It seems counterintuitive to say that one can profit by giving away his knowledge, but that remarkable truth is becoming ever more obvious. Undoubtedly the Internet has contributed to a more open world (for good or ill). The recent leaking of thousands of classified Defense Department Cables by WikiLeaks makes it clear that everything is fair game and easily accessible. The more positive view may be that the Internet is a vast library, filled with wondrous resources that can capture the imagination of millions and generate countless new ideas.
Intellectual property rights’ advocates justifiably fight to protect the creative output of writers, musicians, authors, software creators, whatever. And it is fair to do so. But could it be that it is possible to give away your work and have it come back to you, profitably, in other ways?
One of the most prolific examples is the cell phone industry. The phones and equipment have virtually become fungible. The money gets made on the service contracts. Apple, while certainly not giving away its phones, has opened the door to countless creative types and spawned an entirely new industry with its “apps.” No one can dispute the value creation that concept has generated for the company.
A lesser-known example, unless you are a photography aficionado, is Kevin Kubota. Long ago, Kubota established a reputation as one of the top wedding photographers in the world. That’s a pretty crowded field, but he has set himself apart. Kevin is a great photographer, but he’s an even better businessman. He’s figured out the key to success – help amateurs become great.
Even if your idea of photography is snapping a shot with your cell phone, you’ve undoubtedly heard of Photoshop. It is the most sophisticated photo-editing software available and is highly complex for beginners to learn. (Not to mention expensive, with full versions costing around $1,000). Kevin didn’t create Photoshop, but he created his own series of products (Action Paks, DashBoards, Artistic Tools and others) to make the process much simpler. He offers bootcamps and webinars, has a blog, and has written books – all with the intention of helping the hobbyist photographer produce dramatically improved photos. He’s the only US rep for Asuka Books, some of the finest photo books on the market, and he even has a company that will do your layouts for you.
Kevin is still a professional photographer, but he has become so successful in his evolution to entrepreneur that he would have no trouble putting food on the table if he never picked up a camera again. His success has freed up time for him to be able to give his gifts to the community too. Each year he offers a Family Photo Day in the park in his hometown of Bend, Oregon. It’s hard for middle-income families to comprehend that a family photograph is a luxury for some people. Kevin and his team partner with area agencies, such as Habitat for Humanity and others, to have a photo-shoot in the park, providing free portraits to low income families. In keeping with his generous nature, he makes a “how to packet” available for photographers who want to start something similar in their community.
Kevin Kubota inspires people he meets by openly sharing his knowledge. He’s learned a really valuable business lesson along the way too – there is great profit to be had by making your customers look good.
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