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It’s amazing the number of start ups out there who have a terrific idea at the heart of their business proposal – whether this be setting up a photographic studio, becoming an interior designer or inventing a new ice cream – only to get very coy indeed when it comes to committing their fulsome selves to the push and pull needed to get that idea off the page, out of the kitchen and out into the street.

Cutting and pasting someone else’s thinking, copy or images into the materials you need to promote your own business rather than get down to the messy business of creating your own creative raw material from which you can construct your own company’s creative capital is one way in which young up-start start-ups manage to show their commitment-phobia. Another way of doing it is to ignore the very skills and interests which led them to creating their business idea in the first place.

But perhaps this is a reflection of a start-up culture which takes rather too much to heart the concept that all business activity consists of is recycling some-one else’s ideas – or running away from your own. Of course, there are times to sell on your business and move it into the hands of some other young keen entrepreneur: but it’s not at the start of the process when it needs you to fully invest your own time, spirit and creativity into getting that quivering young phenomenon, the new business, up and walking about into the sunshine.