Sunday 22 April 2012

Business Strategy 103

©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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