Patricia Vaccarino

Steps is a business book, but it is more than an ordinary business book. It encompasses the concept of business + dance = brand philosophy, and yet the term branding is rarely mentioned. Here, in Steps, I am suggesting that you should not even consider building your professional brand unless you are willing to do the hard work the same way a dancer learns technique, movement and artistry. You can’t build a brand unless you are willing to explore excellence.

Through hard work and devotion, I have come to know that dance is a great metaphor for life and for business. From my world view, I equate life with business. And good business practices are as essential to your lives as every breath we take. Good business means you are performing well—to the best of your ability. Whether anyone is watching you or not does not matter. What matters is you do your best to hit your own marks.