Futurecrafting™ Fridays

Here’s the 2nd part of our conversation with Marty Neumeier designing the new way of publishing, all around his latest design thriller Octavo.Enjoy as much as I did.Patrick This is a public episode. If you would like to discuss this with other subscribers or get access to bonus episodes, visit futurecrafting.substack.com

A goooooooooooood while ago Marty Neumeier and I recorded a conversation. For those living under a rock, Marty is a legend in the world of branding, a serial author of branding books series (the famous Brand Gap and numerous others), and a co-founder of Level-C — one of the leading, if not “the” brand strategy education program. I dared to challenge Marty a bit with my framing, which he graciously evaded, but nonetheless, the aim was to surface some of the unglamorous and less known episodes from Marty’s career. This conversation went on and on, and (not because of that) took me a year to edit. Twelve o’s later, here it is, split in 2 parts.In the spirit of exploring epic creative business failures, in the first part, we’ll try to unearth the story behind Marty landing with a garage full of his iconic design magazines (Critique) and… nearly going bust. From that anchor we’ll steer towards Marty’s current work on designing and experimenting the new way of publishing, all revolving around his design thriller Octavo, which was first serialized here on Substack, and a few moments ago published via Amazon.Part two coming next week.Enjoy, as much as I did. This is a public episode. If you would like to discuss this with other subscribers or get access to bonus episodes, visit futurecrafting.substack.com

SummaryIn this conversation with Patrick Kizny, Joanna Garner shares her journey with Meow Wolf, a creative company that has grown rapidly while navigating the challenges of maintaining creativity within a corporate structure. We discuss the tension between artistic freedom and business demands, the importance of creating supportive environments for artists, and the ethical dilemmas surrounding the valuation of creativity in a capitalist society. The conversation also touches on the role of art in society, the impact of technology on creativity, and the need for genuine human connection in an increasingly digital world.TakeawaysJoanna Garner reflects on her six-year journey with Meow Wolf, a company that started as a punk art collective.Creative businesses often struggle to balance artistic freedom with corporate demands.The growth of a creative company can lead to a loss of its original spirit.Creativity is often commodified and undervalued in capitalist systems.Navigating change in large organizations can be particularly challenging for creative individuals.The tension between chaos and order is essential for creative ventures to thrive.Ethical dilemmas arise when valuing creativity compared to traditional business roles.Art plays a crucial role in society, especially in times of political and social upheaval.The future of creativity may lie in smaller, more intimate gatherings rather than large social media followings.Sound Bites"There is no more organic social media.""We are screaming into the void.""Creativity is a birthright."Chapters00:00 Introduction to Joanna Garner and Meow Wolf04:36 The Growth and Challenges of Meow Wolf08:05 Creative Businesses and the Capitalist Dilemma11:00 The Tension Between Creativity and Corporate Structure18:43 Valuing Creativity in Corporate Environments25:20 The Origins and Evolution of Meow Wolf32:30 The Ethical Implications of Corporate Profit vs. Human Value34:33 Historical Lessons and Their Relevance Today36:33 The Role of Artists in Society38:57 Creating from Rage and Aliveness41:21 Art's Role in the Age of Technology44:04 The Impact of Social Media on Art47:45 Reclaiming Community and Connection51:34 The Future of Creativity and Human ConnectionKeywordsMeow Wolf, creativity, corporate structure, capitalism, change management, creative process, social media, censorship, ethics of creative business, late-stage capitalism This is a public episode. If you would like to discuss this with other subscribers or get access to bonus episodes, visit futurecrafting.substack.com

In this conversation, Patrick Kizny and Marc Morissette explore Marc's extensive journey in the VFX industry, discussing his early experiences, the transition to entrepreneurship with his studio Cluster, and the challenges faced in managing a creative team. They explore themes of perfectionism, the impact of external factors like the pandemic and AI, and the emotional toll of closing a business. The discussion highlights the differences in how failure is perceived in the tech versus creative industries, emphasizing the need for a supportive environment for creative professionals. In this conversation, Patrick Kizny and Marc Morissette delve into the complexities of entrepreneurship within the creative industry, discussing personal experiences with business challenges, market changes, and the impact of AI. They reflect on the emotional toll of business failures, the importance of community, and the lessons learned from navigating crises. The dialogue emphasizes the need for resilience and adaptability in a rapidly evolving landscape, while also acknowledging the human element that drives creativity.TakeawaysStarting a business requires wearing many hats and learning on the go.Marc aimed to create a supportive environment for his team at Cluster.Perfectionism can hinder the overall progress of a project.The pandemic significantly impacted the VFX industry and small studios.External factors like AI and economic shifts can threaten small businesses.Marc had to make tough decisions regarding his team during challenging times.The emotional strain of running a studio can be overwhelming.Failure in the creative industry is often stigmatized compared to the tech industry. Building a business is akin to raising a child; it's personal.Experiencing business failure is common and not a personal indictment.Burnout is a real issue for entrepreneurs, often overlooked.The market ultimately dictates success, regardless of effort.Learning from failures can lead to personal and professional growth.The creative industry is undergoing a hidden crisis that needs acknowledgment.Taking time for self-care is essential for long-term success.Sound Bites"I love to take people under my wing.""You need room for the people to grow.""It's the director's show.""People look at us like, oh, you failed.""The entire industry just dissolved.""A company is a party boat.""It's a very personal adventure."Chapters00:00 Introduction to VFX Journey02:55 The Transition to Entrepreneurship05:53 Building a Creative Team09:06 Perfectionism in VFX11:56 The Challenges of Running a Studio15:02 The Impact of External Factors17:59 Navigating Closure and Personal Struggles20:53 Reflections on Failure in the Creative Industry30:42 Navigating Business Challenges and Personal Growth34:15 The Impact of Market Changes on Creative Industries39:00 Crisis in the Creative Industry: A Hidden Reality41:24 The Role of AI in the Future of Creativity45:49 Reflections on Burnout and Personal Resilience51:28 Lessons Learned from Business Failures56:18 The Importance of Community in Creative Work This is a public episode. If you would like to discuss this with other subscribers or get access to bonus episodes, visit futurecrafting.substack.com

