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T HE C REATIVE E NTREPRENEUR T OOLKIT Developed by Cida Co, The Creativity and

THE CREATIVE ENTREPRENEUR TOOLKIT

Developed by

Cida Co, The Creativity and Innovation Company

West Riding House, 18 th Floor Albion Street Leeds LS1 5AA UK

T: +44 (0)113 373 1754 E: anamaria@cida.org www.cida.org

© Cida Co 2011

T HE C REATIVE E NTREPRENEUR I NTRODUCTION What makes a Creative Entrepreneur? This booklet

THE CREATIVE ENTREPRENEUR

INTRODUCTION

What makes a Creative Entrepreneur?

This booklet describes ten characteristics which we at Cida Co, The Creativity and Innovation Company, have identified in the successful creative entrepreneurs we work with.

We have looked closely at each characteristic and analysed what it means, how we recognise it, and how it contributes to success.

In this booklet we’re presenting these characteristics in a way which enables a creative entrepreneur – working independently or with an advisor to look at what they do and how they do it, and to think about ways in which they can further develop their skills.

This process is particularly suited to creative entrepreneurs in the early stages of their business. They might be young people, but could equally be someone embarking on a second or third career. They may have different starting points but they are most likely to want to engage in enterprise for one of the following reasons, or for a combination of these reasons:

Because they want to earn a living from their creativity Because they see an opportunity to develop their communities through their creativity Because they believe they have an idea which is potentially scalable and profitablefollowing reasons, or for a combination of these reasons: The skills which will assist the development

The skills which will assist the development of a creative entrepreneur are no different to those which will assist any entrepreneur. But there are differences in what drives most of those who set up an enterprise as a result of their creativity. In essence:

They are motivated by the work itself rather than by ‘being in business’ They a They are values rather than profit led They create markets rather than respond to They are values rather than profit led They create markets rather than respond to market need They are conceptual thinkers

The Creative Entrepreneur was first created for Cida Co by Anamaria Wills in 2006 and was subsequently adapted into an assessment tool. In 2011, as part of an EU Leonardo programme, Lee Corner was commissioned to turn the assessment questionnaire into this full Toolkit.

© Cida Co 2006, revised 2011

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T HE C REATIVE E NTREPRENEUR How the booklet works Each section of the booklet

THE CREATIVE ENTREPRENEUR

How the booklet works

Each section of the booklet looks at one of the ten characteristics and prompts a discussion between the creative entrepreneur and their advisor which will help the entrepreneur develop their skills.

We have borrowed the language of the skills agenda which is commonly used across Europe in, for example, the European Qualifications Framework. Standards, and indicators of effective performance give us a way of describing what is expected of us and what we expect of ourselves.

Standard: a standard describes the skills, knowledge and understanding needed to undertake a particular task or job

Indicators of effective performance: these are the ways in which we demonstrate that we not only understand the standard but that we put it into practice. The indicators describe what you should be able to do if you are meeting the standard described

We have added prompt questions which we use in our work to help the entrepreneur identify what s/he is good at and how s/he can improve.

Here is an example of how an advisor working with a creative entrepreneur might use the booklet:

The advisor encourages the entrepreneur to talk through their business idea. Together they look at each characteristic. Through discussion using the prompt questions the advisor ensures that the entrepreneur understands the standard and the indicators of effective performance for each characteristic.

What the conversation might sound like:

Advisor

“Let’s look at what Strategic Thinking means…

“Let’s look at what Strategic Thinking means… Understanding and valuing the planning process Recognising

Understanding and valuing the planning process Recognising external trends and opportunities Thinking through complex situations and implications

Why do you think these things are important to your business?

© Cida Co 2006, revised 2011

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T HE C REATIVE E NTREPRENEUR Entrepreneur If I don’t think ahead I might find

THE CREATIVE ENTREPRENEUR

Entrepreneur

If I don’t think ahead I might find that an opportunity comes up and I can’t take advantage of it because I don’t have the time or the resources or I don’t know if it’s right for my business.

