Every day, something new is created in the world. The effects of most of these – events, inventions, products, and new knowledge are linear. They build on top of what has been done before, what we know for sure is possible. They improve, they optimize, they make things slightly better. Then there are those events, inventions, and breakthroughs that are simply revolutionary. They spark an incredibly far reaching change in a relatively short period of time. They upend everything we understand and take for granted about the world and open up new possibilities.
To innovate is part of human nature. Forever restless and full of creative energy, we are always inventing. Major milestones in our history like the development of language, the written word, the concept of money, modern finance, the printing press, gunpowder, electricity, the steam engine, the electric bulb, the computer, the internet, the smartphone, and space travel did not just make our lives better, they radically transformed them.
I’ve been reading an incredible book lately – My Vision by Mohammed bin Rashid Maktoum. It’s a book about the thematic ideas guiding the growth and development of the UAE and Dubai. I don’t pay enough attention to world politics and global trade, but between this book, talking to people, being home and looking at things with fresh ‘outsider’ eyes, I am inspired, and I have ideas. It is apparent, there is a clear way to development, growth and wealth creation on the African continent, if we can fix the underlying issues of leadership, unity, vision, commitment and political will.
Every great achievement or victory does not happen by accident. From the global stage to our personal lives, they happen as a result of an ambitious vision backed with real work ethic. Painstakingly, with great effort and perseverance, despite obstacles and set-backs, great heights can be attained. But it begins with vision, the ability to see the unseen, and to imagine what does not yet exist.
It is no easy task. It is much easier to match the status quo, to say, let us rise to this benchmark, the set standard. We have seen what an efficient company looks like, so let us imitate and build one like it. We know what functioning healthcare systems behave like, so let us create one just like it. And that certainly does work. A big part of personal growth is the idea of modelling winning behavior. Look for people who have what you want and model how they live. The problem with that, is that where you can go is capped by what has already been done.
The visionary studies the best solutions and thinking and then pushes them even further. The visionary stretches the imagination to create something never achieved before.
When you face a challenge that demands a solution or a decision, you have two choices – you can either emulate the example set by others, or use your own creativity and intelligence to formulate a new idea.
– Mohammed bin Rashid Al Maktoum (My Vision)
To rise from bottom in our lives and as a nation or a continent, we must reclaim the pioneering spirit. It is not enough to be like the greats, we have to go where no one has gone before. We have to be committed to doing more and going further. It can be as basic as being a pioneer for excellence in a surrounding sea of mediocrity. Or as boundary pushing as changing the game. Why settle for good enough, why not shoot to be the best? Why stop at building a great company, why not revolutionize the entire industry?
One way of thinking is incremental, the other is exponential.
If you want to lead, if you want to get ahead, then you must go even further, take the pioneering and creative approach. Break the rules, change the playing field.
Be an instigator.
Start something new. Let the world be different and better because of it. Even if it is just your neighborhood, or your company, or your class.
Be a pioneer.
Sure, you will be mocked, you will become a target. The pioneer disrupts the status quo. By her very existence, she throws shade on everyone else who is passive and subservient to the system. You will be misunderstood, you might even be accused of terrible things, of being foolish, reckless, or willingly seeking to harm or exploit people. But pioneer you must anyway.
First they ignore you. Then they ridicule you. And then they attack you and want to burn you. And then they build monuments to you.
– Nicholas Klein
It is easy to color in the lines, and do as you are told. Sit still, blend in, don’t ruffle feathers or stir up the pool. But pioneers, the ones who stoke the fire in their bellies are the ones who expand our understanding of what is possible. They end up building higher than we have ever seen and exploring depths we have never imagined. They expand our world.
But it takes huge vision, ambitious vision, crazy vision. And faith, faith that it is possible, faith that if we work hard at it, confident in its resolution, this project will take shape, this obstacle will fall, and a new era will dawn.
