Reading about a new company called Spirited Investors made me think about what is offered to tiny businesses and startups by coaches and “how-to” books, and what we really need. Over the past year, since we moved into 1334 King St., we have been approached by many organizations anxious to help us grow and improve. We have been offered everything from advice to software. After a while, we began to feel a sense of deja-vu at each new pitch.
You need to improve sales. Hire a team. Cold call. Pitch. Network. Do tradeshows. Install our software.
You need better marketing. Clarify your point of difference. Define your target audience. Find and neutralize your competitors.
You need to improve your business processes. Install project management software. Develop processes.
You need money. Mortgage something. Get a loan. Find an investor.
Most of the advice we receive is generic and vague. What kind of investor do I want? What processes should I enact and who will develop and implement them while I am busy handling production and client service? Do I have time to learn PM software and will your processes suit me and my company? Will it help us to service our customers more faithfully and effectively?
In consultations with my partner and important stakeholders, we have decided we need a business partner: someone who wants to run the administrative side of C.R. Visuals and the Drop-in-Design Centre. We want to focus on delighting our clients with great results: better visual work, effective design, powerful communications, better search ranking, innovative ideas for marketing. Great art. Knowledge. We don’t want to learn PM or accounting software. We don’t want to go to every tradeshow and schmooze with everyone in the region. We want to live and breathe design.
I feel like every teenage kid with a dream whose parents say “study and become a teacher; it will give you a steady income so you can become a …” writer, rock star, whatever. And when you are 25 and married with children of your own, working 60 hours a week at your job and 60 hours on your family, sleeping 6 hours a night at best, you will find your dreams haunt you with their sadness. Family and friends will tell you that “now’s not the time” to pursue ‘artsy-fartsy’ fantasies. When you are older and your responsabilities are lighter, you can get back to your dreams.” But one day you will be 50 and your kids or your parents need your attention. There are new demands on your life: like keeping your job or your company afloat while the economy ’softens’ and your retirement funds stagnate. Your adolescent dreams are farther away than they have ever been while everyone around you reminds you that they were the dreams of an inexperienced child. Give up? Do you have a choice?
My clients don’t hire me to run my business. They hire me for my design abilities. If you want to help me, don’t waste my time with coaching, come run my business. Put processes in place. Install software that reflects how we work. Write a proposal that wins me a juicy contract then hire a couple of fantastic designers with whom I can work and train them for the job. Take a percentage of the profits and do what you do best so I can do what I do best.