Written by Garth Walker Tuesday, 02 February 2010 15:53
Ten simple truths for a design business – and the ten years of learning about them.
Number 1: Ground Zero
A design business starts when it’s ready, why it’s ready and how it’s ready.
There is no grand Master Plan.
It just ‘sort of happens’.
Number 2: Getting Going
You are not in the graphic design business.
You are in the opinion business.
Also known as the pain relief business, the people business and the compromise business.
Number 3: Up and RunningFrom 8am to 5pm you are a manager.
From 5pm to 8am you are a designer.
Stay single, sell your wife and kids, tell your friends you’ve gone to Alaska, and get to like junk food. You will not have a life.
Number 4: Still at It
Do what you have to do to keep going – so you’ll have to eat pooh sandwiches in the beginning.
There’s plenty of time in the future to get picky about what you work on –and who you work for. Starting out means this is not the time to be precious.
Number 5: Hiring and Firing
Never hire with your d!&k.
Try and overlook Miss February. Hire on talent; not breast size or ‘he’s so cute’.
50% nice guy and 50% talent – after that it’s really a lottery.
Always have more than one interview – and get a second opinion.
Number 6: The People Business
Like kids, staff have highly developed bullsh%t detectors. They don’t con easily.
A small office is one place where the truth will set you free. Don’t bullsh%t, play politics or leave things to fester. ‘Happy Families’ and ‘we all love each other’ doesn’t work. Staff will always do what suits them – when it suits them. And tough sh%t if you don’t like it.
Number 7: The Perfect Client
Develop a culture based on comfort – and avoid a culture of fear.
Find clients who want to work with you, pay their bills and ‘get it’.
Try and work with their decision makers – and steer clear of the workers.
Number 8: Keeping the Doors Open
Avoid debt! Stay small – even if you get big. Debt will kill you for sure.
As will the dreaded tycoon disease (a little success and you start acting like a d%ck and spending like Donald Trump).
Number 9: The Business of Business
Business isn’t rocket science. It’s simple and logical.
Remember, you’re a business first – and a design studio second.
Make sure someone is running the ‘business of business’, you trust them, and you know what’s going on.
Number 10: Partners
A partner has to be absolutely, totally, undeniably, unconditionally and without doubt fundamental to the future of your business. Only ‘partner’ with someone you’d like to invite home for a meal – and know you’ll enjoy the evening.
The Free Tip
50% of your problems disappear when you make money…
_Garth Walker trained as a graphic designer and photographer at Technikon Natal in Durban in the mid 1970s
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