“Here’s to the crazy ones. The misfits. The rebels. The troublemakers. The round pegs in the square holes. The ones who see things differently. They’re not fond of rules. And they have no respect for the status quo. You can quote them, disagree with them, glorify or vilify them. About the only thing you can’t do is ignore them. Because they change things. They push the human race forward. And while some may see them as the crazy ones, we see genius. Because the people who are crazy enough to think they can change the world, are the ones who do.”
– Rob Siltanen
We live in an exciting time. Sure, we have tremendous challenges, unsolved problems, deepening inequality, crises in climate, in economics, in politics, in finance, in development. All around the world. With these challenges also come tremendous opportunity, to think differently, and pioneer new paradigms. For the first time in history, we are connected to each other and to storehouses of knowledge at a bigger scale than ever before. It is the age of ideas, and it is our inspired ideas that will change our lives radically. If we do not become pioneers, we will fall even further behind.
If our sole goal is to attain the level others have reached, then we are setting our target too low…Do not fool yourselves into believing that we are moving forward when we are only keeping up with general trends, while the real opportunities are slipping away.
– Mohammed bin Rashid Al Maktoum (My Vision)
To be a pioneer means to embrace the unknown, to trust instinct and curiosity, to try over and over and fail, and try again. To embrace every obstacle not as an invitation to stop, but as a challenge to solve. To work harder than anyone else but driven by passion, by love and obsession. It is hard work, but it is worthy work.
Reclaiming the pioneer spirit means that you are not limited to solving problems you have seen before. But you can confidently face the future and tackle completely new and left-field scenarios because you have the mental toolkit and resources to meet the challenge and create transformational solutions.
And in case you thought it was the work of the lone ranger, the lone genius working in the basement, know that it is also born of community, of a shared belief and shared hope for a collective destiny. A pioneering group of people united will build the world of the future.
Whenever you come into contact with an immerse and impactful piece of work, the towering obelisk, the frescoes on the ceiling, the sculptures, the works of art, the architectural marvel, the music, films and books that draw us in deep into new and exotic locales, it is easy to be so impressed, so moved by these works that we are both inspired and intimidated. We feel the stirring within, that innate desire to go on and create our own masterpiece. We also feel the fear. How can we attempt such? How will we ever pull off creating something so great? Where would we even begin.
For each of us, the masterpiece is different. It could be picking up a new habit, or learning a new skill, or making something, an event, a painting, an EP, a book. But at its core, they are all the same. It is an undertaking that will demand time and effort.
We know that the road to getting things done is not without its twists, turns and difficulties. So, in our minds, to get started, we have to carve out this block of time. The perfect Saturday evening to sit down and work through our idea, and really get it going. We fantasize about the one perfect stretch of time and space that would arise to really work on it and get it done.
But things never happen that way, right? Life is just too unpredictable, and there is enough that pops up daily to stop us. A new project pops up, a family crisis arises that we have to handle. In that way, we keep plodding along, putting out our fires and getting busy with the business of living. At the back of our mind, the thought lingers, on the thing we need to be doing…
Even worse, let’s say things do go that way. You successfully carve out the time to work on that big idea or dream of yours, and what happens? You squander the time. You play around, you get distracted, you find an excuse. Making the time is one thing, doing the actual work is another.
There is a better way.
The idioms that a journey of a thousand miles starts with one step, and that the way to dispose of an elephant is to eat is one bite at a time offer the clue. When you stop looking at your project as this immense thing, and begin to understand that with consistent small actions, you can tackle it. You can hack your doubts to death with a thousand cuts and bring your work to life by a thousand strokes, applied over a long time.
Sure, creative work demands large stretches of time, to think and to tinker our ways to answers. But don’t let that metastasize into an excuse that stops you. Adopt the long-haul attitude also. Embrace the little time you can get. Maybe you can steal 15 minutes, 30 minutes, an hour or two here and there to work on this project that is so important to you. Take them. Work within those constraints.
10 minutes might be all you need to outline your project and note down some quick execution steps. Then when you get another bit of time, you can work on those first steps you outlined, and then the next steps and so on. The idea is to begin where you are, and work with what you’ve got.
