Having been involved in this industry in some way, shape or form for nearly 25 years, running my own business for nearly seven of those and having seen so many changes over that period, I'm often asked what I would do differently if I was starting all over again. It's a good question as there is a certain dichotomy and contradiction within its answer.
When I've pitched for work or put in a bid for a contract in the past, people are often surprised that I have no formal marketing qualification. My CV is built upon experience, curiosity and development, not a piece of paper. And for this, I make no apologies. I graduated in 1993 with an Economics degree which has served no purpose whatsoever. If I had completed a Marketing or Business degree instead, what value would that have added to my career? The internet is a totally different beast, Facebook, Instagram and the rest didn't exist and although the 4Ps and some of the basics may still hold some relevance, the marketing landscape is unrecognisable now compared to what it was back then. However, as my business has grown I have come to realise that in many respects it's the things that HAVEN'T changed that are as important (if not more important) as the things that have. Hence the dichotomy!
I recently had the opportunity of facilitating a workshop in a prison and this is where such a philosophy was brought to the fore. I encouraged 'residents' with minimal or no access to online resources to formulate marketing ideas for a fictitious gardening company. During the first session we explored some of the basics, identifying target audiences, branding and name ideas, the 'why' behind the business etc. They then had to discuss how they could access their audiences without some of the tools we often take for granted today. This isn't a process I use just for those in the position that this group found themselves in. It can prove a valuable concept for any business looking to get back to basics and imagining a world when a tweet was only in the vocabulary of an ornithologist.
The whole concept of change for a small business interests me. For some, they think it means either a complete rebrand or a total change of direction. Change can be forced due to circumstance or brought about due to changing priorities. But change doesn't necessarily mean throwing the baby out with bath water. It can be incremental, gradually intentional or planned due to the changing 'essence' of the business.
Last year, I had the pleasure of being introduced to a film maker that has since gone on to change my perception of numerous things including being in front of a camera. Many of you will have seen this documented across my social media channels recently and how it took me and my business back to basics. What fascinated me about Brad Ingham was how he had decided to take his business in another direction having set off on one path and how his focus, but not principles have changed.
"People Place Process came about due to a culmination of things really. I'd spent a long time filming in the music sector producing live sessions, music and promo videos, which I enjoyed thoroughly. Then the dreaded lockdown came. I couldn't film anywhere and more importantly the musicians who were my clients, no longer had the funds to make the videos they wanted for their projects."
Brad admits that this stumped him at first but during those thumb twiddling times, he saw an opportunity and Rec Rooms was born.
"I had an empty garage and a set I'd built from a music video I'd made and thought I could interview artists and offer free live sessions, giving them something to promote during the dead time and something for me to put my creative effort into. I ran this for about 2 years, eventually moving from my garage to a proper studio."
Having played music since the age of 9, he performed in bands throughout his teenage years, both as a singer and guitarist. His 4 years at the Royal Northern College of Music he admits are something of a blur but here he really began to hone his creative skills and picked up a camera for the first time. He founded Rec Productions (Rec Rooms predecessor) a couple of years after finishing at the Royal Northern, and having made bits of promotional material for the bands he was playing in, he realised there was an opportunity to do the same for others.
"With both of my businesses, I found I really enjoyed meeting talented people and giving them a platform on which they could shine. The best part was getting to tell people's stories and I realised what an important tool that was. After the pandemic, I felt as though I wanted to use my interviewing and storytelling skills for a different purpose, and this is how People Place Process came to be. There's a transparency and realness that comes from sitting down with someone and having a conversation about their passion, and why they think it's valuable. It's never been more important to put yourself across in an authentic way and just be who YOU are. People want to see a personal brand. So I decided to put my skills to use in the business sector."
This progression and evolution in Brad's projects shows a transition rather than a revolution. Creativity and story telling remain at the very core of what he does, from showcasing musicians and their work through to business owners now. There has been no 'real' change of direction, more a growth in using his passion and skills in another way.
When I first started my business, the intention was to work with clients on a contract basis. A chance meeting introduced me to running workshops and a return to my original passion of 'teaching' (When I was 18, I wanted to be John Keating/Robin Williams in 'Dead Poets Society). I do work with clients as initially intended but more importantly, the ethos and principles remain the same as they always have, to work with and help small business owners whether that be as a consultant, on a 1-2-1 or in a workshop. We often get overwhelmed with some of the theory but those initial business plans should be a moveable feast, a guide to where you are heading, not a straitjacket, restricting potential future development and growth.
A recent 1-2-1 client of mine had decided to COMPLETELY change their business only to find a few months later, he was drawn back to his original concept where his passion (and immense skill set) was. Another found that by making small adjustments and undergoing a realignment of their thinking, they didn't abandon their principles and reason for going it alone in the first place but have instead seen a slight, positive shift in focus.
Brad would eventually like to be creating full documentaries, as well as dedicating his time to working with businesses with green initiatives, a subject close to his heart.
"I'm aware there's a lot of 'greenwashing' going on at the moment in business, so I'd like to use my skills to tell the stories of those that are doing it the right way. Similarly I'd also like to work with businesses in the wellness and mental health sector. Similarly, I'd also like to work with businesses in the wellness and mental health sector. We've all realised how important these services are to modern day life. I know some very inspiring people in this sector and know that many of them could be making better use of their personality and who they are to boost their presence. As long as I continue down this storytelling route and build people's personal brands in an creative and ethical way, it will inevitably lead me to interesting projects. Creativity has been a huge part of my life from a very young age, and I get a great sense of joy from elevating other people's creations in the best light." If you want to chat with Brad about a creative project, or just ask him some questions you can find him at www.peopleplaceprocess.co.uk or email him brad@peopleplaceprocess.co.uk .
Comments