I think sometimes the designers who stand out in the marketplace, land the most prestigious clients and make the most money aren’t those who have the most brilliant talent. Instead, they’re the ones who can build a brand and a business around their work and handle it professionally. Creative people aren’t always the best businesspeople and so many can struggle with the business side of graphic design.
I used books like the Graphic Artists Guild Handbook when I started my design business, but Shel Perkins’ Talent Is Not Enough: Business Secrets for Designers might be a better book than any I had. It’s almost 450 pages long and very focused on the business of design, and the advice Shel gives is solid. I think it can really set a designer up for business success.
There is some breadth to the topics covered in Talent Is Not Enough: marketing, human resources, cash flow, office management and intellectual property are all covered in the book. Many are essential topics, though some business types—such as sole proprietor—will find some chapters not very useful because they don’t apply to them. I’ll also say that some topics—marketing in particular comes to mind—are not fully covered in this book and should be supplemented with other books and information.
The other criticism I have of the book is it glosses over what I think are the two questions always asked by new creative professionals: “How much should I charge?” and “How should I write my contracts?” The chapter on pricing models is short and doesn’t give any dollar amounts, which is hard to quantify for everyone but help new designers the most. The aforementioned Graphic Artists Guild Handbook did share hourly rates, and it really helped me start my business. It also shared some boilerplate copy for proposals and contracts. Talent Is Not Enough does share contract boilerplate as well, and the copy is well-written, but it’s not clearly marked in the book. Placing the legal documents in an addendum might be helpful in a third edition.
Despite these quibbles, Talent Is Not Enough is a very fine business resource and updated for our times with the second edition. I have over ten years in the industry and I learned new things from this book. A designer just starting out will gain a good business foundation by adding this to his or her other repertoire of books on business development.
Talent Is Not Enough: Business Secrets for Designers
Published by New Riders