This does a couple of things
When you work in spurts like this, you are able to savor the process more, and let creative ideas percolate and evolve over period of times between the sessions. The slow burn can help you birth a deeper, more nuanced work than trying to hack through it all at once.
You focus on building the habit of working on something consistently. You can move your attention from quality. You are not worried about getting it right all at once, you are concerned with showing up. You won’t always be at your best, you might not always be inspired. But you can commit to making something small consistently, and then over time, you gain volume, and out of that volume, you can curate something great.
And when you do get that magical block of time – a day, a weekend, a month to really dig in, it would be easier not waste it, because you have cultivated the habit of working on it consistently.
You focus on acting and creating in whatever pockets you can find them, until your creative obstacles collapse in a constant barrage of strikes, and your creation, your masterpiece emerges over a thousand strokes.
If there is one thing I’ve come to see over the years of working and living is that generally, things tend to take longer than you think and certainly longer than you’d like. From small things like the design jobs I work on, to the bigger long-term projects, they can seem to drag on and on, and then life gets in the way and you lose focus.
To remain focused and consistent in the face of a seemingly unending struggle is sometimes a herculean task. But it is one that must be handled if you will succeed. Because that is part of the dip, that long chasm between desire and fulfillment. It is a battle, it is war.
There is a quote I often mention to my friends, that ‘the work belongs to you, but the results belong to God’. It is an admonishment and an exhortation to focus on what you control.
You can’t control when certain things will happen. You can’t control when that deal will come through, or if it will come through. All you can focus on is doing everything that is within your power – preparing, poking holes in your strategy and fixing them, making your case stronger, improving your art, improving your marketing and persuasion. You just have to do all you can, patiently waiting for your turn, ready for the moment Lady Luck smiles on you.
But where does the line fall between being patient and wasting time? It is a tough one for sure. Your being patient with your situation might mean that you are not being proactive enough or doing things that will move the needle forward towards your aims. But sometimes the right and hardest thing to do is nothing. Sometimes all you must do is wait and let the situation resolve itself, let the weather pass, let the opportunity present itself. Other times you must take initiative.
Whatever we choose, whatever the right action to be taken, it is important to remain vigilant. Because if you lose sight of what you are trying to achieve, if you begin to drift, you will soon enough find yourself caught off course and unawares. Be patient but stay vigilant on the goal.
There is the parable in the bible about the bridesmaids and the oil. The entire party is waiting on the groom and he takes forever to arrive. But eventually he does, and when he does, half the party has burned through their oil and can’t light their lamps. The other half were vigilant and better prepared with extra oil and were able to continue with lit lamps into the celebration because they remained goal focused even in the midst of a severely delayed plan.
And that is a form of persistence, not merely of action, but a keen presence of mind.
What do you do when you are blocked? When you are stopped, and all you can do is wait? What do you do when you are forced to take a break? When even though it’s all you want to do, you just can’t move forward yet? Do you give up and lose steam, or do you lean in and use this gift anyway?
Ryan Holiday shares Robert Greene’s distinction between alive time and dead time. The difference between the two is what you do with it. What do you do with your waiting time? Are you passive, letting your skills atrophy? Do you lose your momentum, or do you find some use for the time you have? Do you keep studying and honing the skills? Do you keep learning? Do you keep preparing, do you stay sharp?
Gary Vaynerchuk has the mantra of ‘Macro Patience, Micro Speed’, it is an incredible encapsulation of a deep-rooted truth, that in the long run, things just take time, that’s why you have to take the wide view, the macro view. But in the day to day, you have to act, you have to hustle, you have to be vigilant. You have to stay hungry and motivated.
That is the dichotomy, the paradox. To make haste, but slowly. To do all you can do today, and this year, but knowing that your dream might take months, or years or decades. In all that, you must play the time, you must keep on working towards the goal. It is a long-term commitment to perpetually being excellent in the short term. It is not easy, but it is necessary if you will get what you want.
