©Lisa Birch 2012.
Plymouth College of Art, UK.
Please respect my Intellectual Property.
Contents
Introduction
Business Strategy:
Branding
Values
and Ethics
Small
Business and Enterprise
Individuality
Failure
Global
Digitalization
Artist
Studies
Intellectual
Property and Copyright
Conclusion
Bibliography
Introduction
I intend to create a successful and
profitable business, by using my creativity, imagination and artistic skills. I
will do this by promoting myself and my artwork on a local scale, and then move
into the digitalized global world. I will locate my potential customers, and
the audience for my work, using local galleries and social networking sites. I
will create my work around the audience, while still maintaining my brand
values and morals.
"Being creative means seeing ideas or
objects in a different context, either by recognising their inherent potential
to be used in a different way or by putting previously unconnected ideas together
to create something completely
new."
(Boulden, 2009)
"Processes
associated with digitalization enable businesses to enter international markets
from the outset"
(Fleming, 2007)
I believe that I can tap into the
market on the internet for handmade crafts. There is also a very high trend for
cats on the internet, 'Cat Culture' which I investigated in my previous
project. I wish to take my own style that I have developed and change it into
products that can be sold. I will be making desirable objects that are still
related to my main art practices, but are more commercial. I have investigated
this idea thoroughly and feel that it is a viable concept. It has fairly low
start up fees, so I intend to finance it myself, make all the products, manage
the business, and keep any profits for myself.
"A
Business Formula is your unique mixture of particular products/services at
which you excel, carefully selected customers or market
segments, which can combine to produce the desired
financial result, consistent to your
Values."
(Parrish, 2005)
I trust that I am prepared enough to
take on this entrepreneurship alone, as I have researched the market
comprehensively and investigated different avenues of proceeding. This is
because I wish to create a brand with ideals and values that I cherish and that
will fulfil my personal ambitions alongside my creative needs.
"Enterprising
people have a strong need for achievement, which stimulates them into action. When the accomplish something they consider to be worthwhile, their
self-esteem is enhanced. ..."
(Bridge, et al, 1998)
Business Strategy
Branding:
"Something
remarkable is worth talking about. Worth noticing. Exceptional. New. Interesting.
It's a Purple Cow. Boring stuff
is invisible. It's a brown cow."
(Godin, 2002)
My main aim in life is to create a
brand that is based on myself, I want to encapsulate everything that I feel and
stand for as an artist, into a neat and tidy brand; so that I can market
myself, to potential customers or employers. I wish to create something
authentic that is exceptional, and remarkable.
I am well on the way to forming of my
brand, mainly using my name, Lisa Birch. I have recently branched into Lisa
Birch Art, but am currently contemplating a re-brand to a distinguishing name. 'Birch' is a brand name
that would be easy to Patent, because its not usually associated with art. All
my branding is based around the colours 18% Grey, White, and Pink. These mix of
colours help to spread my brands message, of light heartedness and femininity.
I'm interested in making some fairly sumptuous imagery, very baroque, with a
Marie Antoinette feel to it. I tend to draw from minimalism and decadence which
is a distinct style. I enjoy using old found objects, and vintage fabrics and
details in my artwork to add something special. I would suggest that my unique
sense of aesthetic taste is something that is highly desirable, to customers
and employers, and I intend to use this skill to reinforce my brand.
"Tiffany's
blue box is a slogan without words. It stands for elegance and packaging and spreading
the word. Just like the Hooters name and logo or the funky hipness of Apple's industrial design, each company has
managed to position itself in a coherent way and make it easy to spread the word to others."
