Members-Only Webinar: An Apple Tree and The Long Tail

When:  Sep 29, 2021 from 07:00 PM to 08:00 PM (ET)
Associated with  Toronto Chapter

Price is a function of value, not the other way around.

Demonstrated value in unexpected areas is the basis for profit. Materials and labor will provide a nice return possibly but, in the end, will face increasing pressure as there is always a substitute.

What does this mean for your business?
To remain relevant, you must solve a different problem and get paid for it.
You must own your niche and why it matters.
You must choose the shiniest apple.

The translation is to not just make an outrageous promise but an equally outrageous demand. Ironically, learning to talk to the smallest possible viable audience is the foundation you will need to scale as a business.

  1. Owning the power of niche requires an outrageous promise AND an outrageous demand.
  2. Define value through creativity first, production second.
  3. Understanding community requires empathy and the ability to see the opportunity to make a difference to the businesses you seek to serve far beyond the product/service you provide.

ILEA Canada Members - NO COST 
* Added bonus - ILEA Canada members may bring up to 2 guests at no cost
Non-Members - Sorry, non-members are unable to attend


Sean Low is the Founder and President of The Business of Being Creative, a consulting firm focused on providing practical advice to those in the business of being creative. Prior to founding The Business of Being Creative in August 2009, Sean spent six years as the President of Preston Bailey Design, Inc. representing Preston in his business endeavors around the world.

Sean has a law degree from the University of Pennsylvania and, apart from working with amazing creative professionals, his business acumen is honed from his previous experience as a lawyer, investment banker, financial executive and small business owner.

Sean’s client list includes the who’s who of creative business – from designers (interior, graphic, event and fashion), photographers, caterers, florists, even Cordovans (shoemakers).

Sean is passionate about challenging creative businesses to be the best versions of themselves, helping them set the foundation for growth and development and working along side creative business owners to take their businesses as far as they want them to go.

You can read about Sean’s approach to managing creative businesses on his blog: 


Carol Ford