In this conversation, Patrick Kizny and Chris DuBois discuss the evolving landscape of the agency space, focusing on the challenges posed by market saturation, technological advancements, and the need for agencies to adapt their strategies. They emphasize the importance of problem-focused messaging, the role of AI in enhancing efficiency, and the necessity of defining success and value in business. The discussion also touches on the significance of building trust and differentiation in a crowded market, as well as the future of agency business models in light of these changes.TakeawaysThe agency market is experiencing significant saturation.Agencies must adapt to technological advancements, especially AI.A shift from service-based to consulting-based models is necessary.Problem-focused messaging is crucial for attracting clients.Defining success and value is essential for agency owners.AI should be used to enhance human creativity, not replace it.Building trust through specialization can differentiate agencies.Agencies need to understand their unique value proposition.Market dynamics are changing rapidly, requiring agility.Comparing oneself to different markets can lead to misaligned strategies.Chapters00:00Navigating Industry Changes02:45Service Saturation and Market Dynamics05:45The Shift from Services to Consulting08:22Ecosystem Partnerships and Lead Generation11:13The Collapse of Inbound and Outbound Marketing14:03Understanding the Problem-First Approach16:35Building Trust in a Saturated Market25:14Understanding Value Perception26:43Transitioning Business Models28:39Identifying Market Needs30:55Leveraging AI for Efficiency35:21Defining Success in Business39:30Navigating Market Realities This is a public episode. If you would like to discuss this with other subscribers or get access to bonus episodes, visit futurecrafting.substack.com

SummaryIn this conversation, Patrick Kizny and Érada Svetlana discuss the transition from corporate roles to creative positions, the implications of Web3 for businesses, and the challenges faced by creative studios in a changing landscape. Érada shares insights on the importance of business operations in creative firms, the role of advisory positions in supporting startups, and the need for education in adapting to new technologies. They also explore the significance of value chain mapping, differentiation in a saturated market, and emerging business ideas in the context of Web3 and personal data security.TakeawaysThe shift from corporate to creative roles often stems from a desire for greater impact.Web3 presents both opportunities and challenges for businesses.Creative studios must understand business operations to thrive.Advisory roles can help startups establish a solid foundation.Surviving the creative industry crisis requires adaptability and innovation.Education is crucial for keeping up with technological advancements.Value chain mapping helps companies understand their position in the market.Differentiation is key in a saturated creative services market.Emerging business ideas in Web3 and cybersecurity are promising.Personal data security will become increasingly important in the digital age.Chapters00:00 Navigating Career Transitions: From Corporate to Startups02:12 Understanding Web3: Opportunities and Challenges04:51 The Role of Business Operations in Creative Studios07:42 Advisory Roles: Bridging Gaps in Small Companies10:17 The Importance of Education in Adapting to Industry Changes12:41 Value Chain Mapping: Understanding Your Place in the Ecosystem15:20 The Art of Selling: Connecting with Clients on a Deeper Level17:51 Differentiation in the Creative and Digital Industries24:59 The Maturation of the Creative Industry30:07 Survival Strategies in a Saturated Market34:52 Navigating Economic Downturns40:15 The Impact of AI on Creative Services47:15 Future Trends and Opportunities in the Creative Sector This is a public episode. If you would like to discuss this with other subscribers or get access to bonus episodes, visit futurecrafting.substack.com

When I met Vicente Numpaque back around 2021, Innk was at the peak with clients such as Apple and the likes. It’s not just his or my studios that were peaking. The entire industry was blooming in the post-COVID boom like no others. Little did we know about what was coming.Around the turn of 2021/2022 Innk crashed beautifully. We met with Vicente to talk about this experience.The battles we fought and the scars we have, are invaluable. And so are the lessons from them. Unfortunately, too often they are swept under the rug.Time to change it.“Scorched Wings” is my attempt to do so, unearthing the stories of studio and agency owners that closed, crashed or sunsetted their business amid the current tumultuous times.It’s an effort to reframe personal failure into lessons of resilience, life chapters or whatever that is for you.Enjoy the episode.PatrickSummaryIn this conversation Patrick Kizny's guest Vicente Numpaque shares his journey through the ups and downs of running Innk, the challenges he faced during the pandemic, and the lessons learned from failure. He discusses the importance of mentorship, the need for artists to embrace business knowledge, and the evolving landscape of the animation industry. Vicente reflects on his personal growth and the shift in his career focus towards visual development in animation, emphasizing the need for adaptability in a changing world.TakeawaysStabilizing can signify the beginning of a new chapter.Navigating the business side of creativity can be challenging.Failure is a part of the learning process.Mentorship can provide invaluable guidance and perspective.Artists must embrace business knowledge to thrive.The animation industry is undergoing significant changes.Rebuilding after a setback can lead to new opportunities.Self-reflection is crucial for personal and professional growth.Networking and marketing are essential for artists.Adaptability is key in a rapidly changing industry.Chapters00:00 The Roller Coaster of Business02:06 Navigating Success and Challenges04:00 The Impact of COVID-1906:31 The Downfall Begins08:57 Facing Tough Decisions11:14 Rebuilding After Closure13:12 Reflections on Failure and Growth15:29 Finding Clarity Post-Crisis18:00 Lessons Learned from the Journey19:46 The Future Ahead22:57 Rebuilding After the Crash26:10 Navigating the Animation Industry28:55 The Value of Mentorship33:01 Understanding Failure in Creative Industries38:32 Advice for Aspiring Animators42:37 The Future of Animation and Entertainment This is a public episode. If you would like to discuss this with other subscribers or get access to bonus episodes, visit futurecrafting.substack.com

