Living and working in New York City affords me the opportunity to see the best and worst of business. The best: the sheer desire to succeed, often where others have failed many times before. The worst: the entrenchment of THE way and adherence to an unseemly order long since invalidated. For creative businesses focused on the New York market, it is the best and worst of times. The best because the mountain of creativity and talent has never been bigger. The worst because there are so many lions chasing after the squirrel.
While Frank and Liza may be right about New York, I would like to think that, for creative businesses, you can make it there if you are unwilling to be anything other than Frank or Liza (i.e., iconic). However, if you try to get (or stay) there by playing the same game by the same rules, you will likely run incredibly fast…in quicksand.
I am also sure that New York is not alone — every major urban market in the United States (and perhaps the world) likely operates the same way. So, my advice: change the rules or, better yet, start a new game. Will it be expensive? Sure, but maybe not in dollars, just time, energy and fortitude. Will it be worth it? Who knows. Though, for any creative business owner the choice of being first and best should be too compelling to ignore.
In practical terms, figure out the way for your art to stand on its own. Don’t compete on price. Adopt what is successful about the models of other creative industries into your own. Extend your client. Use technology and social media for more than just marketing. Embrace unexpected, yet integrative partnerships.
There are creative businesses that have already begun to seize the opportunity to create a new order. The question is who will be willing go even further?
No matter the effort, change will take time and will be challenged on all fronts. Such is the price of conviction. Every creative business has to create a platform that best suits its art. No one size fits all, and even if it did, the outfit would still change. Your willingness to own your model in the face of critics, competition and maybe even clients is where you will find success. The more integrity you have in your process and your art, the better chance you will wind up as the icon and not the me too.
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I have a creative business (wedding magazine) in El Paso, TX. It is a small city were most of the wedding professionals are stock in the 90’s, and I try to change the rules of the game, we try to bring this town the newest trends, but it looks like people do not want to change. They just wand to do and have weddings like 20 years ago.
We have been trying for 5 years to change peoples perspectives of weddings, but excluding around 10 vendors and 10 brides, we hit rock wall.
I will never follow this market, it is not me. I want something better for everybody, I am trying to play a different game, but it doesn’t seem to be working. Advertising sales are OK, but I want more. I want to have an influence in weddings in town,
I am in a very uncreative mood lately, I have no inspiration and I know I am really good at what I do. It is very hard to be different…
Hmmm, lots to think about on this one Sean! Could you maybe give some examples in a future post as to how social media can be used for ways other than marketing? Also, elaborate more on integrative marketing. I would love to hear your thoughts.
Alex I feel so sad for you! I too am trying to be different in my market and some of what you are said really resonates with me. Will I be able to be different too? I like that you are confident in what you do. I would love to hear Sean offer suggestions to you. Do you keep fighting, give up, or do you have to take your creativity to somewhere it is appreciated? I wish you the best of luck…stay creative!