Creative, Inc. Book Summary - Creative, Inc. Book explained in key points

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Creative, Inc. summary

Name: Creative, Inc.
Rating: 4 (16 reviews)
Author: Meg Mateo Ilasco and Joy Deangdeelert Cho

Meg Mateo Ilasco and Joy Deangdeelert Cho

The Ultimate Guide to Running a Successful Freelance Business

4 (16 ratings)

22 mins

Table of Contents

Creative, Inc.
summarized in 10 key ideas

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Key idea 1 of 10

What’s in it for me? Turn your creative skills into a flourishing business.

Are you a creative? Have you spent years finely honing your professional skills? Are you still struggling to turn these awesome assets into a substantial success despite all your hard work?

Creatives might be at the top of their game but they still struggle to make the most of those talents in business. They just don’t have the knowledge to master the tricky and competitive commercial world.

But this is where these blinks come in. They explain, in just a few simple steps, how creatives of any stripe can turn their skillsets into viable and profitable businesses.

In these blinks, you’ll discover

why every creative should bone up on tax law;
why it can help to give someone a portion of your profits; and
that nothing is more important than a strong portfolio.

Establish a unique brand that you feel comfortable with.

So you’ve proved that you’re highly adept at your creative skill. Whether you’re an illustrator, graphic designer, writer or photographer, you’ve now decided to go it alone and work as a freelancer. Of course, there’s a lot to think about. So where should you start?

Firstly, creating a strong brand identity will set you apart and help you reach your target audience. Selecting the right company name is hugely important. After all, it’s the first impression potential customers get of your business, and something that will endure as your market grows.

Using your own name is common for solo freelancers. This might cause you problems later down the line if you plan to collaborate, or you share a name with an established brand: Pat Starbucks, Freelance Web Designer, for instance, might face some legal issues if they went eponymous!

So you must check that the name is not already in use. Ideally, your business name will feel right to you and garner positive reactions from others. For example, when Matt, Jenny and Julia of freelance business Also arrived at their name, it caused them to scream with excitement. They loved it, as it didn’t tie them to a particular niche.

The next step is to work on your branding: how will you present your business to the world? Your brand should give a strong impression of your business’s identity. Is it about rustic design or a sleek, polished finish?

Whatever you decide on, always ensure your logo, typeface and business card all carry the same feel. You might even consider hiring a specialist to help create your logo, as the better it is, the more professional you’ll look.

Communication, both visual and verbal, also make a huge difference. The way you advertise, conduct business and interact with clients all contribute to your brand identity. Photographer Thayer Allyson Gowdy recommends having a clear, personal style to inspire the potential clients you want to reach within your target market. A unique brand that reflects your personality will convey a strong message about your business.

Build an up-to-date and relevant professional portfolio.

Once you’ve established your brand, it’s time to show the world what you and your business can do. An impressive portfolio is the most powerful tool available to showcase your talents.

One simple way to ensure your portfolio does its job is by keeping it up-to-date. An artist’s style can change over time, so it’s worth maintaining a portfolio that reflects your current output. This makes client interactions smooth, as prospects will know exactly what it is you specialize in, and they’ll be less likely to ask you to produce work you no longer enjoy.

A strong business sense is as important as creative flair.

Designing a brand and developing a portfolio may, for an artist, be the enjoyable parts of starting a business. However, you need your business head screwed on to guarantee profits.

A business plan is not to be overlooked – it’s crucial to success. Though they may seem rather dull, business plans are great for setting your goals and determining your needs. These include financial projections and overheads such as office space.

Get your brand the attention it deserves with some basic advertising.

Now it’s time to make sure you spread the word. There are many effective advertising strategies, but some of the most common are the simplest: business cards, websites and blogs.

Business cards should always be carried with you, just in case. Small in size, they are perfect for transferring from your wallet to your potential client’s hand. Remember to keep it short and sweet: your name, contact details and an idea of what you do should suffice to grab a customer’s interest.

Ensure you can meet your clients’ expectations.

So it’s going well and you’re getting some interest. With a reputation to build, however, think carefully before taking on jobs. As much as you might like to, you cannot say yes to everyone.

When starting out, approach suitable clients. Your input is likely to make a bigger difference to a smaller company, so don’t approach the big guns straight away. Additionally, when approaching the project, research your client. This will allow you to understand their needs better and see where they might want to head so that you can work with them more effectively.

Great client relationships begin with open communication.

Whether your client has an office down the road from you, or is based on the other side of the planet, maintaining good communication throughout the job is crucial. So how you do this?

Ensure that expectations on both sides are clear from the beginning. When you have established the brief, the estimate and the timescale, ensure that both parties sign a contract. This ensures a professional approach and protects you in the case of potential disputes. If the client initiates the contract, make sure you read the small print!

Know what your work is worth!

While working hard on your design might be fun and rewarding, you can’t make a success of it if you don’t get out what you put in. So take the time to sit down and work out your finances.

Consider how much your talent is worth. To secure the ideal job, you may wish to undercut the competition. This option is probably more appropriate for young freelancers or those starting out: it will help build your portfolio and reputation.

Agents, though not for everyone, provide great support for a growing business.

As your business expands, a talent agent may help you spend less time negotiating contracts or sorting out administration and more time simply being creative.

An agent can help secure work and deal with communications. Agencies can be extremely well-connected and know their regular buyers well. This may lead to you gaining opportunities you may have struggled to find on your own.

Set boundaries to sustain your work/life balance.

With a flourishing career to manage, it might be tempting to continue throwing everything you’ve got at continuing your success. However, this can be all-consuming, so it is important to take a step back and ensure a healthy work/life balance.

Be aware of signs you are becoming a workaholic and recognize when to step back. If you are seeing less of your family and friends, or having difficulties switching off at night, you might be letting your business take over too much of your life.

Keep reflecting on your progress in order to determine your business’s future.

After the first few years of freelancing, you will have gained plenty of experience and have an idea about whether or not you made the right decision. It’s time to ask yourself some key questions. One of them might even be: Is it time to give up?

If things aren’t going well, you may want to consider returning to a full-time job as someone else’s employee. If you aren’t getting what you hoped for from freelancing, be it a healthy salary or more time with your family, it is perfectly reasonable to return to full-time work.

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What is Creative, Inc. about?

Creative, Inc. (2010) provides a handy step-by-step guide to setting up and running a freelance business. Clearly structured and packed with tips on everything from advertising and agents to portfolios and pricing, this is an indispensable guide for those considering turning their artistic talents into a freelance career.

Best quote from Creative, Inc.

You have to be super proactive in this business. Grab your portfolio and get on a plane and go! – Thayer Allyson Gowdy, photographer

—Meg Mateo Ilasco and Joy Deangdeelert Cho

Who should read Creative, Inc.?

People who want to leverage their creative skills into a freelance business
Creative freelancers who want to earn more

About the Author

Meg Mateo Ilasco set up her freelance business Mateo Ilasco in 2005, specializing in housewares, gifts and stationery. She has written several other books including Craft, Inc., and runs the Modern Economy multi-designer sample sales.

Joy Deangdeelert Cho launched her business, Oh Joy!, in 2005. Her designs for textiles, packaging and branding are snapped up by clients in the fashion and food world. She also markets her own line of stationery nationwide, as well as keeping an award-winning blog.

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