From Leave it to Us to Integration

Siân PrimeCourse Director MA Creative & Cultural

EntrepreneurshipGoldsmiths

And Independent

Surveying the Landscape: What happens to boldness?

NESTA: Creative Pioneer Programme– A 3 year programme to:

– Find the most interesting creative graduates in the UK

– support the development of new types of business models

– develop new types of business development tools

– Create materials that could be integrated in to curriculum or offered post-graduation

– Support new types of facilitators of business start-up

– Fast-track creative entrepreneurs and develop businesses with growth potential

What were we looking for?– We selected on:

– Creative talent– Ability to see a commercial

application for their work– Their personality...including

ability to work in group– Potential to contribute to the

Knowledge, Creative and Social economy

What did we want from them?– For them to consider Risk– To engage with a new network– Loyalty– Honesty– Criticism– Professionalism– Focus – Time – but not much

Principles– Develop the person and the business– Focus on ambition– The creative is at the heart of the business with the customer/client/audience

– Be clear that sometimes the only way to measure the success of a business is through its financials

– Accept “it is difficult because it is difficult”– Creating a business is an act of design, non-

linear and constantly problem solving

Modelling Techniques– Priority Modelling– Evidence Modelling

– Making the intangible tangible– Focussing on benefits not features– Accepting you have to fulfil a need and

create a gap– Relationship Modelling– Blueprint Modelling– Consequence Modelling

What did we achieve?– 90 businesses started, 85 are still trading– 2 have received significant investment– A strong network of peers + advisors– The programme ran in 8 of the nations and

regions of the UK– It is still running in some regions– Starter for Six funded Scottish Executive– Over 1000 businesses established, most micro

businesses some SMEs– A methodology that is available to anyone

What did we used to say?– Leave Higher Education to

develop creative skills, we’ll do the work afterwards

– It isn’t worth engaging creative people in enterprise and business development until they are ready to start

– Teach them how to use excel.

What do I say now?– That isn’t good enough– Be more explicit about the process– Many people do want to leave Higher

Education with a plan– It is my/our duty to encourage people

to be aware of the impact they could make, and how to make it

– Teach them how to use excel

What’s the goal?

– To integrate Entrepreneurial Modelling in to an MA in Creative and Cultural Entrepreneurship– Design – Media & Communication– Drama – Music - Leadership– Creative Computing - Fashion

– To offer every student in Goldsmiths an opportunity to engage with these techniques and leave understanding relationship between creativity and entrepreneurship

What are the references?– Howard Gardner– Karen Stephenson– Charlie Leadbeater– Henry Chesborough– Dan PinkAnd..– Business Model Generation– Kaos Pilots– Social Innovation Disrupters

What is our definition of entrepreneurship?– Entrepreneurship is the

creation of value:–Social–Aesthetic–Economic

– Ideas are often big.. Big costs.

What do I do?– use the NESTA modelling techniques– explore the difference between an

entrepreneur and a business owner– interrogate the form and purpose of a

business plan– encourage self-questioning– move their academic and creative

research skills in to market research skills

Sometimes it feels like I’m filling a gap

Sometimes more like I’m driving in to a hole

Who are they?– Live Artists– Communication Designers– Architects– Opera Singers– Film Makers– Fashion Designers– Producers

Who will...– Give up if there isn’t a new way– Make an impact on “their

community”– Create lifestyle businesses– Have portfolio careers– Have a high-growth business

What are 3 important things?– It always needs to be:

–Credible–Timely–Relevant

Leave them knowing that the need to answer:–Why should I trust you?–Why should I believe you?

–Why should I care?

– http://www.gold.ac.uk/pg/ma-creative-cultural-entrepreneurship/

– http://www.iccegold.com/– http://twitter.com/#ICCEgold– S.prime@gold.ac.uk– Twitter.com/SianeP