Scott Berkun

Creativity: Supply vs. Demand

Creative people like to create – no surprise there. But many problems creatives face have little to do with making things. The top gripes I hear from creators, designers, writers and programmers, are solved by thinking about demand for their work, rather than making more of it, or trying to make it better.

Any intro to economics course pummels students with endless variations of curves like the one above. Right now thousands of MBA students are watching professors prance around charts, and point to curves that look much like this one. And its for good reason: there’s some smart theory of commerce that everyone should understand, even in the oversimplified way I’m about to describe.

The demand side of creativity

Pop quiz: Assume you are in a market with more supply than demand: you have 20 widgets (or great ideas), but your customer (your boss) isn’t interested in paying much for them.

If we think of the chart there are three choices:

1. Lower prices, expecting to increase sales.
2. Create new diagram, showing infinite demand, and staple it to your boss’ forehead.
3. Work to increase reasons for demand.

Generally designers can’t do #1 – especially if they’re on a salary. #2 is fun, but requires a fast stapler and good aim. Leaving #3. Something has to be done to shift that demand curve to the right.

So how does a creative person increase demand for their work?

1. Ask. Mention to your customers you want to provide more value. What is it that drives their demand for your work? Ask the question and then shut-up and listen. They’re telling you their values, and if you want their demand you have to work on their turf. You might influence their values, but that’s a tough place to start.
2. Tell stories. In your world, who has the strongest demand for your work? Even if you are unpopular, someone likes your work more than others. Tell their story to the rest of your market of why they find what you do valuable. Testimonials are everywhere in marketing for this reason: it demonstrates demand, which creates demand.
3. Prove your value. Are there before and after pictures you can show? Stats on how your creations have helped sales, raised profits, lowered costs? Start compiling and when you have a good case, spread it around. Take an inventory of all the ideas and creations you’ve had: no matter how you’ve struggled, some efforts will have had more value than others.
4. Take a a gamble / Make a proposal. Once you have stories and proof of value, place a bet on yourself. Put a proposal together: a plan for a new project, a change in how an existing project should be done, something. The better the stories & proof, the more ambitious the proposal. Use those stories and proof of value as collateral, and as part of your pitch for a specific action you want. Imagine the kind of demand you feel your work is worthy of, and craft the proposal to match.
5. Find a champion. Who has enough influence to raise demand for your work? Enlist them as your advocate. Explain the goal of raising the value of your work, and ask for help. Can they talk to their peers? Recommend you for projects? Or endorse a proposal you’ve made?

You get the idea – someone has to do marketing for your creations, and that’s a different skill, and philosophy, than creation itself. Often this is the role design managers or creative directors are supposed to play, but its rarely as much fun for them as working the supply side.

A more accurate discussion of how supply and demand curves work can be found at netmba or at wikipedia (where the diagram above is from).

Have other demand side activities that creatives can use? Let me know.

• Posted Tuesday, January 23rd, 2007 at 1:43 pm


• in Design | 6 Comments » |