Lecture 3: What are you worth?

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
• Housing
• Utilities
• Medicine
• Transport
• Construction
• Insurance
• Water

Less importance:

• New technologies
• Organic farming
• Holidays
• Home insulation
• Health spas
• Luxury sports cars
• Conservation
• Religion
• Swimming

Where does money go?

According to a study this is the order of importance for spending money

1. Housing
2. Transport
3. Food
4. Insurance
5. Education, healthcare, entertainment, clothes, misc.

Lecture 2: Ideas and opportunities

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?

• Trends
• 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
• Optimistic
• Communicates well

Assessing Competitors

• 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

Lecture 1: How to get yourself out there

• 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”

Marketing Rules

1. Identify customer needs to develop new products and services
2. Develop pricing strategies
3. Promote products to a target audience
4. Identify distribution networks
5. Add value to your products through customer benefits
6. Monitor the performance of the products
7. 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.

Value Proposition

• Methodology
• Products

(Make it short, specific, use your customers language and pass the ‘gut feeling test’)

Networking events

• 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)
• Price
• Place
• Promotion