Standout Creatives: Business, marketing, and creativity tips for solopreneurs launching their ideas

Dave Conrey‘s path to becoming a full-time artist is not a simple one. Growing up, he wasn’t that passionate about art, but over time, and after a series of jobs and ventures, he has finally dedicated himself to the idea. After going to school for art and graphic design, Dave had two separate stints as an art director, but was laid off both times. He also spent time as a author, podcaster, and creator of Fresh Rag, which helped artists sell their work. After years of feeling unfulfilled, Dave finally decided to put everything else on hiatus to pursue his art full-time. In this episode, Dave talks about the importance of connecting with others, some of his keys to building a creative business, and getting started. Here are three things you can learn from Dave: The Importance of Connecting with Others One of the most important things we can do as artists and creatives is building a strong connection with other people. When Dave hosted the Fresh Rag show, people listened to it because his conversations felt deep and meaningful. His conversations felt fresh and different because he didn’t try to force conversations with people just because they were famous. He just tried to build a report with his guests so they would have great conversations. “The most important factor for me is having a really good conversation, rather than just two people that might not know each other very well, talking about it, and the conversation is happening, but it’s kinda weird because there’s no real relationship built up. It’s just two people talking about it. And I want to have people that I know on so that we can have good conversations about it. And their experience level is less important to me than how charismatic they are in that conversation.” The best way to build up to those great conversations is by building and fostering relationships with people. You are much more likely to have a great conversation with someone if there is a mutual trust and respect for each other. “It really comes down to having and building relationships with people over time. I mean, the people I’m going to have on the show are people that I’ve known, sometimes for a few months, and sometimes for years.” The Keys to Building a Creative Business Dave is a believer that there are a couple of keys to building your creative business. The first is building a brand that people love. The problem with branding is many creatives don’t know what their brand is. They believe good branding is just selling great products. But having a good product is not enough. “If you’re building up a brand that people love and adore, they follow you, not because of your product. I mean you make good products, that’s just important to make great products, but they’re not… on the edge of their seat waiting for your next Instagram post because your products are good. It’s because you are telling good stories and you… have good customer interaction and you have these relationships built.” Another important factor for creative businesses is getting over your fears. Dave helped his audience get over their fears by having them participate in thirty day challenges. These challenges helped to change people’s mindsets from one of fear to one of action. “In my opinion, mindset is very important to how we do the things we do and so the idea was to create this thirty day challenge where you do a certain thing every day, or every single time you pick up a new challenge, whether it’s daily, weekly, or whatever. You pick up this challenge and do this thing, and it helps you kinda grow as an artist and grow as a maker. And whether its super actionable things you can do to… change your marketing program or it’s something you do in your head, getting outside of fear, the very first action is very fear based… fighting fear.” The Perfect Moment Doesn’t Exist One of the most easily overlooked, but incredibly important, aspects of creative work is just getting started. This may sound like an obvious suggestion, but often times we wait too long before taking action. We are so worried about failure that we instead of releasing something imperfect, we release nothing at all. Dave believes we need to stop worrying so much and just get started. “Let’s say somebody wants to sell their photographic art prints… Figure out where you want to sell it and then just go put that stuff up there. Don’t worry about failing. Don’t worry about getting it wrong. Don’t worry about who’s going to see it because chances are nobody’s going to see it at first. Don’t worry about making sure you get your logo just so… don’t worry about any of that. Just get out there and post that thing up and then repeat the process, and then tweak as you go.” Something that holds many creatives back, including myself, is the desire for perfection. But perfection is not only elusive, it’s impossible. You can’t wait for the stars to align because they never will. There is no better time than now. Remember, you can always start now and tweak later. “It’s less important for you to get it right and more important for you to get it out there and fix and tweak later because that makes all the difference. The ones that who take the action today, right now, are the ones who are going to win. The ones who are sitting back thinking ‘I don’t know. I’ll launch my show next month when I have everything just perfect,’ or ‘I’m going to buy that new microphone,’ or ‘I’m going to start my blog when I have enough money to get the really great theme that I need.’ Forget it man, just go.” Read more shownotes from episode 74 with Dave Conrey

A recap of episode 73 of the Cracking Creativity podcast. If you liked it, check out the full episode with Logan Nickleson where he why marketing has gotten such a bad rap, the most essential element for finding your audience, and how we can use psychology to our advantage.

