Announcements, events
Join me for The Art of Selling What You Make – FREE on creativeLIVE from tara gentile on Vimeo.
On October 18-20, I’m teaching a workshop for creativeLIVE on the Art of Selling What You Make. I’m offering my Customer Perspective Process, plus teaching the psychology of value, pricing, value(s)-driven marketing, and sales all in high-def, all FREE when you watch live.
You’ll learn how to connect more with customers, how to make a bigger impact in their lives, and how to charge more for what you create. Click to spread the word!
This workshop is geared toward makers, artists, and designers but service-providers will get a ton of practical value from what I’m sharing, too.
Click here to enroll–FREE–or order the recordings in advance to grab a discount.
And, I’m looking for 6 audience members to join me in studio. Click here to apply.
Art of Growth
I live and work in the oldest permanent settlement West of the Rocky Mountains, Astoria, Oregon. The only chain store downtown is JCPenney and it’s housed right alongside independent shops in the kind of facade typical to the downtowns of the West.
My typical day starts with an hour or two of work at Street 14 Coffee, owned by my good friends Jennifer & Micha Cameron-Lattek. After a few hours in my home office, I might move on to the brewery–the 10th fastest growing brewery in the country–where my boyfriend works. Inevitably, my day includes a brisk walk through downtown and alongside the Columbia River. It often ends at Astoria Coffee House & Bistro–whose $3 taco night on Thursdays is not to be missed.
My friends and I often discuss the state of business in Astoria today. It’s booming. It’s diverse. And it’s fun. But that doesn’t mean that every business that opens shop in downtown Astoria will succeed. Many will not. And what almost always predicts the success or failure of a new business is capital.
Businesses that fail in Astoria are undercapitalized.
In a brick & mortar business, undercapitalization is predominantly a money problem. There’s not enough money to invest in initial layout and design so fixtures are cheap-looking or equipment isn’t top notch. There isn’t enough money to fund the owner’s salary let along good help so the shop is often closed or the people who work there are untrained and uninterested in the success of the business. There’s not enough money to properly reach new customers so the website remains unfinished, the Facebook page unloved, and email marketing just a pipe dream.
It takes a lot of capital to start a business, even in a town where life is relatively cheap and business is booming.
Capital has long been the biggest barrier to entry for entrepreneurship. If you didn’t have money, know people with money, or have access to other forms of real capital (land, equipment, oompa loompas), you likely couldn’t start a business no matter how good your ideas.
I also find that undercapitalization is a problem in the world of microbusiness, only, in this world, it’s not money that is the chief problem.
In the You Economy, capital looks different. No longer is it money in the bank or your name on a deed of land; ideas are capital.
Recently, a server at a restaurant I frequent asked me if I had a job or if I just drag my laptop around to different breweries to look busy. Obviously, the answer is the latter.
I jest.
I explained that what I do is help people who are interested in growing businesses that, instead of filling up office buildings full of staff and equipment, will deliver a regular dividend on their ideas.
To put it another way:
I help people get a bigger return on investment for their ideas.
Because it’s the idea that’s the capital.
And I only work with businesses that are properly capitalized in that department.
So what do I mean when I say that I believe there’s an undercapitalization problem in the world of microbusiness?
I mean that all too often I see businesses following someone else’s model, vying for a piece of an already established idea pie, instead of investing their own ideas.
That is not to say that you need a big idea to have a properly capitalized microbusiness. It doesn’t mean that you need to have the secret sauce for disrupting the existing market and turning an industry on its head.
No, when I see this form of capital paying the highest returns it comes from obsession, a learning mindset, and a willingness to take big risks. It manifests through social media, guerrilla networking, and clandestine projects. It springs forth through clever marketing campaigns, on-target email updates, and why-hasn’t-someone-thought-of-that-before products.
Have you ever noticed that the people who are truly succeeding in microbusiness aren’t the people who have followed some pre-ordained system? Set their websites up just so? Or doing things by the book?
The people who are truly succeeding are investing their idea capital.
They’re taking big risks, doing things against the grain. They’re obsessed with exploring new angles and charting new territory.