(Godin, 2002)
" If you've ever been to
Sotheby's or a Soho art gallery, you'll notice that almost without exception, the men and women working there
are truly beautiful. Not just beautiful on the inside,
but really good looking. I wonder why that is. What would happen if your
nuts-and- bolts plumbing supply company
hired a beautiful male model as a receptionist? People would talk"
(Godin, 2002)
My brand is mainly online, through my
websites, www.lisabirch.co.uk and www.lisabirchart.co.uk, it is also on my
profile pages on 'Free Range' and 'Arts Matrix' It is also through social
networking, such as 'facebook',' twitter' and blogs. My brand is personalised,
When I work as a photographer the general public are shown my brand as my brand
message is carried through my body language, my tone of voice and the words I
choose to say. It comes across in the way that I choose to present myself, the
way that I dress and the way that I generally present myself. Materials, such as business cards, website logos and themes also
carry the branding theme.
I need to make future brand
connections with galleries, so they can help my promotion. This will help me to
build up a repute, and increase popularity. I have recently set up an online
shop, on 'etsy.com', to sell my creations and help expand my commerciality. I strive
to have new brand carriers such as being
a featured artist on 'etsy.com', or a on another creative website. I would like
to work closer with 'Arts Matrix' and help to expand the area that my brand is
currently reaching, I have had some of my work featured on 'Arts Matrix', which
is an encouraging beginning.
Values and Ethics:
I believe that values and ethics
create the backbone of a business, They provide a sense of worth, and help to
change the atmosphere surrounding a project. The key values for my business
venture are, Creativity, Quality, and Economic Security. These things have
priority and will form part of the business ethos, alongside the other values,
such as: Arts, Intellectual Challenges, Self Respect, Knowledge, Sophistication,
Wealth, and Reputation.
"Creativity
is not the monopoly of the 'artist': it is much wider than that and can be
found in education, science
and elsewhere. Creativity is in and around us all"
(Parrish, 2005)
Creativity will form a big part of my
business ethos, as it would be very difficult running a creative company
without having a flair for creativity, this will be encouraged in any future
employees. "Imagination is the
lifeblood of creativity" (Boulden, 2002) I have discovered that I tend to use more of the right
side of my brain, I found this out by taking several tests from books and
online. Creativity should be valued because it is an incisive imaginative way
to solve problems.
"The left part of the brain
processes information in a logical way, while the right part of your brain focuses on the creative,
intuitive, part of your personality. Most people tend to be dominated by one or the other side
of their brains and have a distinct thinking style. Some people can adapt to both modes. People
who are dominated by the right side of their brains are naturally creative but this does not mean that people who are
dominated by the left side of
their brains cannot be creative"
(Boulden, 2002)
The ethics that I feel that my brand
should keep are based on my own morals, such as non-violence to all living
creatures. I will be sourcing my materials locally where they are available, or
purchasing from sustainable and egalitarian sources. I aim to reuse and recycle
while embracing the old and vintage items to add a sense of history to my
creative works. I will use environmentally friendly products where appropriate.
I also believe that work should be
uplifting and light-hearted. I believe in professionalism and that I am my own
best selling point. I also believe in giving some of my professional services
to charities to help them raise funds, such as shooting photographic calendars
and donating artworks to charity auctions. I want to be considered pleasant and
polite, as well as being able to give a gesture of good will in the form of my
services.
Small Business and Enterprise:
"In law, a limited company is
regarded as a separate legal 'person'. This separation is an essential element of providing limited
liability for members. It also means
that the company owns its own
assets - and can be sued in the court of law - not the individual
shareholders"
(Parrish, 2005)
"Businesses do not arise fully
fledged from even the most positive of enterprise cultures. A time of preparation
is still needed first [Prestart]. The preparation may include identifying a suitable opportunity (the idea), acquiring the
necessary knowledge and skills, and locating
the contacts who will help"
(Bridge, et al, 1998)
It is important to know that my
entrepreneurship might expand into a small business because I need to be aware
of any new legal states that I enter into. Being a limited company would be
useful because it would give me slightly more personal protection, but I still
have to accept that there are risks involved with starting a business. I need to be aware of the business economy
and make sure that I am in the right sector for growth and expansion. I
consider myself to currently be in the 'Prestart' stage.