We met with Bobby Gilespie of Propr to discuss how to, and how is it, to join the “Early Abandoners Club”. Now I got you curious… SummaryIn this conversation, Patrick Kizny and Bobby Gillespie explore the evolution of marketing and agency models, emphasizing the importance of adapting to change and focusing on strategy over mere execution. They discuss the challenges of client relationships, the shift towards instant gratification in the industry, and the necessity of defining personal success. Bobby shares his journey from being a creative director to a strategic consultant, highlighting the significance of understanding client needs and the value of personal fulfillment in entrepreneurship.Highlights"Technology changes all the time. People don't.""I always believed in doing what's best for the customer.""It's not like 20 years down the line, you're getting a 4x return."TakeawaysTechnology changes, but people often resist change.Strategy work yields higher profit margins than project work.Clients often seek instant results without investing in strategy.Defining personal success is crucial for fulfillment in business.Entrepreneurship is a journey of continuous learning and growth.It's important to prioritize self-care to serve others effectively.The agency model must evolve to meet changing market demands.Building relationships is key to successful client interactions.Regularly updating your vision of success can prevent burnout.The journey of entrepreneurship is as valuable as the destination.Chapters00:00 The Early Abandoners Club02:27 Transitioning from Doing to Thinking04:35 The Value of Strategy in Business07:26 The Shift in Client Expectations Post-COVID09:56 Defining Success and Personal Values12:20 The Importance of Self-Care in Business14:30 Pivots and Learning from Experience17:01 The Hero's Journey of Entrepreneurship19:06 Updating Your Vision of Success This is a public episode. If you would like to discuss this with other subscribers or get access to bonus episodes, visit futurecrafting.substack.com

The fastest way to lose your agency’s edge is to try to be everything to everyone.The host, Patrick Kizny and Jeff Meade (Creative Friction) discuss the critical role of positioning and accountability in creative agencies, breaking down the most pressing challenges for agencies today and offering actionable advice on how to create long-term value for clients.Questions we sparred over:⇀ How can creative agencies design a positioning strategy that naturally draws clients to them instead of constantly chasing leads?⇀ What are the dangers of offering too many services, and how can narrowing focus improve an agency’s market position?⇀ What shifts can agencies make to transition from being service providers to becoming strategic partners who deliver real outcomes?⇀ How can agencies position themselves as visionary leaders, guiding clients toward strategic goals rather than just fulfilling requests?⇀ How can improving your own accountability unlock your agency growth?⇀ What to expect of working with a coach, consultant and advisor?Key Takeaways:⇀ Positioning Matters: Agencies struggle not because of a lack of clients but because of unclear positioning.⇀ Accountability Boosts Growth: Jeff shares how holding clients accountable can unlock their potential and ensure lasting results.⇀ From Service to Outcomes: Transitioning from selling services to delivering outcomes can help agencies avoid commoditization.⇀ Avoid Overextension: Agencies offering too many services dilute their value. Focus on 2-3 core offerings to strengthen your market position.⇀ The Role of Visionary Leadership: Patrick and Jeff highlight how leadership and forward-thinking strategies can elevate your agency from a mere service provider to a trusted advisor.#positioning #creativeagencies #leadership #branding #agencygrowth #valuecreation #coaching #accountability #visionaryleadership This is a public episode. If you would like to discuss this with other subscribers or get access to bonus episodes, visit futurecrafting.substack.com

SummaryWhat does it really mean to be a strategist in today's business landscape? In this conversation Patrick Kizny and Rob Estreitinho, the founder of Salmon Labs and former global strategy director at VCCP, explore the world of practicing and selling strategy. Together, they challenge traditional notions, discussing why the era of hefty decks and rigid methodologies is fading and how a more conversational, adaptable approach is taking center stage. From the art of balancing thinking and doing to the power of genuine relationships over transactional interactions, Patrick and Rob explore how flexibility and a multifaceted skill set can be game-changers. Whether you're a creative professional, an independent consultant, or simply curious about redefining strategy in the modern world, this episode is packed with insights and revelations you won't want to miss.TakeawaysStrategy is an informed way to win.The agency world views strategy as important but often undervalued.Communication in strategy should be simplified; less is more.Experience allows for quicker, informed decision-making.Active listening is crucial in understanding client needs.Cultural context influences how strategy is communicated.Self-employment offers freedom and variety in work.Positioning oneself flexibly can unlock new opportunities.Sales can be approached without feeling sleazy.Personal growth comes from embracing a multifaceted identity. Persistence leads to rewarding entrepreneurial experiences.Creative entrepreneurs often wear many hats.Specialization can enhance market positioning.The future of work may focus on relationships.A modular approach can optimize project execution.Market fluctuations influence work diversification.Learning from diverse experiences is valuable.Strategy should inform practical execution.The perception of value can affect pricing.The market demands faster, actionable strategies.Chapters00:00 Defining Strategy: An Informed Way to Win02:51 The Evolution of Strategy in Agencies vs. Independent Consulting06:11 The Shift from Decks to Conversations08:57 Navigating Agency Payroll and the Value of Strategy12:09 The Importance of Active Listening in Strategy15:01 Cultural Context and the Shift Towards Conversational Approaches18:06 Finding Value in Strategy: Avoiding Missed Opportunities21:02 Self-Employment: Growth and Identity as a Solo Entrepreneur29:09 Chasing the Highs of Entrepreneurship30:59 The Many Hats of Creative Entrepreneurs32:29 The Importance of Specialization34:16 The Shift Towards Relationship-Based Work36:13 The Modular Approach to Work38:01 Navigating Market Changes40:17 Learning Through Diverse Experiences42:26 The Dichotomy of Strategy and Execution44:21 The Challenge of Selling Strategy49:12 The Need for Practical Application of Strategy54:44 Embracing a Fast-Paced Market This is a public episode. If you would like to discuss this with other subscribers or get access to bonus episodes, visit futurecrafting.substack.com

The creative industry disruption,The fate of the TitanicAnd the impact of AI.What are the main shifts?What is being disrupted exactly?What new opportunities open up?Who will fill the void created by the dying, outdated agency model?We explored these topics in a convo on the Inspiring Futures podcast by Ed Cotton, Joe Nash and me, Patrick Kizny.Head over to your favorite player to queue it up.Conversations is the new black.Cheers! This is a public episode. If you would like to discuss this with other subscribers or get access to bonus episodes, visit futurecrafting.substack.com

Are you relying on trust to close deals or understanding the real driver behind decision-making?Join Patrick Kizny as he shares insight into why trust might not be as crucial as you think for business growth and how risk management can be the secret engine of success.Key Takeaways:Trust vs. Risk: Discover why trust is often an illusion and how risk assessment plays a more significant role in business decisions.Binary Trust: Understand why trust is a binary gateway, not a continuum, and what this means for your client relationships.Risk Management: Learn the importance of effective risk management over traditional trust-building.Market Dynamics: Explore how changing B2B buyer behavior impacts the reliance on trust in sales processes.Practical Strategies: Gain actionable strategies for leveraging risk management to streamline sales and reduce dependency on trust.Questions for Further Reflection:⇀ How might shifting focus from trust to risk management transform your business approach?⇀ What are the key elements of an effective risk mitigation process in your industry?⇀ How can you integrate risk management into your marketing and sales strategies?⇀ What are the potential downsides of over-relying on trust in business relationships?⇀ How can understanding the distinction between trust and risk change your client engagement tactics? This is a public episode. If you would like to discuss this with other subscribers or get access to bonus episodes, visit futurecrafting.substack.com