Logan Nickleson has always had an admiration for the arts. When he was a child he liked to draw and paint. When he was 15-16 years old he started getting into music. And for college, he went into journalism. While in college, Logan saw the changes that were happening in journalism. So he changed his major to advertising. This led to his internship at an advertising agency. His internship turned into a full-time job, where he worked on numerous projects. It was during this time that a revelation came to him. While making short videos for clients, he was having a hard time finding music for his videos. So he decided to use his own music. Inspired by stock photography sites like Death to Stock and Unsplash, Logan decided to take all the music he created, and started his own stock site. The only difference was his stock site would for music. Thus, Music For Makers was born. In this episode, Logan talks about why marketing has gotten such a bad rap, the most essential element for finding your audience, and how we can use psychology to our advantage. Here are three things you can learn from Logan: Marketing is given a bad name Many artists and creatives believe marketing is a spammy tool to sell things, but that's far from the truth. Logan believes marketing gets a bad rap. "I think there's a perception out there to market yourself and your work, it's icky and you're like this salesman, you know, almost like the car salesman type. I think it's really just a lack of understanding of really it doesn't have to be that way." Logan believes people just have a false notion of what marketing is. Marketing is often thought of as a bad thing, but it isn't. "I think it's just, mostly people have this preconceived notion of what selling your art or what marketing your art is, and... it doesn't have to be gross or pushy or whatever." Marketing, in its essence is getting your product out in front of an audience. The problem is, most marketers are still trying to do it the old-fashioned way where they just spam their audiences. This is what artists think about when they hear the word marketing. That's why they think marketing is selling out. "There's a lot of artists that think that to try to push your art out as a business is kinda selling out. I think it's kind of a misunderstanding of the process really." If you still think marketing means selling out, I urge you to listen to Logan, and discover for yourself what marketing really is. Finding the right audience One of the biggest troubles artists and creatives have is figuring out who our audience is. This is one of the most important, and often times most difficult, things an artist has to do. The problem is, we usually go about it the wrong way. We believe everyone is our audience, and that is simply not true. Figuring out who your audience is involves finding people who are actually interested in your work as a starting point. "I think it just starts off with a basic critical thinking of... who's the most basic version of the person who is interested in this, and then kinda putting it out there, and then just revising and reiterating until you find the right audience." It doesn't end there either. You can't just rely on your initial hunch of who your audience is. Knowing your audience is a continuous process. Your audience evolves as you do. That's why it's crucial for you to constantly reevaluate who your audience is. "I would say it's kind of a continuous process where you reevaluate to see whether... this is still the primary audience or are there other audiences out there who would love their product that don't have any idea that they exist... So the research is ongoing I would say." Using Psychology to Your Advantage One point that consistently came up during my conversation with Logan was the book Influence by Robert Cialdini. In the book, Cialdini talks about all the ways we are influenced by psychology. One of these points is one of commitment. When we commit to things, we are more likely to follow through on them. So start small, and work your way up from there. "When we commit to something, we are a lot more likely to be consistent... If you can get somebody to commit to a small thing, you can then later convince them to commit to a bigger thing like buying your product." Another thing we talked about was the idea of accountability. Accountability nudges us to do things we commit ourselves to. It helps motivate you when you don't feel like doing something. It helps get you to the finish line. It gives you compelling reason to do something. "It's about this idea about accountability. Kinda announcing that you're going to do this or whatever and using that as a motivator to make you actually follow through and finish... I think it's a critical piece to let people know and... ideally let there be some consequence if you don't follow through. It makes a more compelling reason to do the thing you're wanting to do." In its simplest form, it is about survival. We aren't necessarily in physical danger, but those basic instincts that helped our ancestors survive can help us thrive. "All these kinds of psychological triggers and just the way we think, I find it really interesting because it all really goes back to human survival. That idea of... the punishment is more important to us than the reward is just basic survival that we as humans have kind of learned over years and years of trying to survive." Read more shownotes from episode 73 with Logan Nickleson

