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Talent Is Not Enough: Business Secrets For Designers, Safari, 2nd Edition

By Shel Perkins

Published by New Riders

Published Date: Apr 22, 2010

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This is the Safari online edition of the printed book.

The best business guide for design professionals just got better! This revised and expanded second edition includes everything designers need—besides talent—to turn their artistic success into business success. You’ll find information on key issues facing designers from freelancing to managing established design firms. A strong visual focus and to-the-point text take the fear factor out of learning about thorny business realities like staffing, marketing, bookkeeping, intellectual property, and more. These smart business practices are essential to success in graphic, Web, and industrial design. Here are just a few of the things you’ll learn:


• How to get on the right career path

• The best way to determine pricing

• How to avoid common legal pitfalls

• How to manage large projects

• The secrets of efficient design teams

• How to forecast your workload and finances


Talent Is Not Enough provides a big-picture context for these and other challenges and shares practical, real-world advice. Since its first publication, the book has become an essential resource for both students and working professionals in these areas and more:


• Design planning and strategy

• Corporate identity development

• Publication and editorial design

• Brand identity and packaging design

• Advertising and promotion design

• Marketing communications

• Environmental design

• Industrial design

• Motion graphics

• Interaction design

• Information design

“It is rare to find one individual with such a wide range of knowledge in the design-related fields. And, because of his experience as a designer, Shel brings a sensitivity and understanding to administrative issues while still respecting the artistic side of our industry.”

Frank Maddocks, President, Maddocks & Company


“Now that design skills have become a commodity, you need business skills to focus them. Shel has written a crackerjack book that will be on the shelf of every ambitious designer.”

Marty Neumeier, author of Zag and The Brand Gap


Table of Contents

Career options
01. Making a living as a creative professional
02. Job hunting
03. Independent contractor issues
04. Sample independent contractor agreement
05. Income taxes for freelancers
06. Calculating a freelance rate
Small business
07. Becoming a business
08. Pricing models
09. Setting rates for a firm
10. Marketing
11. Proposals
12. Project management basics
13. Bookkeeping basics
14. Cash flow
15. Insurance basics
16. Facilities planning
Legal issues
17. Intellectual property
18. Defamation, privacy, and publicity
19. Understanding terms and conditions
20. AIGA standard form of agreement
21. Ethics and social responsibility
Large firms
22. Successful design teams
23. Using student interns
24. Working with a sales rep
25. Large projects
26. Financial management
27. Forecasting
28. Business planning
29. Exit strategies
30. Special challenges for in-house departments