Patrick Kizny shares insight on how creative firms can navigate uncertain times by embracing visionary leadership. Instead of fearing market fluctuations, learn how to leverage uncertainty to make bold, strategic moves that resonate with clients and secure your firm's future.𝗞𝗲𝘆 𝗧𝗮𝗸𝗲𝗮𝘄𝗮𝘆𝘀:𝗘𝗺𝗯𝗿𝗮𝗰𝗶𝗻𝗴 𝗨𝗻𝗰𝗲𝗿𝘁𝗮𝗶𝗻𝘁𝘆: Understand the true challenge isn't uncertainty itself but our reaction to it. Learn how to use uncertainty as a strategic advantage.𝗩𝗶𝘀𝗶𝗼𝗻𝗮𝗿𝘆 𝗟𝗲𝗮𝗱𝗲𝗿𝘀𝗵𝗶𝗽: Explore the importance of leading with vision and confidence, and how it can attract and retain clients even during market downturns.𝗖𝗹𝗶𝗲𝗻𝘁 𝗥𝗲𝗹𝗮𝘁𝗶𝗼𝗻𝘀𝗵𝗶𝗽𝘀: Discover how focusing on deeper, strategic client relationships can be more beneficial than merely seeking better-paying clients.𝗖𝗼𝗻𝗳𝗶𝗱𝗲𝗻𝗰𝗲 𝗶𝗻 𝗟𝗲𝗮𝗱𝗲𝗿𝘀𝗵𝗶𝗽: Gain insights into bolstering your leadership confidence and navigating your firm through volatile periods.𝗣𝗿𝗼𝗮𝗰𝘁𝗶𝘃𝗲 𝗦𝘁𝗿𝗮𝘁𝗲𝗴𝘆: Learn practical steps to implement visionary leadership and turn market volatility into opportunities.𝗤𝘂𝗲𝘀𝘁𝗶𝗼𝗻𝘀 𝗳𝗼𝗿 𝗥𝗲𝗳𝗹𝗲𝗰𝘁𝗶𝗼𝗻:⇀ How does our current approach to uncertainty impact our firm's success?⇀ What can we do to bolster confidence in our leadership style during challenging periods?⇀ What underlying factors contribute to our lack of confidence in our leadership during uncertain times?⇀ What unspoken fears might stop us from leading boldly in uncertain times?⇀ How can we practically implement visionary leadership in our firm and client engagements? This is a public episode. If you would like to discuss this with other subscribers or get access to bonus episodes, visit futurecrafting.substack.com

This is a public episode. If you would like to discuss this with other subscribers or get access to bonus episodes, visit futurecrafting.substack.com

"If your work doesn't speak for itself, how do you ensure it gets heard?"In this episode of Futurecrafting™, Patrick Kizny dismantles the myth that creative work can speak for itself, emphasizing the need for context and packaging to convey its true impact. Drawing parallels with the unnoticed pavement slabs at the Great Pyramids of Giza, Patrick argues that without proper guidance, clients may overlook the real value of your portfolio. He discusses the common pitfalls in how creative firms present their work, often failing the "So what" test, and underscores the importance of demonstrating the business impact.Key TakeawaysThe Myth Busted: The belief that "the work speaks for itself" is flawed. It’s essential to sell the impact, not just the work.Context Matters: Proper context and packaging are crucial in guiding clients to understand the value of creative work.Levels of Presentation: From minimal captions to detailed case studies, Patrick critiques common presentation levels and highlights the importance of demonstrating impact.Implementing Value Alignment: For new projects, integrating value alignment with clients from the start ensures better recognition and appreciation of the work.Next Steps: Patrick offers actionable advice for firms looking to evaluate and enhance their work presentation, emphasizing the role of case studies in showcasing impact.Questions for Further ReflectionHow would your new business and marketing transform if every piece of work you presented clearly demonstrated its business impact?What would happen if you began each project by defining success criteria with your clients, ensuring mutual value alignment?How could your approach to client engagement and project presentation evolve if you applied the "So what" test rigorously at every stage? This is a public episode. If you would like to discuss this with other subscribers or get access to bonus episodes, visit futurecrafting.substack.com

#1 The ObservationThe creative industry is paved with unrecognized value. It's not just motion design studios. It's pretty much entire creative industry.And now, it's not just us, advisors & consultants.Take a look at this post from James Callahan of Future Deluxe. What he says in a self and problem-aware manner, is that us, creative studios, fall into talking pixels, but fail so badly communication outcomes of our work.Hearing it from one of the acclaimed studios is new, and deserves recognition. Why is it so important?Between us, advisors and industry veterans, we've long discussed how creative firms struggle to present their work in a way that demonstrates impact, not self-praise. But that's not sufficient.To tackle these issues we need we need collective awareness and momentum.#2 The InsightNow, let's put it in a wider perspective.What if I told you that the focus on pretty pixels is not a problem, but a symptom?In my polls, 80% of firms agreed that the frustration of clients not understanding the value and under-appreciating their work is real. But it's not clients being ugly and us being the wonderful.This problem boils down to one thing:Lack of alignment of value. Or, value blindness, if you will.In layman terms? It’s 4 subproblems that are absolutely solvable!* We, creatives don't recognize the value we create. It takes a mindset.* We don't have clarity about what constitutes value for our clients. This takes understanding of a value chain you're part of.* We don't have systems and routines to align with our clients on what constitutes value. Hint: It's not in the brief. It’s between the lines.* We lack ability to communicate that value, through our websites, portfolios etc…Because of all that, our efforts often come unrecognized, for the communication is not there. We want to overdeliver, but we hit the wall, because we haven't set up the right expectations (value alignment).#3 The SolutionThese observations, made across 2 decades of running my creative firms, and working with countless peers and clients, lead me to distilling the industry problems. From there, I looked for solutions.And that's exactly how I came to create The Value Method.The vision?Imagine a world where leaders of creative firms no longer struggle with understanding, creating, and communicating value, but gain mastery of the value chains and value flow, so that their firms become more profitable, future-proof, face less competition, and make a greater impact for their clients.Isn't it compelling?That's the vision I have for the industry, and a foundation of Futurecrafting™ — my advisory practice for creative firms.When I work with studios like yours, we systematically tackle these issues, to turn unrecognized creative excellence into client acclaim and profit. Hit me up, let’s see if we can push you firm through the hardships or even just to share perspectives. This is a public episode. If you would like to discuss this with other subscribers or get access to bonus episodes, visit futurecrafting.substack.com

