The value of art is in its creation, not production. But your art’s legacy depends on its delivery. I love David Lynch’s take on watching his movies on an IPhone: to paraphrase (and remove the profanity) you have not seen his movie if you watch it on an IPhone. And this is where you will have to make a decision as both an artist and business owner. Do you just create the art and let go of its production and delivery? Or do you ask for (i.e., demand) control over final delivery?
First, a note on production of your art. My argument is (and I stick by it): for those whose focus is on design as opposed to production, specialists can do a better job producing your art than you can. The caveat is that you have to be able to deliver enough information so that producers can effectively produce your art. Imagine if an architect delivered rough sketches to a contractor and said, “You get the idea”. My guess is that there is a 1 in 100 (1,000,000?) chance that the contractor will get it right. More to the point, by delivering inadequate design information, the architect has turned the contractor into exactly what he is not – a designer.
However, even if someone else produces your work, you still need to supervise the production to make sure your design is as you want it. There is a huge difference between outsourcing and giving up control. You need to make sure your art is as intended and its delivery exactly as you want it to be. The reason is simple: Regardless of your medium – photography, design (graphic, interior, event, floral, furniture, fashion or jewelry), etc. – once you are disassociated with your art, the art must stand on its own. If you do not present the work in its best light (or are not in control of its presentation), then what legacy can you hope to leave?
Where I go with this has gotten me into a lot of hot water with some of you. So be it. Integrity demands that you ensure your legacy. Business demands that you get paid for it. For photographers, giving over the file to a client so that they can print the images themselves will do more to kill your industry than anything else. Interior designers not doing a full installation, but installing in pieces robs you of your “Wow” moment and diminishes the trust your client has in you to deliver on your design promise. A work in progress is just that. Even the little things matter. If you are a wedding florist, how do you deliver your personal flowers? In the wholesale box the flowers came in? Or in a beautiful handmade box so that those who see them before they go on the wedding party can form an opinion of you? A jeweler delivering her piece in a cheap box? Really? And not documenting your work with beautiful images that you create (if you are good enough) or pay to have created for you (no, not using a photographer’s images created for someone else unless you can have a say in what images get created), is sheer lunacy.
I hear all the time that the client will not pay for delivery. If you can come to realize that delivery is your legacy, you might be unwilling to compromise. As with the creation of your art, the value (and profit) in delivery is there if you choose it to be. And for the long-term health of your creative business, I hope you do.
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Great advice, and very well…delivered
Thanks, Keep the good news coming.
As always, you tell just what we need when we need it!
We’ve been frustrated that the stand, or fabric for the wedding cake hasn’t been there, as promised. We need to take complete control of the delivery.
Thanks!
Sean,
Hot water or not, your message today is 110% RIGHT ON. The way the message (or art, product, service) is delivered from beginning to end is everything and is being evaluated at every step.
As a planner, I know I have to be in constant communication and collaboration with my entire wedding creative team to ensure we are all delivering the message of the couple’s vision for their event.
I GET IT & I’m working on it ALWAYS:)
Tracey
Ouch! You nailed me with this one. But thanks for the reminder and sharing your brilliance.
Delivery is part of the presentation. Sometimes you don’t have a choice about how the final product is delivered, but you can more often than not still give some directive. I think it is important to keep up image with delivery, especially when overall image is so important.
The final product IS everything and it is so important it is delivered correctly. Everything needs to be blemish free, perfect, and in place by the time the client walks through the door. Why produce a perfect product and ignore the expense you occur to deliver and install that perfect product? It is important that you control the opinions that people are forming of you at the event and trust me, not only are your clients judging you by observing your final product and evaluating the proposed promises, but everyone else involved with the event are judging you as well, vendors and even the venue itself.
We charge 20% for delivery to cover delivery, installation, and removal. However, with this money we are there for the entire event, we assist the planners in load in and dock management, table installation, and we try and assist the caterers during the event by removing trash, organizing docks-preparing for load out. At the end of the event we are involved with the client, we make sure they never have to lift a finger and will secure and deliver anything the want us to from the venue, We make it a point to be the last vendor out and will usually clean up after others. This attentive service pays off a million fold. Not only do you gain a reputation as a team player, you gain respect from other vendors and the venue itself which parlays in recommendations and referrals. If you give to the event instead of taking, your product, service, and reputation will sell itself and you will be able to raise your minimum and service fee.
Sorry for the rant, did not mean to bump, it’s early early in the morning and your great post just made me think and reflect.