Who is it for

At the beginning of every new venture, there is one question that matters…

Who is it for?

Often, our dream is for the new thing to reach as many people as possible. “Everyone!” we respond, knowing that what we are working on has the potential to change the world.

Experienced founders know this is a trap. You can always increase the scope of what you’re working on later, but growth begins by focusing on specific audiences and communities.

This is why we unconsciously dismiss brands or organizations that churn out huge and life-changing promises, but don’t deliver the specifics. We know, of course, that it is hard to change the world but seek relationships where people deliver on their promises.

At every moment, ask yourself, who is this for? And if you aspire to develop a strong and broad community …the answer isn’t “the ceo” or “the board” or “me.”

Read More

Frameworks for creatives / entrepreneurs / startups

About 5 years ago I started collecting frameworks. 

At the time, I'd just made the jump from a more corporate situation to a venture-backed startup in San Francisco. As an operations manager, I was basically put in charge of structuring and opening new product lines, both from a technical and brand/marketing perspective. 

No matter what I was working on, there was always a jump, a gap to be hopped across that included some risk. Usually, that meant finding a way to test or experiment, and then operationalizing what I learned into product growth.

The end result rarely matched the early expectations. Over time I started absorbing different approaches, including the lean startup, agile, and customer development focused models that entrepreneurs like Steve Blank champion. 

I also noticed that no matter what you were working on - turning a passion into a business, starting a startup, working at being a working musician, artist, designer, writer, or other creative - a 50 page, 5-year plan pretty much becomes obsolete within a year. 

Enter frameworks. I started collecting them in a public google doc and sharing them.

Truth is, most of the time you need a minimum amount of planning, think of it as structuring an experiment, but until you have validation that something works putting a ton of time and/or money into it doesn't make sense. 

Frameworks fill the gap that occurs early on in any idea, project or business, they illustrate the risk you're taking, and in some cases make clear the risks you don't want to take. 

5 years on, that document now includes frameworks for connecting online / finding jobs, spec'ing creative work, pitching a story to media and journalists, marketing from scratch for creatives and startups alike, evaluating data, and testing your own beliefs about your product. 

I also deliberately created frameworks that are gender neutral, and that aimed at increasing access to startups, tech, entrepreneurship, and creativity.

At the most basic level, having a clear framework for each new product, project, idea, etc. gives the creative or entrepreneur a place to start. It makes the unknown knowable, and opens up opportunities.

Last but not least, a good framework also spurs the best kind of questions, the ones that haven't been answered and/or don't already have a financial or business purpose, as Olia Lialina notes in an essay on media, mediums, technology, and art

"...take time to formulate questions that can not be answered by monopolies or by observing the monopolies."  

 

The connection between creatives, value, and survival

A few weeks ago I gave a talk for CreativeMornings on survival, being a child of immigrants, and what I've learned about networks and value. 

I rarely give public talks like this one, but it got me thinking about how we tend to frame startups, founders and tech as creating and uncovering value, while art, music, writing and other forms of creative work need "support," or are tagged as philanthropic activities instead of core parts of both our society and economy. 

We recently conducted a survey for ABQ Creates (which I've been running for about a year) that covered responses from 369 creatives in a variety of industries. 40-percent of respondents listed their total household income as $35,000 or less, with 25-percent making $25,000 or less.

Read More

How pattern matching builds over time

It's been a while since I wrote about choosing your work in the midst of turmoil.

Some of that is because of the normal hustle of building a new thing from scratch (I'm currently working on ABQ Creates), and some of it is because I'm feeling the same political / structural extremes we're all being subjected to right now, and trying to figure out what type of value I need to deliver to help with the situation. 

One of the things that entrepreneurs of any sort struggle with (the good ones anyway), is not just the value of their own work and/or company, but what it means in a broader ecosystem.

If you're designing a matching platform, for example, you may be able to make money and grow a company, but that doesn't necessarily mean you're doing a good job. Uber's continued struggle with both their business model and (lack of) ethical structure internally illustrates how good things can look while simultaneously being a trash fire that threatens to overwhelm any value provided. 

The best founders that I've met care a lot about pattern matching - that is, making sure that the company's value is clear in both directions to audiences, customers, and employees.

If your value is aligned correctly, you can easily say "Cool idea! But we are working on something else" or "Let's run a test for the next 6 months growing this product area that our customers are consistently asking for." 

If your value is not aligned correctly, if someone gets to your landing page, product, event, etc. and it turns out you were telling them one thing but delivering another, there's almost nothing you can do to fix the situation. Even if you quickly pivot to provide what they expected, you've already created a pattern mismatch.

Mostly, pattern matching is about knowing what you are testing vs. what already works, and making sure that what you say or present matches what you actually do. Over time, pattern matching correctly builds audiences, customers, fans, and helps you grow individually and as an organization/company.

It's also a hedge against bad ethics, one-hit wonders, and non-sustainable business practices. 

The emotional state of an entrepreneur

Entrepreneurship is largely about belief.

Sometimes that belief is what keeps us going, but it can also lead to dangerous territory — like listening mostly to people who think the same things we do, or shelving deeper feelings for years only to find out later that they are subconsciously undermining our best work. 

A common mantra in the startup ecosystem (besides hustle, scale, and growth) is that you should test your assumptions. There are different approaches to testing, including the well known lean startup method that Eric Ries advocates for. It’s a concept that’s also well covered by Steve Blank, Seth Godin, and an array of designers, technologists and thinkers. 

With the exception of Seth, most of the time the language / framework for testing assumptions is focused on developing & designing a product or learning from customers, and rightfully so. As soon as an idea gets out of your head, into the real world, and beyond a small circle of people… that’s when challenging your assumptions becomes critical. 

But there’s another, slightly different way of thinking about it: you’re testing what you believe to be true, not only about your product but about yourself. 

Nowhere is this more evident than in how we avoid, deal with, process, or even embrace our emotional state in times of turmoil, whether it happens quickly or over a long period of time.

Read More