"I hope the business will be back soon." — heard this from creative firm owners more times than I can count. If you're relying on hope and tightening the belt to survive this downturn, it’s time to rethink. The reality? The markets have been down for 18 months, and studios are closing. So, what's your move? There are only two approaches: feed-back and feed-forward.In uncertain times, the instinct is to retreat and protect what you have. Sure, cutting costs and optimizing processes keeps the lights on. But is that a strategy? It's a prolongation tactic at best. Should you take it? Of course! But keep in mind It can only get you so far. Isn't a year and a half enough to realize things changed?I'm not asking you to take my word that "business as usual" isn't coming back. But as a responsible business leader, shouldn't you assume that's exactly the case?If so, is relying on feed-back approach going to cut it? Or perhaps, trying to salvage an obsolete business model, we're falling into complacency?While cutting costs and optimizing processes can improve efficiency, does it truly help push your business forward?I guess you know the answer.Managing a business involves maintaining momentum, while taking calculated risks, leaping into the unknown. The business is where the risk is. True leadership involves looking beyond immediate financial pressures and focusing on long-term vision, even if the future remains uncertain.Is your firm future proof? I prepared a special assessment, so that you can see how well your firm is prepared to handle the future. It is free and takes no more than 3 minutes.Let me share a few examples. Two decades in creative took me a few pivots.* It's 2007. My digital agency thrives, serving financial sector. Boom! Overnight, we went down. But we stood up, shook it off, and six months later, we're writing a new chapter.* 2012, our revenue from brand, design and interactive kept dropping. We kept those services, while charging into film, time lapse and motion control, shifting to new value chains. The market was uncertain, but we took a leap of faith.* 2017, we bet on venturing into 3D animation and visual effects. Was that a safe bet? By no means. More — a mix of calculated risk and intuition, that proved to be the best use of our potential.True leadership is defined not by playing it safe, but by embracing risk and steering through uncertainty.Post-covid years were one of the ripest whether you're in design, motion, film or marketing. But now it's over. It accelerated inevitable changes, and we have to wake up.Are you sure hope-fueled feed-back tactics are going to cut it?Maybe it’s time to deploy an innovation budget — not just financial, but mental?With brands relying now on in-house teams, and an influx of new talent with insane visual-crafting capabilities powered by AI, it's time to stop and reflect.* What new avenues are you ready to explore today?* What risks are you prepared to take to future-proof your firm?* What fears are holding you back from taking a leap forward?Think about it. The future of your business depends on it.Keeping you on your toes!Till the next one. This is a public episode. If you would like to discuss this with other subscribers or get access to bonus episodes, visit futurecrafting.substack.com

Great clients are not found—they're nurtured. Great relationships are not found—they're forged. How can shifting to a value-centered mindset transform your creative firm's impact and profitability?Summary: In this episode of Futurecrafting™, Patrick Kizny delves into the crucial concept of value alignment in the creative industry. He discusses how shifting to a value-aware and value-centered mindset can unlock immense potential for creative firms. This episode is a continuation of the previous discussion on the lack of value alignment in the industry and explores practical steps to foster better team dynamics, efficient production, stronger client relationships, and ultimately, more profit and impactful work.Key Takeaways:Vision of a Better Future:Imagine a world where clients fully trust you, communications and production are smooth, and your work is fully recognized and appreciated. This vision is achievable through value alignment.The Reality of Unrecognized Value:80% of creative agency and studio founders experience frustration from unrecognized efforts and lost impact. Addressing this issue requires a shift in mindset and practices.Breaking Down Value Alignment:Understand the business ecosystem where your services are delivered.Read between the lines to uncover what clients truly want and need.Implement policies and systems to ensure clarity on project objectives and success criteria.Master value communication to ensure clients recognize and appreciate your efforts.Moving Beyond "We Need More Leads":Shift focus from acquiring more leads to fostering better relationships that drive impact and profit.Unlocking Greatness:Great clients and relationships are nurtured and forged, not found. This requires a proactive and strategic approach to client engagement and relationship building.Questions for Further Reflection:What are the root causes behind your struggle to build strong client relationships?How can you better understand and align with the true needs and values of your clients?What steps can you take to ensure every project begins with full clarity on objectives, value, and success criteria?How can you improve value communication to ensure clients recognize and appreciate the extra efforts?What fears might you face around shifting from compliance to a guidance-based approach?Call to Action: If you’re ready to reimagine how value flows through your creative firm and projects, reach out for a conversation about how The Value Method can help your firm move ahead. Whether you’re thriving and thinking about future-proofing your business or struggling to adapt to recent disruptions, there’s a way forward.Subscribe and Share: If you found this episode valuable, consider subscribing and sharing it with your peers. Help spread the insights and practices discussed in Futurecrafting™ to create a more value-centered creative industry. This is a public episode. If you would like to discuss this with other subscribers or get access to bonus episodes, visit futurecrafting.substack.com

