The Business of Creativity

Interested in starting your own entrepreneurial journey in design services but unsure what to expect? Then read up on our interview with Richard Leyens, Founder of Creativity To Commerce, located in London, United Kingdom.

What's your business, and who are your customers?

We transform creativity into commerce by working with designers, creative individuals, and companies. If you want to get your concept to market, we'll work with you to get it there. If you want to take your brand to the next level, we'll help you make it epic. We specialise in turning artistry into robust and scalable businesses.

Tell us about yourself

With a focus on the business side of design, I have been fortunate enough to work with some of the world's most iconic creative minds. My first foray into the world of design came about when I headed up the design business Habitat in the UK. Later I became Commercial Director with leading UK designer Tom Dixon, after which I moved to work with the world-renowned architect and designer Zaha Hadid as Head of Commercial Strategy. And most recently, I was Vice President of Commercial Strategy with Swarovski Group working across multiple product categories, including jewellery, architecture, and design, directly with Nadja Swarovski.

As a result of this experience, I noticed a common theme. In the world of design, creativity and talent are frequently not enough to succeed – for a designer or creative individual, an understanding of basic business principles has the potential to supercharge creative opportunities and commercial outcomes. Creativity To Commerce understands what it takes to launch ideas by supporting the creative process through a business lens.

What's your biggest accomplishment as a business owner?

Globally launching products and collections for individuals and companies is always exciting. It's, therefore, impossible to highlight one particular accomplishment. Very often, we're working with personality-led businesses; this in itself could present a challenge. However, we love personalities and understand the passion these people apply to their craft. Perhaps our single more significant accomplishment is that we're able to consistently adapt our approach to accommodate both the creative wishes of the concept originator, with the need to meet business objectives. The relationship dynamics are probably the most critical factor in blending creativity with commerce. That's why Creativity To Commerce exists.

What's one of the hardest things that come with being a business owner?

Probably the hardest aspect of the business is that creative people often see their ideas as the end-game when in fact, it's only the starting point. Taking an idea from the drawing board to market, the concept is just the beginning; the development of a market-ready product is next, but the 'heavy-lifting' sits firmly within the category of sales and marketing. Everything from price setting to storytelling and positioning, branding, and actual selling.

What are the top tips you'd give to anyone looking to start, run and grow a business today?

Starting a business requires both time and money. It's important to understand the relative investment (both time and money), which often looks something like this…
An idea = 1
Developing the idea = 10 and
Sales and Marketing = 100.
In short, don't overvalue your concept, and don't underestimate the importance of sales and marketing in your success.
Get familiar with Pareto's Law. Apply it absolutely everywhere! Use it to focus your efforts on optimising what's working.
Develop awareness. It's easy to focus on the things you enjoy doing rather than those you don't - creative people are naturally most comfortable being creative; however, having a business plan outlining a clear sales and marketing strategy is key. It's a roadmap.
Bonus tip - a roadmap outlines a journey to a destination. Remember, there are frequently multiple ways of getting to your destination. Knowing where you're going is more important than knowing exactly how you will get there. Be adaptable, be agile.

Where can people find you and your business?

Website: https://www.creativitytocommerce.com/
LinkedIn: https://www.linkedin.com/in/richardleyens/

If you like what you've read here and have your own story as a solo or small business entrepreneur that you'd like to share, then please answer these interview questions. We'd love to feature your journey on these pages.

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