This is a replay of episode 27 with Lee Moyer. If you want an idea of what it's like to build a successful career as an artist and illustrator, look no further than Lee. He has some great advice that's worth re-sharing for those of you who didn't catch it the first time or for those who want to re-listen to Lee's great wisdom. -- Lee Moyer is a polymath and illustrator who has been working for over 35 years. He has worked with book publishers, theaters, and game developers among many other things. In this episode, we talk about a lot of topics including learning from others, how to handle criticism and information overload, and his Kickstarter project The Doom that Came to Atlantic City. Here are three things you can learn from Lee: How to become a better artist Lee is a big believer in learning from those who came before you. He never had a traditional art education and doesn’t think it is necessary to become a great artist. In order to become a better artist, he studied under other artists and absorbed their knowledge. This allowed him to learn under the best and the brightest instead of going into debt by going to art school. He is also a big believer in joining forums and learning from artists on the internet. These avenues make it easier than ever to become a better, more refined artist. The importance of criticism Lee believes criticism is an important part of becoming a better artist. Instead of letting criticism get to you, learn from what others are trying to tell you. People who critique your work are using their own time and energy to give you constructive feedback. Listen to what they they have to say and instead of taking it personally. If people didn’t like you, they wouldn’t bother to critique you. Dealing with impostor syndrome Everyone must deal with impostor syndrome. Even the late, great B.B. King was not immune from it. In order to overcome your feeling of not being good enough, you have to know and believe your work will turn out well. Even when you feel like nothing is coming together, you have to work through it. You need to be stubborn enough to work through the lulls in order to create something great. Just keep working and you will be fine. Read more shownotes from episode 27 with Lee Moyer.

A recap of episode 72 of the Cracking Creativity podcast. If you liked it, check out the full episode with Amy Oestreicher wheres she talks about being a detourist, being more capable than we think we are, and how our creativity benefits from taking small risks.