Advisor Okay. So let’s look at Understanding and valuing the planning process

look at Understanding and valuing the planning process Where would you like to be professionally in

Where would you like to be professionally in three years time? Do you have an outline plan in your head? Or in writing?

The advisor and entrepreneur can now discuss how the entrepreneur can improve her or his ability to think strategically.

The booklet can also be used by entrepreneurs working alone. The prompt questions will help them to identify areas in which they need to improve their skills or do more thinking about the needs of their business.

Further Information

The following exercises and techniques will help with in the development of skills and aptitudes for the standards described above.

Websites providing sources of further information are listed below. Inclusion in this list does not imply that Cida Co endorses the contents of these websites.

Defining values - www.businesslink.gov.uk Brainstorming techniques - www.businessballs.com Strategic planning processes including PESTLE, SWOT and SMART Goal Setting - www.businesslink.gov.uk Competitor analysis - www.businesslink.gov.uk Project management systems www.managementhelp.org Evaluation techniques - www.evaluationtrust.org Options appraisals - www.bnet.com Risk assessment techniques - www.businesslink.gov.uk Customer relationship marketing - www.businesslink.gov.uk Leadership styles www.changingminds.org Team building - www.mindtools.com Equal opportunities practice - www.smallbusiness.co.uk Mind mapping - www.mindtools.com Lateral thinking - www.thinkingmanagers.com

© Cida Co 2006, revised 2011

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T HE C REATIVE E NTREPRENEUR 1. V ALUES -L ED The Standard The entrepreneur

THE CREATIVE ENTREPRENEUR

1. VALUES-LED

The Standard

The entrepreneur has a clear sense of the values and beliefs that underpin the creative and business decisions that they make and that influence the actions they take, particularly when in difficult or challenging circumstances

The successful entrepreneur…

Indicators of effective performance

Prompt questions

…has clarity of purpose through values and beliefs

You have thought about and identified the values most important to you

What are the three values most important to you? Why are they important?

You demonstrate your values through what you do and the way you do it, not only day to day but also in difficult or challenging circumstances

You communicate your values directly and indirectly through what you do and what you say

Can you give an example of how someone would know what’s important to you?

Do you talk about your values on your website or promotional material?

…uses the values to underpin decision making

You think about your values and how they might impact on your decisions

Can you think of a situation when your values helped you to decide what to do?

When you make decisions you make sure that they are consistent with your values

How do you ‘check-in’ with your values? For example, do you talk them through with friends, family or colleagues?

© Cida Co 2006, revised 2011

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T HE C REATIVE E NTREPRENEUR 1. V ALUES -L ED The Standard The entrepreneur

THE CREATIVE ENTREPRENEUR

1. VALUES-LED

The Standard

The entrepreneur has a clear sense of the values and beliefs that underpin the creative and business decisions that they make and that influence the actions they take, particularly when in difficult or challenging circumstances

The successful entrepreneur…

Indicators of effective performance

 

Prompt questions

…ensures that the values influence all actions

You create plans that are consistent with your values

Could you say ‘yes’ to the following statements:

would turn down work if it conflicted with or compromised this valueIf I woke up tomorrow with enough I

If I woke up tomorrow with enoughwould turn down work if it conflicted with or compromised this value I

I

 

You review your plans to ensure that they remain consistent with your values

Your

actions

are

always

supported

by

your

 

values

money for the rest of my life I would still live by this value

could not work with people who did not share this valuemoney for the rest of my life I would still live by this value I

I

© Cida Co 2006, revised 2011

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T HE C REATIVE E NTREPRENEUR 2. C ONCEPTUAL T HINKING   The Standard The

THE CREATIVE ENTREPRENEUR

2. CONCEPTUAL THINKING

 

The Standard

The entrepreneur is prepared to use fresh approaches; comes up with crazy ideas that may just work; and takes time to listen to new ideas without pre-judgement

The successful entrepreneur…

Indicators of effective performance

 

Prompt questions

 

…uses fresh approaches

You

see

challenges

as

opportunities

rather

than

Can you think of a situation where you saw things differently to others around you?

constraints

 

You keep an open mind to allow possibilities to flow in

Do you get excited by finding solutions to problems? Can you give an example?