" Most creative businesses have neither
the capacity not inclination to grow big and fast; and many creative businesses require low levels of investment to
enable then to grow to an 'ideal size'
that satisfies both themselves and mutually dependent businesses situated up
and down the creative value
chain"
(Fleming, 2007)
My business has aspirations to grow,
but I will always want it to own it, I wish to have it as my personal career
and to pass it on though my family. "Many
creative businesses pursue commercial objectives as complimentary to lifestyle
objectives" (Fleming, 2007) I
will not be looking for finance through selling the business, but income
achieved through the business.
"The Marketing Mix is a blend
of the four P's of Marketing: Product, Price, Promotion and Place. ... These four controllable elements
can be blended in different ways to maximise sales."
(Parrish, 2005)
"The appropriate marketing mix
depends on the benefits the customer and consumer are looking for."
(Burns, 2001)
Marketing is important to any
business or person selling anything. In order to sell anything it must be
known. This is an area that I have highlighted as the main area that that I
need to invest time and finances into. I need to decide on a marketing mix that
compliments my brand, I will do this by utilising the four P's. I intend to
develop my business formula further to fully decide on areas that are
excelling. Currently I excel in my personal skills, attributes, and my
creativity, and having identified my customers as being into 'Cat Culture' and
those who enjoy a mix of minimalism and vintage based art. These people tend to
be females, aged 18-50.
"A Business Formula is your
unique mixture of particular products/services at which you excel, carefully
selected customers or market segments, which can combine to produce the desired financial result, consistent to your Values."
(Parrish, 2005)
"What the SWOT process is
seeking is to achieve an overlap between the business environment and the firms resources"
(Burns, 2001)
Having created a SWOT analysis [See
Resources], I can identify that I need to work on my internal and external
weaknesses, and play to my strengths. I need to be aware that the outside
threats can change, as we are living in an ever changing digital world. I need
to make the most of opportunities in order to get the best chances of success
for myself and my business.
" A feasible business formula
must be based on a realistic assessment of the market, competitors, and a SWOT analysis. ... Combined with
opportunities and threats in a changing world"
(Parrish, 2005)
Individuality:
" ... an enterprising person
was one who saw opportunities not problems, who looked to the future and not to the past and who
was more creative than analytical."
(Bridge, et al, 1998)
I am a conscientious, considerate
person who likes concentrating on one idea at a time. I am consistent and
imaginative. Being obsessive about trialling new concepts that are progress
into finished artefacts; and I take pleasure in approaching this with the
knowledge of aestheticism in mind. This means that I am able to start and work
on projects to completion to an exceptionally high standard that are
aesthetically tasteful.
"Knowing yourself applies not
only to your personal creativity, skills and aptitudes. We need to understand the strengths and
weaknesses of our business or organisation. ... We also need to assess our assets, reputation, knowledge of the market
and intellectual capital."
(Parrish, 2005)
I have a degree in photography, and
experience as a model, photographically (studio and underwater) and catwalk. I
have photographic experience from wedding and events, the means I understand
both sides of the camera. I collaborate with others in their practices, such as
with fashion designers and photographers. This gives me better insight into other
creative practices. Having modelled, it has given me a better grasp of how to
control my body and how to be perceived by others.
"Explore the limits. What if
you're the cheapest. the fastest. the slowest, the hottest, the coldest, the easiest, the most efficient,
the loudest, the most hated, the copycat, the outsider,
the hardest, the oldest, the newest, the ... most! If there's a limit, you
should (must) test it."
(Godin, 2002)
I am able to consolidate many ideas
and viewpoints, to create my own unbiased opinions. I keep myself organised but can thrive in
slight chaos and madness. I do not have Technical problems and as I appreciate
how computers and programmes work, as well as how to use/repair them. I am
confident in myself and my own capabilities; This means that I am
technologically confident and will not have any boundaries in that area. Having
a fair outlook on life tends to lead to a more rounded person who's thoughts should
be in-keeping with current trends.
