As a creative professional, know that at some point,
during your professional career (through either desire or necessity) you will have the opportunity to
“strike out on your own”. These are some lessons that I have learned during my 30 year career.

1. Rochester Institute of Technology / Division of Development and Alumni Relations
FORGETTING TO
DRAIN THE SWAMP
Doug Eymer ’84
EYMER BRAND Laboratories + Think Tank
+OTHER LESSONS OF RUNNING YOUR
OWN CREATIVE BUSINESS.

2. Rochester Institute of Technology / Division of Development and Alumni Relations
“WHEN YOU'RE UP TO YOUR NECK IN ALLIGATORS,
IT'S EASY TO FORGET THAT THE INITIAL OBJECTIVE
WAS TO DRAIN THE SWAMP."

3. Rochester Institute of Technology / Division of Development and Alumni Relations
MY CAREER TIMELINE

4. Rochester Institute of Technology / Division of Development and Alumni Relations
2HUGE EVENTS THAT CHANGED CREATIVE BUSINESS FOREVER.
1.THE MAC ENTERS THE CREATIVE STUDIO. (1987)
2.THE WORLD WIDE WEB CATCHES FIRE. (1991)

5. Rochester Institute of Technology / Division of Development and Alumni Relations
• TIGHTLY COMPRESSED
PRODUCTION SCHEDULES
WERE INTRODUCED
• ‘TECHNOLOGISTS’
COMMANDEERED LEAD ROLES
WITHIN CREATIVE PROCESS
WHAT’S THE
BIG DEAL?
• METHODOLOGIES DEVELOPED
OVER HUNDREDS OF YEARS,
WERE NO LONGER RELEVANT
• ‘NEW RULES’ WERE
INTRODUCED ON AN ALMOST
DAILY BASIS
• ‘HAND WORK’ WAS
TRANSFERRED TO UNTESTED
TECHNOLOGY–IN MOTION

6. Rochester Institute of Technology / Division of Development and Alumni Relations
• COMPRESSED
PRODUCTION TIMEFRAMES
WERE INTRODUCED
• ‘TECHNOLOGISTS’
COMMANDEERED LEAD ROLES
WITHIN CREATIVE PROCESS
• THESE CONTRASTING
MINDSETS IGNITED IN-HOUSE
POWER STRUGGLES
WHAT’S THE
BIG DEAL?
• EXPERIENCED PROS WERE
FORCED TO ADAPT TO A
TOTALLY NEW MINDSET
• CONSOLIDATION OF
SPECIFIC ROLES–PLACED
MORE RESPONSIBILITY ON
THE DESIGNER

7. Rochester Institute of Technology / Division of Development and Alumni Relations
WHAT’S THE
BIG DEAL?
• ASSERTIVE HI-TECH MARKETING, PROMISED INSTANT
GRATIFICATION TO EAGER CLIENTS.
• THIS SAME MESSAGING, CONVINCED BUSINESSES
THAT THEY COULD BYPASS CREATIVE PROFESSIONALS–
IN FAVOR OF ‘DOING IT THEMSELVES’ THROUGH
‘DESKTOP PUBLISHING’.
• THE FIRST VICTIM?
QUALITY.

8. Rochester Institute of Technology / Division of Development and Alumni Relations
ÜBER-THEME
EVOLVE!(OR PERISH!)

9. Rochester Institute of Technology / Division of Development and Alumni Relations
GETTING HIRED 101
MAKING YOU+YOUR BUSINESS,
RELEVANT+SUSTAINABLE

10. Rochester Institute of Technology / Division of Development and Alumni Relations
4 CREATIVE GENIUSES
Socrates Tesla Van Gogh Melville

11. Rochester Institute of Technology / Division of Development and Alumni Relations
4 CREATIVE GENIUSES
Socrates Tesla Van Gogh Melville
WHO DIED PENNILESS.

12. Rochester Institute of Technology / Division of Development and Alumni Relations
RELEVANCE+SUSTAINABILITY
• CREATIVITY IN BUSINESS IS NOT ABOUT YOU.
• CLIENTS ARE NOT PAYING YOU FOR SELF-EXPRESSION.*
• THEY ARE LOOKING FOR YOU TO RELIEVE THEIR PAIN.
AND TO HELP THEM TO MAKE MONEY!
• DO THIS SUCCESSFULLY…
AND YOU WILL BE WELL-COMPENSATED.
*you might be thinking of a fine artist.