Amy Oestreicher thought she had her life all figured out. Ever since she was young, she felt she was born to perform. She was all set to go to college for musical theater when medical complications derailed everything. During her senior year of high school Amy started having stomach pains. When she went into surgery to fix it, her stomach shot out of her body and she went into a coma for months. She spent years and many surgeries in hospitals trying to reach some semblance of normalcy. During this trying time, Amy turned to creativity to help keep her busy. She started painting and she even developed her own one person play based on all of her troubles and overcoming adversity. With one play in the books, and another on the way, Amy is the prime example of what it means to persevere. In this episode, Amy talks about being a detourist, being more capable than we think we are, and how our creativity benefits from taking small risks. Here are three things you can learn from Amy: Become a Detourist As we go through life, we often face obstacles that push us past our comfort zones. We face obstacles that scare us. Amy believes we need to force ourselves to take risks, to push past the comfortable. “Unfortunately I think we all get something that pushes us sooner or later but obviously, to prepare ourselves, I think we have to look for the scary… We have to take the risk. We have to go inside and ask that question… ‘If I could not fail, I would do this.'” Amy believes we need to follow our curiosity. We need to stop feeling so comfortable and safe. We need to embrace the risk even in the face of the unknown. “My TEDx talk was about being a detourist, and for me, a detourist is someone who at least shows up and has this curiosity. I think that’s the best thing we can do with anything in life even if life seems settled and okay. Be curious like what if, ‘What if I went in this alternate direction?’… The truth is, it’s not so hard for adversity to find us but I think sometimes we do feel comfortable and safe. We do have to really go inside and ask ourselves ‘What is a risk I can take in this moment?’ And the truth is if it’s not, even if you’re not in a comfortable place, I say start with a gratitude list. That’s what I tell anyone.” Being a detourist requires knowing yourself. And one of the best ways to get to know yourself is by creating a gratitude list. Your gratitude list will reveal what’s important to you, even if it scares you. “Those gratitude items on my list… were actually my values. And the more I did those lists, the more I realized what was important to me. So the reason I think anyone should start with that is, you’ll realize what’s really important to you and what you need to go for, even if you’ve been scared of it.” We Are More Capable Than We Think One of the things that you might realize over time is that we have the capacity to do great things. Even if you don’t know exactly what you are doing, you can create beautiful results. That’s exactly what Amy did when she got back into acting after all her surgeries. “It’s fake it til you make it. I feel like, just by acting, I was the actress back at work with the director. I felt like my mind was in such a better place.” Don’t let your lack of experience prevent you from doing something you believe in. With the fake it til you make it attitude and the willingness to embark on new adventures you can make the impossible come true. “The truth is, I booked a theater in New York when I still had tubes and bags on me and I had never even touched professional theater after the hospital. So it was a big risk and it was an investment. So I think we were all very nervous cause I had never done anything like this in my sick or healthy life.” Amy did not let her lack of professional experience dissuade her. She did not let the financial risk or her own nervousness get in the way. She went after what she wanted, regardless of the obstacles she faced. That is why we sometimes need to force ourselves into uncomfortable situations. We need to push ourselves to the limits to see what we are truly capable of. “Sometimes you need to light a fire under you to get yourself in gear. You know why I don’t ever feel like a victim is because I think we are always more capable than I think we are or than other people perceive us as. And sometimes it takes saying ‘You know what, I’m going to fail,’ to see that we don’t fail.” How Our Creativity Benefits from Taking Small Risks We often believe risk is a huge commitment or step in our lives that will change our whole perspective on the world, but that doesn’t have to be the case. Even the smallest risks can take you in the right direction. “I like to ask myself ‘What is the smallest micro-movement I could take? If I were an amoeba… what is the tiniest thing I could do?” That’s because risks aren’t an all or nothing proposition. Risks lie on a spectrum. You don’t have to quit your job to take a risk. Risk can be almost anything. “Risk is not an all or nothing thing. There are a spectrum of risks we can take. It doesn’t have to be quit my job and become a performance artist. It could be I’m going to make myself sit and write that opening paragraph I’ve been putting off… and I think that’s what makes it a little bit easier to start with. Not I’m going to paint a canvas. I’m going to take a crayon and draw a stick figure. So, there’s no excuse.” One important lesson we can learn about creativity and risk can be learned from kids. Kids aren’t worried about embarrassing themselves or making mistakes. They embrace it in the name of creativity. “Creativity can feel really superfluous, you know, like why I have this to do or that to do. But kids own it. You see that it’s a priority to them.” If we just allow ourselves to take risks and look at the world from a child’s mind, we can slowly create a world where risk isn’t such a big deal. Read more shownotes from episode 72 with Amy Oestreicher

This is a replay of episode 26 with Katy Walker and Joel Mejia. Life can sometimes overwhelm us. We get bogged down by all the negative things around us. That's why it was such a pleasure to do an interview with people like Katie and Joel. Their positivity, and inspirational work is something we should all aspire to follow. --- Katy Walker and Joel Mejia are the co-directors of the Time is Art documentary, a film that follow’s Jennifer Palmer’s journey after her aunt’s death and her exploration of synchronicity. They are also the minds behind Things Are Changing Productions, a creative collective that produces youth media programs, indie films, and music videos. In this episode we explore what you must do to take action, why you should work with limitations, and the benefits of empowering others. Here are three things you can learn from Katy and Joel: You should look inward for answers Looking inward is one of the most empowering things people can do. Many of us go days without taking the time to look within ourselves for answers. We are so busy trying to be productive that we forget to think things through. Most of the time, the answer we are looking for is already within us. The next time you are stuck looking for answers, pause and look inside yourself. You might be surprised by what you discover. Limitations make you more creative Big budget blockbusters have an almost an unlimited amount of money to work with. They are given every resource they may need, which might be the reason so many of them fall flat. Joel believes the best way to get the most out of an artist is to give that artist some limitations. When you are up against a wall, you are forced to come up with a creative solution, which often lead to the best results. Most of us believe the more free you are, the easier it is to be creative. The problem is, this gives you t oo many options. The next time you are stuck, give yourself some limitations. You may be surprised by the results. The benefits of empowering others Katy and Joel are big believers in empowering other people. They believe apprenticeships are a powerful form of teaching. When someone becomes your apprentice, they are not being forced to learn. They are looking for long term value and a longer term education. They are also running a series of workshops along with the film. This encourages people to engage and collaborate with others, which leads to a more powerful experience. They want people to connect through the film and the workshops and create long terms connections from it. Read more shownotes from episode 26 with Katie and Joel

A recap of episode 71 of the Cracking Creativity podcast. If you liked it, check out the full episode with Cassia Cogger wheres he talks about why we need to be open to new ideas, the importance of avoiding complacency and being consistent, and the art of simplification, among many other things.

