On Monday, I presented a talk on The Perfect Egg at Event Solutions Idea Factory 2013 in Las Vegas. The conference is terrific and offers a wonderful cross section of all that is going on in the event industry. This year there was a general feeling of “whew, the worst is behind us, business is on a solid up tick, opportunities are coming and we can now breathe a little easier.” The proverbial tide is rising again.
I view the events industry as a leading indicator for all creative business. People tend to entertain and corporations host more events earlier than, say, someone decides to redo their house or build a new hotel. So a general feeling of optimism in the events industry is a very good sign for creative business in general.
Lest anyone call me Chicken Little or Cassandra, let me say first that a rising and growing market for creative business is an incredibly good thing. No patrons no projects. Big patrons, big projects. Huge patrons, mind boggling art. That we are entering (hopefully) a sustained period of growth in the size and scope of opportunities presented to creative businesses is entirely awesome.
However, I am concerned. Part of the “whew” energy I experienced, was an “it’s ok to come out of the bunker” energy. The storm is past and we survived. Except there are no more buildings. Yes, the economy went kaflooey, but much much more importantly, the earth literally transformed underneath the feet of almost every creative business. Many creative businesses recognized this shift and undertook the exquisitely difficult work of redefining themselves and how they do what it is that they do. Everything from new technology (website, social media, etc.) to process to pricing/contract. They established their Tribes and work diligently to manifest their work within the tribe.
The same old, same old was never good enough but is a certain recipe for pain today. The trouble with a rising tide is that it carries all ships. So those that did nothing but run for cover these last three or so years will meet with some success. They might even get hired by clients that those who did the hard, transformative work might covet. Maybe even a little “told you so” might happen. Certainly, those that did all the work might question whether it was worth it.
And that is the heart of my concern: when you look over and see the other ship floating you forget that you built a new ship that is supposed to go further and faster. Instead of recognizing the success that is upon you, you go the other way. “Hey, they got this huge project because they sent out a line-item proposal before they were hired, maybe we need to start doing that again too.” No no and no. The rising tide carries your ship too. Now is the time to step on the gas, push the boundaries further, reach for previously unattainable clients, and reap the rewards of your work, not simply the rewards of a rising tide. You are probably noticing that those who want you, your art and your creative business do not negotiate for your creativity. It is not dumb luck or a better market. It is the fruits of your focus. Go ahead, charge more for creativity, not so much for the money, but to further define the singular value you offer for it.
When the tide falls again, as it most certainly will, all of your hard work is what will land you in a different ocean. In the meantime, use your new boat as it was meant to be used, sail further and faster into uncharted waters. Dream bigger. Now. Better that way then to wait around denying that the tide will ever go out again.