Burnout is one of the most insidious and pernicious things that can happen to a creative. Most times, you don’t even see it coming. Especially if you are someone like me. Always eager to put body mind and soul on the line for the sake of design. Piling on work unscrupulously, systematically going against everything I have been writing about – essentialism and all that.
Sometimes I do it for the sheer masochistic pleasure, I like being busy, being caught up in many things at the same time. It does something for me. I also like being able to do the impossible, being able to pull rabbits out of hats. But at some point, it catches up. Usually around June, the halfway mark of the year. This is a pattern now, it’s not the first time I’ve complained about burn out in June. Maybe it being Gemini season also brings some complication to the table.
It starts with the irritation, the annoyance, the loss of perspective. For a time, I forget why I do what I do. I start to hate design. I start to lose interest in doing my best, I just want to do enough to get by. But in all that I still push, still winging, still pulling rabbits out of hats. Until I can’t. I’m talented, I’m experienced. I make it look easy, but it’s not.
Then the more serious symptoms show up. It gets harder and harder to get out of bed. It gets even harder staying awake. The smallest tasks drain all my energy. Doing the dishes, cleaning, making food, replying emails for 15 mins can send me back to bed for the rest of the day. I wake up and sit by my desk and look down into the creative well, and nothing. No spark of genius rises up to greet me. It is then I know I am utterly screwed. I have worked myself past the point of no return. There is nothing I can do but shut down.
So, shut down I have, I write this from an undisclosed location, stealing some time away from the world. For the first time in days, I feel a little bit clear. I reach down to the well, and there is something there, a bit of water, a bit of magical creative energy.
I broke my streak. I didn’t blog last week. I am hoping to be able to write two posts back to back this evening to make up for that. I really didn’t know what to write about last week. And I was exhausted and overwhelmed, it was hard to even marshal the strength to put two sentences together in any cohesive way.
I was going to write about the dip.
The Dip is a concept articulated by Seth Godin in his book by the same name. The Dip is that long chasm and space between the moment of excitement when you embark on a new journey/goal and the actual moment of fulfilment. It is easy to start, it is much harder to continue when you are smack in the middle and the initial rush has worn off and all you are left with is the freaking tedium of the grind.
The Dip is when you start off the year with the goal of blogging consistently, at least once a week for the whole year, and then you run into June feeling like you have run out of things to say.
There are two things to do in the dip. You can push through, or you can quit. And both are valid decisions. Winners know when to quit. In fact, winners are better at quitting than most people. The key is quitting the right things. The Dip provides you with the opportunity to really consider what you are doing and gauge its importance. Are you quitting because this thing is hard, or are you quitting because this thing was a mistake? And that is the kind of thing you have to wrestle with for yourself.
The Dip offers the opportunity to take a step back and catch our breath and gather our strength. The Dip is important because it separates the ‘men’ from the ‘boys’. It is the winnowing process that only leaves the truly committed and truly worthy standing. The Dip kills the competition and builds a moat of safety around what you do. If you use it well.
“Never quit something with great long-term potential just because you can’t deal with the stress of the moment” – Seth Godin (The Dip)
So, I’m in a Dip right now. I know I want to keep writing, I know I want to keep creating. I feel like I should shake things up a bit, change the format, maybe write about other things. For a while, I have been feeling a bit over the whole personal development thing. Not personal development as a whole, just my consumption of content has sort of slowed. I feel more concerned with doing and action over contemplation and philosophizing. But that’s how I feel today, I know that can easily swing right back tomorrow.
But I’m in my Dip. I am resting, I am reconnecting. I turn 30 in a few days. It is a sacred week. I’m doing some reflecting over the past decade and looking towards the next. It will come to me, I’ll figure out what to do.
There’s an amazing analogy I read yesterday over at Farnam Street. It’s so good, I’ll just paste it here verbatim.
