Lawrence Daniels - The Graphic Designers Business Survival Guide
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ISBN: 978-0-8144-3242-6 (eBook)
Library of Congress Cataloging-in-Publication Data
Daniels, Lawrence J., 1942
The graphic designers business survival guide / Lawrence J. Daniels.
p. cm.
Includes index.
ISBN 978-0-8144-3241-9 (pbk.)ISBN 0-8144-3241-7 (pbk.) 1. Graphic artsVocational guidance. 2. Graphic artsPractice. 3. Small businessManagement. I. Title.
NC1001.D36 2013
741.6068dc23
2012025183
2013 Lawrence J. Daniels
All rights reserved.
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10 9 8 7 6 5 4 3 2 1
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Larry Daniels is the recipient of virtually every major industry recognition for outstanding achievement in communications design, including several Best of Show honors from the Art Directors Clubs of New York and New Jersey, the Advertising Clubs of New York and Westchester, the Creativity Awards, and American Corporate Identity, among many others. His work has been the subject of several professional and business publications, and he has spoken on the use of design as a quantifiable business tool in his role as an adjunct lecturer at New Yorks City College.
Having provided strategic branding and marketing communications to a broad spectrum of clients ranging from start-ups to Fortune 500 companies as principal of DanielsDesign, Larry now shares his extensive experience with other design entrepreneurs who want to break out of the freelance mode and enter the realm of highly valuedand handsomely compensatedcreative resources.
With some three out of ten graphic designers self-employedalmost five times the number for all professional and related occupationsmany would-be entrepreneurs can readily attest to the fact that starting and running a successful design firm takes far more than raw talent; it takes determination, discipline, and above all, a large measure of business savvysomething woefully lacking in design school training.
The guide youre holding isnt like any other self-help book youll find. While others are generally interspersed with contributors project examples and commentary, youll discover that The Graphic Designers Business Survival Guide is focused exclusively on the business aspects of helping you to build, manage, and grow your small design consultancy from the ground up.
This is taken directly from the playbook of someone who has seen it all during some four decades in the business of communications design. I share experience and insights one-on-one with the reader, providing inside information on how to structure and manage a profitable design firm, develop a unique market niche, pitch and land high-value clients, and build lasting professional relationships. It will cover the ups and downs, highs and lows, and ins and outs of delivering targeted creative services to clients who look beyond aesthetics and expect a high return on their investment, whatever their marketing objective may be.
All along the journey, from starting out as just another freelancer to becoming sought after as a valued creative resource, the reader will find that The Graphic Designers Business Survival Guide provides the real keys to success in this business: being able to walk the walk and talk the talk with clients and prospects by communicating with them on their playing field; not only by delivering smart and attractive design solutions, but also by being able to quantify those decisions in ways that business clients can relate to, understand, and respect.
If your goal is independence, creative satisfaction, a good income, and enough free time to enjoy life outside of the design business, this guide is certain to become a timeless and indispensable reference tool for you.
Out of a total of 286,000 graphic designers employed as of June 2011, 27 percent are self-employed, not including incorporated business owners (most of whom run one- to five-person firms. Bureau of Labor Statistics Occupational Outlook Handbook (Washington, D.C.: U.S. Department of Labor, June 2011).
TAKING THE PLUNGE
A daunting, energizing journey
Most graphic designers Ive come in contact with over the years have at least entertained thoughts of going it alone at some point in their careers. Some have done it successfully; many have not. For those who have not, lack of raw talent was almost never the reason for failure; lack of business know-how almost always was.
The reality, of course, is that no matter how business savvy you may be, entrepreneurship is not for everyone. Consider, for example, that while design ability may be at the core of any successful design firm, youll probably devote no more than half (often more like a quarter) of your time to the actual process of designing once youre the principal of a one- or two-person firm. Sales, client interactions, project management, and the various administrative functions required to run a business tend to take up a far greater role than many would-be entrepreneurs have the knowledgeor stomachfor. And speaking of stomach upheavals, before you decide to take the plunge, youd do well to reflect carefully on the roller-coaster ups and downs of those inevitable business cycles that often make a steady paycheck a very attractive and satisfying alternative to operating your own business.
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