We had the good fortune of connecting with Celina Guerrero and we’ve shared our conversation below.
Hi Celina, can you share the most important lesson you’ve learned over the course of your career?
My definition of success used to be to get it right all the time and impress people. But being an entrepreneur has given me the freedom to have a more interesting definition of success. Success now, is about taking risks, learning from feedback and making improvements. Running a business lets you live your life in technicolor. It’s a life where you’re not asking for permission, but instead, showing up and expressing what’s on your mind.
Can you give our readers an introduction to your business? Maybe you can share a bit about what you do and what sets you apart from others?
My mission is to help experts make a living from what they do best. This perspective started in music school (USC) and I saw all these incredible musicians — most of whom had spent their entire lives practicing in a small room, with over a decade of lessons and concerts under their belt. But when it came to leaving college, a number of them found themselves unable to make a living. It’s something so difficult to see — talented people unable to realize their dream. As for myself, I had transitioned from being a singer to producing events and concerts . And at the time, I began to realize that we all had been taught that if we studied really hard, we would be hired, by someone, somehow. Most of us never learned how to find, and make opportunities. Later in my career, I became a Talent Agent, booking tours and representing artists in NYC. And again, I could see so many not “making it”. When the internet happened, and websites, videos and social media started up, (Yes, I’m dating myself) that’s when I started to see the potential for these talented people, to self-promote, seek opportunities for themselves and ask for the business. Today, I help experts (not musicians) who run service businesses generate clients but the motivation is the same. Helping people who are really good at what they do, to make money by creating marketing and sales systems for themselves. Because no one is going to just show up and give you business. These are systems that people who are not experts in marketing and sales can employ and it’s my way of giving people the tools to make a living from who they are and what they’ve dedicated their lives to doing.
Any places to eat or things to do that you can share with our readers? If they have a friend visiting town, what are some spots they could take them to?
If I have guests for a day I take them on my Sunset Blvd. Tour. We start at Griffith Observatory to take in the peerless view. Then, we head to Lake Hollywood Park for a closeup of the Hollywood Sign — worth the effort. We roughly follow Sunset Blvd, west, driving by the Chinese Theater, catching glimpses of the Stars along the Walk of Fame. Usually, someone has a star’s Star they want to visit in person, so we hop out of the car and take a closer look. We head through West Hollywood and the Strip and grab lunch along the way. Then, continuing along Sunset, we arrive at UCLA. We enter the campus and park at a meter to spend 3o minutes walking around to enjoy its extraordinary beauty. We continue on Sunset until it ends in Santa Monica. We head to the pier and go on the ferris wheel. (!!) A favorite place for dinner is Blue Plate Oysterette, but 3rd Street Promenade has many good choices as well.
The Shoutout series is all about recognizing that our success and where we are in life is at least somewhat thanks to the efforts, support, mentorship, love and encouragement of others. So is there someone that you want to dedicate your shoutout to?
Without a doubt, my wife, Simone is a rock without whom I would not be able to have taken the risks necessary to build my business. We’re Yin and Yang and so she grounds me when the road is inevitably bumpy.