn more about.

We’re also going to talk about what it means to be a Business Artist moving forward. This is not just a one-time process. I hope this book will be a toolkit that you can come back to often—a catalyst that ignites your desire to share your own stories and move forward in community with other Business Artists.

It’s easier to judge than to accept critique. It’s easier to consume than create. Why? Because companies have created technology that allows people to follow repeatable, scalable processes for what to sell and how to answer questions. I want to show you how to break out of this pattern yet still make use of the best of these processes as a Business Artist.

Business is Like Jazz

In my research with technology and business leaders, I’ve found that the most successful people inside companies, the leaders who are driving the highest performance among people, are not necessarily the ones imitating others. You might even say they are stubborn.

Why? Because they challenged the status quo. They create in cycles. They have creative minds. They’re inspiring to work for. They know themselves, and they know how to flex their own innate human strengths.

These are the kinds of leaders who are on a call with a customer, and when they are finished, one of their team members looks at them in awe and says, How did you do that? How did you connect with that customer? Why did you share that story or know where to take that conversation?

Then, they will shrug their shoulders and say, I don’t know. I was improvising. I was in a state of flow. I wasn’t playing a memorized track or reading a script.

To put it in musical terms, what they’re really saying is this: I wasn’t reading from the sheet music. I was going with the flow. I was playing jazz.

That’s what we’re going to talk about in this book—the importance of being an artist in the business environment you support. I want to effectively show you how to use stories and illustrate how beneficial they can be for you and your life. But we’re also going to talk about why we’ve reached a tipping point that makes being a Business Artist more important than ever.

Technology has brought us to a place where we are no longer acting as human beings. We’ve lost our sense of empathy. We’ve lost our fulfillment from creating. We’ve lost our ability to step outside of our own opinions and objectively look at other people’s creative work.

Instead, we just judge. We have become a world of critics. All you have to do to see for yourself is to look at any social media platform. No matter which ones you use, you always have the ability to show your approval by liking something, responding with an icon that shows your emotion, or making a comment. Today it seems we spend much more energy judging than actually creating.

Throughout this book, you’ll see music or jazz metaphors pop up. That’s not just because I love the analogy when applies to business. It’s also because music is part of who I am. I got into music when I was young and started understanding that I could play music just like everybody else by reading sheet music. But it didn’t really work for me. I memorized how to play songs, and all of a sudden, I could play on hotel pianos and impress people. But music didn’t click for me until I learned the theory behind it.

You don’t need to understand music theory or play an instrument to benefit from The Business Artist. A creative approach to life and business involves so much more than music. However, as you read the book, I encourage you to put on a little jazz in the background—perhaps some classic artists like Miles Davis and Bill Evans or any number of newer artists—to help set the mood.

My Early Years

Now that I’ve shared a bit about my goals for the book, you may be wondering, Who is this Adam Boggs guy? Let me take a few moments to share some of my story so you’ll see where I’m coming from and how it’s led to this book.

My father was a salesman. He grew up selling fencing door to door, then inside steel companies, where he rose to senior management ranks. He traveled a lot but always came home with great stories and a copy of the Wall Street Journal so we could discuss and debate topics.

We grew up in a middle-class household of four kids, always with one golden retriever or goldendoodle. My best friend has been, and always will be, my identical twin brother, Eric. We played every sport together. I was a catcher, and he was a pitcher in baseball. I was an outside hitter, and he was a setter in volleyball.

Whether it was team sports like baseball or volleyball, individual sports like track or swimming, or even doing schoolwork, we always competed against each other. Since we had the same anatomical gifts of DNA, the only real separation was will and effort, right? Or so we thought.

I always had a love of learning growing up, but I realized there is a limit to the number of times you can ask Why? to an adult before they become annoyed. I learned a lot from my mom, who was a teacher and guidance counselor. I’d learn from her and always have heavy debates with Dad. My older brother went on to become a college professor. My little sister became an elementary school teacher. My twin brother and I are consultants, with my focus on teaching adults.

When I was in high school in the late 1990s, I got my first taste of technology and entrepreneurship. My brother and I took Cisco certification training offered in our small high school in northwest Indiana. Then we went on to start a small company with our friends Erik and Jerry, installing broadband internet infrastructure in schools and small businesses. We’d run the cabling, configure the routers and switches, and hook it up to a Tier-2 fiber line. This was all before Wi-Fi existed, of course.

Now I just laugh at the amount of copper wiring we ran that is sitting unused in walls and ceilings. I’ll never forget the feeling of creating something at such a young age. It gave us all a sense of purpose and creative autonomy. We became aware of what’s possible when you get into a flow state where you are energized, focused, and maximizing your strengths as a team while learning new skills.

In many ways, this book is an extension of the dreams we had as kids and what we were able to accomplish. It was a time before the world became obsessed with growth through systematizing everything and putting structure around every decision, process, and framework.

My brother and I, along with our two friends, went to Purdue and studied computer technology together, although we went in different directions once we landed at a big university. My brother and I doubled up our majors with business degrees, taking nearly all of the same classes and interning in the same places, with me graduating six months before him. (Take that, Eric!) We’re still competitive.

Going to school with someone who looked like me had its perks. Since we’re both outgoing individuals who love to meet new people, we had a natural icebreaker when a girl or guy came up to one of us and said, Hey! Great to see you again. Maybe we had never met this person before but decided to improvise and play along, or just tell them straight up, You must have met my brother, and embarrass them. You can guess which option I took more often.

From Consulting to Meahana

I’ve always enjoyed the energy that comes from other people. Fortunately, I’ve been able to put this energy to good use in my work life.

For most of my professional career, I worked in sales and consulting for some of the world’s largest and most innovative technology clients, including Google, Salesforce, SAP, Autodesk, Splunk, Cisco, and many others. I’ve led engagements and workshops on every continent except for Antarctica and have always been fascinated with observing what drives individual and team performance.

The world seems to be driving toward more data, standardization, and optimization. However, I’ve found that the people who are thriving do so in a work culture that matches their style, gives them a chance to bring artistry into their work, and encourages collaboration with colleagues.

I believe that as AI automates routine work, our human values will shift toward unlocking creative potential through collaboration. The only issue is