Latest / Inspiring Stories / Keeping going until your launch takes off with CLaire E Jones

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Keeping going until your launch takes off with CLaire E Jones · Inspiring Stories

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Thank you for listening to De Pictures Media Radio. You rat you readything to
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me? Oh well, jus well not a bad stop along. I just
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see to know sow splashion along is it tests events. Welcome back everybody.
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Our next guest Claire. She is a four times over entrepreneur. She has
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opened four different businesses and taken many stabs at the entrepreneur table. But her
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current thing is because she's passionate about books. She's passionate about helping people get
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their story out there and told, and this has become her favorite and most
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pet project is publishing. So she's going to not only help you get your
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book published, but she's going to help you get it to the top of
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the ranks so that it helps your business grow. She knows how to market
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the books in such a way that it helps your business grow and helps you
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get a message to a listening public that you might not have had before.
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So why don't we bring Claire on the show along with I believe her little
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dog is coming along with her also, and we'll have a little fun here
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about some of the successes and some of the learning processes that Claire has gone
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through and how she can help you with those same learning processes something we can
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so welcome to the show, Claire, And how many businesses did you launch
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in? How did you get this started? Let's start there. Yeah,
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yeah, yeah, I mean it's been a long road for sure. So
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I think I'm on my fourth business. I think we're up to four at
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this point in the last decade. And I never really expected to go the
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entrepreneurship route. A lot of people know that they want to be an entrepreneur
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from an early age. They're like, I want to be my own boss.
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I want to control my own schedule, make my own money, you
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know, so on and so forth. But I was perfectly happy to get
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a regular job with a regular boss. But the economy wasn't really agreed at
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the time. I was one of those lucky individuals who graduated from college with
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a BA in art history. But it was into the years recovering still from
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the Great Recession. I graduated in twenty twelve, and specifically the art industry
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at the time was still recovering from the Great Recession and all the job losses
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that happened in that industry. An ex art industry always into some sort of
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recovery mode. Yeah, yeah, it was just particularly bad at that point
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in time, particularly bad at that point in time, and I really struggled
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to get a living wage job coming out of college. I tried the internshop
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ship route. I got you know, office jobs, front desk jobs,
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gift shop jobs, but I was still going into debt just paying my basic
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bills on a monthly basis. So I figured there had to be another option
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out there. And I figured if no one else would hire me, then
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I would hire myself. Because I had also been told many times in my
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jobs over the years that I could run a business. I had the capability
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and aptitude to do so, and most of my career leading up to that
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point was in the retail sector. One of my first jobs was working in
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a gift store, and that was kind of my go to gig over the
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years, was working and specifically small business retail. I knew from a very
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early age that I was very hippie minded, you know, damn the man
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saved the Empire, and so I specifically worked in small business retail, not
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going to Target, not going to Walmart, not going to the big box
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shops, and so I figured I had a very well developed history in running
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a small business retail operations. So that was my first business, was a
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brick and mortar retail store. And at the time, I was really into
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local warism. I was like, well, is it possible to buy my
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entire shopping list, or at least the majority of my shopping list locally from
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small businesses or local producers, local farmers, that kind of stuff. And
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what I realized that the main two consumer pain points for that type of lifestyle
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were a having to go to many different shops in order to get everything on
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their list, and the all of the research that it took to figure out
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where exactly a product was made. A lot of that information is very obscured
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in the manufacturing industry, and so I figured I would create a general store
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devoted to local goods, so that I would do all of the background research.
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I would find out, whether you know, vet the manufacturers, vet
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the suppliers ahead of time, and then put a wide range of products all
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under one roof so that people wouldn't have to go to multiple places in order
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to buy the things they need. So I had everything from soup to soap,
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to jewelry to art to journals, greeting cards, ornaments, towels,
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dog leashes, just all kinds of different stuff. And that was my first
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business, and so I knew going into it I needed to do a business
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plan. I had actually done a bit of business training as part of an
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art and business program that I took abroad during college, and so I had
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experience creating business plans and pitching business plans to investors at that point in time.
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So that's precisely what I did. I created the business plan, I
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started pitching the people that I knew, and I raised around thirty grand,
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so it wasn't a huge ton of money, but it got me going.
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So that was pretty much how I started. Yeah, I like that one.