Take a look at Erin Giles and her End Sex Trafficking project. This is one monstrous idea. Last year she published a book by raising $10,000, this year she’s working directly with organizations who are creating change on this front. And she’s recruited top talent in the idea industry and produced creative products that support her vision.
Your idea doesn’t have to “world changing” in the traditional sense, however.
Last year, I interviewed Stephanie Alford about her first 5-figure month as a yarn-dyer. Over the last few months, Stephanie has messaged me to let me know–multiple times–when she’s cracked 5-figure days. I would attribute this to her unceasing ability to turn very simple ideas, like her mini-skein club, into capital. And once she has an idea, she turns on her creative engine to continue to produce ideas that fuel her initial investment.
Had Stephanie done everything she could to “optimize her Etsy shop” or had Erin ventured down the typical solopreneurial service path, neither would be featured in top publications, bringing more revenue than they had dreamed, or earning the praise of their colleagues and customers.
There is a fine line between learning the how-to of something and defaulting to someone else’s best practices.
In the end, your ideas are the capital that makes your business work. Click to tweet!
Don’t be frustrated when ideas come fast & furious. Use them. Take risks. Experiment. Obsess. Learn what turns you on. Learn what turns your customers on. Venture into new territory. Dare to be disagreeable.
And, by all means, don’t worry about doing things the right way.
Find people who will support your crazy ideas–your obsession, your learning, your risk-taking–and help you turn that capital into a strong investment in your future.
Art of Growth
Today’s You Economy case studies from
10ThousandFeet alumnna focus on the opportunities and clarity that comes from having an expansive brand vision. When you understand the whole world your business is creating, you have both clear path forward and endless opportunities. Meet Megan, who is moving forward with marketing that paints the whole picture for her customer while providing specific, actionable solutions. And meet Ana, who is seeing herself as an artist-in-demand and creating a path–through multiple ventures–to meet her goals.
Megan Cain, founder of The Creative Vegetable Gardener
At the end of 10ThousandFeet, I feel excited about my business and the future instead of being overwhelmed and stressed out.
The biggest shift for me came in realizing that I was spending a lot of time focusing on the technical information around gardening and not enough time painting the bigger picture of what it means to have a beautiful garden in your life. For me and most of my customers gardening is so much more than just growing food.
I have begun to shift some of my writing to focus on exploring some of the deeper benefits and meaning of gardening. My first post definitely resonated with my readers because I received several enthusiastic emails asking me to write more about the topic.
I am also changing my website to add more language and photos that reflect the new tagline Tara helped me come up with, “your garden should feed you, body and soul.” I am excited about this new direction! I am clearer about where I want to go and what I need to do to get there after taking 10ThousandFeet.
Megan also has the goal of becoming the go-to gardening expert in Madison. This requires her to leverage stories about the bigger picture of gardening as well as the nitty gritty how-to details. She’s carving out individual solutions that serve that big picture and will be reaping the rewards of less dirty work, more revenue, and more time off soon.
Find out more about Megan and the gardens she designs at creativevegetablegardener.com.
Ana Ramos, founder of air illustration & design
One of the most important shifts for me was to start to understand the power of team building. Before that, I was very untrained in asking for help and seeing the possibilities when it came to broadening my offers through partnerships with other experts.
With a fresh understanding of team building and strategic partnerships, I saw how I could accept a larger project from an old client, a project that will be a huge contribution towards reaching my chief initiative for the year.
But I learned many more things, like how to streamline my efforts and manage clients’ expectations: I used to react to clients’ requests and work overtime and now I am able to plan and schedule in advance, reducing stress.
And today I felt I reached a huge milestone when I rewrote my Embroidery Club sales page. Now I understand why you say it’s fun.
Ana has really focused on expanding her brand with her own artistic vision at the core. Instead of creating disparate ventures or trying to confirm to clients’ demands, she’s leveraging her unique perspective. That means she can pursue a wider range of opportunities but remain grounded in what she does best.
As she builds her team and expands her vision, she’s be able to do so from a place of strength and purpose, bringing on those who complement her artistic vision instead of competing with or diluting it.
