“We delight in the beauty of the butterfly
but rarely admit the changes it has gone through
to achieve that beauty.“ - Maya Angelou
A few years ago, I started my business, because I wanted to help novice art buyers learn about and start to collect art. I sought out artists with the kind of artwork that I saw other art consultants feature and set up what I thought was an attractive website featuring all kinds of work, from pop surrealism to plein air landscapes. I was going to be the be all, end all art consultant, my door would be open to all and artwork was going to appeal to everyone and my artists would be world famous. And I and my artists would become rich and happy.
I'm sure you know what happened next.
For one thing, I knew nothing about being an “art consultant” any more than I knew who my clients were or should be. The artists I showcased were interesting to some, but failed to generate much by way of serious inquiries. My thought was “build it and they will come.” But lingering questions pursued. Would I suggest artists to someone who wanted to buy art but wasn’t sure what they wanted? Do art exhibitions with a sign that said come one, come all? How could I roll my interest in becoming a socially-conscious business and still appeal to this audience of art buyers that I have yet to clearly identify?
This was when I discovered that after a few years, I needed to reinvent myself and my business-based on my passion and target audience.
Often, when you first start a business to provide X services or Y products, you believe that your first initial plan for your business will be the main focus of the business forever. You may or may not have a business plan, identified your marketing strategy or audience. Chances are you went with a naivety about business and responded through your passion to open your shop and sell your wares and become that “entrepreneur”. But, through trial and error, you may discover that the manner that you produce your product is costly and cumbersome, or your ideal audience does not perceive a need for your services. An unsuccessful business partnership may create the opportunity for you to re-establish and re-invent yourself as a solopreneur. Or, that your interest in pursuing your entrepreneurial idea has morphed into something different, more tangible, specific, and direct.
One problem for me was finding my niche within the art world. A niche is what many of us search for when we establish our businesses. The niche is that unique mix of products or services that is not readily available to a target population and therefore, satisfies a gap in the marketplace. I came up with a few niche ideas based on what I perceived would work and reinvented the business (and myself) to fit them. I pursued them relentlessly and was dismayed when they failed. As I dabbled with my latest niche market, I was approached by a colleague to consider curating a new space, a business incubator with a focus on environmentally-conscious businesses. I was skeptical… this was not a gig I felt fit me… it didn’t seem “sexy” enough and besides, I never marketed myself as a “green” business. How would art fit into this situation?
I remained open-minded and from the moment I saw the space, I knew it was a fit. The whole “go-green” idea suddenly made perfect sense… and appealed to my 20+ years of professional experience in public health, human service and social marketing. It appealed to my interest in becoming a more socially-conscious business, not using art just as a backdrop for popular hipster parties or entry to the elite and wealthy, but as an educational tool regarding our planet in a unique way. I would still provide my services to the novice collector but also share the beauty of our environment through the eye of the artist. I started networking with green and environmentally-friendly businesses and began to find a friendly, open and supportive network. For the first time, this new audience, consisting of intellectually mature, socially conscious and highly educated professionals, reflected my personal and professional values, and displayed a genuine interest in learning more about art, it’s role in environmental advocacy (and the discretionary income to pay for it). A new re-invention… and the most comfortable one yet, is now beginning to take place.
Will this be the last “re-invention” of my business? Most likely not. I believe as human beings we grow and mature into who the universe wants our purpose to be. Will this direction I am working toward be successful? Who knows. But, for the first time in my business journey, I feel that I’m heading in a positive direction.
My advice for entrepreneurs about re-invention:
- Don’t be afraid of a new idea or overhaul of an existing product or service. If you have a change in your thoughts about what your business is about, it’s okay to change it, especially if you have evidence that what you are currently doing isn’t working.
- Be open to new ideas and new angles for your business. They may come from the most unlikely and unexpected sources.
- Don’t be afraid to experiment - and fail - with new ideas. That’s the only way you will learn how to get it right.
- Trust your instincts. Your intuition is your friend. If it feels right, move forward and get as much information as you can to back up your new idea or venture. If it feels negative, end it or re-evaluate it.
- Research the viability of your new direction. Is it a crowded field or a new frontier? Is there a true audience for it?
- Look for supportive networks regarding the direction you feel compelled to go (and grow). If a niche market fails to provide the kind of supportive partners and networks you need to succeed (which I recently learned did not when pursuing one niche market), revisit whether the niche is the right fit, and move on to “greener” pastures if need be (no pun intended!).
When you feel ready, hire a team of marketing strategists, seek advisors, friends, and other supportive people and reinvent your business!
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Sharon J. Burton is a Metro Washington, DC area visual artist and independent curator. She is the Founder and Creative Director of Authentic Contemporary Art which provides beginning collectors an opportunity to learn more about art and to connect to emerging and undiscovered visual artists in the Metro DC area.
Website: www.authenticartonline.com | Twitter: @Artvisions and @sjbcreative
Artwork: "In Flight" (collage/mixed media on paper)