Imagine sitting on a commuter train and your stop is near the end of the line. If you were certain that you were on the right track, you wouldn’t get off simply because the train stopped from time to time. You know that stops are part of the journey. You can learn a lot from them, and eventually the train will start moving again. Yet when it comes to the goals that are most important to us in life, we tend to jump tracks the second we stop perceiving forward momentum. We’re choosing the illusion of progress over what really matters.
It is okay to be still, it’s part of the process of moving forward. I feel like I’m in a stop phase right now. A lot of my actions and planning over the past 18 months lead to this month. I’m still, waiting for the verdict, knowing that from this point, everything will probably change, things will fall off, things will be added, but whatever happens, I look forward to it because I’m pointed in the right direction. It’s just a matter of being patient. Stops are just as valid as frantic motion. Savor being still.
Here is the thing about life. You will fail. In the pursuit of what you want, you will fall many times. That is guaranteed. Fear it. Run from it. Failure comes all the same.
We are not perfect, no matter how much we may wish we were. We make mistakes, we drift off course, we betray ourselves. We fail in our actions and our inactions. In the heat of battle and the thick of the day-to-day, we grow weary, we lose strength, we begin to falter.
The initial euphoria of giving chase to our dream wears off, and all that remains is the tedium of the day to day, the dull thud of the process. Fear and doubt set in, and we find ourselves in a fog, lost in the woods of life.
Sometimes we give it a valiant effort. We do everything we can. We practice, we prepare, and we try. We hack and slash. But despite our best efforts, things just don’t go our way. Sometimes because we just weren’t good enough. Sometimes for no fault of our own. Sometimes, it feels like the universe conspires against us.
What do we do in those times? How do we respond to failure, to setbacks, to not getting our way? How do we respond to the inevitable fatigue that sets in during our quest for what we want? How do we stay strong? How do we endure?
How do we bounce back even stronger?
First we stop
“Sometimes it takes a good fall to know where we stand”
The first thing to do when you find yourself in a hole is to stop digging. We have to stop whatever we are doing. Stop thrashing about. Stop running the scripts and patterns in your mind. Stop and breathe. Admit you have failed. But know you are not a failure.
Stop regularly even before you get walloped by a big failure or setback. Failure often doesn’t just come in one fell swoop out of nowhere. The signs of impending failure are usually there if we know to look for them. The missed routine, the sloppy preparation, the work that keeps piling on to the point of overwhelm. They start off as benign and then quickly grow malignant.
If you stop regularly and pay attention, you can recognize that you are failing before things really break apart. Unfortunately, it usually takes a serious failure or hit to our ego for us to finally stop. But once it hits us, once we see that we have failed, it is time to take pause.
Then we re-evaluate
“If you learn from defeat, you haven’t really lost.” – Zig Ziglar
This part is crucial. It is no use to rush over our failure, eager to get to our next attempt, desperate for success. But failure invites us to reconsider our goals, our plans, and our strategies. Failure is an opportunity to learn.
Look around you, look at what you have done, look at what has happened. Mull it over and try and pinpoint the place where you went wrong. Try to tease out the trigger. Did you get overwhelmed? Did you fail to address bad habits? Did you not take the time to rest properly? Did you simply lack knowledge or fail to give your efforts the energy they need?
Diagnosing and carrying out post-mortems on our failures is an extremely vital leaning tool. It can help us be better prepared on our next attempt. It can help us update our strategies.
However, do not get stuck here. It is fairly easy to turn this exercise into a compulsion. Turning a situation in your mind over and over again and being paralyzed by your analysis. The purpose of the reflection is to help you learn, adjust and ultimately improve your odds for success.
Then we re-connect
“Failure isn’t so bad if it doesn’t attack the heart. Success is all right if it doesn’t go to the head.” – John C. Maxwell
Failure is never nice. It hurts, it disappoints. It causes us to begin to doubt ourselves and our journey. Have enough failure, and eventually you would quit. In the pit of our despair, we can choose to give in to the pressure and let go. Or we can forge our will to succeed and keep on trucking.