You look at things from as many perspectives as you can

When was

the

last

time

you

found

inspiration from an unusual source?

You look for patterns and connections that immediately obvious

are not

 

…comes up with crazy ideas that may just work

You brainstorm and use lateral thinking to stimulate ideas

How

would

other

people

describe

your

ideas?

 

You involve others to stimulate your thinking and ideas

You use experiences from other situations to throw fresh light on current circumstances

Who do you ‘bounce ideas off’?

 

Can you describe the last time you experimented with an idea?

You follow through ideas to test their feasibility

 

© Cida Co 2006, revised 2011

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T HE C REATIVE E NTREPRENEUR 2. C ONCEPTUAL T HINKING The Standard The entrepreneur

THE CREATIVE ENTREPRENEUR

2. CONCEPTUAL THINKING

The Standard

The entrepreneur is prepared to use fresh approaches; comes up with crazy ideas that may just work; and takes time to listen to new ideas without pre-judgement

The successful entrepreneur…

Indicators of effective performance

Prompt questions

…takes time to listen to new ideas without pre-judgement

You actively listen to others without making any assumptions

Would your friends and colleagues describe you as a good listener?

You maintain an open mind to the suggestions of others

Do you encourage other people when they are coming up with crazy ideas? Can you give an example?

You demonstrate that you value other people’s ideas and give positive and constructive feedback

© Cida Co 2006, revised 2011

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T HE C REATIVE E NTREPRENEUR 3. S TRATEGIC T HINKING   The Standard The

THE CREATIVE ENTREPRENEUR

3. STRATEGIC THINKING

 

The Standard

The entrepreneur understands and values the planning process, thinking and planning over a significant timescale; recognises external trends and opportunities; and is able to think through any complex implications for the business

The successful entrepreneur…

Indicators of effective performance

Prompt questions

…understands and values the planning process

You are able to define what success means to you so that you have clear goals to plan for

Where would you like to be professionally in three years time?

You identify routes for getting from where you are to where you want to be

Do you have an outline plan in your head? Or in writing?

You familiarise yourself with the journeys other people in your field have taken and evaluate their relevance to your journey

Thinking of someone whose work you admire and who you consider to be successful, do you know what they were doing at this stage in their career?

…recognises

external

trends

You are aware of the world around you and think about how it impacts on what you do

When you read or listen to the news do you think about how it might affect your business? For example, a change in government; the budget; local elections; changes in the law?

Can you give an example of when you initiated a political conversation to see what other people thought?

and opportunities

 

You identify key trends in the wider environment including political, economic, social, technological, environmental and legal areas

You read, listen and talk to other people so that you are informed by a wide range of views and experiences

© Cida Co 2006, revised 2011

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T HE C REATIVE E NTREPRENEUR 3. S TRATEGIC T HINKING   The Standard  

THE CREATIVE ENTREPRENEUR

3. STRATEGIC THINKING

 

The Standard

 

The entrepreneur understands and values the planning process, thinking and planning over a significant timescale; recognises external trends and opportunities; and is able to think through any complex implications for the business

The successful entrepreneur…

Indicators of effective performance

Prompt questions

is

able

to

think

through

You take time to think through complex issues and the implications that affect your strategic plans

Can you describe a situation where you changed or reviewed your plans because of something that happened in the wider world, for example the recession or the rise in oil prices?

complex

situations

and

implications

 

You research and learn about the market you are in, and about your competitors, and use that knowledge in your planning

 

You gather information and use it to understand and analyse complex situations

Do you look at your competitorsFacebook or websites to see how they are responding to the changing context?

© Cida Co 2006, revised 2011

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T HE C REATIVE E NTREPRENEUR 4. C OMMERCIAL A PTITUDE The Standard The entrepreneur

THE CREATIVE ENTREPRENEUR

4. COMMERCIAL APTITUDE

The Standard

The entrepreneur keeps up to date with developments in the sector; seeks out best practice; and identifies and seizes opportunities that are not obvious to others

The successful entrepreneur…

Indicators of effective performance

Prompt questions

…keeps up to date with developments in the sector

You read specialist journals, trade magazines, and online information sources relevant to your sector

Can you describe two or three trends in your sector which might influence the market(s) for your work?

