Business / Project Plans and Communication
This week’s lecture included two case studies: 1. a conversation with Stuart Tolley, Emma Harveston, and Lucy Warburton of White Lion Publishing and Quarto Knows; and 2. a conversation between Stuart Tolley and Hamish Makgill of Studio Makgill
WHITE LION PUBLISHING
Stuart Tolley, creative director of Transmission, the agency hired to help create a series of books for Quarto and White Lion Publishing. He walks us through a conversation with editors, Emma Harveston and Lucy Warburton on the premise, planning, and production of such a series.
Lucy Warburton pitched the series to publisher, Quarto. She worked to secure the authors, the design agency, and publishing company staff to bring the series to live. One of the big take aways from the discussion was to be sure to manage expectations, and to ensure careful planning as to the key milestones and targets to ensure the success of the series. This requires serious project management and organization. There are many pieces to tend to whether it is commissioning designers, authors, proofreaders, and editors, or scheduling the distribution and consideration of how the series will appear and stand out in the crowded book marketplace. The books needed to have distinct branding, a continuity of style — given it was a series after all — and to attend to subject matter that would interest a wide-variety of readers.
Emma Harveston has stepped in to continue the series and spoke of the importance of focus-group testing, ensuring the subjects align to market viability, adn test-marketing in the field to aid in the success of an ongoing book series.
STUDIO MAKGILL
Stuart Tolley interviewed the creative director behind Studio Makgill, Hamish Makgill. They discussed Makgill’s beginning wherein he partnered with design school mate and best friend to form Red Design right out of college. Makgill spoke of not having much of a business plan or sense of compass in managaing the business. While Red Design experienced some successes, it was ultimately dissolved. Makgill regrouped and established his namesake Studio Makgill. This time, he was sure to spend time establishing a clear vision for his studio and the business plan. Now a studio of about six people (designers, studio manager, and himself as creative director), each position has a clear charge and purpose. He emphasizes the importance of knowing who you are and what you want your studio to represent as well as the type of clients you want to serve.
THE CLIENT IS NOT YOUR ENEMY
Additional resources point to a presentation given by Chris Do of The Futur design and strategy agency, Do points out key considerations to redefine your relationships with clients.
Have a purpose. Beyond money, why do you exist?
Have a big goal. Consider a quantum leap forward and who you become along the way.
Let go of the “artist persona.” Unless you are creating art for yourself, you are in service to your clients. You work for them.
Become more valuable = Get referrals >> Be happier.
Be empathetic. Consider what it is like to be a client. Listen. Ask questions. Manage and set expectations.
Clearly define goals. Take the time to understand what the client needs, not just what you want them to have.
Use human language. Forgo the design-speak.
Really, actively listen. Look out for “happy ears” i.e. hearing only what you want to hear. This will serve you in serving the client.
Each question you ask should filter more as you progress, driving you closer to the solution.
Keep an open mind.
When appropriate: embrace and pivot.
Ask the “3 whys” when faced with negative feedback.
Once the client says, “yes",” SHUT UP.
If they say, “no,” ask “why.”
Provide solutions.
Charge what you’re worth.
REFERENCE:
Falmouth University (2018). Business / Project Plans and Communication | Lecture. Studio and Entrepreneurship GDE730 19/20 Part-Time Study Block S2 (Falmouth, UK: Falmouth University)
Kourdi, J. (2009), Business Strategy: A Guide to Taking Your Business Forward. London: John Wiley & Sons
The Futur, Chris Do (2015), The Client Is Not Your Enemy: Redefining Your Client Relationship (Links to an external site.), [online video]. [Accessed 28 March 2019