"
Entrepreneurial or enterprising attributes:
·
Initiative
·
Strong persuasive powers
·
Moderate rather than high risk-taking
·
Flexibility
·
Creativity
·
Independence/Autonomy
·
Problem solving ability
·
Need for Achievement
·
Imagination
·
High Belief in Control of one's own
destiny
·
Leadership
·
Hard work"
(Bridge, et al, 1998)
"Character
Traits of Entrepreneurs: Opportunistic, Innovative, Self-confident, Proactive
and decisive with high energy,
Self-motivated, Vision and flair, Willingness to take greater risks and live with greater uncertainty"
(Burns,
2001)
I suppose that I have the majority of
these attributes. I have been pressed as a child to be the greatest that I can
be, and to do the best. I am aware that I will never just do the minimal level
of work to get by. I want to be the leader, in most situations and to make the
decisions, consequently I believe that I am in need of a high achievement to
satisfy my own needs. I endeavour to use my creativity together with my talent
for problem solving to encourage productivity in myself and others.
"Tribes need leadership.
Sometimes one person leads, sometimes more. People want connection and growth and something new. They want change.
... You can't have a tribe without
a leader - and you can't be a leader without a tribe"
(Godin, 2008)
"It can be argued that the
results of enterprise can lead to greater happiness. As a result of enterprise a person may have a more
rewarding occupation, in terms of financial reward or other benefits such as variety and interest. It can lead to a
person achieving more, which is particularly
appropriate for those with a high need for achievement.... achievement is not
an innate need like the need for food;
it is learned, most probably during
childhood. It has been suggested that
strong willed children, with parents who make their expectations known and who provide feedback, become high
achievers."
(Bridge, et al, 1998)
Failure:
I understand that failure is not the
end, if I fail, I can adapt, change and move onto something new. I understand
that everyone wants their business to be successful, "Playing it safe. Following the rules. Those seem
like the best ways to avoid failure." (Godin, 2002) but risks must be taken in order to
truly stand out of the crowd, and the gamble is between success and failure. "Fear's an emotion, no doubt about it. One of the
strongest, Oldest, and most hardwired. " (Godin, 2008) However I believe that I have what it
takes, to take a measured risk. " What people are afraid of isn't failure, It's
blame. Criticism. We choose not to be remarkable because we're worried about
criticism." (Godin, 2008) As
Godin states, most people, including myself are more afraid of criticism from
others, than of the failure itself. This is why I choose to keep my business to
myself and those around me that I trust, while it is still in its 'Prestart'
stage.
"... Enterprising individuals
will need to have the capacity to tolerate risks: to have the psychological makeup and resources to
cope with any failure."
(Bridge, et al, 1998)
"I define sheepwalking as the
outcome of hiring people who have been raised to be obedient and giving them brain-dead jobs and
enough fear to keep someone in line."
(Godin, 2008)
When
the time comes for my business to take on staff, I will not be employing
anyone who is a 'sheepwalker', I myself am not, and it is probably the reason
why most companies are afraid to hire me. I will not just stay in the line, I
will not follow the leader. This is an excuse to be different and to alienate
myself from the others, which I view in a positive light, because it promotes
creativity and a chance to be remarkable.
Global Digitalization:
"Before the internet,
coordinating and leading a tribe was difficult. It was difficult to get word out, difficult to coordinate action,
difficult to grow quickly. Today of course, instant communication makes things taut, not squishy."
(Godin, 2005)
Being a entrepreneur in the digital
age is very interesting. The world is now accessible to almost everyone, and
they are all now potential customers. It however poses a few problems, such as
copyright issues, but more importantly that there is a threat from constant
change. The digital world is constantly updating and businesses must stay up to
date with the latest trends, I need to consider in the future 'What happens
after Twitter?' as advertising and social connections like 'Twitter' and
'Facebook' have affected marketing techniques heavily.