Find out more about Ana Ramos and air illustration & design.
Art of Growth
How much more is possible when you build a business on your strengths? Today, meet 2
10ThousandFeet alumna who are finding out. Meet Christine, who has made the shift from freelancing to true business ownership, from hustling to ease. And then meet Natasha, who has created a system for earning more than she possibly could trading her time for money.
Christine Thatcher, founder & creative director of Christine Marie Studio
I used to refer to myself as a freelance web designer. I was the one always working hard on what’s right in front of me, without time to think about to what and where I wanted to be 6 months from now. Tara’s reference to “getting out in front of my business” hooked me.
Having been a “freelancer” off and on the last 20 years, I wasn’t sure if this was possible. I’d never achieved it.
Now, on the other side of 10ThousandFeet, I’m beginning to experience it. During the course of the mastermind:
- I rebranded my business under a name I liked better.
- I have created a business model that works for me. I no longer feel compelled to do things a certain way, just because everyone else does.
- The Customer Perspective Process™ helped me get inside my client’s head and understand what she’s thinking and feeling. I’ve tailored my offerings to be more relevant to what she needs.
- I wrote an “about” story that feels true to me. As a result, I’ve gotten several notes of encouragement from potential strategic partners and booked a new client who identified with my story. (Understand that I used to stare at the screen for days, trying to write about myself and it never felt “right”. Tara and Brigette’s formula made it an almost effortless process and I did it in one evening.)
- I recognized where I could leverage my time further, created a job description and hired a second administrative team member.
- I’m looking forward to implementing referral and communication strategies, many of which came directly out of coaching calls with Tara and Brigitte.
I now say that I own a web design studio. I have a legit business with dedicated team, I am no longer an overworked freelancer. By shifting my perspective and delegating away what I don’t enjoy, I have more energy for the parts I really love and where I can make the biggest impact. I’m working less, more-focused hours, designing for clients that inspire me.
I’m grateful for the effort that went into creating a mastermind packed so full of value, tools and lessons relevant to my business right now.
The heart of Christine’s business transformation was based on getting clear on her strengths: she feels most masterful creating immersive web experiences for her clients, not branding or business strategy. She also got clear on her goals and how her strengths support her in those goals. After plenty of back & forth, we crafted a business model plan that would give her the time off she craves and the income she desires.
For Christine, leverage isn’t so much about “passive” income but income that is based on her working at the highest levels of mastery and finding others to do the work that drains her. And in the end, that creates a much better experience for her clients.
Find out more about Christine & the beautiful websites she designs at christinemariestudio.com.
Natasha Vorompiova, founder of Systems Rock
I am eternally grateful to 10ThousandFeet–to Brigitte and Tara.
When I first started my online business, I got hooked on buying one online program after another, trying to fill the huge gaps in my knowledge of how to grow it. Then I got completely overwhelmed and torn between all the contradictory advice.
It was so frustrating to have this amazing vision but to be stuck in this giant gap between where my business was and where I wanted it to be.
I felt so inadequate. . .especially because I’m a systems person! I create systems for my clients every day. Why, then, couldn’t I get my own business together?!
When Brigitte mentioned that she and Tara were accepting applications for 10ThousandFeet, I was immediately intrigued.
After three months in the course, I emerged with an even more precise sense of where I wanted my business to be heading. Even better, I learned exactly how to make my vision a reality.
Having gone through Tara’s Customer Perspective Process,™ I learned precisely whom I need to be targeting, with what messages and what kind of offering will help them get to their goals faster. With Tara’s help I mapped out the plan of action and with Brigitte’s guidance, an outreach strategy.
I’ve never felt so grounded and in control. The painful tension between all that conflicting advice has dissolved, and information overload is a thing of the past.
There is so much ease when you’re running a business in this way! I feel so inspired as I take each and every step to transforming my vision into a reality.
Natasha is finally creating her own system for revenue growth. She’s working on two leveraged income offers that pinpoint both the results her clients want and how they want to be served. She’s building on her strengths–analysis and systems–to create a model that will serve her & her customers infinitely better than a 1:1 service model.
