A few words, in the light of the evermore frequent reports about mergers, acquisitions and fuzzy marketing in the craft scene.

And a call to arms, of sorts, to all independent craftspeople the world over.

Odoo text and image block

I am independent. I am my own, and no one owns me.

I am independent. I do not pay allegiance to holdings, conglomerates or umbrella companies. 

I am independent. I am not beholden to stakeholders who are not themselves personally invested in my business. 

I am independent. I make a pledge, a solemn vow, that every penny that is being paid for my produce, flows back into the company, rather than into the pockets of invisible stakeholders who are more about their stock returns than about the product from which their stock was derivered. 

The world is rife with companies and businesses making a claim to authenticity. To honesty, to craftsmanship, to artisanality. Companies which, in the face of these claims, aspire only to flood the world with mass-production, genericity and invasive omnipresence.

When challenged, these companies will do their utmost to keep up the pretense. "But we are craft", they'll whimper. "But we started as a small family business", they'll whine. "But we are independent too", they'll brag.

Let me be clear here. Independence is not about intention, size or effort. It is not about origins, nor about product quality. Independence is about integrity. It is about who you are, what you stand for, and whom you defer to.

Any sizeable business is likely to have stakeholders who support it, be it financially, logistically, or otherwise. That's fine. In fact, that's great. It's the kind of support that's helped the market vendor and the shoe-shiner on the street corner to start a shop. It's what makes businesses grow, and eventually thrive. It's the kind of help that deserves just rewards, and begrudging anyone the rewards for their support would be unfair and unjust.

Independece, however, becomes contested when these stakeholders have agendas of their own. Agendas that go beyond supporting the business, and which are perpendicular, if not outright opposed to the integrity of the business itself. Craftsmanship is compromised when a bakery is turned into a branded factory with a world-wide presence. 

In short: independence is integral to artisanality. There's just no way one can be true to their Art, when behind the screens, the King dictates the content.

The Pledge of Independence

A great way to catch your reader's attention is to tell a story. Everything you consider writing can be told as a story.

Great stories have personality. Consider telling a great story that provides personality. Writing a story with personality for potential clients will assists with making a relationship connection. This shows up in small quirks like word choices or phrases. Write from your point of view, not from someone else's experience.

Great stories are for everyone even when only written for just one person. If you try to write with a wide general audience in mind, your story will ring false and be bland. No one will be interested. Write for one person. If it’s genuine for the one, it’s genuine for the rest.