Creativity—the artistic expression found in galleries, books, stage, screen, and concert halls—is also on display in every small business. In commerce, creativity can include brushstrokes and melodies, but it also applies to ideas—those visionary sparks that develop unique solutions, build brands, launch next-generation products, craft campaigns, redesign systems, and shape strategies.
Within our Small Business Milwaukee network, we couldn’t think of anyone better than Paula Keene to discuss the topic of creativity within commerce. An artist, educator, entrepreneur, designer, and decorator. She’s been working professionally for many years. As you’ll see over time through our Advisor’s Desk, Paula is a truly creative soul with unmatched energy and practical, innovative solutions for small business owners.
To celebrate Paula’s new role as one of Small Business Milwaukee’s Advisors, we had a lively Q&A session in her studio. Like filling in a mosaic, our discussion brought together some of the unique facets of her experiences, expertise, and vision. Surrounded by her artwork, brushes, paints, and canvases, we first explored the universal need for creativity.
Paula:
Everyone needs creativity. Creativity is about fostering new ideas. It allows others to be part of a conversation filled with fresh voices and perspectives. Many businesses overlook the fact that growth often stems from collaboration and creative thinking. I want every business owner to recognize their individuality as an original work of art. When businesses come together, they create something greater than the sum of their individual efforts—this is the power of synergy. By connecting and collaborating with other businesses, you unlock opportunities for innovation and expansion.
Every entrepreneur is a dreamer, someone who had an idea and decided to take a risk on themselves. I think the longer they’re in business, they sometimes forget that. As a creative consultant, I help reignite the light within and, most importantly, profitability, because you can’t be in business without a profit. I’m all about fresh ideas and creative synergy.
Creativity often helps build community. You’re inviting people in who have fresh perspectives, you develop a shared voice, and then you can craft a collective vision.
Next, we picked up the topic of expansion and looked at it in different ways. For example, we asked Paula: What are some signs that a business is stuck? How do you help clients expand new revenue streams? What are some ways to change the dynamics of being stuck?
Paula:
It’s usually the financials that get owners to see they’re stuck. They’re not profiting enough to sustain their business and that’s when they’ll call in a creative consultant like me. Optimally, the goal is to have such an individual on hand before a problem arises.
A lot of times, too, life changes prompt a fresh approach and the need for greater growth. People enter a new chapter and think, “I’ve been doing this for so long in the same way. Now I’d like to try something different.” So, they’ll do a rebranding or shift their business into new markets.
When clients are stuck and I see them in the boardroom, I say, just as I do to students in the classroom, “Let’s work together,” not, “Let me help you.” It then becomes two or more people all moving forward together instead of one person feeling stuck. It becomes a collaborative expression.
I encourage small business owners to invest in themselves rather than in a lot of expensive advertising or marketing; I get them to see they can generate new revenue right from their current client base. Often it’s the smallest little shift that can create the largest profit.
It really starts with self-reflection and looking at more than the books. Watch your front door, watch what’s happening with your business neighbors, and become part of a bigger vision. The people who come into your business now are already your customers. Talk with them! See where they’re headed. Become aware.
While we had an outline in front of us, Paula is creativity in motion, her thoughts flow freely and quickly, and she’s eager to share her expertise. We weren’t surprised, therefore, when our conversation took some unexpected turns. Looking back on it, we can see that her ideas all came together like tiles in the mosaic we mentioned earlier, each one enriching the bigger picture.
Let’s check out some of those highlights:
Paula:
Paula Keene in her art studio.
• Communication and networking are two essential skills needed in small business owners. I help entrepreneurs get to the point where they’re comfortable selling themselves.
• I encourage everyone to “Invite the conversation to ignite the idea.”
• Streamline your expenses, see what you are investing in, and determine the return. Whatever goes out the door should come back three times more. If it’s not coming back into your profit margins, why are you investing in it? Why are you spending that money?
• Even in a shifting market of online purchasing, people are still going to small businesses, and that’s because of the owners. People make the difference. That’s why we see small communities with successful, multigenerational downtown districts.
What are some key takeaways from this conversation with Paula? For starters, in the world of commerce, creativity isn’t a luxury, it’s a necessity. Creative approaches breathe new life into small businesses, reconnect owners with their passions, and reinvigorate their profit margins. Whether it’s a subtle shift in strategy or a complete rebranding, the potential for expansion lies in the willingness to think outside the box.
In addition, simple yet powerful tools—communication and collaboration included—help business owners build stronger connections with their customers and create a shared vision for the future. By embracing their creativity, Paula reminds us that small businesses can overcome challenges and unlock new opportunities for success.
Paula Keene. Artist. Educator. Entrepreneur. Designer. Decorator. She has been a practicing artist for almost 4 decades, an advertising and marketing professional supporting small businesses for over 3 decades, and a very proud public high school art teacher for over 2 decades. In addition, she has firsthand knowledge in running her own successful businesses. Paula teaches classes and hosts paint parties in her private studio.
Invite me, Paula Keene with Creative Synergy, to your next meeting or gathering. Let’s start a conversation. Call me at (262) 443-1665 or email me at [email protected].