13. Rochester Institute of Technology / Division of Development and Alumni Relations
• YOU MAY JUST BE THE WORLD'S NEXT CREATIVE GENIUS…
BUT FROM A BUSINESS STANDPOINT, PEOPLE MUST
EMBRACE YOUR PERSONAL BRAND.
• EXCESSIVE SELF-EXPRESSION MAY INADVERTENTLY
PROLONG YOUR WORK SEARCH.
• WEIRD IS AN EXTREMELY DIFFICULT ‘SELL’.
RELEVANCE+SUSTAINABILITY

14. Rochester Institute of Technology / Division of Development and Alumni Relations
ÜBER-THEME
A PIERCED NOSE
IS DISTRACTING AND BUSINESS INAPPROPRIATE.

15. Rochester Institute of Technology / Division of Development and Alumni Relations
• FROM THE MOMENT YOU WALK IN THE DOOR, PROVE THAT YOU
HAVE THE SKILLS TO MAKE YOURSELF USEFUL–IMMEDIATELY!
• FOR AS ALONG AS POSSIBLE, PLACE THE NEEDS OF THE
ORGANIZATION ABOVE YOUR OWN PROFESSIONAL DESIRES.
• EVENTUALLY, YOU WILL EITHER BE REWARDED FOR YOUR
EFFORTS–OR YOU WILL KNOW THAT IT IS TIME TO MOVE ON.
RELEVANCE+SUSTAINABILITY

16. Rochester Institute of Technology / Division of Development and Alumni Relations
• ALWAYS, KEEP YOUR EYES OPEN FOR
THE NEXT OPPORTUNITY.
• AFTER ALL, EVERY CREATIVE JOB
HAS AN EXPIRATION DATE.
• NEVER BURN ANY BRIDGES!
RELEVANCE+SUSTAINABILITY

17. Rochester Institute of Technology / Division of Development and Alumni Relations
KNOW THAT AT SOME POINT,
DURING YOUR PROFESSIONAL CAREER
(THROUGH EITHER DESIRE OR NECESSITY)
YOU WILL HAVE THE OPPORTUNITY TO
“STRIKE OUT ON YOUR OWN”.

18. Rochester Institute of Technology / Division of Development and Alumni Relations
• AS A CREATIVE PERSON YOU HAVE BEEN GIVEN
A WONDERFUL GIFT.
• MAKE SURE THAT YOU ARE FAIRLY COMPENSATED
FOR ALL OF YOUR HARD WORK.
SURGEONS ARE NEVER ASKED TO PERFORM OPERATIONS ON ‘SPEC’.
• “FREE WORK BEGETS MORE FREE WORK.”
EVEN IF YOU ARE WORKING ON A PRO BONO BASIS,
PROVIDE THE DOCUMENTATION THAT DEMONSTRATES
HOW MUCH YOU SHOULD BE CHARGING.
YOU MY FRIEND,
HAVE A GIFT!

19. Rochester Institute of Technology / Division of Development and Alumni Relations
• THE HARDEST DECISION IN ANY BUSINESS IS KNOWING
THE RIGHT TIME TO HIRE THE FIRST EMPLOYEE.
• ANTICIPATE AN EMPLOYEE SHELF-LIFE OF 2 YEARS.
THIS IS A BUSINESS OF TRANSIENT LABOR.
• THE FASTEST WAY TO TRANSFORM YOUR BUSINESS
IS TO HIRE YOUR FIRST EMPLOYEE.
• ADD A SINGLE EMPLOYEE, AND YOU WILL BE INSTANTLY
PROMOTED FROM ‘HANDS-ON’, TO UPPER MANAGEMENT.
YOU NEED TO BE COMFORTABLE WITH THIS.
EMPLOYEES

20. Rochester Institute of Technology / Division of Development and Alumni Relations
EMPLOYEES
IF EACH OF US HIRES PEOPLE WHO ARE
SMALLER THAN WE ARE, WE SHALL BECOME A
COMPANY OF DWARFS.
BUT IF EACH OF US HIRES PEOPLE WHO ARE
BIGGER THAN WE ARE, WE SHALL BECOME A
COMPANY OF GIANTS.
David Ogilvy

