THE GROOVE - How to Hustle The Right Way

THE GROOVE

Welcome to the 185th issue of The Groove.

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The word “hustle” - both the noun and verb - might get a bad rap from its shady associations, but let's set the record straight - it's not about breaking laws, it's about making moves.

A hustler doesn't just sit around waiting for success to land in their lap. They’re out there hustling, carving their own path to greatness.

Lavinia Fontana, a trailblazing artist of the Renaissance era, ascended to remarkable success during her lifetime through a combination of talent and hustle. Born in Bologna, Italy in 1552, Fontana defied societal expectations by pursuing a career in art, a field dominated by men at the time. Fontana became the first known professional female artist in all of Europe who operated outside of courts or convents, opening the door for subsequent luminaries like Artemisia Gentileschi. She is credited as one of the pioneering female artists to depict nudes, possibly even challenging societal norms by employing live nude models. These are the three things that were consistent in her long, fruitful, and financially rewarding career:

Many people hustle before having the talent, the product, the experience or the business. While hustling certainly plays a crucial role in success, it's part two of the equation. Part one is to hone your craft and continuously improve your skills in order to truly thrive in your endeavors.

From an early age, Lavinia Fontana exhibited extraordinary artistic prowess, honing her skills under the tutelage of her father, Prospero Fontana, himself a respected painter. Under his guidance, she mastered the techniques of portraiture and developed a keen eye for detail and composition. This early training laid the foundation for her future success.

By 1575, having already put in at least 15 years of training, she embarked on her independent artistic journey, focusing primarily on portraits and religious imagery. During this period, she mastered her own artistic style, carving out an identity distinct from her father's legacy.

It was her pivotal 1577 self-portrait that unleashed Fontana’s fame and paved her future. Having the upper-hand in crafting her own narrative allowed Lavinia to present herself as not only engaged in music-making alongside a maidservant, but also daringly positioned beside an empty easel, symbolizing artistic potential yet to be realized.

You know that old saying, “It's not just what you know, it's who you know”? This is the hustler's anthem. I would also add “know thyself” to the mix, because without knowing exactly your talents and your target audience/market, you are going to waste time hustling the wrong people.

Prospero Fontana, recognizing Lavinia's exceptional aptitude, devised a plan to capitalize on her skills. In a time when women typically had limited autonomy in both marriage and finances, Fontana Sr. orchestrated his daughter's union with Gian Paolo Zappi, a pupil who, while lacking in academic prowess, possessed kindness and hailed from a lesser noble lineage.

In an unconventional move, the marriage agreement omitted a dowry, instead stipulating that Lavinia could continue her career as a painter while Gian Paolo would assume responsibilities typically reserved for men, such as managing invoices and business affairs. This arrangement was sealed with Lavinia's renowned 1577 self-portrait, which served as evidence of her beauty and artistic proficiency. Despite societal norms, both Gian Paolo and his father embraced the terms of the contract, recognizing the value of Lavinia's talent and the potential for success in their unique partnership.

The marriage flourished, the couple had eleven children (only three outlived Lavinia) and she continued to pursue her career unabated. Gian Paolo assumed the role of stay-at-home dad, promoter, and collaborator rather than impeding Lavinia’s professional endeavors. Together, they navigated the intricacies of family life and artistic pursuits, forging a partnership that transcended traditional gender roles and expectations.

The remainder of Lavinia's journey is a narrative of building a career through strategic networking, cultivating the right clientele, and expanding her professional circle. Central to her success was her adeptness at cultivating relationships with her clients. Unlike many artists of her time who maintained a professional distance, Lavinia formed unusually warm connections with her female patrons. These relationships extended beyond the confines of the studio, with some even serving as namesakes or godmothers to Lavinia’s children.

Lavinia's pinnacle of renown came through her portrayals of the noblewomen of Bologna. Such personal connections not only solidified her reputation but also ensured a steady stream of commissions. Moreover, her success was bolstered by her attendance to parties, balls, banquets, and farewell parties for foreign dignitaries, and everywhere she could meet with prospective clients. She even moved her studio to the other side of Bologna so that it was in the middle of the street where all the palazzos intersected.