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I remember looking for my very first job and I wounded up cooking my
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way through through university, which is maybe paywise a step up, but labor
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wise it definite stepped down. Eating people. Is that it's tough, right,
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So, and I was hit with Reaganomics for my very first job,
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and I was looking for that of course at that chemical job, and I
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had no like you, I had no no clue I was going to eventually
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like be my own boss. I started asking all the wrong questions as an
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employee and I got told that several times. So, yeah, so why
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don't we focus on this right now, because that's a beautiful story. Because
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you know how to run a business. So if a consultant or another entrepreneur
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comes to you and says, hey, I want to write this fantastic book,
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they know that you're going to have a stable business and a stable plan
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to actually develop their book, right So yeah, So why don't we talk
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a little bit about your passion because that's a passion also absolutely yeah. Yeah.
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So I like to joke that I'm bilingual. I speak both business and
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creative because most of the time business people can't speak creative and creatives can't speak
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business. And that is because of a wide variety of reasons, but primarily,
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I grew up as a creative. My mom was an art teacher for
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twenty five years, and so I was literally born into it. I joke
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that every bone in my body is a creative bone. And I definitely watched
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my mom struggle over the years when I was a kid, of like,
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she really just wanted to be an artist. Ultimately, that's what she wanted
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to do with her life and her career. But because of the practicality that's
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required in our western capitalistic culture. She had to basically settle for being a
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high school art teacher. And I saw how hard a teacher lifestyle was at
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the end of the day, because it's not just you go to school and
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you do your job and you come home, but you bring work home with
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you when you're a teacher. And so I developed a very deep understanding of
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not only how creative minds think and work, but also the struggles that they
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face in being able to monetize and self support themselves with creative endeavors. And
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I also experienced that firsthand when I was unable to find jobs in the creative
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sector coming out of college. And so the experience that I had in art
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and business from that college course that I took basically pushed me more into the
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business direction more so than the art direction as a result of all of the
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circumstances that I was dealing with. And so I just applied my knowledge skill
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sets, my research skill sets to the realm of business. And I joke
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that I got my MBA via Google. I looked it up, I learned
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it, I did the research, I read the books, and that was
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pretty much how I did a more like hands on MBA program for myself more
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so than going the school route and doing the traditional in classroom training sort of
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stuff. We don't all need to go to the Wharton School. Rate yeah,
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exactly exactly, And I find that it's actually more valuable over the years
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to have that kind of trial by fire education in realm of business. Your
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NBA has more street value exactly exactly. Yeah, yeah, yeah. And
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so once I got out of that first business in the general store, I
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realized that I somehow had built this knowledge set of business and a lot of
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other people didn't. Out there, like a lot of other small business owners
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just hadn't built up the same type of knowledge sets that I had. And
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so that's when I transitioned into more advising coaching consulting in the business realm of
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things and specifically marketing tended to be my sweet spot because of my art history
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background, I'm able to visually analyze trends. I'm able to visually take in
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a lot of information and find the themes, find the trends, find the
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like underlying strategies that people are and were employing with marketing content. Let me
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ask you that with that being said, because the creative mind it's the creative
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mind is also the scientific mind because you can spend a problem several different ways
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until until you find the right angle to get to the to the solution.
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Right. Yeah, yeah, absolutely, So that helped too, huh yeah,
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yeah. I mean, I honestly don't believe in the right brain left
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brain divide. I believe that there's all kinds of different facilities that you can
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tap into, Like diffuse cognitive processing is actually one of the most powerful forms
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of cognitive processing, which means that I'm also a neuroscience nerd. Just step
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that in there. I bring a lot of neuroscience into what I do ASO.