21. Rochester Institute of Technology / Division of Development and Alumni Relations
• GIVE EACH PROJECT A JOB NUMBER.
• DEVELOP A PROJECT PLAN AND PROPOSAL.
NOTHING IS MORE SATISFYING, THAN HAVING THE NECESSARY DOCUMENTATION–
WHEN A PROJECT HITS A TREACHEROUS PIECE OF HIGHWAY.
• INVOICE ASAP.
• REQUIRE AN INITIAL PAYMENT
–BEFORE STARTING THE WORK.
PAPERWORK

22. Rochester Institute of Technology / Division of Development and Alumni Relations
ÜBER-THEME
CASH IS STILL KING

23. Rochester Institute of Technology / Division of Development and Alumni Relations
ÜBER-THEME
BUT POOR CASH FLOW IS A KILLER!

24. Rochester Institute of Technology / Division of Development and Alumni Relations
• KEEP AN EYE ON TECHNOLOGY, CONSTANTLY LOOK FOR
WAYS TO ADD EFFICIENCIES TO YOUR PROCESSES.
THIS IS NOT TO BE CONFUSED WITH CUTTING CORNERS–JUST WORKING SMARTER.
• BE TECHNICALLY SAVVY.
• MOST COMPUTERS CRASH DURING CRITICAL PROJECT STEPS (USUALLY AFTER MIDNIGHT).
• PRINTERS + PROJECTORS WAIT UNTIL IMMEDIATELY BEFORE–MAJOR PRESENTATIONS.
• WHEN A PRESENTATION INVOLVES A PROJECTOR:
BRING AN EXTRA BULB + A FEW SETS OF PRINTED COPIES.
TECHNOLOGY

25. Rochester Institute of Technology / Division of Development and Alumni Relations
BUILDING A CAREER LIFE RAFT
!
SURVIVING
THE EVER-CHANGING TIDES
OF BUSINESS
(+LIFE!)

26. Rochester Institute of Technology / Division of Development and Alumni Relations
ÜBER-THEME
EMBRACE CHANGE
WITH A PASSION!!(NOT JUST A GOOD IDEA. IT’S THE LAW!)

27. Rochester Institute of Technology / Division of Development and Alumni Relations
• INSURANCE AGENT
BUSINESS INSURANCE
• PLUMBER,
ELECTRICIAN,
CARPENTER
• SALESPERSON
!
BUILD A SOLID NETWORK
OF TRUSTED ADVISORS
• BENEFITS PLANNER
HEALTHCARE
LIFE INSURANCE
DISABILITY INSURANCE
• ACCOUNTANT
• BOOKKEEPER
• COMPUTER GURU
!

28. Rochester Institute of Technology / Division of Development and Alumni Relations
DEVELOP YOUR
AMBIDEXTROUS BRAIN.
solid business
practices
client-focussed
creative solutions

29. Rochester Institute of Technology / Division of Development and Alumni Relations
BEWARE OF THE
DANGLING CARROT.
“Lets see how this
project goes…
…before,
we talk about more.

30. Rochester Institute of Technology / Division of Development and Alumni Relations
LEARN TO TRUST
YOUR GUT
walks like a duck…
!
talk likes a duck…
!
…a chicken?
(BECAUSE IT IS USUALLY RIGHT)

31. Rochester Institute of Technology / Division of Development and Alumni Relations
DESPITE WHAT YOU
SEE ON MAD MEN…
• EAT PROPERLY
• EXERCISE REGULARLY
• SLEEP WELL
• KEEPING IN MIND THAT MOST OF
THE ORIGINAL MAD MEN ARE, WELL…
DEAD.

32. Rochester Institute of Technology / Division of Development and Alumni Relations
AT THE END OF THE DAY
!
DO WHAT MAKES YOU
(+YOUR FAMILY)
HAPPY!

33. Rochester Institute of Technology / Division of Development and Alumni Relations
AT THE END OF THE DAY
!
THINK HOW LUCKY YOU ARE–
CREATING THINGS FOR A LIVING!

34. Rochester Institute of Technology / Division of Development and Alumni Relations
AT THE END OF THE DAY
!
HAVE FUN!

35. Rochester Institute of Technology / Division of Development and Alumni Relations
PLEASE KEEP IN TOUCH
DOUG EYMER | doug@eymer.com
EYMER BRAND Laboratories + Think Tank
eymer.com | 781.383.8844

36. Rochester Institute of Technology / Division of Development and Alumni Relations