Image is everything… ‘From Andre Agassi, to Haruki Murakami, to my old school’s career advisor, the world is not short of people who insist that image is everything. The Edinburgh Festival Fringe is perhaps the epitome of this notion, as the city is awash with posters and advertisements. Standing out, then, is vital. With this in mind: 1) Do not try to appeal to everyone; 2) Experimentation pays off; 3) Be responsive and adaptable; 4) Do not underestimate word of mouth – in real life or online!’ Be a sponge… ‘The potential to reinvent and reinterpret stories is often what draws us to them in the first place, as we also want to be excited about what we make!’ Plan, plan, plan… ‘The importance of breaking a scene down again and again cannot be underestimated.’ Do you like it? ‘The most important question I always return to in the rehearsal room is whether I like it. I think it is dangerous to set out to try and please other people and, in a way, despite the competitiveness of the Royal Mile, Edinburgh is incredibly forgiving – if there is a show for every audience, there is an audience for every show.’ Hit the ground running… ‘Your first port of call should be your venue’s press office and industry desk. Tell them about yourself, your show, what makes it special, say thank you for all their hard work (they will likely have been setting up and getting ready for days already before the Festival opens its doors to the show-offs like you and me). Offer them a comp to your show, bring them something to keep them going – in Edinburgh, never underestimate the power of biscuits!’ Love it… ‘Love every moment. For a month, Edinburgh becomes indisputably the greatest city in the world, and I hope you have the most amazing time. You will meet people you would have never met otherwise, and chances are you will be in contact for a long time, if not the rest of your life – advice frommy 53-year-old mum!’
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