Subtle but consistent self-promotion, coupled with proof of talent, was Lavinia’s ultimate hustle accessory. There's an art to it, like finding that sweet spot between humility and hey-look-at-me. After all, if you don't believe in yourself and what you're doing, how can you expect others to do so?

By lifting others up, a good hustler strengthens their network and cultivates positive relationships. Lavinia Fontana was secure in herself and secure in her craft, so much so that she made her subjects feel good about themselves in her presence and even more once they received their commissioned portraits.

As Lavinia's career progressed, she astutely observed the emergence of influential women's circles in Bologna. Recognizing the potential for patronage within these elite cliques, she started catering to them and turning them into the stars of the show.

Carlo Cesare Malvasia, a Bolognese historian of the mid-1600s, wrote that “All the ladies of the city would compete in wishing to have [Lavinia Fontana] close to them, treating her and embracing her with extraordinary demonstrations of love and respect, considering themselves fortunate to have seen her on the street the greatest thing that they desired would be to have her paint their portraits.”

The artist didn’t shy away from uncovering her subjects’ secret fantasies either. On the contrary, she gave them exactly what they wanted. Lavinia's painting Venus and Cupid presents an unexpected departure from conventional styles, delving into the realm of eroticism. The model for Venus, identified as Bolognese noblewoman Isabella Ruini, is sensually covered only by a sheer garment. Exploiting a loophole in church doctrine, which permitted mythological themes if deemed educational, some artists produced thinly veiled erotic works disguised as erudite subjects despite the prevailing climate of the Catholic Church's Counter-Reformation, which championed traditional family values. This painting suggests a level of trust wherein Isabella perhaps felt more comfortable confiding in Lavinia, a female artist, to depict her image in a provocative manner.

Also, Lavinia created a whole new take on Bologna's widows. These gals weren't about to lock themselves away - they were out there, strutting their stuff on the social and cultural scene, breaking free from the stigma of “being done”. In the Portrait of Ginevra Aldrovandi Hercolani as a Widow (1595), Lavinia showcases the lavish attire worn by widows, proving that their gowns rivaled the opulence of those donned by young noble brides. Ginevra assumed the responsibilities of both her children and her estate and the portrait likely served as a poignant marker of this new chapter in her life.

For years, fashion historians have lauded the work of Lavinia Fontana. Her meticulous craftsmanship, evident in the intricate details of attire, jewelry, and embellishments, coupled with her keen insight into the unique personas and societal standings of her subjects, endeared her to a discerning and affluent clientele. She certainly understood how these things were important to women, then and now.

A hustler who elevates others earns respect and admiration both within their industry and outside of it. Being known as someone who celebrates the personalities, lives and milestones of others enhances your reputation and builds trust among peers and clients.

Every day, hustlers dive headfirst, pushing boundaries and defying limits. Hustlers are on a relentless quest for self-improvement, and it's their unwavering hustle that sets them apart from the rest.

JUMPSTART: IGNITE YOUR CREATIVITY FOR PROFIT, INNOVATION, AND REINVENTION

I’ve put together a free webinar for those of you who are not members of my online course and inner circle.

In the course, there are dozens of hours of transformative content for you to watch or listen at your own pace plus access to live groundbreaking monthly calls. These handful of testimonials say it all.

If you’d like to watch it, please register here (it’s on auto-repeat every 15 minutes once you have registered).

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HOW CREATIVITY RULES THE WORLD

If you enjoy The Groove, you will love my book.

How Creativity Rules The World is filled with practical tools that will propel and guide you to get any project from an idea to a concrete reality.

Have you gotten yours yet?

It’s in three formats: hardcover, eBook and audiobook.

TEDX TALK

Have you already watched my TEDx Talk: “NFTs, Graffiti and Sedition: How Artists Invent The Future”?

I share three lessons I have learned from artists that always work for anyone in their careers. Watch it here.

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