“The most amazing thing about biz dev work: the more you do, the more you realize that opportunity is under every stone. Turn ’em over!” ~ ME
For the past two weeks I have been sending an insane amount of emails and making an equally insane amount of phone class related to Compass Yoga. I’m getting down all of the steps in the hopes that some day I will have the time to reflect back on all of this work and on all of the amazing, talented, incredible people who helped me through their own kindness, talents, and generosity.
Business development work is what I’ve been trained to do. By nature, I’m relentless, and this natural tendency and endurance was only further bolstered by my undergraduate and graduate school education. Once I really believe in an idea and have dedicated myself to it, I will work and work and work until I make progress. I’ll experiment, take a new approach, or try something completely off-the-wall if I think it will make a difference.
Business development is a long-term bet
I’m making progress. On June 19th I’ll be giving a presentation on the benefits of yoga for veterans, at Jehrico Project, an organization that serves homeless veterans in New York City, and I’ve started the long paperwork process to teach yoga at the Manhattan VA Hospital for the medical staff. These are two developments that I’m incredibly grateful for, and I think it’s important to share that I didn’t just waltz in and have these wonderful opportunities handed to me. Of the hundreds of contacts I’ve tried to make, most were never returned, a few kindly declined my offer, and these two took some convincing – first by me and then by people at these organizations who believed in the power of this work.
When you don’t know what to do, keep going
I’m sharing this truth because there’s an important lesson in this for you and me. You might be working on a project at this very moment and you may feel like all of your efforts are yielding a blessed thing. You might feel like you’re beating your head against the wall, wringing your hands, and wasting your time. The truth is that you are laying a foundation, and foundation building takes a lot of effort. We want to jump to the decorating, “the fun stuff”, of a project as soon as possible, but trust me, that won’t work. You have to make sure your base is solid and build from that. It’s slow in the beginning but if you training properly and do the appropriate groundwork, you’ll be so much better off in the long run. Cultivate patience as you pursue progress.
Published by Christa Avampato
IN BRIEF
Author, journalist, digital product manager, and licensed New York City tour guide. Creator and host of NYC's Secrets and Lies. Alumna of the University of Pennsylvania (BA), the Darden School of Business at the University of Virginia (MBA), Arizona State University (Biomimicry), and the University of Cambridge (MSt in Sustainability Leadership).
I build digital media platforms, report on urban climate resilience and biodiversity, and produce live narrative experiences that connect communities to history, nature, and place.
THE DEEP DIVE
My work centers on a single thread: building systems and stories that foster deep connection to our shared world. Across digital streaming, environmental reporting, and live civic storytelling, I design experiences that help people understand complex ideas and the environments around them.
DIGITAL PRODUCT STRATEGY & MEDIA LEADERSHIP
At Carnegie Hall, I serve as Digital Product Manager, leading product strategy, operations, and technical delivery for the video streaming platform Carnegie Hall+. I translate artistic mission into scalable, high-performance streaming architecture that reaches audiences globally. Previously, I led agile product and delivery teams across operations and compliance at American Express, managed Broadway theatrical productions and national tours, and guided strategic initiatives across cultural institutions.
ENVIRONMENTAL JOURNALISM & AUTHORSHIP
As a freelance journalist, I investigate how living systems, urban infrastructure, and human culture intersect. My reported features on urban decarbonization, biodiversity, coastal resilience, and biomimicry appear in publications including Smithsonian Magazine, The Washington Post, Mongabay, Natural History Magazine, and Foreign Policy Magazine. In fiction, I write the Emerson Page young adult novel series, alongside upcoming historical fiction and nonfiction works on New York history, mythology, and human resilience. I also write Togetherhood, a LinkedIn newsletter focused on urban ecology and community restoration, and co-host the podcast Frameworks in the Wild.
LIVE EXPERIENCE & CIVIC STORYTELLING
As a licensed New York City tour guide and live event producer, I transform urban landscapes into shared narrative encounters. I created, produce, and host NYC's Secrets and Lies, an interactive live storytelling series staged across cultural landmarks including the New York Transit Museum, the South Street Seaport Museum, and the historic tall ship Wavertree. I also design and lead site-specific walking tours exploring coastal ecology, food history, and neighborhood evolution, often with partners at Climate Week NYC and the Natural Areas Conservancy.
DOUBLE OR NOTHING MEDIA
Through my independent production studio, Double or Nothing Media, I develop ventures across media, ecology, and public history:
Digital Products & Strategy: Architecting scalable digital platforms, streaming experiences, and operational models for mission-driven institutions.
Environmental Reporting & Publications: Delivering long-form reporting, books, and newsletters grounded in climate resilience and regenerative design.
Site-Specific Live Storytelling: Producing immersive live shows and educational walking tours that engage public audiences in community history.
CONNECT
Website & Production Hub: doubleornothingmedia.com and christaavampato.com
Newsletter: Togetherhood on LinkedIn - linkedin.com/newsletters/togetherhood-7273771832221089792/
Instagram & Threads: @christarosenyc
Emerson Page Novels: emersonpagebook.wordpress.com/
View all posts by Christa Avampato
“The most amazing thing about biz dev work: the more you do, the more you realize that opportunity is under every stone. Turn ’em over!” ~ ME
Christa,
Let me second that motion, your honor. You are laying the foundation by contacting people and putting your best foot forward.
You have to keep on taking calculated risks, you have to keep on experimenting. Perhaps, most important of all, is marketing.
I have a great suggestion for you: please visit Maria Brophy’s blog right now. Don’t waste a second. Maria has written a terrific post about how to use public relations to market your business. This can help you with Compass Yoga, that is, sending out press releases to various media outlets. I want your project to succeed and you to feel happy and fulfilled. Hence, do yourself a favour.
I would also suggest that you should use the services of a local PR agency to announce your services. You should get ink in the media, otherwise how will people know about you?
Those people can become your clients in the future. You should send your press releases to as many media outlets as possible: radio, TV, newspapers, magazines and even multi-media.
My best wishes, as always, are with you. Three cheers to your life.
Namaste.
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I love Maria’s blog. Just subscribed and started to follow her on Twitter, too. Thank you so much for that referral. Getting a local PR agency is such a great idea. I need to look into how all of that works. I have a friend who used to be big in that world. I should seek out her advice! Thanks, Archan!
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