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Creative Business Structure by Mind Map: Creative Business
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Creative Business Structure

This presentation is from a workshop developed by Helen Baxter, Mohawk Media for the People in Your Neighbourhood project from the British Council in New Zealand, to enable young urban artists to produce, promote and sell their work.

Published by Helen Baxter, Mohawk Media, NZ under a Creative Commons, Attribution-Noncommercial-Share Alike (BY-NC-SA) License. You can share, remix and republish this work for non commercial use, as long as you give attribution and publish using the same CC license.

Branding & Identity


Online ID, Brand, Username, Tag

Check Search engines, Google, Bing, Dogpile

NZ, Check Companies House

AUS, ABN Lookup

Trademark?, Need to register Trademark in every territory, Own your Identity before someone else does, IP Australia, IPONZ, $100 + GST, Protects name & logo in NZ

Domain Names, AUS, auDA, Protects name & logo in Australia, NZ, Whois?, - $30 p.a.

Grow a large digital footprint

Focus on one brand

Track your feedback

Manage your brand

Brands take to time to grow

Tagging & metadata, Tags & the Semantic Web, blogs, you tube, #twitter

Goodwill & reputation, The Whuffie Bank

Intangible assets


who are you?

why are you here?

what do you want to produce/acheive?

Helen Baxter

Helen Baxter is MD of Mohawk Media, producer of the g33k show on Kiwi FM, Teaching Fellow at Victoria University and author of the MsBehaviour Files at the Big Idea.

Linked In:

Been publishing online since 1994

Mohawk Media

Virtual World, Radio NZ

People In Your Neighbourhood

Digital NZ

Creative Commons NZ


DJ / Creative ID, Twisted Radio, Blog

The MsBehaviour Files


  "When participants were aware of the height, high ceilings activated abstract thinking and thoughts of freedom, whereas low ceilings activated concrete thinking and thoughts of confinement." Joan Myers-Levy  

Study from University of Minnesota

The idea came to Joan Meyers-Levy as she stood waiting to board a plane. The ceiling was so low that she had to duck her head to enter the cabin. She wondered how ceiling height might affect our thinking and, being a professor of marketing, she conducted a study.

Ceiling height can affect the way we think

High ceilings are best for abstract blue sky thinking, and lower ceilings help with detailed, analytical thinking.

Learn in different places for maximum retention


Minimise interuptions

Minimise noise

Collaboration Rooms

Stand Up

In the standing more mobile positions, both accuracy of thinking and idea innovation were higher than when sitting down,  

Study by Research Partnership Steelcase International and the Ludwig-Maximilian University in Munich

300 students observed in different layouts: (fixed, mobile, standing, sitting).

Both accuracy of thinking and idea innovation were higher when sitting down

Designing Your Optimal Creative Environment



Design (formal/informal)


Peers (solo/team)

Authority Figures (present/absent)


Intake (eating/drinking)

Time of Day


Increase monitor size to increase productivity

Lazily Productive

Maximum Results Minimum effort

80/20 rule

Nothing is perfect

Launch early, always iterate

Avoid Interruptions

Say No

Work when is best for YOU!

Be clever with the time you have

Value your time

Design your time

Re-cycle, re-use re-mix




Recommended reading:


Larks v Owls, Most creatives are owls, Quiet, No interruptions, Controllable light levels, Less distractions, Most managers are larks, Maker schedule v managers schedule

Plan for Flowtime

Never multi-task


Planning the Freelancer workweek

Indie Attitude

Manage your own career

Own your own copyrights

Believe that artists should fear obscurity not piracy

Sell it ...

Keep largest %

Multiple formats

Multiple Income Streams

Think series or universe

Create a sustainable, profitable creative career

Serious about being creative

Tshirts & Suits

Free ebook

What's your motivation?

Drive, Daniel Pink, intrinsic rewards, Bonus schemes have negative effect on knowledge & creative workers, Same across all cultures, Manual - bonus, Cerebral - praise & profile, Give credit where it's due




Creative Structures

Limited company - no employees

WETA Model, Core permanent team, Networks of project based contracters

Even BBC now contracters

Mohawk Media

Cloud Based Collaboration tools, Converted after the Great Hard-drive Crash of 2004

Network of studios Wellington / Auckland, Often homebased, Some hotdesking

Manage projects not people

Produce the work, not the team, Assign, Discuss, Deliver

Telescopic in size

Work with freelancers, Offer mentoring, training & business support, No employees, No need to manage payroll, holiday, sickness, tax etc.

Build flexible, lean & agile teams

Outsource to local SMEs

Hire hotdesks in co-location premises if need to scale temporarily, Board room for meetings, Reception & admin services, No long term comitment

Results not time or task based

R.esults O.nly W.ork E.nvironments

No schedules, Clear deadlines

How when where done? Doesn't matter, PJs & Chardonnay?, No problem, As long as you deliver on time and at professional quality

Self direction, Productivity, engagement goes up

Creative process needs structure

You can herd cats

With the right tools

Know that happiness leads to success

Built business around creative flow time

Passion projects

Positive emotions expand peripheral vision

"Fun is the secret to the Virgin's Success" Richard Branson