“How to Become the Center of Influence Through Change Agent Podcasting” with Lorne M. Buchman of the Change Lab Podcast
As part of my series of interviews about “How to Become the Center of Influence Through Podcasting”, I had the pleasure of interviewing Lorne M. Buchman. He is the fifth president of ArtCenter College of Design in Pasadena, California, an international leader in art and design education. His talent for gaining consensus proved key to ArtCenter’s mission-driven growth. Uniting the community around a shared vision, he led the development of Create Change 1.0, the strategic plan that guided the institution from 2011 to 2016. He then spearheaded Create Change 2.0, the strategic plan to guide ArtCenter through 2023.
Among his many accomplishments is the City of Pasadena’s approval of a 15-year master plan informed by the College’s conservatory-like approach to education. The plan will provide the first-ever campus housing in the history of the College, offering a more affordable education for students. As part of the president’s advocacy for the value of art and design to audiences beyond academia, he hosts Change Lab: Conversations on Transformation and Creativity, a podcast in which Buchman conducts intimate interviews with leading artists and innovators. He holds a PhD from Stanford University and a BA from the University of Toronto. A trained theater director and scholar, he is the author of Still in Movement: Shakespeare on Screen. A Pasadena resident, father, and obsessed hockey fan, he is writing a book about the creative process and the relationship of making and knowing.
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Can you tell us the “backstory” about why or how you got started as a podcaster?
The idea for Change Lab was born out of the immersive nature of my work as president of ArtCenter College of Design. I was particularly compelled to investigate the mysteries of the creative process — how it often evolves from a creative spark in childhood and develops into a calling or career through some combination of experience, talent and passion. Without a doubt, these questions have direct applications to the work we do here at ArtCenter. We’re about educating the next generation of artists and designers. But I really saw the podcast as a way to investigate my observation that the creative process functions as a self-sustaining ecosystem in which the act of making serves as a source of inspiration. What I discovered was that more often than not, the world’s most talented and prolific artists and designers discover what they have to say and how they want to express themselves through the laborious process of hands-on creativity, not by some flash of inspiration. As I researched this area for a book I was writing, I realized my interviews would make for a great podcast on the transformative nature of creativity.
It’s an idea that also happens to align perfectly with ArtCenter’s mission statement: Learn to create, influence change. And, as an institution of higher learning, I strongly feel that it’s our responsibility to expose our audience to the work and ideas generated by the world’s leading artists, designers, entrepreneurs, filmmakers and humanitarians.
Can you share a story about the most interesting thing that has happened to you since you started podcasting?
I’ve come to really love diving deep into our guests’ creative coming of age stories to shed light on the themes fueling their mature work. For instance, last season I interviewed a young, dynamic designer and entrepreneur, Jesse Genet, who founded the packaging business Lumi. Jesse is a great example of someone who fearlessly threw herself into the process of making and learned as she went. As a teenager in Detroit, Jesse bought an old Lincoln, Continental and was determined to repair it herself. Because she had no background in mechanics, scary mishaps ensued. But looking back, she eventually came to realize that she put herself in challenging and sometimes dangerous situations because of an “extreme bias toward learning” and a desire to get “further, faster.” That instinct to bravely forge into unknown terrain became a running theme among our guests. I now realize that impulse to improvise is a fundamental building block to creative success.
Can you share a story about the biggest or funniest mistake you made when you were first starting? Can you tell us what lesson you learned from that?
As a college president and theater director, I’m pretty good at building rapport. And I love the way these conversations take on a life and energy of their own. But it took me a while to feel comfortable reading the introduction text about the guests. During one early voice-over session, which came at the end of a long work day, I was struggling to deliver the reading as smoothly as I wanted. Suddenly, I was overcome by a laughing fit like nothing I’ve encountered before. In the end, I took a break and came back and delivered the take. But it definitely took me by surprise to experience such a physiological response to reading aloud.
How long have you been podcasting and how many shows have you aired?
Since our launch in September 2017, I’m really proud to say we have aired (or completed) 26 episodes. We’re about to launch our fifth season and each season is typically six or seven episodes.
What are the main takeaways or lessons you want your listeners to walk away with?
Since our focus is on transformation and creativity, we’d like to think we offer provocative and topical conversations that illuminate how a guest builds a life and career in art, design and innovation. As you listen, you’ll understand the concrete relationship between creativity and change. For example, in our episode with Homeboy Industries founder Father Gregory Boyle, we meet former gang member Michael Fernandez who shares the story of how his relationship with Homeboy and Father Greg helped him turn his life around. In Episode 8, we talk with Oscar-nominated documentary filmmaker and producer Amy Ziering who has spent much of her career fighting injustice. By exposing the epidemic of rape in the military, The Hunting Ground, which she produced with her longtime collaborator, Kirby Dick, the pentagon changed its policy on investigating allegations of sexual misconduct.
The wide-ranging topics on Change Lab have included:
- How do corporations provide healthier food and beverages that positively impact global health?
- The value of human centered-design to consumers and business.
- How does design improve the lives of children facing threats ranging from disease to the global refugee crisis?
- How does advertising with a social conscience give voice to those who tend to be on the sidelines?
- How do artists channel the emotional fallout from these uncertain times into works of creative expression?
- How is it possible to cultivate a “beginner’s mind” and create an identity outside of work?
Check out the full interview in Tracy Hazzard’s Authority Magazine article about Lorne M. Buchman!
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Podcaster Influencer, Lorne M. Buchman of the Change Lab Podcast shares the best ways to:
1) Book Great Guests. Each season begins with a close look at the extraordinary people within our orbit here at ArtCenter College of Design. Our student, faculty and alumni communities have yielded some of our most compelling guests. So, begin in your own backyard of talented experts and then expand to include colorful storytellers whose work aligns with your show’s theme. That said, go for your dream-come-true guest and don’t be afraid to ask. For instance, my background is in theater direction and we took a longshot by reaching out to Pulitzer and Tony-winning playwright, Lisa Kron, who agreed to the interview.
2) Increase Listeners. I’ve been known to preface my announcements about the podcast with a “shameless plug” disclaimer every chance I get. When speaking in public or with our faculty, staff, alumni and friends, I encourage people to tune in. Our team does an incredible job of promoting each episode on social media and we’ve found it is a tremendous boost to listenership when a guest alerts their followers.
3) Aim for Professional Quality Sound Design. During season four, we added a professional sound designer to our team. It has really made an extraordinary difference in bringing the stories to life. Adding field recordings and ancillary interviews to my primary interview has added dimension and immediacy to each episode.
4) Encourage Engagement. Our talented team members produce some stunning motion graphics with audio clips to tease the episodes and that has attracted listeners via social media.
5) Monetize. As a nonprofit, ArtCenter isn’t seeking to monetize our podcast. However, we’d love to work with a like-minded individual or industry partner to underwrite our efforts.
What makes your podcast binge-listenable? What do you think makes your podcast unique from the others in your category? What do you think is special about you as a host, your guests, or the content itself?
Check out the full interview in Tracy Hazzard’s Authority Magazine article about Lorne M. Buchman!