That said, offering those more leveraged offers means that she can position her 1:1 service at a higher level, attracting clients that excite and challenge her, pushing her further & further into her realm of mastery.
Find out more about Natasha and systematizing your business at systemsrock.com.
Art of Growth
When I started my business, everything was pretty foggy. Visibility was nil.
Each day, each month, each blog post, each launch was an effort to simply cross the short distance between what I could see and step carefully into the space I couldn’t see.
Fog alters our perception of reality. When I’m driving through fog, I’m hyper-alert. I’m sitting straight up in my seat, both hands on the wheel, craning for every additional inch of visibility I can get. Things feel like they’re happening fast–unexpected–even though I’m driving much, much slower.
Each moment is an opportunity to make a decision that could have incredible consequences. It’s nerve-racking. In business, it’s also thrilling.
As time goes on, the fog begins to lift. You can see more road ahead of you. You can anticipate the effects of your actions at longer and longer intervals.
The nerves are eased… and the thrill can be harder to find.
Just in the last 18 months, I’ve gone from planning 3-4 months out to planning 12-24 months out. I have mixed feelings about this, and I suspect you might, as well.
The first set of feelings is relief and confidence. I can sit back, relax a little. For the most part, I know what’s coming. Not only do I feel pretty confident about the actions I’ll be taking but I feel pretty confident about their effects. I can anticipate my workload, my revenue, and my expenses.
The second set of feelings include things like terror and vulnerability. I’m on the open road and I’m looking toward the horizon line. I can see far ahead of me but I also feel exposed and unsure.
Put another way, it’s like the boats currently occupying the Columbia River outside my office window. It’s salmon season and there are tiny fishing boats everywhere. They strike a stark contrast to the container ships that anchor waiting for clearance to proceed to Portland.
The tiny fishing boats can steer quickly and react immediately if necessary. The container ships… not so much. Their fog horns bellow out and say “get out of my way!” not because they are so powerful but because they just don’t have the ability to change course.
While I love the confidence & sense of relief that comes from being able to steer my business looking at a clear horizon line, there is a certain amount of terror that comes from not having that hyper-alert, turn-on-a-dime ability.
One of the growing pains of microbusiness is navigating this change in visibility, from guiding your business through a fog to looking toward the horizon line. You’re worried that you don’t know enough, can’t anticipate enough to look that far out.
Counterintuitive though it might be, it seems easier–even more productive–to keep operating like you’re in the fog of beginning. Hyper-alert, ready to react to anything unexpected. Thrilled.
But…
You can’t lead your business where you want it to go if you keep operating in a fog.
Click to tweet.
It’s a challenge to look further ahead, to gaze out toward the horizon line. But it’s so worth it.
Chris Guillebeau recently put it like this:
Don’t get me wrong: when you’re beginning, the little things matter. Running a mile is a big deal if you’ve never done it before.
But later, when it becomes a regular thing to lace up and hit the neighborhood for a 4-miler, and the whole time you’re thinking about other things and there’s no challenge … that’s when you’ve got to make a change.
It’s time to sign up for that marathon—before you’re ready. It’s time to say, you know, I’ve been thinking about this thing for a while. Maybe instead of thinking about it, I should do something about it.
Or maybe I’m already doing it, but my vision has been too small.
Can you see what’s on the horizon for a year or two from now? Maybe not. But maybe you could if you tried. Maybe you could challenge yourself to lead your business to a new destination.
Maybe not. You won’t know until you start looking toward the horizon line.
***
You’re ready to lead your business instead of follow the jet stream. You’re ready for more confidence, more revenue, and a greater impact in the world. It’s time for 10ThousandFeet.
Work with me over the next 4 months to create a business model that serves you & your customers, a conversation that nourishes your goals, and a plan to leverage your skills, strengths, and passions. Registration is now open.
“I feel excited about my business and the future instead of being overwhelmed and stressed out. I am excited about this new direction! I am clearer about where I want to go and what I need to do to get there after 10ThousandFeet.”
— Megan Cain, creator of The Creative Vegetable Gardener
