During the holidays, I had the opportunity to host the inventor of a well-received artists’ pastel, the Terry Ludwig Pastels and his lovely wife in my home. I learned how his creative need for widening a small array of pastel colors to vastly more colors begat an ingenuity to create them himself.
For Terry, learning how to mix and shape these new pastels for personal use led to bulk mixes of the pastel shaped chalks and also to the business of selling them to other artists. Soon, the success he received outgrew his ability to paint and to run the pastel business. Fortunately, in retirement, Terry’s son, Geoff, continues to run the family business.
INGENUITY COLORS THIS WALL
Soon after, another company came to my attention, an innovative and ingenious company that actually grew in lean times when other companies gave way to the competition.
Braun Brush Company is one of America’s oldest family-owned industrial brush manufacturers. From the start, Emanuel Braun, a German immigrant, implemented handmade, quality manufacturing techniques to produce brushes as effective household tools. They became popular. Who doesn’t need a variety of brushes, right?
However, at the turn of the century when the industrial revolution started, the factory, like most small manufacturing businesses, fell on hard times. Mass production by machine, whether inferior in quality or not, overwhelmed them. Authors and publishers might relate to the phenomenon as they experienced the mass marketing of self-published books took over the marketplace.
Again in the 50s, when China began mass production of common household items to America, Braun, could have given up production of his homemade brushes.
Instead, Braun began identifying a person at a time needing one unique brush. He could still fill that market of one each time he designed a unique brush making his mark up, because the machines were making multiples for the masses, not unique needs. Finding one-of-a-kind niches, inventing brushes for commercial institutions such as NASA and nuclear plants for cleaning silos, sustained Braun’s brush business.
Artisans and business people are often warned not to waste time or resources in trying to reinvent the wheel. In this instance, I’ve learned the opposite is true. It helps to be willing to reinvent the wheel for different purposes and vehicles. Thinking about this, it may be common sense that the same wheel would not suit all purposes, nor does the same brush.
Braun understood that not all designs were for all people, so he turned the tables and specialized. Ingenious. Sometimes it isn’t the quantities, but the value of rarity. Due to the improvisation and determination of the family owners and managers, Braun continues to design, craft, and sell brushes in new markets.
I have discovered, time and time again, that one person may be a visionary while others must get on board with the business sense, varieties of production needs, or sales in order to make the business succeed. Each person must use ingenuity to succeed in creating a full picture from the puzzle pieces.
NOT EVERY CREATED THING IS PRODUCED FOR ALL
Some people mass-produce their art for those who decorate personal spaces with reproduced poster art printed on less quality paper, sold, and appreciated en mass, ie. think the paperback novel or Kindle readers.
Some people want to see their own work up on the wall, ie. think the vantage press hardcovers or those who use their books for establishing a legacy.
Some only want to produce enough work to give gifts to friends, club members, and business associates. Others need to make a living and are able to gain the aid of professionals to either become a classic household name in a genre or form.
In readers as in the art world, there are those who collect, those who invest in local artists and masters. You understand, if you have an original signed and dated piece from a local artist, author, or a master in any era, it is safe to say that only those who come into your space will likely see it.
Like showing off a beloved library, an original art piece may be the dictating factor for how the rest of the space is decorated and furnished.
KEEP UP WITH HUMAN APPETITES
Finding and selling to the markets basically means that the creator has discovered a way to feed someone’s appetite. It comes down to that.
It’s great to create new stories and new things, but there are some things that are universal patterns and needs requiring some pattern of format or reformatting. This is true in writing a widely read book.
A novice author dreams of seeing his or her book mass-produced. For me, when the self-publishing phenomenon happened, when all manner of marketing and social networking advice overwhelmed me, I floundered and moved into low gear. The transformation of the bookselling industry was about to spit out the hobbyists from the author-entrepreneurs. And, I wasn’t ready to give up. In digging in my heels, I had a lot to learn.
One of the things I learned related to finding a niche of readers, and describing my book as the answer to their appetite for discovering the source of creativity and learning to follow a true pattern of success.
In 2020, when I approved the final revision of my book, Welcome to the Shivoo!, I smiled thinking, “That’s a book I want to buy and read myself!”
Authors and publishers aim for more readers and merrier times. Whether this dream becomes fact, real art always comes from the heart. When an artisan believes in his or her process and skill, adapting ideas to reproduce stories in a bigger way and by a preferable means becomes real-world work.
What a delicious assurance.
Occasionally, authors believe they have written their only masterpiece. With the work and expense required to establish themselves, it feels unlikely that another manuscript so heartfelt and well-researched will ever pour from their fingertips again. They want their books to be mass-produced, and when at first this fails to happen, spirits fall in chorus like a requiem.
It’s simply the excitement and pathos of a first book singing out a delicious moment. But, there is a whole new career awaiting.
Getting a book published produces a bell-curve of an overwhelming high and extreme low of emotion before the reality of the artisan’s business work ethic sets in. However, it is unfounded to think that new inspiration can never spurt to the surface again considering the wellspring of ingenuity contained in the life events of any artisan.
When a writer has found one passion, another passion will likely emerge parallel to the appetites sparking at the time. An opportunity to produce a sequel or a similar brand of book will begin to tug at a sleeve. The question is, will the creator accept being the vessel in the future? Will the creator continue to find the hope and motivation as Braun found to prepare for a future society, to accept this new manuscript in the new language of a new people?
I like to keep a notebook, camera, and recorder nearby to document the interesting things that pass through my life so that I may one day adapt them into new art, or writing, or sales systems.
Making investments of time, making new connections, encouraging and celebrating old friends, building a stack of different contact lists, figuring out new sales taxes, new applicable laws and trends, learning software and state of the art sciences, showing up to present at libraries and social clubs, and learning the ropes of publicity, are they worth the effort to you?
Every day, you and I are just like Emanuel Braun who was beckoned and wooed by life’s need to survive in New York’s transitioning society and the crux of needed creativity. You cannot blame your competitors who found a rung on the ladder before you did. Learn from them. You cannot hold customers captive without new products. Keep inventing.
You and I are the ones who must continue to get gritty, work late nights and early mornings, research, edit, barter, and train.