The Tools of Startup Organizations -- How Do They Benefit Performers, Artists, Entertainers, and Creatives?

In June, Paula Landry published a unique book entitled Applying Entrepreneurship to the Arts: How Artists, Creatives, and Performers Can Use Startup Principles to Build Careers and Generate Income. This practical book puts successful startup tools in the hands of creators: performers, artists, entertainers, creatives, and media makers seeking to launch like a business and generate more income.

When I recently spoke with Paula, I asked her: “Why are the tools of startup organizations important to performers, artists, entertainers, and creatives?” Here is her complete answer:

The tools of startup organizations are important to performers, artists, entertainers, and creatives who often battle feelings of overwhelm and self-doubt in addition to limited resources. Like all entrepreneurs, creative people must stay lean, move quickly, and keep DOING while learning. This avoids analysis paralysis and generates results. Creative people who want to generate more income and success now have a path to entrepreneurship specifically adapted to their unique skillset.   

Entrepreneurship for artists is a process of discovery that includes: 

• Planning – defining a goal.

• Time to build and test – figuring out what works for you. 

• The process of creating with constraints – to stay fast, focused, and frugal. 

• Bravery to share with awareness – customer feedback helps you improve.  

• Committing to generating results with your launch – gathering data to learn from. 

• Time allocated to manage your venture and analyze results – to understand your customers and improve your offering!  

Applying Entrepreneurship to the Arts: How Artists, Creatives, and Performers Can Use Start-up Principles to Build Careers and Generate Income translates startup processes – ideation, testing, marketing, prototyping, as well as legal and financial management – shaped into a creative approach. This work is not exclusive to artistic talents; it’s inclusive, building upon the artistic skillsets. Why are there so many new, Lean tech companies that startup, launch and generate revenue quickly? The path and workflow have been clearly defined, articulated, and demonstrated. Creative ventures are similar to startups and it’s possible to utilize those tools, now adapted for the creative community.  

If you’d like to learn more about the startup concepts and frameworks in Applying Entrepreneurship to the Arts, visit StartupTools4Artists.com and buy the book today. 

What do you think of Paula's ideas? As a creative, do you think startup tools used by organizations are applicable to you and your business?

Startups and the Problems They Face

Just this month, Orly Zeewy, published a very practical book entitled Ready, Launch, Brand: The Lean Marketing Guide for Startups that shows you how to close the marketing gaps that can slow down sales and make it harder to scale your business. When I spoke with Orly this past week, I asked her:  "What are the greatest obstacles that startups face when trying to scale their businesses?" Here is her response:

To quote author Seth Godin, "In a crowded marketing place, fitting in is a failure. In a busy marketplace, not standing out is the same as being invisible.”

Startups typically think of scaling as something that will happen magically if only they work hard enough and do great work. But scaling your business has less to do with magic and more to do with following the three pillars of brand building.

1.       Who Are You? If you can’t answer this question, no one else can. Founders have a unique opportunity at the start of their company to get clear on their brand’s value proposition—the one thing they offer that no one else can. But when asked about their company, they typically talk about what they do but almost never about why they do it. According to author Simon Sinek, customers buy based on the why, not the what. It’s the reason that Apple is still a leader in computer sales. Think different is not just a tagline, it’s the reason they exist.

2.       Do You Have The Right Team? Building a team is key to scaling because no founder can scale on their own. If you don’t have a clear vision, building your team becomes a game of chance that you’ll find “the right people.” A clear vision helps you identify people who not only “get it” but who are passionate about your startup. They believe what you believe and that’s a powerful incentive to join. It also turns out that having the wrong team is the #3 reason that startups fail.

3.       Are You Attracting The Right Customers? This critical pillar of brand building is a hard one for many founders to commit to. In the early days of their startup, they are focused on keeping the lights on so any customer is the right one. So, instead of scaling with ideal customers who will refer other ideal customers, you’re trying to build brand loyalty with customers who are not invested in what you offer. It’s hard to scale when you’re not clear on who your ideal customer is and why you matter to them.

What do you think of Orly's perspective on brand building? Have you tried scaling a small business? What were the main problems that you experienced?