The Business of Design: Balancing Creativity and Profitability

Length: 224 pages
Edition: U
Language: English
Publisher: Princeton Architectural Press
Publication Date: 2021-06-15
ISBN-10: 1616899980
ISBN-13: 9781616899981
Sales Rank: #401183 (See Top 100 Books)

The Business of Design debunks the myth that business sense and creative talent are mutually exclusive, showing design professionals that they can pursue their passion and turn a profit. For nearly thirty years, consultant Keith Granet has helped designers create successful businesses, from branding to billing and everything in between. Unlike other business books, The Business of Design is written and illustrated to speak to a visually thinking audience. The book covers all aspects of running a successful design business, including human resources, client management, product development, marketing, and licensing. This timely update on the tenth anniversary of the first edition includes new content on social media, working from home, and understanding and working with different generations, essential tools in today’s ultracompetitive marketplace.

CHAPTER ONE The Foundation of a Design Business
	Design Education
	Writing a Business Plan
	Starting Your Own Firm
	Strategic Plan
	Top Ten Good Business Practices
CHAPTER TWO Business and Financial Management
	Financial Tools
	Budgeting
	Contracts
	Managing Proftability
CHAPTER THREE Marketing and Public Relations
	Marketing
	Building a Marketing Plan
	Public Outreach
	Awareness
	Creating Community
	Finding a Niche
	Understanding How to Sell Your Value
	Getting to the Proposal
	Learning How to Say No
	Public Relations
CHAPTER FOUR Human Resources
	Finding the Right Fit
	Understanding the Generation Gap
	Reviewing Your Staﬀ
	Mentoring Your Staﬀ
	Employee Benefts
	Hiring Practices
	Working Remotely
	Firm Structure
	Ownership Transition
	Building a Legacy Firm
	Corporate Retreat
CHAPTER FIVE Project Management
	Project Kicko
	Team Structure and Roles
	Scheduling
	Budgeting
	Contract Management
	Technology and Project Management
	Power of Communication
CHAPTER SIX Product Development
	Hiring a Licensing Agent
	Product-Development Process
	Researching Possible Collaborators
	Negotiating the Deal
	Managing the Deal
	Licensing Versus Seld-Production
	Building Your Brand
CONCLUSION
	ACKNOWLEDGMENTS
	INDEX