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Your Mission, Should You Choose to Accept It…
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IS TO WORK ON VISION AND MISSION STATEMENTS
“What are Vision and Mission Statements?” you may ask. Having Vision and Mission statements in mind versus not is like the difference between traveling to Thor’s Asgard via that weird, blasting transporter thingy, or trying to take an Earth-style elevator. It’s about using correct tools to achieve aims. Plus, it’s an analogy that allows me to reference Marvel AND sci-fi at the same time. And, you may also be shyly asking, “What are they?” A majority of us can take comfort in knowing that we are not alone in finding the definitions unclear. Vision and Mission can be a bit confusing because they are not as much of a focus as topics like Branding Plans. And they are often seen as something on which only a large company would spend time. But I think it can be a useful exercise, even for a company of one. Many refer to Mission first, then Vision, but I believe these topics should be approached from the opposite direction. Think of a Vision statement as an overarcing storyline for the whole future, and a Mission statement – or grouping of statements – as everyday objectives. A Vision is akin to a broader ideal to strive for, while a Mission covers near-term, tangible goals. Our society’s penchant toward “microwav-
ing” has affected how much we pay attention to things like this. We are used to having popcorn in 3 minutes or less, when, once upon a time, you had to get out rather old-fashioned equipment, like a pan, and oil. Oh, and a lid. If you are making popcorn this antiquated way, don’t forget the lid. I’m not saying I’VE ever forgotten the lid, I’m just saying… Of course, when I was a kid, we had to first GROW the corn, then dry it, and THEN cook it over a campfire the next season. Anyway, my point is that our culture has become a very speedy one, and creating things like Vision and Mission is not a quick process. And then living with what we’ve made is not super-fast, either. One needs patience. Additionally, it is important to remain flexible. While altering one’s identity, brand, plans or statements too broadly, quickly or often can result in a marketplace of consumers wondering what you’re about exactly, it is important to edit one’s plans along the way in an attempt to best stay on the path. Often experienced as a series of subtle course corrections over time, one example is adding a new core value to the mission parameters after uncovering another hidden kernel of truth in one’s activities. (Sorry, once I start thinking about popcorn I can’t stop with the bad puns; just ask my friends, they often get an… Earful.) Or, one might realize a particular activity doesn’t point toward the future vision, and then needs to be phased-out. Since every situation, person and
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gREg VINEYARD
business is different, it’s important to weigh any changes either way carefully. I want to share with you a solid Vision and Mission statement set that serves as an excellent, clean example, from one of our own awesome, local institutions, the Asheville Art Museum. Vision: “To transform lives through art.” Mission: “The Asheville Art Museum engages, enlightens and inspires individuals and enriches community through dynamic experiences in American Art of the 20th and 21st centuries.” Their declarations inform the public what they strive for long-term (Vision), and what they are currently focused on more specifically (Mission) to meet that goal. This overall framework sets the stage for all the planning that follows it. As with artist statements and branding plans, utilizing vision and mission statements can help a business - independent artists included - hold the focus, as well as help one’s target audience understand where one is coming from in both big-picture and daily ways. It’s easy to get started - one only needs a pen and paper. Oh, and maybe some popcorn. (And don’t forget the lid!)
Aww, Shucks!, 2015. Illustration by Greg Vineyard
Greg Vineyard is a marketing professional, and an artist and writer living in Asheville, NC. ZaPOW Gallery carries his illustrations, prints and cards, www.zapow.com. www.gregvineyardillustration.com
THE BUSINESS OF ART
Networking is Vital
For many artists it’s not easy to “toot your own horn.” You may be talented, hard-working and determined to succeed, but you must also learn to network proficiently. One thing I’ve observed is that quite often the more outgoing artists are either from a large family or have parents who are business owners. They can chat up strangers with ease and leave them smiling. Others are more reserved and for them, it takes time and practice to get comfortable with the message they want to deliver. Do you have a successful friend or colleague in the arts that you admire? Ask them to listen to your prepared remarks and give you some feedback. Whatever approach you wind up using, it is important for it to sound natural. And be sure to tell the listener a bit about your education and experience. A few years ago I presented a workshop about networking at the Asheville Area Arts Council. The artists in the audience were
16 June 2015 — RAPID RIVER ARTS & CULTURE MAGAZINE — Vol. 18, No. 10
asked, “On a scale of one to five, with one representing those who are very shy and five for those who are very outgoing, what number are you? Oh, and be aware that you cannot use the number three!” Obviously, that limited the choices and the audience was asked to make their decision within ten seconds. At that point, I asked for a show of hands. “Okay, how many of you are very outgoing? Great! Come on up here and please stand in a row to my right.” Next the somewhat shy (Group 2) lined up facing the first group. And then, to my left, the very shy (Group 1) lined up facing the somewhat outgoing (Group 4). Both groups had the same assignment: “You each have one minute to introduce yourself to
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WENDY H. OUTLAND
one another. Listen carefully, because you will be asked to repeat what you have learned about your partner.” It was surprising how much information each artist retained, when many of them had never met previously. And everyone was smiling when it was all over! At the end, I reminded the group that their initial chat with a new acquaintance should include the same basic elements that comprise an artist statement: What you do, how you do it, and why you do it. Beyond that, it is always wise to engage the listener further by inviting them to your next exhibit, or encouraging them to visit your studio. And of course, you must remember to exchange business cards. Ready? Go forth and network!
The Business of Art is written by visual arts consultant Wendy H. Outland. Contact her by email to imwhoknowsart@gmail.com. With more than 30 years of arts administration experience, WHO Knows Art provides visual artists with career development resources and helps galleries and arts organizations function more effectively. Wendy H. Outland (“WHO”) is a qualified juror and curator, also offering personalized consultations and workshops. www.whoknowsart.biz