You research and analyse the competitive forces that influence your market

…seeks out best practice

You read professional journals, attend conferences

Who have you

had

a

really useful

conversation with in the past six months?

and other events to keep your knowledge up to date

You record good ideas and useful ways of doing things that other people have used to build a resource for your future use

How did you act on the information or advice you received?

You ask for help and advice from people who are more experienced than you

© Cida Co 2006, revised 2011

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T HE C REATIVE E NTREPRENEUR 4. C OMMERCIAL A PTITUDE   The Standard The

THE CREATIVE ENTREPRENEUR

4. COMMERCIAL APTITUDE

 

The Standard

The entrepreneur keeps up to date with developments in the sector; seeks out best practice; and identifies and seizes opportunities that are not obvious to others

The successful entrepreneur…

Indicators of effective performance

Prompt questions

 

…identifies

and

seizes

You actively look for new possibilities and openings in the market

Can

you

describe

a

situation

where

you

opportunities

‘created’ an opportunity?

 

You use your relationship with existing customers to learn about what they want or need so that you can develop new products or services

How do you keep a record of your customers’ likes and dislikes, or improvements they might suggest?

You adapt your plans or approaches to make the best of new opportunities

© Cida Co 2006, revised 2011

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T HE C REATIVE E NTREPRENEUR 5. P ROJECT M ANAGEMENT The Standard The entrepreneur

THE CREATIVE ENTREPRENEUR

5. PROJECT MANAGEMENT

The Standard

The entrepreneur understands how to make things happen, turning ideas into reality with the help of teams, and planning and monitoring implementation

The successful entrepreneur…

Indicators of effective performance

Prompt questions

   

What project or event that you organised or

…understands what is required to make things happen

You define and plan the size and scope of the project

You identify what resources you need to implement the plan: money, people, time, equipment

You keep the big picture in mind while ensuring that attention is paid to the detail

played a major part in are you most proud of?

Can you describe what you did to make it happen?

…turns ideas into reality

You use your understanding of team dynamics to select and manage the right team for the job

Do you have experience of managing or being part of a team that worked and one that didn’t? What do you think influenced whether or not it was successful?

You effectively manage resources: money, people, time, equipment

You negotiate and reach agreements that facilitate successful delivery of the project

How would you describe your skills in negotiation? Can you give an example?

© Cida Co 2006, revised 2011

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T HE C REATIVE E NTREPRENEUR 5. P ROJECT M ANAGEMENT The Standard The entrepreneur

THE CREATIVE ENTREPRENEUR

5. PROJECT MANAGEMENT

The Standard

The entrepreneur understands how to make things happen, turning ideas into reality with the help of teams, and planning and monitoring implementation

The successful entrepreneur…

Indicators of effective performance

Prompt questions

…monitors implementation

You introduce systems and processes to ensure clear communication and understanding between people

Can you give an

example of a plan

you

changed because you could see it wasn’t working?

You build into the process opportunities to review and adapt

Have you developed a project checklist building on your past experiences?

You evaluate the effectiveness of project planning, and identify and share the learning

© Cida Co 2006, revised 2011

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T HE C REATIVE E NTREPRENEUR 6. R ISK T AKING   The Standard  

THE CREATIVE ENTREPRENEUR

6. RISK TAKING

 

The Standard

 

The entrepreneur takes informed and calculated risks; recognises the need for change and challenges the status quo; confidently seeks new opportunities to achieve goals

The successful entrepreneur…

Indicators of effective performance

 

Prompt questions

 

…takes

informed

and

than risk

What do you consider the most risky thing you’ve done professionally? How did you think through the impact it might have before you decided to act?

calculated risks

You focus on being risk alertrather averse

 
 

You stay focused on the goals and think clearly when under pressure

You confidently use risk assessment procedures

 

What if anything would you differently now?

recognises the need for change and challenges the status quo

You question assumptions in your own thinking and that of others

Can you describe something that you’ve done which other people might initially have thought of as unwise?

