This interview forms part of The Art Of Connection Interview Series.
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How did you decide to become an entrepreneur?
I’ve always wanted to run a company – having seen my father buy and sell businesses throughout my childhood. I love art and so does my family. After graduating, I tasked myself with identifying a range of business models which had a low start-up cost and low overheads. One model I identified was the subscription model, so I decided to combine the two – and ‘Works In Print’ was born!
So, what does ‘Works In Print’ in offer?
We offer quality art to corporate clients on a subscription basis. We lease the art from the artist and then rent or sell the art for display in commercial office space. My client contacts tend to be facilities managers.
When did you start the business?
Pretty much straight after I graduated. I founded the company in November 2009 and started trading three months later.
So by my maths, you must be…
23 years old now. I was 21 when I started.
Has age ever been a challenge?
At times. Every now and then it can be a ‘thing’ for people. Early on, I think some people wondered whether or not I was serious: “does he actually know what he’s talking about… or is he just messing about?” That kind of thing. It may be a cliché, but it’s true: people really do buy people.
What differentiates you from competitors?
When exhibiting, an artist normally only gets paid once their work is actually sold. But Works In Print is different – because with us, artists get paid for their exhibition time. This means we’re able to attract extremely high quality artists.
Who are you working with?
A wide variety of original artists, of course. But also, we represent some large national archives such as the British Library and the Science Photo Library. As of yesterday, National Geographic!
So how did you set about developing your business?
I quickly realized that the best way to get business in my field, especially when looking to connect with a small but high-end client base, was through networking. I’d identified that the most fruitful groups were industry specific – i.e. focused on commercial property. It’s much easier to build rapport that way because you automatically have common ground.
So, how did you build credibility?
I joined some committees – and got up to speak at events! Either I’d be introducing other speakers, or speaking about the importance of art in the workplace. Often I’d be talking to people twice my age. But we run a seminar called ‘Art Works’ which enabled me to position myself as the expert in office art. As soon as you stand up to speak to the people in a room, it highlights you and gives you profile. Without this, it can be difficult to stand out. What I found was that by delivering with confidence and keeping the presentation short and punchy, people were impressed.
So, speaking has been valuable?
Well, Simon, I know it’s your profession – but it is literally SO important! For me, it’s all about engaging people and being able to hold their attention. That way, you stand out. And it’s not just about presentations. The ability ‘to get on with people’ is crucial. That’s why I’ve become very proactive about arranging lunches and dinners. To take people out of the formal business environment and engage on a more relaxed, amicable level.
What’s your top tip for engaging someone?
Try to make them laugh. Perhaps not the best speaking technique – but I find it helps!
What advice would you give for anyone starting their own business?
Expect to be told “No” a lot. But don’t take it personally. Remember, they’re not saying no to YOU. They’re saying no to your proposition. Perhaps they don’t understand it properly. When I set up the company, I found it helpful to think of it as like a shield – right there in front of me. They’re saying no to ‘that’ rather than to me.
Which one business book would you recommend?
“The 4 Hr Work Week” by Tim Ferriss. His productivity suggestions are really good.
Can you recommend an art exhibition we should go to?
Ha! Well, one of my artists is exhibiting at St Martin’s-In-The-Fields. It’s called “Repre” and is on until 13th May 2012. http://www.repreart.co.uk/
Also, check out Bill Viola – at the Norwich Festival. He’s my favourite artist in the world!
Simon Bucknall was talking with Patrick McCrae, Founder of Works In Print. To ensure you don’t miss future interviews and posts, why not subscribe to this blog?
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This interview forms part of The Art Of Connection Interview Series.
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