What is your unique purpose as an arts administrator? How do you find the courage to lead with purpose once you know? Carlos Cordero is a conductor, new choral music advocate, singer and self-proclaimed “great hug-giver.” But he started off with a broad, more generic vision that wasn’t connecting with audiences the way he wanted to. As a gay Latinx immigrant artist, Carlos did some soul searching and clarified his mission: to advocate for the LGBTQ+ and immigrant community through his brand, The Happy Choir, and his professional Tenor-Bass choir, Un/heard. Hear how Carlos learned that you can’t be everything to everyone. By going from generic to specific, he took ownership of his brand and unlocked community connection for himself and his ensembles.