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And so when you look at how the brain actually works, how the
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brain actually functions, when you use diffuse cognitive processing, you're tapping into multiple
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parts of the brain, not just one section of the brain. And that
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creates the most innovative ideas. It creates the most novel creative ideas. This
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is where people invent. This is where people innovate, and that's really a
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juicy space to be, especially for creatives and entrepreneurs and business people and engineers
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and you know, tech people and all kinds of different vocations. So forgive
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the neuroscience joke. You must have a very active hippocampus. Yes, yes,
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yes, I love my gray matter. My gray matter and me are
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really good friends. Yes. So, over time I developed this business skill
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set just more and more and more, just understood it more and more and
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more, doing research, doing practical applications of it, advising, supporting people
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through their businesses. And at the end of all of that, I realized
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that that more service based business model where I was doing coaching, consulting,
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advising just wasn't fulfilling my creative needs at the end of the day, and
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I found myself creating over and over and just opting my business models as a
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result of just creating over and over. Yeah, so how do you how
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do you keep yourself? Because I know for myself rate that oh that looks
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like a really cool thing. I love to help create that rate and then
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I break my processes and then the whole thing goes to Yes, right,
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so how do you keep how do you keep yourself disciplined so that you don't
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break your protests? Yeah, I have to have multiple creative projects on my
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plate at a time in order to do that, and they have to be
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projects that aren't necessarily built into business structures. Like the problem that I was
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running into with a service based business was that I just kept creating new services,
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and so I was launching a new service pretty much every quarter, and
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it was confusing my audiences because I just wasn't doing the same thing over and
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over and over and over and over and over again, which is basically the
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consultant model, right. And so when I realized this, I basically went
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back to basics for myself and went back to the books that I enjoyed and
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the art that I enjoyed as a kid, and realized that a publishing business
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model, a product based business model, was just better suited for my creative
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processes because I was able to now create a product, sell a product,
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create a product, sell a product more so than create something and sell it
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over and over and over and over and over and over and over again.
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And so for me, I had to change my business model. I couldn't
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exist within the service based business model and still be able to handle my creative
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output personally. And so I think this is really the first step. When
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I'm talking to people who want to do the book, who want like a
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lot, I talked to a lot of people who want that Ted Talk book
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combo for self promotional purposes, which is a very valid approach, and I
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have to ask them at the beginning of all of this, what is your
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goal? Because sometimes the goal is just for self promotion purposes, which means
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that you're probably going to be giving your book away for free a lot.
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But if your goal is to create money, if your goal is to have
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the book be a revenue stream, then you're going to use different tactics.
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You're going to approach it in a different way. You're going to set up
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the business structure of the book in a different way. Yeah. I know
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with one of these many services that we actually have, actually they become more
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creative projects than they are services. Did we did we do here? So
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I get that part. But a lot of when they come and they say,
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oh, I have a book and I want to promote it, and
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it's like it's like, oh, it's cool, we'll promote the book.
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It's like we asked a lot of the same questions. The is the goal
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to get you out there or is the goal to make it a revenue stream?
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Because if the goal is to make to get you a revenue stream,
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you need a whole heck of a lot more than just a podcast interview,
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because that's yeah, this much, and you need a whole lot more.
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Yeah, And I keep telling them, like you want of one of my
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friends, she writes novels, and I get her to she's now merchandising things
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like that. Right, It's like, you need to create more than just
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the book, yes, and you need to think of it as a product
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more so than a creative output. And that's the thing that I think trips
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a lot of authors and creatives up is because they put all of the emphasis
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onto the creative outputs. It's not the things leading up to it, it's
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not the things after it. It's just the object that they're creating or they
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have created, and coming to it with a more business perspective. You think
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of it as a product line, you think of it as a revenue stream,
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You think of it as a strategy more so than an end point.
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Yeah yeah. Whereas if you're a consultant or expert, it's to get you
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attention so you get on stage and because you become more of the product,
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right, yes, exactly. When you become an author, you have to
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have an author brand that is reflected and whether you've intentionally created it or not,
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it exists out there. And I think that's the one thing that people
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miss is that, like they're like, oh, I have to create my
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brand to look a certain way in order to tract people. But really,
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your brand exists already, but you just aren't harnessing it. Like if there's
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someone who likes using cusswords in all of their messaging and materials and stuff like
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that, and they don't really think about the impact of it, the implication
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of it, like how it's used. That's their brand that exists out in
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the world, whether they realize it or not. And the key as an
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author is to take intentional ownership over that brand, so then you can use
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it to its best purposes rather than it being more ad hoc or just kind
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of developing on its own. Right, take out you on that one.
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That makes sense, you know, So, because brand is basically how are
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our audience? Mm hmm, yeah. It's just visual, auditory, just
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sensory input that tells us a summary of the person. There are values,
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their goals, their viewpoints, their challenges, whatever it is. And so
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that brand exists out there, whether you take intentional ownership over it or not.