Cassia Cogger has created art ever since she was young. In middle school she won a national contest for a laundry detergent brand. And unlike most artists, she began selling her art early in life. After college, Cassia abandoned her artistic pursuits and got a job as an editor at a trade magazine. It was during this time that Cassia realized she wanted to become a full-time artist. So she picked up a few odd jobs to support her painting business. Before her daughter was born, Cassia was featured in a magazine as a rising star in water color. But after her daughter's birth, she stopped painting as frequently. It wasn't until after her second child was born that Cassia got serious about art again. The same art magazine wanted to follow up with her to see what she had done in the past five years. This was the call to action she needed to get serious about art again. In this episode, Cassia talks about why we need to be open to new ideas, the importance of avoiding complacency and being consistent, and the art of simplification, among many other things. Here are three things you can learn from Cassia: We Should Always be Open to New Ideas One of the things that holds artists back from reaching their full potential is being too closed minded. Many artists only want to learn about one specific thing. They are not open to exploring new ideas. Cassia used to have these closed minded ideas about art, but after a while, she started believing art can be enhanced by everything around us. "Art is everywhere and can be anything, and to limit it to something like a painting or a sculpture, I was really missing out at that time seeing work. And when I do think when you do say 'I do this' or 'I do that', you're missing out as well." Many artists are afraid of exploring something new. We like the safety and comfort of the known. Cassia believes this mindset is holding us back. "That entire new world can be kinda scary, right? The unknown is scary. What we know is safe and it's easy and it's comfortable, but you're not growing or shifting or changing or learning." During our conversation, Cassia realized that she wasn't just an artist. She realized she was a learner and explorer. "Having this conversation right now, maybe even more than being an artist, I am a learner... I am the consummate student. I just love information and I love figuring things out, and I love coming to the next eureka phenomena until two minutes later when something else kind of hits me. There's nothing that excites me more and maybe the creative process or making artwork is what keeps me in that state of openness that allows me to keep receiving new information again and again and again." Avoid Complacency and Become More Consistent A lot of times, we try to do things the same way, even though they don't work. We repeat the same mistakes because it's easier than trying to forge a new path for ourselves. Cassia believes we should stop being satisfied with the status quo. Instead, we need to try something new. "I think a lot of people hit a wall and they aren't satisfied but... they think they need to go through it, right, instead figuring out that they can build something to go over it or carve a path go around it, or heck let's burrow a tunnel to go under it. There are a number of people who reach that point and I think it's very comfortable and it's fine and wow, that would be awesome." Another thing holding artists back is their failure to develop a routine behind their work. Instead of learning how to create work consistently, we try to work when we feel inspired. But routine is essential to becoming a better artist. It's the reason Cassia become a more creative and productive artist. "You reach this point where I have wanted to buck routine my entire life, and now I'm like so much more productive and creative and just a better person when I kinda have my systems and processes and routines and frameworks in place because I'm not wasting all this energy on trying to figure out the world around me." The Art of Simplification One of the things that plagues most people, especially artists, is our tendency complicate things unnecessarily. Often times we do so much planning and thinking that we over complicate things. But the best solution is often the simplest one. Cassia's art is the result of simplifying the things around her. "Art making for me is distilling my experience. It's removing the non-essential from the world around me through the process of making, and maybe that's expressed on the page, maybe I just experience it in the process, but it's about simplification." That is why she relies on routine and consistency. When we create routines, we are able to be more productive. We are able to maximize our time because we are no longer wasting our time on the unnecessary. "In a perfect world, I do find in my perfect world, that routine and consistency just leads to far greater... productivity because I'm not wasting my time on all the other stuff." Read more shownotes from episode 71 with Cassia Cogger

A recap of episode 70 of the Cracking Creativity podcast. If you liked it, check out the full episode with Kent Sanders where he talks about why breaks are important, some of the biggest things holding us back, and changing our mindsets about money.