A seasoned entrepreneur shares techniques and strategies for turning creative pursuits into successful businesses.
In this debut book, Sabino draws on both her own experience as the founder of jewelry brand Lucid New York and the works of well-known, pop-business writers (Seth Godin, Chris Guillebeau, and Tim Ferriss are name-checked frequently) to provide readers with a framework for developing a venture based on creative activities. The volume explores the psychology of creating—and the challenges that innovators often face when combining their passions with the pursuit of profit—and the elements of a thriving 21st-century business. Concise and cleanly written chapters tackle the decision to launch a creative career, growth management, pricing strategies, and marketing and publicity techniques. Each chapter concludes with suggestions for journaling or otherwise examining the topic more deeply. Although Sabino acknowledges that potential creative entrepreneurs may face financial or personal limits on their abilities to forge new careers, the readers who will find this guide most useful are those who have plenty of time (Sabino describes holding a full-time job for a year in addition to starting her business) and money (working for free “is a simple and effective way to start almost any career you dream of”). Some of the counsel will be familiar to readers of business books—tips on managing time effectively; understanding the psychology of pricing—while in other cases, Sabino brings a unique perspective, as in her recommendation against focusing too much on developing new products: “If we move on from what we’ve completed way too soon, we deprive clients from knowing about it and owning it.” The manual is also notable for its applicability to a wide range of entrepreneurial styles and strategies: Sabino addresses readers who are initiating lifestyle businesses as well as those chasing venture capital and IPOs, and both groups should find the book helpful. While readers will have to look elsewhere for advice on the more nitty-gritty details of running a business, they will find worthwhile information on a mindful approach to creative entrepreneurship here.
An unusual, conversational, and valuable manual for prospective business owners.