I speak with a lot of artists about their businesses (hopefully, with many more to come). Too often, the stories are the same. That is until they break out with "When I toured with "Wicked" last Summer…"! Or that they have a Masters in Speech Pathology, a PhD in Neuropsychology, are a graduate of The Culinary Institute, have an MFA, MBA, MD, JD, etc. When I ask why something so interesting and singular is not front and center, the response I so often get is that it really has nothing to do with their creative business.
Your clients are buying art, yes, but they are also buying the artist behind it. The sum of your life experience bears on everything that you do. To divorce those experiences from your business because you think they have no place robs your business of texture and context.
Vicente Wolf tells an amazing story of a time when he was in Ethiopia and saw a tribeswoman wearing an unbelievable necklace that had in it bottle caps, pen caps, pieces of discarded metal and other miscellanous items someone would find along a road. There is a picture of her in his book, Crossing Boundaries, (which any one who considers themselves a designer should own). Needless to say, when he offered to buy the necklace, she thought he was nuts. It was just something she made and she liked, but valuable? No way. Of course, he bought the necklace and incorporated it into one of his designs where it looks like the art that it is.
What you hold yourself out to be may not be what your potential client sees (and loves). If you think literal experience is all that matters, you belie the humanity behind your art. Clients enjoy doing business with terrific brands whose businesses are run well. However, in the vast majority of cases (and for ALL creative businesses), people do business with people. The best businesses I know of make a connection on a human level first, brand level second.
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LOVED this. We are currently undergoing a big change on our blog where we are incorporating so much more about ourselves and life as well as our work. I’m so excited for it and this just adds fuel to my fire 🙂
As a wedding planner who is a graduate of the Culinary Institute of America, I try to keep that information front and center as so much of my background really helps when working with clients on designing a menu and also the flow of the reception…
Great post!
How do you always know to write exactly what I need to hear? Wow. This is fabulous!
Such spot on insight into the creative business! I am additionally intrigued by businesses making these human connections on a global level vs. regional. Would love to hear your thoughts…
I loved this post Sean and I did exactly that by rewriting and tweaking my bio to reveal much more of who I am and the person behind Your Las Vegas Wedding Concierge.
People want to always connect with people and feel a common bond on an emotional level whether one is designing their home, cooking them a meal or helping them create a life celebration.
Great post, Sean! Just wanted to say congratulations and good luck with your new venture — keep it coming!
Agreed! As a photographer, I used to downplay my past experiences (model/actor, Dale Carnegie instructor, speaker, etc.) because I didn’t want to look unfocused. However, during the past couple of years, I’ve started incorporating those things about myself. I’ve found that people really enjoy hearing about those unique aspects (or texture, as you say–love that description). Each person is a culmination of his/her past experiences–that what makes you YOU!
Best, Todd
all of your posts are uber beneficial, but this one has really struck a chord with me…thank you!
Ah, I so agree, but the challenge lies in how to market the fact that you have a PhD in neuropsychology (or culinary degree, JD etc) & how it applies or inspires market the art that we create. People are always surprised to hear about my background, and sometimes people challenge my decision after spending so many years in school; I end up explaining that going through all that schooling helped define my passion for creativity AND the analytical process of running a business, and that I learned a lot about patience, determination, and hard work. However, too often that feels like I am defending my choice versus celebrating the fact that I have found what I love and am overjoyed that I get to practice my art every day.
I totally agree with this great post! I have always discussed my background with clients and they have been quite impressed. I am a certified accountant, owning a successful private practice for over 14 years. I am also the owner and lead designer of a successful Wedding & Event Design company. I cannot tell you how many times, other ‘planners and designers’ have negatively commented to me upon hearing of my background -such as: “An accountant? That’s a far cry from being in the Wedding Industry!” I find that my strong financial background has given me a great advantage on the business side of this industry, the marketing and selling side as well as the total logistics of planning weddings and events. I am also a retired ballroom dancer, which has given me so much insight into the total production and theatrical elements of what goes into an event.