This article is sponsored by Chris John Pike and his recent Kickstarter campaign for Silicone rubber ball covers that glow in the dark. “Fitted for footballs & eventually other sporting equipment, Throw Glow covers include graphics & also provide enhanced grip.”
I love working with, writing for, and learning from creative types. One of the big reasons is that most creative types are prototypers.
If you love to write, you naturally start out by writing poems, short stories, and then progressing to novels. If you have a passion for music, you might begin by writing a rap, learning an instrument and playing sheet music, or creating a song with a few friends that also love music.
The common thread among prototypers is that they have a bias for action, usually because they love what they do.
Likely, their initial efforts at producing quality work will fail or suck. No one writes a legendary movie on their first try, unless you are Sylvester Stallone. Even Sly worked for 6 years as a starving actor and writer (short stories) before producing the smash hit, Rocky.
However, successful creative types will keep at it, hone their craft, and push their given talents to the limit over a span of several years, with the one goal to produce awesome work that resonates.
These are prototypers.
I’ve also worked with a good number of typewriters. Typewriters are those individuals that will spend six months on a comprehensive business plan outlining every aspect of a market opportunity.
Typewriters are the individuals who will create the most awesome pitch you’ve ever seen using presi, with well-thought out sales forecasts and crystal clear definitions as to why their product can gain traction and take market share.
In addition to prototypers, I also love typewriters because they are very good planners.
Most people in this world are either good at one or the other. You’re either the one creating new products, or the one managing people who will create new products. Prototypers just want time to create cool things, typewriters will ask you “so how do you plan to make money?”
In my opinion, the key to being successful launching new products on Kickstarter, Indiegogo, Rockethub, or in the marketplace, is to first be a prototyper, and then be a typewriter. You could also get around this requirement by pairing up with another individual that has a complimentary skill-set.
Before Considering Crowdfunding
First, get a prototype together, whether that is a few songs for your album, some chapters of a novel you intend to crowdfund, or an early stage prototype of a design or technology project.
This proves that you are not just a typewriter. You can actually deliver on a vision for a real product.
The great thing about creating a prototype is that you will now be able to get feedback from the group of people for which you made this product.
After you have gotten feedback, you can iterate on the design to create something that they like even more. Once you are satisfied with the feedback you are getting, then it’s time to consider crowdfunding as a way to raise money to get your product out there in the world.
When you decide to raise money via crowdfunding
One of the keys to a great crowdfunding project is either to be or to have someone on the team that is a great typewriter. This means, they know how to sell the product through a pitch with a compelling video, attractive reward tiers, and a written story that makes backers want to be a part of the project.
Usually, everyone involved in the crowdfunding project has to actually go about selling the effort by contacting bloggers, engaging on forums, putting on events, etc., but you need to have a great pitch page, and that means adopting the mindset of a typewriter.
A typewriter would know the following:
– How much it costs to produce your rewards?
– What stretch goals can you manage with your manufacturing/order fulfillment capabilities?
– What kind of conversions are you experiencing with your traffic and how big is the market for this product?
– How much will shipping be if backers are based around the world?
If I am a prototyper (creative type), do I really need to learn to be a “typewriter”?
You either need to learn how to sell your creations through a well-designed pitch and targeted marketing effort, or you need someone on the team that can.
It’s true, you can have a smash success if you have a great prototype that resonates with the audience. However, if you don’t adopt the business mindset of a planner, you could end up owing money because you didn’t calculate costs correctly.
You could also find that you missed the opportunity to fully take advantage of the traction you got on Kickstarter or Indiegogo, because you didn’t have a website, proper social media accounts, or an email list to maintain tight contact with your backers after fundraising.
Conclusion
Whether you are a designer, musicians, film maker, or author, gaining traction and getting noticed is a journey that will require you to learn new skillsets. It will push you outside the realm of what is comfortable. This will force you to grow as an artist, and as an individual. Embrace it, don’t avoid it.
Do you agree with me? Disagree? Leave a comment below.
Note: The idea of a prototyper/typewriter was originally conceived by Guy Kawasaki. You can learn more about it in this youtube video. I have adapted/changed the original idea a bit.
