While many business owners are inclined to come up with a great product and leave the marketing till after launch, Skorman insists on baking the marketing and PR into the business idea itself. As he told Behance, “I don’t design my business or product and then figure out how to market it. I build my entire business design around a great PR and marketing story... If my new business plan doesn’t have a good enough story to be a major community and media event when it opens, I kill the project.”
And once he does decide to run with a business idea, Skorman continues to consider the marketing within the context of every decision. For example, he says:
- "I personally host many focus groups to seed the community with advocates, not just to learn what my customers want."
- "I design help wanted ads to attract customers, not just new employees."
- "I design the business to partner with other businesses, organizations, and VIPs to be able to leverage their brands to make our new brand more credible. Designing a venue specifically to promote other businesses and liberally giving away stock options are my two favorite techniques."
Whether it’s a focus group or a hiring initiative, Skorman sees every type of business activity as a chance to engage people and seed his story.
***This post by J.K. Glei is based on research by the Behance team. Behance runs the Behance Creative Network, the 99% productivity think thank, the Action Method project management application, and the Creative Jobs List.