As we’ve touched upon before, the thought processes of a business professional and an artist are radically different.
This man obviously cared a great deal about his investment portfolio.
Typically speaking the business person aims to explore and research market and consumer demand, these are the marks by which they navigate their path to success. Great business people can anticipate market demand and offer products to the consumer before they even realize they want it. They are shepherds to the masses, earning their living by cultivating the flock to desire the goods and services that they are offering.
Artists are motivated by a different force entirely. The artist explores the self and the mind. There is no compass to guide, only aimless wandering in a quest for greater expression. Unlike the business person the artist produces for the sake of creation. There is often little concern for the market, because the artist generally presumes that no matter what, there will always be someone out there somewhere that is willing to buy.
There are many industries where these two mindsets meet and clash. Ours is certainly one of them. This difference was probably no better pronounced than in one particular situation we experienced at our company…
There’s a reason our business cards look like this.
At one point we decided it might be in our best interest to draw upon some Chinese influences for our designs. In order to research this and draw inspiration Vali read through a collection of Chinese horror stories by Pu Songlin entitled Tales from a Chinese Studio. Many of the stories in the book focused on Fox Spirits. These cunning creatures were known for taking the form of a woman, seducing a man, and then slowly draining the life force out of him.
Vali: “In other words, a woman.”
Given this was a common theme and had potential, our cartoonist quickly jumped on the concept and produced this design:
As a westerner closely involved in the project I’m very fond of this design, but as a business person I felt that it was time to poll the audience. I kindly asked him to get some feedback from some of our contacts. Some of you recall however that saying the word “feedback” to an artist is often like saying “bath” to a dog. Though I’ve come to find it’s not really that, it’s that artists have a different feedback system. They want artists’ feedback, not consumers’ feedback. I digress, after few days he came back and told me he had asked some 6 people, and they all told him that they liked it a lot, and that they couldn’t hide the expression on their faces just how much they liked it! The seventh person however, who happened to be a very good friend of ours disagreed, she told him that Chinese typically don’t envision fox spirits in this way.
He rode off the comment, citing this particular friend’s frequent negativity.
So we disregarded the one negative review out of seven, and almost went on to place the first sample order. The night before, I got a gut feeling that maybe I should run the design by some of my other Chinese friends. I showed it to two people, both of which said the same thing, “This is not something that Chinese people will understand. It’s a cultural difference in perception, to us the fox is a bit scary, the colors are wrong.” In other words, they won’t wear it. My artist was trying so hard to explain to me that this is art: some will see and not understand, while some will see and love it. The most important thing is that is okay with the design. As a business person I was struggling to explain that this is not art, this is business. If we were to make any money from anything, our designs need to be appealing to our customers, and the best way to find that out is to poll the audience.
It doesn’t help that Vali is a life-long skate punk, or that he may well be an eccentric genius. He’s an iconoclast by nature, show him something done a certain way only for the sake of tradition and he’s prone to fly at it like an Angry Bird gunning for a green pig.
You could say he flies in the face of tradition
Naturally he also questioned the relevancy of my people’s comments. Frustrated I suggested that we put the design on Weibo (the Chinese version of Twitter) and see what the people out there thought about it. These were random people, so if their comments tipped in my favor he said he would consider changing the fox spirit design. Naturally I won, and naturally he has yet to revisit the concept.
It’s a Pyrrhic victory.
I was hoping that he would learn a lesson from what happened. If we want to become a brand, then we have to stop being only product focused and listen to what our target customers like. People are very willing to give us their opinion, we just have to listen carefully. My artist however is still an obnoxious little nuisance, but at least I learned a lesson. I realized that I didn’t need to search for some mysterious arcane business knowledge, or ask seasoned business gurus what to do to succeed. I realized that I only needed to listen to my customers and do what they told me. Very soon, we saw the benefits from it.