Week 9: Core Characteristics, Ethics and Theory
Research the various meanings of entrepreneurship, particularly within the field of graphic design
The definition of an entreprenuer in the Oxford English Dictionary is “a person who attempts to make a profit by starting a company or by operating alone in the business world, especially when it involves taking risks”.
Similarly, Ferriera in 2023 stated that “entrepreneurship is the process of creating a new enterprise and bearing any of its risks with a view to making profit”.
Denise Anderson in 2014 said that although graphic designers can think creatively and generate branding ideas, they often lack the skills required in business to succeed. Therefore, graphic designers who wish to become entrepreneurs need to think and behave more like traditional entrepreneurs, developing business acumen and preparing to take risks.
Anderson (2014) does, however, state that graphic designers and entrepreneurs have common characteristics in that they are both problem solvers, both are thinkers, both have passion for their craft, but ultimately the difference between the two is that the entrepreneur is not afraid of failure, whereas students of graphic design have had the risk of failure drummed into them.
Additionally, the entrepreneur is swift to expand their network to include experienced professionals who will help them in their own development and expand their pathway to success on a professional level whereas graphic designers tend to collaborate closely with other graphic designers within their own field (Anderson 2014).
Therefore, if a graphic designer wants to become an entrepreneur, they must behave like an entrepreneur and develop the business acumen needed to succeed.
2. Find a range of definitions, descriptions or summaries of what it means to be a design entrepreneur today
“An entrepreneur is someone who jumps off a cliff and builds a plane on the way down”. (Reid Hoffman)
An entrepreneur is a risk taker and a creative thinker.
A good example of this is James Dyson who built up a multi-million pound business designing and developing products which would transform the way in which we perform basic tasks. A prime example is one of his first designs, the ball wheelbarrow, which he designed as an art student in the 1970’s. It is a simple concept having a large ball instead of a wheel to pivot the wheelbarrow, but it made a huge difference to how easily a wheelbarrow can be handled.
Dyson ploughed all his savings into the manufacture of his products because he had the self-belief, the vision and willingness to take risks to establish his dream.
Dyson may also be called an Innovator, another definition which may be ascribed to a graphic entrepreneur. A problem, simply put, needs a solution!
Richard Branson stated that “From my very first day as an entrepreneur, I’ve felt the only mission worth pursuing in business is to make peoples lives better”. The design entrepreneur has a desire to make change at a socio-economic level.
Graphic designers can use their creative skills to advocate awareness of problems at a local and global level and can highlight importance of campaigns and human rights. Although anonymous, the designers of the red ribbon for the AIDS campaign have raised awareness of this disease worldwide.
The design of the panda for WWF is known globally. It is based on a sketch by Gerald Walters and is known globally as the symbol of conservation and protection of endangered species. A powerful design!
Design entrepreneurs can be transformers. Elon Musk, Steve Jobs, Bill Gates to name just a few. These entrepreneurs have transformed the way in which society works and functions every second of the day. However, it goes without saying that these entrepreneurs are also creative thinkers, risk takers, innovators and visionaries.
Possibly one of the greatest creative design entrepreneurs is Walt Disney, founder of an empire which is now worth billions of Dollars.
Lauren Strapagiel (2021) stated that some design entrepreneurs are Independent. They prefer to have complete control of their design concept from start to finish.
Shanette Prince, the founder of ‘Africa on my back’ designs vibrant back packs using material sourced from Africa. Her business “embodies the principle of self-determination” (Strapagiel 2021). Her philosophy is to give back 10% of her sales to her charity Brilliant Black Boys, an initiative to give young African men a chance to study in Ghana.
Shanette Prince can also be called a Freedom Seeker. Freedom seekers want to take control of their life, their products and their choices.
Kristian Rauhala (H20Audio) has taken control of his product and has developed a very successful company.”It’s up to me. That gives me total freedom and flexibility”.
Some design entrepreneurs are opportunists. They see a gap in the market which needs to be filled. Very often opportunists find their niche in the food and drink industry. Levi Roots is a prime example of this. His ‘Reggae Reggae’ sauce is famous.
Another example is ‘Innocent’ fruit juices, a company which made the three founder members very rich men when it was sold to Coca Cola. The ‘Innocent’ founders made the fruit juice at a London music festival and the company expanded from there, as they had found a niche in the market. Like other large companies the founders gave 10% of their sales to various charities.
Stragagiel (2021) states that other types of entrepreneurs may be the Hustler, the Digital Nomad or the Legacy entrepreneur.
The Hustler tends to be the hobbyist entrepreneur. These design entrepreneurs may be crafters, artists who do not want to rock the world but maybe sell their creative designs on a social platform such as Etsy or Pinterest. Generally the Hustler is content to make a few extra pounds from their craft in addition to their regular salary.
The Digital Nomad wants to have some control over their day-to-day life. Often, they prefer to work from home so this type of entrepreneurship suits people who are parents, carers or those whose lifestyle would not fit around a normal 9-5 job.
As can be seen from the above list there is so much overlap between the characteristics of the entrepreneur. By the very fact that the entrepreneur wants to make change, they have to be innovators, risk takers, opportunists and problem solvers. It is difficult to find an entrepreneur who only possesses one of the qualities listed, there is considerable overlap.
Additionally, depending on the Author it would appear that there are several other types of entrepreneurs: The Empirical, the Rational and the Cognitive as classified by Cole (1959).
The Empirical entrepreneur will never change the world, happy to go with the flow. The Rational entrepreneur may introduce change which appears revolutionary and the Cognitive entrepreneur will have a complete break with what currently exists.
References:
Ferriera NM (2023) Entrepreneur definition and meaning. Oberlo.com accessed 03/08/2023@14.32
Anderson D (2014) Graphic Design and Entrepreneurship: The Rise of the Design Entrepreneur www.academia.edu accessed on 03/08/2023 @ 15.06
Strapagiel L (2021) 7 Types of Entrepreneurs and the Motivations that inspire them Entrepreneurship www.shopify.com accessed 03/08/23@14.39
