the creative entrepreneur shared presentation
DESCRIPTION
TRANSCRIPT
The
10 Attributes for Success
CreativeEntreprene
ur
by
Hu
gh
Ma
cleo
d
(htt
p:/
/gap
ing
void
.co
m/)
Creative Commons LicenceOpen Access – Some Rights Reserved
What you can do with our contentAs the publisher of this work, CidaCo wants to encourage the circulation of our work as widely as possible
while retaining the copyright. We therefore have an open access policy which enables anyone to access our content online without charge.
CidaCo publications are licensed under a
Creative Commons Attribution-NonCommercial-NoDerivs 2.0 England & Wales Licence . Users are welcome to download, save, perform or distribute this work electronically or in any other format, including in foreign language translation without written permission subject to the conditions set out in the Creative Commons licence.
The main conditions are: • CidaCo and the author(s) are credited;• The CidaCo website address (www.cida.org) is published together with a copy of this policy statement
in a prominent position;• The text is not altered and is used in full (the use of extracts under existing fair usage rights is not
affected by this condition);• The work is not resold or used for commercial purposes;• A copy of the work or link to its use online is sent to us for our archive. You are welcome to ask for permission to use this work for purposes other than those covered by the
licence. CidaCo gratefully acknowledges the work of Creative Commons in inspiring our approach to copyright. To find
out more go to www.creativecommons.org
Have you heard what they say about us?
• We are flaky• We’re not interested in profits• We always rely on subsidy• Why don’t we do the popular stuff?• Why don’t we get a Proper Job?
Talk to the hand!They say:
Most creative businesses are like those in the computer games industry – they tend to be small, under-capitalised and under-managed.
They get by with improvisational entrepreneurship, by the seat of their pants.
(Charles Leadbeater, 2004)
Left brain, right brainWe say:• Students on arts and creative courses are generally
more practical, ‘right brain’ and lateral thinkers than many of their peers.
• As such, many of these students already have the latent competencies required for entrepreneurship
(Roepke 1998 et al)
What is the reality?
• Creative entrepreneurs are driven by the work itself– For others, being in business is an end in itself
– For creative entrepreneurs, being in business is a means to an end
The reality• Creative enterprises are characterised by
freelance or micro businesses– Portfolio workers adapting their skills to a range of
employers– BUT minimises need to take on responsibilities for
leadership, management, human resource development etc
– Limits potential for business growth
The reality
• The sector does not conform to traditional industrial definitions –
– Prototype, equipment, reproduction and distribution
– Sector is often more collaborative – eg games, writers and musicians; songwriters, singers and record producers etc
The reality
• Creative entrepreneurs are not driven by the market – they often make the market
– Rarely undertake market research
– BUT need to develop ‘bread and butter’ product lines
• Big companies grow from exploitation of micro’s IP – record companies, producers, publishers etc
The reality
Creative entrepreneurs appear to be ‘financially risk averse’ not because they are airheads but:
• They want to protect their integrity• They want to retain control• They take unintelligible risks • They may not know the business rules of the
game• BUT they will improvise –
The reality• Creative entrepreneurs tend to go for local
markets – Fear of strategic planning– Weakness in making connections– BUT Knowledge economy makes global business an
opportunity even for new creative entrepreneurs
The reality
• Creative entrepreneurs have difficulty in accessing finance– External perception of sector as ‘high risk’ and ‘bad
managers’ limits opportunities for investment– Needing to access the tools – Creative solutions being sought
So what is a Creative Entrepreneur?
• A Creative Entrepreneur is any artist or creative practitioner, working in any field of the arts or creative industries, who works as a freelance or sole trader and earns his/her living using her creative talent and skills.
For example…..these are just some of the areas of work….• Actors, dancers, musicians• Directors, choreographers, lighting and sound
designers & technicians, artist management• Painters, sculptors, writers, journalists• Film makers, radio and online media
professionals, games developers, • Designers in all fields, from fashion to software• Communications professionals, from advertising
to PR
First steps…..
• To be a successful creative entrepreneur, you need various skills and attributes underpinning your creative skills
• We have identified the Top Ten Attributes (or Critical Behaviours) that seem to characterise the most successful creative entrepreneurs that CidaCo works with
• No one is brilliant at them all – but you should know your own strengths and weaknesses to build a successful future
Top Ten Critical Behaviours for Success
• Key behaviours
• Not in any hierarchy of importance!
• Based on observation and experience
Values - led
• A clear sense of values and beliefs underpinning creative and business decisions
• Particularly in difficult or challenging circumstances
Conceptual thinking
• Uses fresh approaches• Comes up with crazy new ideas leading to new
or radical change• Listens to new ideas without pre-judgement
Strategic Thinking
• Valuing the planning process• Planning over a significant period• Recognises external trends and opportunities• Thinks through complex implications for the
business
Commercial Aptitude
• Keeps up to date with latest developments• Seeks out best practice• Identifies and seizes opportunities not obvious to
others
Project Management
- Planning and managing to turn ideas into reality - Managing critical links between people, ideas and
information at all stages in the project lifecycle- Understanding how to negotiate, how to communicate
with tact and reach agreements which are acceptable to the project
- Evaluating effectiveness of project planning and implementation
Risk Taking
• Operates from hope of success rather than from fear of failure
• Persists in pursuing goals despite obstacles and setbacks
• Sees setbacks as due to manageable circumstance rather than as a personal flaw
• Learns how to assess choices responsibly• Weighs outcomes against values and
responsibilities
Customer Sensitivity
• Builds long term relationships of trust• Generates expectation of high level of customer
service• Regularly exceeds customer expectation
Networking
• Understands networking is a key business activity
• Networks provide access to information, expertise, collaboration and sales
• Careful planning and preparation leads to desired results
Leadership
• Builds total capability of the team – including freelancers!
• Creates common purpose through shared vision and values
• Always considers principles of inclusiveness in planning and dealing with others
• Walks the talk!
Innovation
• Uses imagination to develop new ideas and insights
• Turns innovative ideas into products, services, business processes and relationships
• Ensures that innovative ideas have potential to add value
The Creative Entrepreneur
• Technical skills – marketing, cash management, etc – very important
But first………..
• Where’s your head? Where’s your heart?
The Creative Entrepreneur Toolkit
Your chance to assess your own
attributes and skills!
Follow this link to continue your assesment
http://www.slideshare.net/CIDADawn/the-creative-entrepreneur-toolkit-shared