Drucker: “Innovation is the tool of entrepreneurship” (creativity is the process by which culture is changed)
Mihaly: “Creativity is the act of seeing things that everyone around us sees while making connections that no one else has made”
Philip Kotler: His book ‘Marketing Manager’ is the worlds most widely used grad-level textbook in marketing.
- C = Creating
- C = Communicating
- D = Delivery
- V = Value
- T = to a Target market
- P = for Profit
- Open technology = Collaboration
- Co-creating products = Interactive
INSIGHT - To communicate to people you need to understand them
What motivates people?
- Needs (food, clothes, worth, cleanliness, security)
- Collaboration (working with others, socially)
- Self-actualisation (need to express ourselves/challenge ourselves)
Maslow’s Hierarchy of needs
From top (least important) to bottom (most important)
- Self-actualisation: Morality, creativity, lack of prejudice
- Esteem: Self-esteem, confidence, achievement, respect
- Love/Belong: Friendship, family, sexual intimacy
- Safety: Security of body, employment, resources, morality
- Physiology: Breathing, food, water, sleep, excretion, sex
Where is the money?
Most money goes into our physiological and more basic needs:
- Food industry
- New technologies
- Organic farming
- Home insulation
- Health spas
- Luxury sports cars
Where does money go?
According to a study this is the order of importance for spending money
- Education, healthcare, entertainment, clothes, misc.
Tip: differentiate between ‘idea’ and ‘plan’ in professional scenarios, and the same goes for ‘opportunity’
RIGHT PLACE, RIGHT TIME ONLY OCCURS IF YOU SPEND A LOT OF TIME IN DIFFERENT USEFUL PLACES
In terms of ideas and opportunity, and its relationship to PEST analysis, how aware of the world am I? Do I have informed opinions?
Check what’s going on in the world with the Guardian, Wired (technology mag), The Economist etc…
What social, economic issues and political changes affect my work?
What kind of creative am I?
- Evolutionary / Revolutionary
- Manager / Opportunist
- Cautious / Risk Taker
What is a creative entrepreneur?
- Owner/Worker - Artist, Craft person, One man band
- Owner/Manager - Creative with assistant, Small practice of creatives, Co-operative, Retail
- Owner/Entrepreneur - Interior designer, Project manager, Co-ordinator, Collaborator
Where do opportunities come from?
- Technical developments
- Political change
- Economic boom & bust
- Human need
Where does the artist fit in?
- Project management
- Know how to find the right people
- Know where to source things
- Can work with team
- Get along with various people
- Communicates well
- Strengths (use 4 P’s - Promotion, Place, Price, Product)
- Weaknesses (use 4 P’s - Promotion, Place, Price, Product)
- Opportunities (use 4 P’s & PEST - Political, Economic, Social, Technological)
- Threats (Use PEST - Political, Economic, Social, Technological
Access the quality of opportunity
- For me
- For the customer
- For the planet
- For the other stakeholders
The Design Council, The Arts Council and The Crafts Council collect useful info and stats on design industry. For example:
- Freelance and small businesses account for 87% of designers in UK
- Only 19% of designers in Yorkshire earn over 22k a year
Marketing = “The management process responsible for identifying, anticipating and satisfying customer requirements profitably”
- Identify customer needs to develop new products and services
- Develop pricing strategies
- Promote products to a target audience
- Identify distribution networks
- Add value to your products through customer benefits
- Monitor the performance of the products
- Decide what the benefits are, and who to, of what you’re doing
Understand needs > develop concepts > test concept > refine concept > market product > get feedback
Every creative should have a manifesto/mission statement/value proposition - write about how you operate and your values to help customers understand you as a practitioner.
(Make it short, specific, use your customers language and pass the ‘gut feeling test’)
- Gallery openings
- Craft shows
- Trade shows
Network of friends and associates
Give if you want something back (give feedback if you want feedback)
Task: Try no to ever again take an image or quote from a site without letting them know how useful it is and making links
GET WRITTEN AGREEMENTS FOR JOBS
Types of customers
- Business to business
- Business to customer
Basic principles of marketing
- Product (service)