Recently I've been revisiting a great book that I came across a few years ago, 'Think Two Products Ahead' by Ben Mack. Ostensibly it is a straightforward business book written by a recognized and sought out 'branding expert'.  I rather doubt the author ever had artists in mind when he wrote it, but as it turns out, for our purposes this is a relevant and useful read. There is a line of demarcation between someone who dabbles in arts and crafts and someone who is taking things to a higher level. This book draws that line. Crossing it may come at a price, but also with a potential of great reward and satisfaction.

What does branding have to do with you as an artist? Well, if you're taking yourself seriously, the answer is, "a lot". What is the vibe or the feeling of your work? What are the ideas behind your creations? What metaphors do you enlist, if any? In this world of regiment and predictable outcomes, why do you step out of the box and create in the first place? These are powerful and important questions we must ask ourselves. You and I may well think that to be "branded" is to suffer a fate akin to a glowing hot iron being burned into our skins-- a painful act of submission. But it may be something else entirely. What if has something to do with the leveraging your uniqueness to make people want more of what you have to offer?

Unless you've grown up on the fringe of society, you're probably aware of many consumer 'brands'. And as a thinking and aware person, you may well even resent some of these for a variety of social and political reasons.  There's no problem with that here; in fact, it's author is more than a bit of a maverick, and certainly an artist in his own right.

The power of this book is that Mr. Mack has taken the deepest and most heavily guarded secrets of the advertising world and liberated them. His capricious, engaging and fun-to-read style penetrates very powerful concepts,  distills and elucidates them. Not just theoretically, mind you, but for the purpose of effective actions-- actions that can make your life better, more inspired and more connected with your buyers or audience.

Artists, thinkers and people who have a genuine interest in contributing to the betterment of this world would be well served to invest a little time with 'Think Two Products Ahead' by Ben Mack.




 

        

Good question. Many an artist, regardless of the discipline or medium have gone hungry, gone poor and had inspiration whither on the vine for lack of recognition and success. Is it because they were terrible? No. The most dedicated and disciplined, if he or she doesn't meet the audience, that voice is discouraged and eventually silenced.

In this very special time of history, we find ourselves living in a global village, and it is prime time for the creative mind to meet the powers of technology. There is a myriad of tools available to an artist to use via the world-wide-web to introduce his or her work. Whether it be music, fine furniture or high end bicycles, things such as podcasts, online video, social networking, autoresponders and membership sites can all make sense. These can enable an artist to connect with and sustain a relationship with his or her world-wide audience.

But before we use those types of tools, we must understand why we are using them. A deeply considered strategy is advisable. A hodgepodge of random actions is not.  Some of the most powerful thinkers and writers of today's business world can greatly assist an artist developing his or her game plan for success.

A creative person might ask her or himself, "what am I doing and why am I doing it?" This is critical. The answer is often: I am doing what I love as I feel compelled.  Why do I do it? Because I must.  That is the true artist's viewpoint and it is beautiful. 

I submit that business tools can offer an artist the most protection, the most guidance and the best chance at a life of satisfying and sustained creativity. 

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