We caught up with the brilliant and insightful Marcelo Gutiérrez a few weeks ago and have shared our conversation below.

Marcelo, appreciate you joining us today. Earning a full time living from one’s creative career can be incredibly difficult. Have you been able to do so and if so, can you share some of the key parts of your journey and any important advice or lessons that might help creatives who haven’t been able to yet?

You don’t find art; art finds you.
I’ve always been an academic person. During my school years, I studied business, and dance was merely a childhood dream—something
I enjoyed but never took it seriously.
That changed when I fell in love for the first time. She was a dancer and an artist, the one who introduced me to the world of art and made it feel accessible.
We all need someone to guide us into a new world, to encourage us to try, and to make us feel like we belong.
Her passion and dedication inspired me deeply. With her support, and the encouragement of an incredible group of friends, I finally made peace with the fact that I loved dancing.
That inner love began to show, and others noticed it too.
Before I knew it, I was earning my first income teaching tango to fellow enthusiasts. From there, opportunities unfolded—shows, performances, and international travels became part of my life. But unlike those who seem to have a clear vision of their path, my journey was more gradual. It took time to give myself permission to be a professional artist.
Some of the most significant milestones on this journey were internal.
I had to learn to trust in my abilities, believe in constant growth, and find balance between two seemingly opposing worlds: art and business.
Most importantly, I had to allow myself to enjoy both the process and the results.
These are lessons I continue to work on every day.
I truly believe that each of us has a unique way of navigating this process. In my case, therapy and a supportive community were essential.
It’s nearly impossible to do it alone. Good mentors, skilled instructors, and the love of those who care about you can accelerate the journey in remarkable ways.

Marcelo, before we move on to more of these sorts of questions, can you take some time to bring our readers up to speed on you and what you do?

You’re probably wondering how I got here. Allow me to introduce myself.

I’m Marcelo Gutiérrez, a lifelong learner with a deep passion for people, cultures, and the intricacies of human relationships.
Since I was a kid, I dreamed of traveling the world, connecting with others, and discovering how they think, what they eat, and how they view life.
This curiosity shaped my academic journey, leading me to study International Trade and Digital Marketing—tools that equipped me to explore the globe.

But life had its own plans. It awakened my inner artist when Argentine Tango found me through love, marking the start of a transformative chapter.
What began as teaching tango soon evolved into something far more meaningful.
I realized that tango wasn’t just a dance—it was a medium for building trust, fostering community, and deepening human connections.

To my surprise, I discovered profound parallels between tango and marketing. Both are rooted in communication, identity, loyalty, and the cultivation of long-term relationships.
These intertwined passions carried me across continents—performing in Europe, teaching in Asia, and lecturing in North America and Argentina. Along the way, I honed the art of active listening, a skill that allows me to connect with people on a deeper level.

This perspective inspired me to create an innovative marketing approach where human connections form the foundation of a strong brand strategy and thoughtful planning. By blending the art of tango with marketing, I offer a service that prioritizes authenticity, trust, and meaningful engagement.

What’s a lesson you had to unlearn and what’s the backstory?

That there is no single “right” answer.

In dance, there’s no such thing as perfect balance—we learn to embrace the fragility of control. Similarly, in business, there’s no flawless plan or strategy. While predictability is often sought, it leads to expectations that, when unmet, result in frustration.

In tango, we navigate unpredictability through technique and practice. In marketing, this is mirrored in crafting a tailored identity and set of values that guide the dynamic relationship with customers. Marketing agencies, business schools, and dance schools often provide blueprints for success. However, once we are in the “dance,” we must learn to improvise.

Improvisation without a framework is chaos, and using the wrong framework leads to confusion. For instance, dancing Argentine Tango with ballroom techniques doesn’t work—it’s out of place. Similarly, applying a generic branding identity leaves customers disoriented. Instead, building a customized brand identity, much like developing a strong technical foundation in dance, provides the stability needed for meaningful improvisation.

The key is to create a framework tailored to your context. A solid foundation enables adaptability, whether it’s navigating the unpredictability of the dance floor or the ever-changing dynamics of the market.

Do you have any insights you can share related to maintaining high team morale?

Argentine Tango has a fascinating relationship between leaders and followers.
Followers are in constant search of good leaders, and when they find one, they improve as dancers. This creates a healthy feedback loop in the dance, because the leader feels that effort and strives to improve as well.
The dynamic breaks down when only one partner expects the other to improve. No one wants to dance with someone who expects more from them but doesn’t put in effort themselves.

Good humor is fundamental too. In dance, we know our balance is imperfect, so when we fall, learning not to take it too seriously helps the dance keep flowing.
Finally, calmness is a cornerstone of a trusting relationship in both dance and management. Managing a team and keeping morale high is similar to being a good Argentine Tango leader. Navigating challenges with calmness, making movements light and with a clear direction, and contributing to the growth of the dance floor by growing with kindness are essential.

It’s not about the follower; it’s about the dance.

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