I talk a lot about profit here on CMBA, and it’s because I think it’s a conversation we don’t have enough in the crafts community.
But since I don’t want you to think I’m all Gordon Gekko, today I want to talk about another deeply held business belief of mine:
That the pursuit of profit should never come at the expense of people.
Some of you may be familiar with the concept of the triple bottom line – people, planet, and profit.
It’s a growing movement in the business community, and one that fits in well with the craft ethos of small, sustainable businesses. It’s the idea that a business must constantly answer to three areas – people, the environment, and the traditional bottom line.
I think for many in the crafts, considering the environment alongside our business concerns comes almost as second nature. But how often do you think about the way your businesses treats people?
One of the most obvious ways to consider people first in your business is to always treat employees with respect and dignity. (In fact, a recent incident where this didn’t happen is what prompted me to write this post.)
But many of us craft business owners don’t have employees. So is it still possible to apply the people first principles to our businesses?
I believe the answer is a resounding yes. Even as an employee-less business, you are in a web of human beings, all of whom should be considered in the course of your business. So here are a few of my rules for putting people first:
1. Design and create with the end user in mind. So many people view their craft as an extension of their personal vision, and I think that’s important. But to truly be a people first business, you need to design and create products with the end user in mind. For starters, this means producing high quality products that aren’t going to fall apart or break easily. But beyond that, you should consider the end user throughout the design process. How can you design a product that will benefit your customer as much or more than the profit you’re making benefits you?
2. Never copy from or disparage your fellow makers. Your competitors deserve the same sort of respect as your customers. After all, we are all part of the same small community. This means never stealing ideas from other designers. It also means never bad mouthing your competitors in an attempt to persuade customers to buy from you instead. You can and should promote your products extensively, and feel confident in talking about what makes your products amazing. But you should refrain from doing so by badmouthing others.
3. Don’t choose processes or materials that are harmful to yourself or other people. When choosing processes or materials, avoid anything that requires someone to work in toxic or unsafe work conditions. A good example of this is metal plating. Many jewelers have pieces gold plated as an inexpensive alternative to pure gold. Yet, plating is a horribly toxic process involving a lot of chemicals. If you wouldn’t want your grandmother or your daughter working in an environment like that, you shouldn’t expect anyone else to either.
4. Treat yourself as your best employee. Putting people first in your business also means taking care of yourself. As solo business owners, we often subject ourselves to hours or conditions that we wouldn’t dream of (or be legally allowed to) asking someone else to do. Start thinking of yourself as your best employee (because you are) and treat yourself as you would them.
I believe that everyone in the crafts community should embrace the idea of pursuing profit. But when we pursue profit while also being mindful of the needs of others and the environment, we can create businesses that serve as a model for companies large and small.
So what do you think? How do you put people first in your business?
Wonderful post Megan. I think I’ve got 1-3 covered pretty well.. but number 4 is one I definitely struggle with (as do *many* of us). It’s hard to take a step back when your passion is also your business – and I think for a lot of people there is a number 5 associated with this – their families. We can sometimes become so obsessed that we forget to care for those closest to us, too 🙂
I agree on all points — I like to think of it as not just pursuing financial profit, but emotional profit too. Your business isn’t good if it isn’t good for you!
Jess – so true! We can’t focus on our businesses at the expense of our families!
Number 4 is tough for me too!
In regards to #2, “imitation is the most sincere form of flattery”. I personally believe that making exact copies of someone Else’s design is wrong. But I’m not against incorporating Others design elements into my designs. I asked another artist once who was closing her business for while to have a baby if she would sell me her copyrights. She made a toy that would be easily adapted to a toy I’ve been trying to make. She wouldn’t sell me her copyrights but she didn’t have a problem with me using her ideas for the base of mine. She said “everyone gets their ideas from somewhere”
Love this post, Megan! You know, when you just sit down and focus on people, that’s when the best ideas that reap the biggest rewards start flowing. I see this happen every single day.
xo
Danielle
I agree with the need to focus on people, their expectations of products and how to successfully negotiate when a product doesn’t meet with someone’s expectations. I wouldn’t see that as necessarily always design flaws, but perhaps really focussing on managing communications through honest marketing processes, fair pricing and knowing that some goods can (unknowingly) be faulty. I believe in ‘making good’ if a product has had a flaw. I always think of the term I heard that it’s much better to keep an existing customer happy than to try and find new ones.
This is a fantastic article! It goes right along with thinking about a mission statement and pursuing the right mind-set.
I really like #1 and #4, but they are all equally important.
Great article. It is so important to respect your business, your fellow artists, and especially you and you loved ones. #4 is hard for many of us because we tend to get really focused on a project. It is so important to keep everything in perspective so you truly can succeed!
I think art is an extension of the self, but the best way to reach out to someone is through honesty and personal experience, so I love your number one. Thinking of the “end user” just makes the whole creative process more meaningful. Going through a creative process for yourself has so many benefits, but it’s always more fulfilling when you see someone else enjoying your creations.
Great points!
This is such a great article – it’s true, too! I make jewelry using bottle caps and my own photography, and mid-summer this year I had a job that required not sharing beer logos on the back (it was for a coffee company). Faced with the problem of painting the bottle cap backs, how to do it safely (for me) and how the end result would be safe (not rubbing on someone’s skin!) was a challenge. I found the necessary materials to keep it safe for everyone and have since then made every job like that, because it looks 10x better. The real joy is the combination of making a better product while still keeping them safe!
i also agree with patrick on #2
an artist develops ideas from those around them. not saying to copy, but be inspired. theres nothing wrong with being inspired by anothers work. sometimes it helps to move you in to a new and possibly better direction.
i started out by painting. then i used prints of my paintings to make cards. im sure im not the only person using prints to make cards. of course, im not using their print, theres the fine line. i developed the idea from another artists work somewhere along the way.
you have very good points here and i also need to keep # 4 in mind, along with the new #5 family s very important to keep in mind. they are affected by the time and energy we are putting into our businesses.
thanks for the insight!
I totally agree with all of the points. I also think that putting people first is and making profits go hand in hand. If we create simply to make money then our customers may/may not be happy. If we create with the customer in mind we are sure to bring joy to others and that will likely result in positive reviews and more business.
these are all great points and so easy to forget. the plating process is indeed horrible for the environment and the people dealing with the process itself.
guilty! i have used plated pieces as a way to test my market but am phasing them out as i go in favor of delicate solid silver and gold chains that aren’t *really* that much more costly when their life span and cultural value is considered. in the interim i’m testing for an alternative to metal altogether.
perhaps it bears mentioning the obvious – the client is a person too. getting wrapped too up in the business relationship can cause makers to forget that we’re dealing with good people who deserve the best that we have to offer.
best,
p.
I try to put people first in my business by considering how I would want to be treated, what the customers’ needs are and how I can fulfill and go beyond those need. I strive to bring more awareness, joy and simplicity into their lives.
I like how you key focus is on treating people how you want to be treated, thinking about how our actions impact everyone and the environment.
Thinking big picture and or globally…
I started out doing doll clothes 26 years ago because that’s what sold and I loved dolls! I’ve always been amount watch the reaction on the face. Kids light up when the picked their doll out and new out fit.
Now I’m looking at marketing towards something more usable by more people. My problem is pricing and paying me for my work. I do this more because I love doing it. But I’ve hit the point where I need to help pay bills! It’s a matter of keeping the values I started out with and outting them towards this next level.