Introduction:We kick off the series of articles on The Value System. Patrick Kizny discusses the fundamental issues plaguing the creative industry, focusing on the significant disconnect between creatives and their clients. He emphasizes the need for a revolution in how value is understood, communicated, and realized. All that, to come up with a picture of a better world, and tools to charge ahead.Key Takeaway:The Creative Industry is BrokenThe current ecosystem suffers from a misalignment in recognizing, communicating, and realizing value. This hampers the effective flow of value, resulting in missed opportunities and suboptimal outcomes. Looking at it from the perspective of Value Chain and Value Flow, can help you bridge the gap, unlock better client relationships, and evolve your creative firm.Assumptions Challenged:1. Clients understand the value of creative work2. Creatives are confident in communicating the value they create3. Procurement processes are efficient and straightforwardWhat’s Broken?Lack of Alignment on Value- Significant gap in understanding what constitutes value- Misalignment leads to unmet expectations and unsatisfactory outcomesLack of Recognition of Value- Both clients and creatives fail to recognize the true value being exchangedSystemic Problems in Realizing Value- Creative potential is restricted by left-hemisphere dominance, corporate hierarchies, and data-driven decision-makingWhy is it Broken?Understanding of the Value Chain- Creative firms often lack clarity about their position in the Value Chain- Without a clear map, firms struggle to plan for growth, marketing, and new businessRecognizing Value They Create- Creatives often lack business knowledge and confidence in recognizing and articulating their valueCommunication- Creatives often lack skills to articulate their value effectively- Fear of discussing money and real client needs hinders effective communicationRecognition of Value by Clients- Clients' procurement processes often devalue creative work- Bold goals get lost in the brief and are undermined by procurement proceduresDeep Questions for Further Reflection:1. How can the creative industry innovate its approach to value alignment and procurement to foster healthier, more productive relationships?2. Why do so many clients fail to recognize the true value of creative work?3. How can creative firms better understand and articulate their value propositions?4. What steps can creative firms take to ensure clear and effective communication of project expectations and success criteria?5. What if procurement processes were designed to enhance, rather than erode, the value of creative work?---Closing notesThanks for tuning into Futurecrafting™ Insights. If this resonated with you, share it with peers to help bridge the value gap in our industry. Visit futurecrafting.express for more insights and subscribe for exclusive content. Reach out with any feedback or questions.Stay prolific, and until next time, keep futurecrafting.---Hosted by: Patrick KiznyProduced by: Futurecrafting™ Express This is a public episode. If you would like to discuss this with other subscribers or get access to bonus episodes, visit futurecrafting.substack.com

Ever wonder why you lost that project to a bigger competitor who outpriced and outperformed you? It's not just about being creative—it's about systems, processes, and mindset.In this episode, Patrick Kizny dissects the reasons why smaller creative firms lose out to bigger competitors who not only beat them on price but also on creative execution. He explores the importance of robust systems, strategic mindset shifts, and leveraging external advice to ensure sustainable growth. Don't get stuck in the struggle—streamline, elevate, and evolve.Key Takeaways:Price vs. Profit: Some firms may lower their prices to win a client, sacrificing profit temporarily. Others have efficient systems allowing them to deliver high-quality work at competitive prices while maintaining profitability.Economies of Scale: Larger firms often leverage economies of scale, hiring top industry talent and utilizing superior systems that small firms can't afford. They can execute projects quickly and efficiently, reducing overhead and maximizing output.Systems vs. Struggle: Big firms rely on streamlined processes, while smaller ones often depend on the heroics of a few individuals. Transition from patching problems to designing robust systems is crucial for growth.Mindset Shift: Evolve from celebrating personal talent to empowering and elevating your team. Focus on strategy, vision, and systems rather than firefighting and micromanagement.Personal and Business Growth: Self-awareness and external perspectives are essential for overcoming limitations. Seek external advice to navigate through industry changes and ensure sustainable growth.Questions for Further Reflection:• What if our biggest obstacle to growth is our own mindset and approach?• What if the key to your firm's success lies in completely redefining your approach to client projects?• What assumptions about our competitors might be limiting our growth and innovation?• How can we leverage our unique strengths to compete with larger firms more effectively?Stay prolific and till the next one This is a public episode. If you would like to discuss this with other subscribers or get access to bonus episodes, visit futurecrafting.substack.com

Is your vision of success older than your car?Patrick Kizny reflects on the evolving concept of success and its influences from societal and technological pressures. Through personal stories and analysis, he challenges listeners to rethink their definitions of success.Key Takeaways:Reassessing Success:Patrick shares a story about realizing his excessive smartphone screen time, highlighting the need to define success personally rather than through digital consumption.Ambition and Aggression:Ambition often ties to power dynamics and societal expectations, leading to psychological aggression. Patrick explores the need for a balanced approach.The Influence of Social Media:Discusses how social media distorts our perceptions of success and urges a more personal, introspective approach.Redefining Success in the Creative Industry:Critiques the tendency of creative professionals to adopt industry benchmarks uncritically, advocating for individualized success metrics.Visionary Leadership:Emphasizes the importance of leading clients strategically and defining a unique vision of success.Questions for Further ReflectionWhat does success truly mean to you?How often do you update your definition of success?Are your success benchmarks influenced by social media?How can you balance ambition in your professional journey?Does your vision of success align with your values and goals?ConclusionPatrick wraps up the episode by encouraging listeners to take a step back and critically examine their own definitions of success. He urges them to consider how societal and technological influences shape their ambitions and to strive for a more authentic and personally fulfilling vision of success.Stay Prolific. Till the next one. This is a public episode. If you would like to discuss this with other subscribers or get access to bonus episodes, visit futurecrafting.substack.com

In this episode of Futurecrafting™, Patrick Kizny challenges the common belief that creative firms need more clients to grow. He dives into the misconceptions around client acquisition and emphasizes the importance of visionary leadership in building meaningful, profitable client relationships.Key Takeaways:More Clients vs. Better Clients: Patrick explores the difference between simply acquiring more clients and seeking better ones. He argues that better clients, who respect and pay well, are not the ultimate solution either. Instead, the focus should be on designing and nurturing client relationships.Five Truths of the Creative Sector:Creative firms need more clients to grow.Better clients mean higher revenue and stability.The primary role of creative firms is to serve client needs.Most client problems can be solved by delivering excellent work.Better client relationships just happen naturally over time.Patrick challenges these assumptions, urging listeners to reflect on their validity within their business models.Visionary Leadership: The core of Patrick's message is the concept of visionary leadership. This involves leading clients rather than just serving them, understanding their business needs, and aligning with their strategic goals. It’s about transforming client relationships through expert guidance and vision.Redefining Relationships: Patrick clarifies that genuine client relationships go beyond mere connections or client-pleasing tactics. True relationships are built on professional bonds and strategic alignment, not just personal rapport or superficial interactions.Designing and Nurturing Clients: Rather than hunting for better clients, creative firms should focus on designing and nurturing their clients. This involves creating a strong foundation and specific dynamics that foster better, more profitable relationships.The Role of Vision: Visionary leadership means understanding both your industry and your client’s business, anticipating trends, and offering innovative solutions that clients might not have envisioned. This proactive approach can transform client engagements and elevate the firm's role from service provider to trusted advisor.Practical Implementation: Patrick encourages firms to take ownership of their engagements, lead with vision, and understand their client's needs deeply. This approach can result in stronger client relationships and a more sustainable business model.Patrick’s insights provide a roadmap for creative firms to shift from a compliance-based service model to one driven by visionary leadership, emphasizing the importance of strategic alignment and deep client understanding.Stay prolific, and till the next one! This is a public episode. If you would like to discuss this with other subscribers or get access to bonus episodes, visit futurecrafting.substack.com