You operate from the hope of success rather than the fear of failure

 

You

see

situations

as

opportunities

rather

than

 

threats

 

…seeks

opportunities

to

You seek out fresh ideas from a variety of sources

How

would

your

friends

describe

your

achieve goals

You pursue your goals, seeing obstacles and setbacks as challenges to be overcome

You enlist the support of others to achieve your goals

‘entrepreneurial spirit’?

 
 

Where and when do you seek the support of other people?

© Cida Co 2006, revised 2011

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T HE C REATIVE E NTREPRENEUR 7. N ETWORKING The Standard The entrepreneur understands that

THE CREATIVE ENTREPRENEUR

7. NETWORKING

The Standard

The entrepreneur understands that networking is a key business activity which can provide access to information, expertise, collaboration and sales; and that careful planning and preparation helps to achieve the best results

The successful entrepreneur…

Indicators of effective performance

Prompt questions

…understands that networking is a key business activity and considers what it can provide

You identify where networking opportunities exist

 

You review the opportunities, costs and benefits of developing new contacts and networks

You use your networks to understand the influences that shape the views and actions of clients, customers and competitors

What networking events do you regularly or occasionally attend?

Can you think of two or three key insights or pieces of information that you got from a networking event which helped your business?

…plans and prepares for networking so that it achieves the desired results

You actively seek out and maintain informal networks, seeking relationships that are mutually beneficial

You develop relationships with network contacts in a way that builds mutual trust and confidence

How do you keep in touch with peers and competitors in your field?

Can you give an example of someone in your formal or informal networks recommending you for a piece of work, or you recommending someone else?

 

You keep a record of the contacts you have made and have systems for keeping in touch with them

You maintain systems for recording information gathered from your networking opportunities so that it can be used to develop your goals

 

© Cida Co 2006, revised 2011

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T HE C REATIVE E NTREPRENEUR 8. C USTOMER S ENSITIVITY   The Standard The

THE CREATIVE ENTREPRENEUR

8. CUSTOMER SENSITIVITY

 

The Standard

The entrepreneur builds trust and long term relationships with customers; generates an expectation of high level customer service; and regularly exceeds customer expectation

The successful entrepreneur…

Indicators of effective performance

Prompt questions

 

…builds trust and long-term relationships with customers

You identify opportunities to develop relationships with your customers so that you understand their real and underlying needs

You use market research processes to understand and define customer needs

Describe one or two of your customers:

 

What age bracket are they in? What sort of job do they have? What do you think are their hobbies or interests? Why do they like your work? How do you know when they are satisfied with one of your products or services?needs Describe one or two of your customers:     You develop your existing products or needs Describe one or two of your customers:     You develop your existing products or

 

You develop your existing products or services and devise new products and services to meet customer needs

…generates

a

high

level

of

You regularly communicate with your customers through a variety of means

How

do

you

keep

in

touch

with

your

customer service

 

customers?

 
 

You ask for feedback from customers to constantly improve service standards

Can you describe a situation where a customer was not satisfied and what you did about it?

You deal promptly with customer complaints and provide suitable solutions

© Cida Co 2006, revised 2011

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T HE C REATIVE E NTREPRENEUR 8. C USTOMER S ENSITIVITY The Standard The entrepreneur

THE CREATIVE ENTREPRENEUR

8. CUSTOMER SENSITIVITY

The Standard

The entrepreneur builds trust and long term relationships with customers; generates an expectation of high level customer service; and regularly exceeds customer expectation

The successful entrepreneur…

Indicators of effective performance

 

Prompt questions

…regularly exceeds customer expectation

You

remain

focused

on

and

inspired

by

your

Can you describe a situation where a customer’s idea inspired you to re-think or re- design a piece of work?

