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andwisdom.Thisdesireseemsvindicatedwheneverourtalentasevidencedbytheworkweproducewinspraisefromcur-rentclientsorleadsustonewones.Itisthecreativeskillnotthemarketingthatgetsallthecredit.Toalargeextentthisisjusti-8ed.Asinanyindustrythebet-tertheproductthegreateritssalesandthemoresuccessfulabusinesswillprobablybe.Butalsoasinanyotherindustrythereisalotmoretosuccessespeciallylong-termsuccess.Thisisparticularlysowhensuc-cessisde8nedintermsofgrowthpro8tabilityandownersatisfaction.Asimportantasthequalityoftheirproductsisbusinessesinotherindustrieslargelyacceptthefactthatqualityisseldomenoughforgrowthorstability.Marketingisalsonecessary.Ifbusinessesdonx19tconstantlymar-kettheirproductsmanypoten-tialcustomerswillneverknowofthemoronlythewrongtypesofcustomerswillknowofthemortheywonx19tbeabletogenerateenoughvolumetopricecompetitively.Severaldecadesoffollowingthefortunesofcreative8rmsbothlargeandsmallpointstotheinescapableconclusionthatthereisanearlyperfectcorrela-tionbetweenacreativeorgani-zationx19spro8tabilityandlongevi-tyanditsembraceofconsistentmarketingactivity.THENONBELIEVERPROBLEMThereisonecouldpositsome-thingofanethicaldisconnectinindividualswhorecommendmarketingactivitiestotheirclientsbutwonx19tpracticethesameintheirownorganizations.Thatasidethereisacommonbeliefamongartisticallytalentedindividualsthatmarketingshouldnotbenecessary.Ifanindividualororganizationisgoodenoughthereasoninggoestheworldshouldbeatapathtotheirdoor.Inotherwordsanymarketingactivityisconsideredanegativere9ectionontheircreativetalent.Sototheextentthatthereisanymarketingactivitytheindividualororganizationconductsitreluc-tantlyusuallyasatemporarysolutiontoabusinessdownturn.Whensituationsimprovetheactivitystops.Shouldyouneedproofcon-sideraskingthisofanyprincipalorfreelanceratagatheringofcreativesx1cDoesyour8rmdomuchmarketingx1dChancesaretheanswerwillbesomethinglikethisx1cNotreally.Ourbusi-nesscomesbyreferral.Ohlastyearwhentimesweretoughwedidalittlebutthatwasanexception.x1dSucharesponseisagoodrepresentationofrealityanditalsoindicatesacommonreluc-tancetoadmittomarketingevenwhereitdoesoccur.Mostcre-ativeorganizationsexpecttogettheirbusinessfromreferralsandconsideranythingelseacom-promise.THEINCONSISTENCYPROBLEMAlthoughtheprimarypurposeofmarketingistobringinbusi-nessitdoesnotnecessarilyhavetobetheimmediatepur-pose.Indeedsellingthemostrecognizedaspectofmarketingisonlyoneofitsfunctions.Thedangerofconsideringmarketingstrictlyinabusiness-generatingsalescontextisthatitkeepsanorganizationfromreapingsup-plementarybene8ts.Whenmarketingisinitiatedonlywhennecessarytogenerate8CreativeBusinessx14SeptemberOctober2011hecreativepsychetheessenceofindividualswhoaredriventocreateperfectandimproveisawonderfulthing.Incountlesswaysitdex1enesanapproachtolifenearlyalwaysforthebetter.Butwhenitcomestotheworldofcommerceitcanbeamixedbag.Thisisespecial-lysowhenitcomestomar-ketingonex19sownbusiness.Oneoftheironiesofthecre-ativeservicesbusinessisthatwewhomakeourlivingaddressingthemarketingneedsofothersareoftenineptmarketersofwhatweourselvesdo.Werec-ognizeitsimportancex14exceptthatiswhenitcomestospend-ingourownmoney.Sometimeswedonx19tdoanymarketingrelyinginsteadonword-of-mouthtosustainourbusinesses.Sometimeswedoitonlyafterdiscoveringthattheprojectpipelineisdryingout.Andsometimesweinvestourmoneyinallthewrongplaces.THEDIAGNOSISTheseproblemshaverootsinthecreativepsycheandthey9owerintheeverydaybusinessworld.Ascreativelygiftedindi-vidualsweexpectsuccesstobeprimarilyafunctionofourtal-ent.Inourheartsmostofuswouldprefertooperateax1cprac-ticex1dsupportedbyneedyandappreciativeclientswhoseekusoutforthebene8tsofourtalentTheCreativePsycheAndItsMarketingDownsideMARKETINGINSIGHTTThisarticleisadaptedfromthenewlypublishedx1cCreativeBusinessGuidetoMarketing.x1dSeethebackcoverformoreinformation.