It started with 10, but then there was this... and that... and soon what you see. In no particular order:
1. Content expires. You need to rewrite, redo and
refresh. Constantly.
2. Customer acquisition is both the hardest and the most
important thing you will do. Customers make a career.
3. Even your best customers will wilt and eventually fade
away without attention. Nurture them.
4. Passion and innovation are worthless without good
execution.
5. Marketing is a solutions process that encompasses the
product, placement, price and promotion. Anything less is simply advertising.
6. How you did it yesterday is irrelevant, how you do it
tomorrow will be different. Look for insight into what is successful today.
7. Every business relationship you have is predicated
upon making saleable product and not upon the advancement of your career or
brand.
8. Often licensed products don’t get made, or don’t sell
well and are cancelled, so you need to accept that with a shrug and a smile and
have your next idea ready.
9. Art directors have many excellent artists to choose
from and will pick the ones that are easiest to work with.
10. The market is a filter. If you cannot get traction in
the marketplace you need to be open to change. Kick your ego to the curb and
listen to what the outside world is telling you.
11. Your customer knows their product capabilities,
markets and end user far better than you do. Trust in their judgment.
12. You need to be all in. This means sparing no time or
effort to master your craft, paying for the best software, investing in trade
shows and travel. Halfway in won’t cut it.
13. Selling is an essential skill and if you are not good
at it, or won’t take the time to learn the skill, then you need to find someone
to do it for you.
14. The message often trumps the art. Economics trumps
both. If the licensee cannot make and sell the product at a profit they won’t
be interested.
15. Know thy customer: provide the right art for the
right people. No one spends more than a few seconds on something that is not
right for them.
16. There is a balance between being true to your art and
doing what you want, and creating only for the customer needs and ignoring your
muse. Too much of one will make you unhappy, and too much of the other will
keep you poor.
17. The majority of what you create for licensing will
never be licensed, so you need to create constantly and keep feeding it into the
pipeline.
Anything to add?
Whew! So very relevant and succinct. Thank you Jim; especially now, going into Surtex.
ReplyDeleteThanks, Jim! I love reading your posts.
ReplyDeleteI always look forward to your blog posts. Your words are always right on and keep me focused. Thanks for sharing your insight and advice~
ReplyDeleteGreat article! Thanks for sharing.
ReplyDeleteYour last two posts are aimed right at me: the SURTEX newbie. Thanks for both of them, I really appreciate hearing the perspectives of those with experience!
ReplyDeleteGreat post Jim. You provide such great insight for artists; but you nailed the manufacturer's perspective as well. Thanks for thinking of ALL of us who are part of the Surtex experience year after year!
ReplyDeletethis is about as clear as it gets, now we just need to speed up to 2019
ReplyDelete