How to use business principles in your creative career
You don't have to be a banker to care about business. We've written about why artists should aim to get paid, and how to set up a creative business. Now, as we see in the new tax year, Thalia Thompson explores ways in which you can use business principles to aid your creativity – not just your bank balance...
Working in the creative industries can mean an escape from the corporate world. But there are lots of business principles that still make sense in a freelance or creative career.
Robert West is an up-and-coming artist who’s comfortable with the balance between creativity and business sense. “Knowing that art is a business does not get in the way of your practice,” he says, “To me the business world does not seep into the studio…Organised business strategy is what takes place outside the studio and is what you need to get your work and yourself known.”
Planning and targets
Whatever you want to achieve, having a plan can help you get there. You can stay flexible of course, but setting yourself concrete targets helps prioritise your workload.
Chartered psychologist Sarah Dale runs the coaching programme Creating Focus. She says “Goals don’t have to be big sticks to beat yourself with. But if you have a picture in your mind (and preferably written down or drawn too) about where you would like to be in a year or five years’ time, this will help inform what you need to do to move in that direction.”
She recommends setting specific targets, “For example, if you are writing a book and you have a goal to finish a first draft by X, get feedback from people by Y and so on, the project is more likely to be realised.”
An annual appraisal
As a freelancer, you might work alone, but as writer and career coach Joanne Mallon says, “You can still have an AGM if you are a company of one. Think about what work you did and where that came from – this gives you clues as to what aspect of your marketing is working, or not, and tells you where best to focus your efforts in the coming year.”
Training
The world never stands still and nor should you. It’s definitely worth investing time or money in training to keep up to date with new developments in your field. If finances are tight, look at on-job experience or trade skills with a friend.
Market research
No business would launch a new product without thoroughly researching the market first. For a creative career in the current economic climate, finding gaps in the market that you can fill is more important than ever.
Samir Ceric from Debut Contemporary works with emerging artists, helping them showcase and sell their work. “Creating art and approaching the marketplace is not so different to launching a brand new business,” he says. “Identifying your target audience, knowing your competition and devising PR and marketing strategies, are all part of an overall strategy a successful creative of the 21st century will need to master”.
Business Development
A busy workload can mean it’s hard to make time to work on career development. As Joanne Mallon says “It’s easy to get so caught up working ‘in’ your business that you forget to work ‘on’ your business… But if you are consistently planting seeds for new work, you have more chance of seeing a consistent harvest”.
Article by Thalia Thompson
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