To make this decision, we must remind ourselves why this matters, why this is important, why we have chosen this journey. We have to reinforce our sense of mission, our commitment to the cause. What excites us about our vision? What do we truly want to create? What would we like to see happen in the world, in our world?
Are our actions still aligned with our values? Is this road you are on leading you to what you want? Can we rise to this challenge and seek to conquer it? Or should we pull back and take another route? Do we abandon this quest all together for a better one?
We have to get back to our why. We have to reconnect to our sense of vision, our ambition, and our desire for what we want. This is our north star, and our decisions and actions must stem from it.
Then we press on
Our greatest glory is not in never failing, but in rising up every time we fail. – Ralph Waldo Emerson
Once we are reconnected with our dream and vision, we take up new energy. With our faith restored, and our souls refilled, we embark on our journey again. We are creative and productive again. We are pressing towards the goal.
If it is a goal worth pursuing, it will not be easy, but it will be a little bit easier because you have failed, and you have learned. Now you have the opportunity to do something different, to try again more creatively.
So, we work hard. We do what we know to do, while staying vigilant against the things we must avoid. Knowing that we will fail again, but we have the tools to bounce right back.
I have been thinking about this idea for a while, and some time last year, I shared it as a tweet. After it gained a bit of traction, I knew at some point down the line, I would want to unpack my thoughts properly on the concept in a blog post.
So, here it is.
As creatives, we know all about the craft. To be a creative worth your salt, you must know your stuff. We get that. So, we practice, we work, we do what we do best, which is the craft. And that is most times, the most pleasurable part of our lives, working on and honing the craft.
And that part is important. It is the price of entry. The craft gives us a seat at the table. The craft is the soul of the whole creative ordeal. It is the muse we pay homage to every time we create. The craft is our raison d’être.
But on the other side there is commerce. Because everything exists in context. We live in economic systems that we have to contend and deal with. We have to make a living, we have to take care of families, and we have to fund our art.
For some reason, over time, we have absorbed the romantic idea of the starving artist as the prevailing creative archetype. We are comfortable with the person who loves their craft so much, they devote themselves completely to it to the detriment of their material needs. They focus exclusively on the craft and as such, they are unable to succeed in the real world of commerce. We nod knowingly and sadly at stories like that of Van Gogh who died penniless.
So, it becomes a two-option choice between starving for your art or giving up on your art and embracing something more ‘respectable’ to earn a living. Is there a way to reconcile this dichotomy? Is there a way to respect commerce and thrive as an artist?
A quick glance around would suggest that it is at least possible.
In every field of human productivity, there is a wide distribution of gains. You can find people at opposite extremes of the spectrum. There are peasant plumbers and there are multi-millionaire plumbing company owners. Some musicians play small taverns and cafes, others play stadiums.
Same with actors, same with comedians, same with visual artists. One tailor makes clothes in the back of her house for her community, the other one makes clothes that adorn super models on the biggest runways of the world.
In the same way, there are many creatives over the ages who were actually very successful. There are many artists even today, who dominate their fields and reap disproportionate rewards.
How do they do it? How do they win? How does Jay Z win, how did Andy Warhol win? How did Michael Jackson win? How did Da Vinci win? How did George Lucas win?
In his Book, Real Artists Don’t Starve, Jeff Goins shares the story of the startling discovery of Michelangelo’s true net worth by Professor Rab Hatfield – an amount in excess of $47 million dollars in present day value. This goes against the perhaps popular perception that renaissance artists were of meager means simply beholden to their benefactors. Apparently, this wasn’t the case, they were forces in their own right.
With razor sharp instincts, Andy Warhol rose from obscurity and poverty to become the most successful and highly paid commercial illustrator in New York in the 50s and eventually a celebrity and icon synonymous with the Pop art movement in the 60s. Constantly blurring the line between art and commerce, Warhol once remarked that “making money is art and working is art, and good business is the best art.”
Sean Carter aka Jay Z has built a $800 million-dollar strong empire spanning entertainment, fashion and hospitality by systematically parlaying his art and creativity and business smarts from one height to another and one endeavor to another.