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And the key as a business owner doing a book is to then intentionally
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harness that so that the brand goes where you want it to more so than
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it having a life of its own. Right, I got I get that
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one. There was. That's an interesting hurdle for a lot of people,
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though, Yeah, yeah, because they don't think about they think about like,
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oh, I have to make a brand. It's not I have to
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understand what my brand is already saying and then say what I want it and
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then fix it so that it says what I wanted to say. Yeah,
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there you got me thinking about some things that I actoually do myself. But
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we'll say that for another episode. Oh did I just say we're going to
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do multiple episodes? I guess, So let's take a series. Why not?
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Why not? Right, especially since we're kind of next door neighbors anyway,
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So Mary Fair, the West Coast is the best ghost there you go.
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Right, So, once you give people through a lot of these hurdles
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it then they know, you know which way they they want to take the
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book, if it's going to become a revenue stream, an artistic revenue stream,
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or if it's just going to be like, I like to say that
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your book of how you did something is a nice business card. H Now,
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I've heard of a lot of strategies around how you use that business card.
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Yeah, so how do you teach people to define the rate strategy.
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Well, it's all about the goals. Like, if you have a goal
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of turning it into a massive revenue stream where you want to be known worldwide,
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you want mass distribution, that's going to affect what publishing platforms you use.
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That's going to affect what cover designs you use, what editors you use,
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what freelancers you use, because you want to use those that are within
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those strategies. Whereas if you just want a business card, then you could
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very well just get the book printed at a local printer, have a stack
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available at home, and then be able to give it away to people for
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free. And so all of these decisions ahead of time are going to impact
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to those strategies, and so it's just basically making sure that the strategies are
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aligned with the goal. Because people don't often conflate the two. They're like,
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I want to publish, and most of the time people are like,
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I'm just going to get up on Amazon. But they don't understand what the
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implications of using that as a public publishing platform is. And so that's why
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we need to talk about goals, strategies, and then actual actions more so
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than starting with the actions and then backing them into the goals. Right there
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makes sense too, because if we use the use our book in the right
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way, I'm going to use a couple of big names here in a second.
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If we use our well, they were a consultant or a coach,
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and we want to use the book the right way, we can become like
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Tony Robbins. Yeah. And if we're going to go the creative novel way,
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we can become James Patterson. Yeah. Yeah. So let me ask
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you this though, because a lot of coaches and consultants out there rate is
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ay, they have all these different processes out there, and I want people
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to understand that no matter which way you decide with that one, that that
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they should work with someone like you because it's going to keep it congruent to
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that goal exactly exactly, Because I don't think a lot of people know what
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they're they're afraid of actually stating what their goal is because a lot of people
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are reluctant to say that they're doing it for the money. There's nothing wrong
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with that, right, there's nothing wrong with that. No, it's just
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a strategy. But I think a lot of people are like, oh,
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I'm doing it to change lives. I'm doing it to impact the world,
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which is also a very valid goal. But you're going to have different expectations
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between a goal to change the world and a goal to make money. And
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that's essentially where your strategies are coming from. If your goal is to change
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the world, then you're going to have different strategies than it is to make
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money. And I think a lot of people think they want their goal to
27:23
be changing the world because they think that sounds like a better goal to have.
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But there's nothing wrong with having a goal to make money or having a
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goal to just have a business card. And so if that goal is the
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wrong goal that you're starting with, you're going to have the wrong strategies and
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the wrong actions. And I think that that's what trips a lot of people
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up, is that they just aren't as honest with themselves as they could be
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when it comes to what they're trying to actually accomplish. Here, you just
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gave me a picture in my mind of a miss Universe contest, global peace,
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yes, human inequality. It's like and there's nothing wrong with those goals
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because to be honest with you, that I created a whole production company around
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the idea of helping people create their voice. Yeah. Absolutely, it's in
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my mission statement to change, like I understand there, Yeah, it is
28:26
there. And yeah, that that is there's a point that you have to
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get to before that, because becomes the secondary goal to the number one goal.
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Yes, And I remember sitting in an audience with Marie Diamond and and
28:52
her saying that, Okay, I've now made enough money that I don't have
28:56
to focus on the money part because I'm sad. Yeah, now I can.
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And that's what people think that that's being greedy, But that's not being
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greedy, that's survival so that you can help. Yeah, yeah, exactly
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exactly. And it's hard to give generalized strategy to people. It's hard to
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give advice to people who come to me like how do I market my book?
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People ask me almost every day how do I market my book? And
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I don't have answers that they like because it all boils back to those goals.
