On Tuesday Seth Godin talked about conveying to the market that your success is imminent. For creative businesses, I would go a step further — dare yourself not to be in the box the market wants to put you in. Your art can carry the day, but how you sell it is what sets you apart.
If you allow yourself to be categorized solely for that which you are most recognized, you foreclose the opportunities that can come from being seen as something else. In fact, some of you would go so far as to ignore what is most valuable in what you do. How many planners are far better designers than planners? Florists much better designers? Interior designers much better stylists? Graphic designers much better brand managers? Photographers better interior designers? The list goes on (and on).
I am fairly certain that fear drives conformity as it creates the illusion of certainty. If you can't describe yourself in a way everyone can immediately recognize, then you risk people not getting you at all. Problem is that the market has assumptions about each box and places its own value on the offerings of the box. If you can not prove to the market that you are NOT limited to what they think you are, you will be stuck with their valuations. Yuck.
Be brave, call yourself by another name. Draw attention to your art and do not apologize for it not fitting in a slot. One of my favorite people in the whole world, Marcy Blum, has on her business card, simply, "Eventiste". Enough said.
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Excellent post. I dropped the term “wedding planner/consultant” a while back. My biz card reads “Creative Director” simply because that’s who I am and what I do – create.
Goodness ~ I needed to hear this so much today! I am a planner struggling with my identity…and struggling to juggle my dream of entrepreneurship with the realities of a necessary FT job. Recently I have found myself almost depressed as I realized that what I have been doing isn’t putting me on the path I really want to be on. And that actually the path I thought I wanted isn’t right of me after all. I was finally honest with myself after attending Eventology ’09 and hearing the resounding questions: “Who are you?” and “Are you ready?” My realization – I am not sure yet who I am, and no, I am not ready. Thank you for words that give me permission to stop and figure it out, so that I can then present the true me – whatever that is – no matter if it fits the typical “planner” box or not!
Great post Sean.
Avoid getting, to borrow a Hollywood term, “Typecast” by your industry!
Sean – You asked me who I was. Once I realized it, then said it out loud, it seems like the universe heard and I get the clients/business that I want. Your genious is simple and kinda scary!