When you’re starting your new business, you may hear a lot of negatives. People will tell you to do more of this and less of that. They will tell you that your ideas and dreams are too big for someone just starting out so you better scale back. You don’t have enough experience, contacts, or education. You will have people point out to you, over and over again, what you lack.
Here’s what I want you to do: take all those negatives and turn them into assets. Simplify – not your dreams but your message. Focus on who you serve and why and with what and talk to those people. You will learn on the job, which is the very best way to learn, and through those learnings you will gain experience. You will make connections because you are excited about your life and your work and nothing, and I mean NOTHING, attracts contacts as much as someone who is enthusiastic and happy.
Those people who are pointing out what you lack are likely dreading Monday and praying for Friday. In the words of my wise mentor and former boss, Bob G., “they’re just trying to get to 5:00.” You are building a life of your own design and that work has no beginning and no end. You are it; and it is you. Take their feedback and turn it into kindling to feed your own fire.
Turn it around. Develop. Reach. Grow. Show them that you’ve got this and there’s no way to stop you. The late great Babe Ruth said it best – it’s tough to beat a person who never gives up.
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
great metaphor!
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Loved that image and quote the moment I saw it!
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“You are building a life of your own design and that work has no beginning and no end. You are it; and it is you.”
What wise and wonderful words from your mentor!
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Hi there – those are actually my words. Bob G.’s famous saying about people who are just trying to get to 5:00 has always driven me to do more and be more!
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