Understanding where your creative studio sits in the value chain is crucial for effective business positioning and pricing strategies.In this episode, we break down the concepts of value creation and value-based pricing, exploring how your position — whether as an execution-focused firm or a strategic partner — shapes your opportunities and approach.Key Points Discussed:Value Chain Mapping: Visualizing the hierarchy from client to subcontractors, and understanding the impact of each role.Strategic vs. Operational Roles: The difference between high-impact strategic positions and hands-on execution roles.Value-Based Pricing: Criteria for when and how to implement value-based pricing, emphasizing the importance of client proximity and business impact.Differentiation Strategies: How to stand out based on your position in the value chain, focusing on efficiency, specialization, and understanding client needs.Real-World Examples: Practical insights into how different firms navigate their roles and pricing models within the creative industry. This is a public episode. If you would like to discuss this with other subscribers or get access to bonus episodes, visit futurecrafting.substack.com

Let's challenge the traditional benchmarks of success in the creative sector. Why is 10% growth often seen as enough, and what might we be missing by sticking to this 'safe' number?Let's question everything and dare to aim higher. Join us as we explore the necessity of ambitious thinking in leadership—because effective leadership is about daring to ask the right questions. Stay tuned and rethink your growth strategy with us. This is a public episode. If you would like to discuss this with other subscribers or get access to bonus episodes, visit futurecrafting.substack.com

In "Strategic Over-delivery: When More Is More," we explore the art of exceeding client expectations without overshooting the mark. Ever wonder if all that extra effort is truly recognized or if it just drains your resources? Let's unpack the true costs of over-servicing and explore smarter ways to add value that clients will actually notice and appreciate.Let's rethink over-delivery—smarter, not harder.Tune in to shift your approach and truly align with your client's values. Stay prolific and craft your future wisely!To access full archives, subscribe and take part in the discussions, visit Futurecrafting™ at https://futurecrafting.substack.com This is a public episode. If you would like to discuss this with other subscribers or get access to bonus episodes, visit futurecrafting.substack.com

"The fish market is dead. There's just the fishing market now. Should you buy a rod and a fishing course though?"Let's look into the evolution of the creative industry, and the threat of abundance. How can businesses future-proof themselves in a world overflowing with content but starved for connection? Tune in and let's discuss the critical need for reimagining business models in the face of an oversaturated market. This is a public episode. If you would like to discuss this with other subscribers or get access to bonus episodes, visit futurecrafting.substack.com

In this episode of Futurecrafting™, Patrick Kizny tackles the often-overlooked issue of over-servicing clients in the creative industry. While striving for excellence is a hallmark of creatives, Patrick explores why this drive can sometimes harm your business rather than help it.Key Takeaways:The Pursuit of Excellence vs. Client Service: Creatives have a unique drive for excellence, but great craft doesn't always translate to great client service. Handling clients and processes with business savvy is crucial for delivering excellent service and maintaining a healthy bottom line.Over-Servicing and Confidence: Patrick shares insights from a client discussion, revealing that over-servicing often stems from a lack of confidence. Many creatives believe that providing massive value 100% of the time will prevent rejection, which can lead to overextending resources and hurting profitability.Fear of Rejection and Imposter Syndrome: The fear of rejection and related imposter syndrome can drive creatives to overdeliver, leading to business challenges. Patrick emphasizes the importance of embracing rejection to gain freedom and power in client relationships.Redefining Confidence: True confidence should be rooted in clarity about what you offer, defining engagement boundaries, and understanding desired outcomes. This clarity helps avoid over-servicing and ensures sustainable business practices.Profitability at Any Budget: Creative firms should aim to be profitable regardless of the budget. Patrick discusses the need to develop systems and methods to control engagements, prevent scope creep, and ensure client satisfaction without overextending resources.Patrick underscores the importance of seeking external support to refine service offerings and processes. Over-servicing may seem like a path to client satisfaction, but it can ultimately harm your business. By embracing rejection, redefining confidence, and ensuring profitability, creative firms can thrive.Stay prolific, and till the next one! This is a public episode. If you would like to discuss this with other subscribers or get access to bonus episodes, visit futurecrafting.substack.com

In this episode of Futurecrafting™, Patrick Kizny dives into the deceptive allure of expanding your service list without considering the hidden costs. While it might seem beneficial to offer more services, Patrick argues that this approach can dilute your focus and jeopardize your business’s profitability.Key Takeaways:The No-Cost Illusion: Adding more services to your portfolio might appear cost-free, especially during slow market periods. However, this expansion often comes at the expense of clarity and focus.Client Variety and Challenges: Offering a wide array of services attracts different client groups, each with unique needs and expectations. This diversity requires mastering multiple service processes, complicating client engagements and increasing unpredictability.The Real Cost of Expansion: Without a well-designed and tested process, managing various services can lead to inefficiencies and missed opportunities. Charging by outcomes under a fixed model can hurt your bottom line, and even hourly rates may result in leaving money on the table.Strategic Service Offering: Patrick emphasizes the importance of having a service scope that aligns with your business capabilities. Mastery and confidence in delivering each service ensure better control and profitability.Balancing Expansion and Focus: Instead of broadly expanding services, focus on a strategic selection that you can confidently manage. This approach helps maintain quality, client satisfaction, and ultimately, business success.Patrick underscores the need for strategic insight and external perspectives to refine service structures and ensure sustainable growth. By understanding the real costs of service expansion, creative firms can avoid common pitfalls and enhance their profitability.Stay prolific, and till the next one! This is a public episode. If you would like to discuss this with other subscribers or get access to bonus episodes, visit futurecrafting.substack.com

