Episode 99: Building a Creative Business with Blair Enns

Show Notes for This Episode:

[1:00] The crew welcomes Blair to the show.
[1:30] Blair gives us a quick intro on how he got into business.
[2:40] Lack of industry pushes Blair to develop Winning without Pitching.
[3:30] Creatives despise the word ’sales’.
[4:30] There’s nothing positive in pitching.
[5:00] Changing the power balance between creative and client.
[6:00] Why it’s a mistake to think of your firm as a brand early.
[7:00] Focus on the depth of your knowledge not your brand personality
[8:00] Finish this sentence: ’People buy from people they ______________.’
[8:40] When you know you’re an expert.
[9:00] The importance of selling your knowledge.
[10:40] Creatives are not in the Service Industry.
[11:00] Outside perspective and professional obligations.
[12:00] How creatives are just like every other professional.
[12:30] Dustin asks Blair what a designer should build their business around.
[13:20] Differentiating your design business based on your knowledge.
[14:30] The true nature of creative people.
[15:00] Creativity is the ability to see.
[16:00] Narrowing your focus.
[17:00] The fear of feeling forced to do one thing for the rest of your life.
[19:00] Dustin shares how niching down has worked for him.
[20:00] Passions, strengths and niches, OH MY!
[21:00] Humans are horrible at predicting what they will like.
[22:00] Learning to let go of the idea of owning a design firm.
[23:30] Where the money really is in the design world.
[24:10] Blair inspires a designer to go for it.
[26:30] Freeing yourself to be as creative as you wish outside of the service industry.
[27:10] Blair’s tips for new business owners.
[28:00] Most creatives are producers not marketers.
[29:00] Making business decisions based on logic and not your heart.
[30:00] Find a need in the world and go there.
[31:00] Set your passions aside when going into business.
[33:00] Sometimes your passions accidentally find you.
[34:00] Be open to falling in love with.
[35:00] Lisa found a market need and went for it.
[36:00] Experiment, try new things and become an expert.
[37:00] Ian shares how experimenting helped him discover his niche.
[38:35] Blair’s two levels of success in business.
[39:00] Saying YES to everything.
[39:40] Learning to Say NO to most things.
[40:00] Trading hard work for risk.
[41:00] More risks more money.
[42:00] Categories of risks.
[43:00] Low and high-risk spectrum
[44:00] Client risk vs. designer risk

Learn more about Blair’s projects and find him on social media:

Get your copy of The Win Without Pitching Manifesto or check out the book Pricing Creativity

You can also listen to Blair’s Podcast 2Bobs and find him on Twitter over at @Blairenns