David Avery, President of Powderfinger Promotions, tells a story to the audience at the Berklee Music Business Seminar from Powderfinger's past in which what seemed like a failure to him and his staff seemed like a triumph to the client in question. He then uses this example to illustrate the need for artists, their team members, and entrepreneurs to understand what is expected from them in a given situation and adjust their expectations and goals accordingly.