In this episode of Futurecrafting™, Patrick Kizny tackles the future of marketing, at least in the near-term. He explores why unpolished, personal, and casual approaches are gaining traction in a world saturated with overly engineered content.Key Takeaways:The End of Playbooks and Best Practices: Patrick asserts that traditional marketing playbooks and best practices are obsolete. Today’s effective marketing is unscripted, personal, and relational.Trend #1: Embracing Imperfection: Patrick highlights a growing preference for unpolished, human-centric marketing. Polished, brand-like content is losing trust, while rough, authentic content resonates more with audiences.Trend #2: Pressure and Saturation: The explosion of AI-generated content and mass emails has led to a saturation of traditional marketing channels. Personalized outreach, once effective, now gets lost in the noise. This has diminished the effectiveness of email and social media as reliable business channels.Trend #3: Shorting Circuits: Patrick encourages seeking direct, personal interactions over traditional, lengthy processes. Whether it’s pitching or client engagements, finding shortcuts to personal connections can yield better results.Going Back to Basics: The future of marketing lies in returning to genuine, human interactions. Business will become more personal and local, with a focus on building real relationships rather than relying on automated processes.Practical Applications: Patrick shares his own journey of moving away from perfectionism in his professional branding, embracing more personal elements that reflect his true self. This approach, he argues, is more relevant and effective in today’s marketing landscape.Patrick emphasizes the need for depth, authenticity, and a departure from cliched roles in business communication. By embracing these trends, firms can build stronger, more genuine connections with their audience.Stay prolific, and till the next one! This is a public episode. If you would like to discuss this with other subscribers or get access to bonus episodes, visit futurecrafting.substack.com

In this episode of Futurecrafting™, Patrick Kizny takes a hard look at the evolving landscape of the creative industry. He discusses why traditional business models centered around specific services ("We're a PR firm," "We're a social media agency") are becoming obsolete, and what creative firms need to do to stay relevant and thrive.Key Takeaways:Past and Present: The past two decades were a golden age for small creative firms, with abundant opportunities and easy access to capital. However, those days are over. Today’s market is characterized by higher inflation, cautious investors, and a saturation of creative services.The New Reality: The influx of affordable professional education has flooded the market with fresh talent. While these newcomers have impressive technical skills, they often lack the deeper understanding and experience needed for business problem-solving and strategic insight.Challenges Ahead:Market Saturation: The market is crowded with undifferentiated small studios and freelancers, intensifying competition.Shift to In-House Teams: Brands are increasingly building their own in-house teams, reducing reliance on external agencies.Economic Constraints: High-profile contracts are scarce, favoring established firms, while smaller firms struggle to secure significant projects.Strategic Positioning: To survive and succeed, creative firms must:Refine Market Positioning: Move beyond just creative services to include business problem-solving capabilities.Understand Macro Trends: Stay ahead by understanding broader trends in business, media, culture, and entertainment.Lead with Vision and Confidence: Demonstrate a strong business mindset and strategic vision to attract and retain clients.Adapting to Change: Small-to-medium creative firms need to embrace agility in their operations and be prepared to make bold decisions to stay competitive in a challenging market.Patrick’s insights highlight the importance of evolving beyond traditional service offerings and focusing on strategic, visionary leadership to navigate the complexities of the modern creative industry.Stay prolific, and till the next one! This is a public episode. If you would like to discuss this with other subscribers or get access to bonus episodes, visit futurecrafting.substack.com

Let's dissect a trend that’s sweeping through the creative industry: the buzzword “collaborative.” While on the surface, promoting a collaborative spirit might seem like a positive attribute for your creative business, Patrick Kizny explains why this can sometimes be detrimental. Through a compelling narrative and personal anecdotes, Patrick unpacks the pitfalls of positioning your firm as overly collaborative.Key Takeaways:The Pitfall of Servilism: Drawing from experiences working with clients in China, Patrick highlights how a servile attitude—putting clients' demands above strategic expertise—can undermine your business.Service vs. Expertise: There's a fine line between providing excellent service and maintaining your position as an expert. Creative firms need to balance being service-oriented and leveraging their expertise to lead clients rather than just follow instructions.Reading Between the Lines: Patrick interprets the term “collaborative” as often signaling a willingness to bend to client demands, which can lead to scope creep and diminished profits.True Partnership: The few firms that can genuinely claim to work collaboratively while maintaining profitability do so because of robust processes, experienced sales teams, and strong market positions.Strategic Positioning: Instead of leaning into the collaborative label, firms should focus on positioning themselves as leaders and experts in their field, guiding clients with confidence and strategic insight.Stay prolific, and till the next one. This is a public episode. If you would like to discuss this with other subscribers or get access to bonus episodes, visit futurecrafting.substack.com

In this episode of Futurecrafting™, Patrick Kizny shares his frustrations with the common misconceptions about positioning in the creative industry. He argues passionately that positioning is a strategic business issue, not just a matter of clever copywriting. Patrick highlights the current challenges creative firms face and why relying on outdated methods won't suffice.Key Takeaways:Positioning Misconceptions: Patrick explains why treating positioning as a copywriting issue is fundamentally flawed. Effective positioning requires a deep understanding of the market, client motivations, buying processes, and identifying a distinct market position.Economic Shifts and Challenges: Following the economic downturn of 2022 and a tough 2023, creative firms face significant challenges. Patrick outlines key industry shifts affecting the landscape:The Fall of Agencies: There's a growing trend of buyers favoring in-house teams over traditional agencies, impacting creative studios directly or indirectly.Market Saturation: The influx of small studios and freelancers has saturated the market, intensifying competition and driving down prices.Collapse of Communication Channels: Traditional outreach methods like email and social media networking are becoming less effective due to the rise of generative AI and increased sales pressure.Strategic Positioning: With these challenges, positioning your creative firm correctly is more critical than ever. Patrick emphasizes that this requires a strategic approach, often with the help of experienced advisors.Advisory Support: Many successful studios benefit from external advisory support to navigate these complex challenges and refine their positioning strategies.Join Patrick as he breaks down these pressing issues and offers actionable insights to help creative firms thrive in a changing market. Stay prolific, and till the next one! This is a public episode. If you would like to discuss this with other subscribers or get access to bonus episodes, visit futurecrafting.substack.com