Photo source: Maya Media Inc.   

Like successful businesses, successful creative work involves much trial and error. It involves countless hours of trying to figure out how to make something work and wrestling with oneself while trying to decide whether the time has come to abandon the work as failure or push ahead despite the difficulties. Recent thinking about innovation in business emphasizes these aspects of the creative process encouraging entrepreneurs to experiment and take risk – developing new products and services through “doing” and then learning from the actions they take.

Today, instead of planning, aspiring entrepreneurs are encouraged to take incremental steps that help them to test the validity of their ideas as they move forward. Instead of coming up with ideas that look good on paper, they are challenged to prove their ideas will hold up with customers before actually forming a business. Entrepreneurs are encouraged to learn through action and creative problem solving while remaining flexible and responsive to the challenges, customer feedback and difficulties they encounter.

It’s an iterative process that requires the creative entrepreneur to revisit and reformulate their ideas as frequently as their customers and the market determine necessary. This approach was pioneered by Alexander Osterwalder and Yves Pigneur in their book “Business Model Generation”. The book introduced the concept of using a Business Model Canvas, a one-page framework creative entrepreneurs can use to explore and organize ideas about possible directions a business could take, prior to locking those ideas into a formal business plan.

Osterwalder and Pigneur wrote that the primary goal for any business is to bring value to customers in the way customers want to receive it, and for which they are willing to pay. Artscape Launchpad’s Creative Entrepreneurship Program uses a slightly altered version of the original Business Model Canvas developed from the specific needs of the creative community – a more focused and developed sense of their customers and how to make a meaningful connection with them.

Creative entrepreneurs consistently point out that the biggest barrier they had to overcome when starting their business was resolving the disconnect between their own perception of their work and its value, and the perception of customers.

In Artscape Launchpad’s Creative Business Design Workshop, creative entrepreneurs work together gaining an intimate understanding of who their customers are, what they value and how they perceive, evaluate and purchase products or services like theirs.

This one-day workshop will show you how to turn your emerging or evolving idea into a successful and sustainable business quickly!

Artscape offers the only business programs designed specifically for artists and creative professionals. Our hands-on workshops and courses give you the skills, resources and support to start or expand a creative business of your own. Learn more at