"The Internet has opened up
global markets. ... Change is constant."
(Parrish, 2005)
I've opened an online shop, which
means my products are now accessible to everyone in the world (with an internet
connection, or a smart phone). This gives me an opportunity to reach my
potential online customers, the 'Cat online Culture' mainly the people on the
internet, looking at 'lolcats' and pages such as 'Maru's Blog' I get the most
out of social networking sites, by getting people to 'follow' me (with various
tactics), in order to promote myself and my brand.
"Blogs and Twitter and all the
manner of other tools will come and go, possibly by the time you read this. The tactics are irrelevant, and
the technology will always be changing. The essential
lesson is that every day gets easier to tighten the relationship you have with
the people who choose to follow
you."
(Godin, 2005)
Artist Studies: Damien Hirst & Gemma Correll
I've chosen to look at two very
different artists, Damien Hirst, for his excellence in public relations, and
Gemma Correll for her use of fame though social media.
"The Tate Modern exhibition is
proving a commercial success. There was a queue 50 yards long outside the ticket desk
yesterday lunchtime. This doesn't prove too much (people queue for the Hard Rock cafe), but it at
least shows that the Damien Hirst publicity machine is successful. He is an artist at the PR game."
(Letts, 2012)
Damien Hirst is well known for a few
things, pickling animals, and being super rich. His fame is interesting and his
brand is surprisingly well known; He is great with PR, he appeals to
collectors; because Charles Saatchi invested in him, others wish to follow. "A few major collectors make the market. Where they
lead, the horde of hedgies follows." (Kunzru, 2012) "You could even
say that Hirst the entrepreneur arrived in the public eye before Hirst the
artist" (O'Hagan, 2012) Hirst
is first and foremost a business man in my eyes. He makes art for profit, no
matter how many superlatives are mentioned.
"Art thus becomes elitist in
the worst sense of being inaccessible to newcomers. Truly talented young artists are excluded unless
they know the right people — Hirst champion and collector Charles Saatchi, perhaps."
(Letts, 2012)
He has become popular because he is a current
trend, like how a bad book, becomes bestselling. Even the most influential
business people like to follow sometimes. He has created this market for
himself by being different, and remarkable even though he can be considered not
a great artist in principle, he can be considered a famous artist because of
the way he has pedestalled himself in the art world.
"Despite the financial crisis,
contemporary art continues to soar in value. The unprecedented concentration of capital in the hands
of the global elite means that the art market, being essentially a very high-end service industry aimed at generating
a pleasurable experience of differential
consumption, is weathering the storm very nicely."
(Kunzru, 2012)
Gemma Correll has gained her minor
celebrity status by using social media, and her own humour and opinions to
become successful. The internet is her main source of communication, websites
such as her own site, 'gemmacorrell.com', and 'society 6', 'modcloth', with
some of her designs available at 'urban outfitters'. Using her blog to reach
out to her followers. She also is very active on facebook and twitter; currently
amassing more than 13,700 fans on facebook and over 9,500 followers on twitter
(as of 14/04/12). She also writes an articles for 'The Huffington Post' online
newspaper.
" Human beings can't help it;
we need to belong. One of the most powerful of our survival mechanisms is to be part of a tribe, to
contribute to (and take from) a group of like-minded people. We are drawn to leaders and to their ideas and we
can't resist the rush of belonging and
the thrill of the new."
(Godin, 2008)
Her communication is successful
because she reaches a wide audience, who have all chosen to be communicated
with. She gives them humorous illustrations, and provides links to purchase
merchandise and prints. By being published in an international online newspaper
it also allows new customers to discover her. Her brand is based on her own
sense of humour and her own style of drawing. All of her work is predominantly
in her own recognisable style; becoming a well known brand name, while still
maintaining her love for drawing.