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And most of the time the goals that they're telling me aren't actually the
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goals that they want. There are the goals that they think that they should
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want. And so it's all about customizing your strategies, customizing your approaches,
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your actions, your messaging to reflect that actual, authentic, aligned goal more
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so than following a formula. What was that light bulb moment for you when
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you realize what your goals were with the publishing it was the next essential breakdom.
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Yeah, after years and years of trying to make the coaching and consulting
30:23
model work for me, I was trying to like shove myself into a predefined
30:30
mold with the coaching and consulting model business model. And after four years of
30:37
that about I kept being unhappy. I kept coming across these mental and emotional
30:47
blocks. I kept burning out, and I just kept hitting brick walls,
30:52
just like over and over and over again. I would try something and it
30:55
wouldn't work. I would try something and it wouldn't work. I would try
30:57
something and it wouldn't work, And I was like, what am I doing
31:00
wrong here? And I pretty much had to open myself up and just like
31:06
open all of the doors of possibility. Instead of focusing on one or two
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or three doors of like where I thought I wanted to go, I just
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had to like open the doors entirely and just let whatever in came in.
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And so like for me, that looked like a spiritual epiphany. Sometimes it's
31:25
an existential breakdown. It's like it's completely again custom to you and your journey,
31:32
right, And the pivotal moment was a weekend in September of twenty twenty
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one where I was just crying on my living room floor for two hours,
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and like after coming out of that, I basically had to burn things to
31:48
the ground and start new. And that's kind of where the book publishing business
31:55
model was birthed. Yeah, that kind of wow, that sounds almost familiar
32:05
to Oh. I mean, it's a thing. It's a thing. And
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like, while I was in this meyer of existential crisis, I personally found
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astrology. That's I found spirituality. I found some type of compass that felt
32:22
aligned to who I was and how I showed up in the world, and
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then I was able to use that compass to move forward. For some people,
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it's you know, Myers Briggs. For some people it's strength Finders Enneagram,
32:37
whatever that self reflective personality assessment is, is that it's sometimes in that
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realm, and so you just kind of need to find that compass that feels
32:52
the most aligned for you. Yeah. Yeah, I get that one for
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myself. I did a friend of mine he does does a peak Potentials mm
33:07
hmm yeah, and went through that uh several times, and it's it's scary
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and it's fun at the same time. You know, breaking through these these
33:23
different walls that it did. You've put there yourself to protect you, right
33:29
exactly. Well, it's all is preconditioning to that. Our society imparts on
33:35
us, Like whether you want to call it brainwashing or whatever, it's we
33:40
we've been preconditioned to follow a certain route, you know, schooling, the
33:45
whole education system is set up to create production workers. It's set up to
33:52
create assembly line workers, it's set up to create manufacturer workers. And yeah,
34:00
all yeah stuff. We could do a whole episode on the on the
34:07
politics from from from eighteen ninety to now that let us to what it is
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we see in the well, we'll get back to that. That's part of
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our series, that series. Yeah, and so I would say that like
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the majority of people who come out of the schooling system have this misconception of
34:34
who they are and what they want because all of these preconceived goals, preconceived
34:40
needs, wants, desires have been superimposed on us from such an early age.
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And so I see myself, like, I'm turning thirty four in February,
34:51
and I see a lot of people in this age range of like thirty
34:55
to thirty five ish, thirty to thirty seven ish who are having almost like
35:00
pre midlife crises because they've gotten all of those things checked off the box.
35:07
They've gotten the mortgage, they've gotten the kids, they got the car,
35:10
they've got the you know, two vacations a year deal. But it's not
35:15
actually fulfilling them, it's not actually making them happy. And so I don't
35:21
think I'm alone in having this you know, early thirties existential crisis. Interesting,
35:29
it's like, because you're not even middle aged yet. I'm just barely
35:36
middle aged in the we won't discuss my age because that's old. They a
35:45
right, I get it, I get it. There there is something that
35:51
with that, and we can dive more into into that sort of thing uh
35:59
inture episodes, but there is something that is also in your introduction that you
36:07
are an equal human fighter. Yes, absolutely, Yeah. Inclusivity, diversity,
36:16
equality very much important to me. Yeah, So, I mean that
36:22
comes from a childhood of feeling unseen, feeling unheard, feeling unrecognized, because
36:30
I was more or less existing outside of this mainstream expectations that were preconditioned with
36:38
as a child. And there was a lot of contributing factors to that,
36:43
like I was an only child of divorced parents. I had very different viewpoints
36:47
than the rest of my peers. I read a whole lot more than most
36:52
of my peers did, and I just had this more alternative approach to life,
37:01
which was then confirmed later on with this astrology compass stuff that I was
37:07
talking about. And so from a very early age, I developed a deep
37:12
compassion for the inclusion and equity and diversity struggles that people face. Right,
37:22
would you say that it makes you a better publisher because you want to handle
37:25
that story with with with the with those white gloves and make sure that it's
37:32
delivered. Yeah, yeah, because I think that there's a tendency to I
37:39
see this a lot in the publishing world of people trying to just recreate what
37:45
already did well which is very common in media and entertainment as a whole.