Scott Adams made a fortune off drawing Dilbert Cartoons. Zaha Hadid left more than £70 million from her illustrious career in design and architecture. George Lucas created not one but two wildly successful film franchises, amassing a $5,4 billion-dollar net worth along the way.
I could list example after example of creatives coining it. And sure, these are the outliers, the absolute best of the best, but what principles may we glean from studying these phenomena? What makes some artists win at that level while others struggle to make it.
What separates Cassper Nyovest from the struggling rapper recording in his bedroom studio right now?
If you work your craft because you enjoy it and engage with it for the sheer spiritual pleasure of it, then by all means do that. There are few things of greater value than the soul nourishment that comes from creative endeavor.
But if you want to succeed commercially in your craft, if you want to be able to live off your art, and build a legacy, you absolutely must understand the business of your craft.
So how do we bridge the gap between art and commerce? How do we break the myth of the starving artist?
There are some principles I can think of as a starting point:
Learn about business
Business is really not that hard. In its simplest form, it is about finding a need and fulfilling it. The nature of the need and the nature of the solution is what will determine how much value you create and how much you get paid. Understanding in even the most rudimentary ways how businesses work will help you structure what you do in such a way that you are better positioned to succeed. The more you learn, the more sophisticated you get, and the more you can do.
If you want to win, you have to start to wrap your head around business. This is an underrated aspect of being a successful craftsperson. It teaches you to understand your worth, defend that worth, target those who value that worth and provide immense value to them.
It teaches you to learn your audience, to have empathy for them, to get a sense of what they want, what they are interested in, and what they respond to.
Learn the business of your craft
Every craft has its own business environment. As a designer, there are many ways to play in the market. From print design to UX, from working in agencies or corporations, to freelancing and building companies, there are numerous ways to be a part of the value chain, and each one comes with its own possibilities. The more I understand the business environment, the more strategic I can be and the better I do.
Put the business of your craft under such scrutiny. Where is the money? Who makes the most of it in your field? Who are the rockstars? Who plays at that level? Who pays at that level? What are their needs? Should you focus on consumers directly, or should you interface with companies? What are the different niches in your craft? Could you focus on just one aspect? Can you combine your craft with another? Do future changes in your field open up new opportunities to be seized?
There are a million and one ways to look at your craft differently and come out ahead.
Rewrite the rules if need be
Sometimes, If you really know what you are doing and you have paid attention to the business of your craft, you can actually change the terms of the game.
In 1979, George Lucas invested $20 million of his own money to finance the production of his sequel, The Empire Strikes Backand used this investment as leverage to finesse a deal previously unheard of in Hollywood, participating in up to 77% of the profits of the film and owning almost all the rights to merchandising.
Jay Z already in the full swing of his career, used his appointment as president of Dej Jam as an opportunity to regain ownership of his music masters, eventually starting Roc Nation and in 2008 signing a record-breaking $150 million dollar 10-year touring deal with Live Nation. In 2017, his new deal was worth $200 million dollars.
The more you understand about business, the more creative you can be, and the more you can rake in the rewards.
Which brings us to the fourth principle.
Bring your craft to business
Creative work comes with unique advantages because they speak to real and archetypal needs of human beings. As artists we are afflicted with a unique perspective on the world which fuels our creativity. It is such creativity that can breed innovation even in business.
Is there a way your knowledge of drama and storytelling can help you revamp sales as we know it, and help you move product in a way that feels almost effortless? Is there a way your skills in design and problem-solving can help you develop new hit products or new ways of servicing customers?
There are many ways creative skills can become an asset in the business arena. It just takes a little imagination.
If we are to succeed not just in our art or our craft, but also in the economy and our lives as a whole, we must not only know the craft, we must also understand the commercial context in which our craft exists.
And as we grow in this knowledge, we have the chance of getting what we want. We have a better chance of living the life we choose, funding the art we really want to make and having a real impact we know we can.