I would not advise her many changes
as I feel she is growing in popularity steadily. Perhaps cut down on the amount
of shops that are selling her products, in fear of becoming over-saturating in
the market place, such as what has happened to 'Cath Kidston'.
I want to develop my brand into
something similar to Gemma's I admire light-heartedness, this must be one of
her key brand values. I would like my work to speak for itself, much like
Gemma's does. I appreciate Damien's intentions and that he has become super
rich and famous, But I feel he needs to contemplate what he is doing to the art
industry, are true artists being blocked out by this super elitist club.
Intellectual Property and Copyright
"Intellectual
Property (IP) is the product of creative ideas expressed in works and
Intellectual Property Rights
(IPR) are the legal powers associated with the ownership, protection, and commercial exploitation of those
creative works."
(Parrish, 2005)
As an artist, I appreciate that the
importance of understanding Intellectual Property (IP) and my Intellectual
Property Rights (IPR). IP is a significant business commodity, Businesses can
be bought and sold on the basis of IP. Value is attached to a business through IP,
for a brand that is well established and popular its IP will have a fluctuating
value; The value can be financial, emotional, or credible. IP is however not
the idea of the business or brand, it is only created when that idea is put
into practice or created, such as artistic works, writings, and productions.
"Bill Gates reportedly once
said that “Intellectual property has the
shelf life of a banana.” It’s easy to see why he feels that
way. Microsoft files numerous patent applications each year. If one of them doesn’t work out or is outdated by the
time it comes to market, there is always
another bunch of bananas that haven’t spoiled yet."
(Berman, 2011)
IP can get stale very fast; The world
is constantly looking for the next big thing. Something could be cutting edge
and worth millions one day, and the very next day something new comes along that
takes attention away from your idea. Patents protect ideas that have been
turned into objects, not concepts. But Patents can only be applied to genuinely
innovative inventions that have not been Patented before, which makes it
difficult to produce a truly genuine item because almost everything has already
been invented, that is useful.
"In an airport, artist Jeff
Koons spotted a picture postcard of a sub-urban couple hugging a litter of
puppies. He instructed his understudies to build a sculpture of the couple and
paint the ridiculous colours. Koons
sold the sculpture to a museum, but the photographer sued him for copyright infringement and won. The
photographer now has possession of the sculpture as part of the agreement."
(Vaidhyanathan, 2001)
If
IPR are broken then the law tends to side with the original creator, as they
are the IP and copyright holder in UK law. It is different outside of the UK,
and it varies between countries. I only intend to trade within the UK and the
USA while I establish my business. When the business is proving itself profitable,
then I will apply American copyright, and all of applicable forms of
protection. While my business is still in its embryonic stage, I will be
relying on 'Unregistered Design Right' on any products that I make. This means
I have a level of protection, that is free, but I have to show proof that it is
my IP.
"In legal terms, Ideas
themselves cannot be owned, only their expression in a specific way. ... Registration is not necessary.
Copyright automatically protects works. ... Generally
copyright lasts for the lifetime
of the author plus 70 years. The copyright symbol is not essential, but indicates the copyright
owner and that permission should be obtained to copy their work."
(Parrish, 2005)
"The problem is in the name: copyright. The Statute of
Anne and other early copyright rules concerned
themselves with verbatim copying because copying was the only industrial
activity associated with creative
expression at the time. There were lots of crafts
associated with culture, of course, –
performing music, plays and dance, painting pictures, and so on – but these weren't industrial activities. ...
When performance, visual media, and three-dimensional works became susceptible to industrial-scale distribution,
we extended "copy"right to them, even
though there weren't necessarily "copies" taking place."
(Doctorow, 2012)
The
problem of IPR is then exasperated by the digital revolution, when it becomes
very easy to share your ideas with others, and even easier for them to 'steal' it.