37:52
We're seeing this happen all the time when it comes to like the Marvel movies
37:57
that are coming out, and all the Star Wars stuff, and like all
38:00
of the remakes that we're seeing with like live action Disney movies, and like
38:05
all of this stuff. And it's definitely seen in the publishing world as well,
38:10
and there's certain imprints that will specifically make it their mission to just replicate
38:17
whatever else is doing well in the marketplace at that time. And I think
38:22
that that is a harmful cycle to perpetuate because we just get the same over
38:29
and over and over and over and over again. So there's no chance for
38:32
expansion, there's no chance for deepening, there's no chance for just alternative explorations,
38:39
which is where innovation is created, which is where inventions are made.
38:46
And if we are to progress as a society, I think we need to
38:52
have this intentional practice of injecting novelty into the media and culture that we produce.
39:01
Because that's one thing that I learned from our history is that culture and
39:07
people are It's a cycle. People create culture and culture creates people. It's
39:13
just a very solid cycle that goes through eons and eons and eons of history,
39:22
and so that really inspired me to take control over that process. It's
39:29
like, how can we actively participate in that cycle instead of being passive hanger
39:36
ons. So the whole approach to DEI in my publishing is kind of in
39:44
that vein of making sure that different perspectives are being brought to the forefront,
39:50
but in respectful ways, in non harmful ways, so on and so forth.
39:54
Yeah, So one last question and then we'll get to how to contact
40:00
you and work with you. Because you're a art history major, so I
40:07
usually I usually use a different question for this week. Because you're an art
40:10
history major and you know history right out of everyone that you studied, who
40:21
would you want who is the one person that you would want to mentor you
40:25
for a day or maybe have sit and have lunching coffee with for a day.
40:34
I think about this question a lot, Honestly, I don't know whether
40:37
I think about it too much or of normally am out, but I think
40:43
I would actually have to say Cleopatra. I think she is a fascinating figure
40:50
in history. Like I've always been particularly obsessed with ancient egyptology and studying that
40:57
because it was such a long period of time to put into perspective, the
41:04
lifetime of Cleopatra is actually closer in time to the invention of the iPhone than
41:10
it is to the Pyramids of Giza. So like the gap between the Pyramids
41:19
and Cleopatra is a bigger gap than the gap between Cleopatra and the iPhone,
41:24
And so that is just a contextual reference point for showing how long of a
41:34
rule ancient Egypt actually had, how many dynasties it went through over time,
41:39
and the fact that they were a very advanced civilization by the end of it,
41:45
I just think was incredible. So Cleopatra in particular, I think is
41:50
just fascinating because she was a woman in such a male dominated culture at the
41:57
time, and yet she made it work for her. She wasn't necessarily trying
42:02
to emulate the man approach to ruling a country, but she also brought more
42:12
feminine strategies to the table as well. And I just think that she'd be
42:16
the coolest person to outload. Very cool. Wow, that's that's an amazing
42:25
thing. Best way is to find you, get a hold of you,
42:30
and work with you. Link tree slash Claire Joyants is where most of my
42:36
links are. So C L A I R J O y A n CE.
42:42
You can also find me at CLAIREE. Jones dot com. Cool.
42:46
All right, so thanks for joining us today, and thank you everybody for
42:52
listening. And find that subscribe button wherever it may be on your screen,
42:58
because you know what, you might actually hear more full Claire. Maybe maybe
43:04
just to so bad that s so among you. I don't know, so
43:31
I way should from a match, so nyame that this? He says,
43:47
I'm ready to shake me up? Chat shows we can't cur wait, so
44:44
she got to st The show has been produced by Depictions Media. Please contact
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