If I asked a customer what was special about you or your work what would they say?

customers

 
 

You look for opportunities to go the extra mile for your customers

You regularly take actions that surprise and delight your customers

© Cida Co 2006, revised 2011

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T HE C REATIVE E NTREPRENEUR 9. L EADERSHIP The Standard The entrepreneur sees and

THE CREATIVE ENTREPRENEUR

9. LEADERSHIP

The Standard

The entrepreneur sees and values the best in others; builds the total capability of the immediate and wider team; and always considers the principles of inclusiveness in planning and dealing with others

(NB: The word “Team” as used here may refers to employees, partners, suppliers or other project colleagues as appropriate)

The successful entrepreneur…

Indicators of effective performance

 

Prompt questions

…sees and values the best in others

You understand the principles of leadership and team work so that you can apply them when required

You create and maintain a culture of mutual respect and recognition

Can you give an example of successfully leading a team? What did you do well?

How do you acknowledge the contribution other people make to your work? For example, do you name them on your website or credit them on publicity materials?

You encourage and support others to make best use of their capabilities

You

always

remember

to

acknowledge

other

 

peoples contribution

 

© Cida Co 2006, revised 2011

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T HE C REATIVE E NTREPRENEUR 9. L EADERSHIP The Standard The entrepreneur sees and

THE CREATIVE ENTREPRENEUR

9. LEADERSHIP

The Standard

The entrepreneur sees and values the best in others; builds the total capability of the immediate and wider team; and always considers the principles of inclusiveness in planning and dealing with others

(NB: The word “Team” as used here may refers to employees, partners, suppliers or other project colleagues as appropriate)

The successful entrepreneur…

Indicators of effective performance

Prompt questions

…builds the total capability of the team

You demonstrate and communicate your vision, encouraging ownership of your goals

Can you give an example of where you’ve inspired someone to do a good job?

You encourage your team to take-up professional development, networking and training opportunities as appropriate in furtherance of your goals

How do you show people that you value their contribution to your work?

You empower, motivate and support others in their work and recognise and celebrate their successes

…adopts the principles of inclusiveness in planning and dealing with others

You are consistent, open and fair in your dealings with others inspiring respect and credibility

Can you describe how your values inform the way you deal with people?

You create an environment where people of diverse backgrounds can thrive

© Cida Co 2006, revised 2011

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T HE C REATIVE E NTREPRENEUR 10. I NNOVATION The Standard The entrepreneur uses her

THE CREATIVE ENTREPRENEUR

10. INNOVATION

The Standard

The entrepreneur uses her or his imagination to develop new ideas and insights; turns innovative ideas into new products, services, business processes and relationships; ensures that innovative ideas have the potential to add value

The successful entrepreneur…

Indicators of effective performance

Prompt questions

…uses imagination to develop new ideas and insights

You give yourself and those you are working with time for creative thinking and time to develop new ideas

You explore different solutions to challenges rather than using the most obvious methods

How do you ensure that you create thinking time?

Can you give an example of how you have applied creative thinking to running your business? For example, where you work; how you organise your work; how you employ people?

You are open, receptive and positively encourage the ideas of others (team, clients, advisors etc)

…turns innovative ideas into products, services, business processes and relationships

You assess the pros and cons of new ideas which might benefit your customers

How do you use your customers or suppliers etc in assessing the potential value of a new idea?

You think through all the possible outcomes from your ideas

How do you ensure that you are gaining maximum benefit from your ideas?

 

You take calculated risks when launching or implementing new ideas

© Cida Co 2006, revised 2011

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T HE C REATIVE E NTREPRENEUR 10. I NNOVATION The Standard The entrepreneur uses her

THE CREATIVE ENTREPRENEUR

10. INNOVATION

The Standard

The entrepreneur uses her or his imagination to develop new ideas and insights; turns innovative ideas into new products, services, business processes and relationships; ensures that innovative ideas have the potential to add value

The successful entrepreneur…

Indicators of effective performance

Prompt questions

…ensures that innovative

 

How do you balance the excitement of coming

ideas have potential to add value

You distinguish between ideas that are interesting and those that are important

You evaluate the success or failure of new ideas to develop your learning for future projects

You ensure that your innovations are consistent with your values and beliefs

up with ideas with the bottom-line needs of the business?

How do you make sure that new ideas don’t push your business off track?

© Cida Co 2006, revised 2011

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