People are now sharing their artworks online, on such websites as facebook.com,
tumblr.com and pinterest.com. These websites all have features to share with
others. There is a fear that the original author may be misrepresented or lost, and this is usually
the case. Artists who make a living from their IP need to be cautious of these
sites as it is unclear as to who essentially owns the copyright once the images
have been uploaded. It can be a great tool for testing out ideas, and to gain
reactions from an ever willing audience, but must be treated with some caution.
"Copyright licensing, involving creators,
rights owners, rights managers, rights users and consumers across the different media types and the different
industry segments is not fit for purpose
for the digital age.
Seven reasons are given for this. Copyright licensing is:
1. expensive (this refers to the process
itself not the prices being charged for the rights)
2. difficult to use
3. difficult to access
4. insufficiently transparent
5. siloed within individual media types
(at a time when more and more digital content is mixed media and cross-media)
6. victim to a misalignment of
incentives between creators, rights owners, rights managers, rights users and
end users.
7. insufficiently international in focus
and scope"
(Intellectual
Property Office, 2012)
It is hard to enforce IPR online; it
is interesting that so many artists and photographers very willingly create
themselves 'pages' on facebook or other social networking sites. It is
difficult to enforce and control the spread of their work/IP online once it has
been unleashed. It is hard to license images online, this is because meta data
can be erased, and copyright marks removed and watermarks lifted.
"The fine arts/photography
industry comprises business to business, business to consumer and consumer to consumer sectors. Players such
as Getty Images is largely in the business to business
space. For the business to consumer sector and the consumer to consumer sector,
as the emergence of Pinterest shows,
the framework and mechanics for licensing of images
still need a lot of work."
(Intellectual
Property Office, 2012)
As
I am planning to sell my work online, I am putting myself in a risky situation.
I have faith that I am in the process of creating an authentic brand, with good
qualities that potential customers will recognise as being genuine and
authentic. I hope that IPR can be respected, and permissions asked, before any
legal action is needed. My knowledge of IPR will help with my creative
endeavours as I know when I need to copyright, trade mark or patent something
to protect my IP. It is important to be legally protected because it could be
the one remarkable idea that you have, as that would be devastating,
emotionally and financially if it was stolen.
Conclusion
This business strategy has helped me
to realise what I now have to do. I need to investigate avenues of marketing my
products, such as creating a 'Facebook Page' dedicated to my artworks/products.
I need to use 'Twitter' more effectively to advertise my brand and products;
while desperately needing to do more online networking, such things as 'Liking'
and 'Commenting' on other peoples products and artwork, so that they and their followers
may discover my brand, while making friendships with others.
"The phrases,
'It's not what you know, but who you know.' and 'The old boy network' reflect a sometimes popular, but essentially
negative, perception of certain social networks. Yet those who have examined small firm networking are
convinced of its importance for the success
of the enterprise"
(Bridge, et al, 1998)
I need to create more commercially
viable products and artwork, that tap into my niche market, I must to take
these products and artworks to local galleries in order to obtain some
credibility as an artist, this will also help me to become known locally, and
gain more 'Followers'.
Creativity will be my main focus
while developing the brand, as it is one of my key values. "You can't manage without knowledge. You
can't lead without imagination." (Godin, 2008) I feel that imagination and
creativity are connected, and are of significant importance to any creative
enterprise.
"At the top of Maslow's
hierarchy [of needs] there is the motive of self actualisation: realising to the fullest possible extent the
creative potential present within the individual. This means 'doing one's own thing' (and) this can only be the supreme motivation
in an individualistic society."
(Bridge, et al, 1998)
My ideal end result of this
enterprise will be to have the moment of self actualization, to realise my full
creative potential. I want to be able to what I wish, and for that to be my
main source of income. I intend to plan and develop a further strategy where
that in a few years I will be able to fully sustain myself on my creative and
artistic talents. For the time being, I will create commercially viable work,
and build up my networks in preparation to become a fully fledge and self
sustainable artist.
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