March 22, 2007

The World According to Karl

The creative process is fascinating. Who among us isn't curious as to how it works?

There's a wonderful article on fashion designer Karl Lagerfeld in the current New Yorker magazine. At one point it mentions that Lagerfeld "only rarely touches fabric." Instead, he makes sketches and directs others who work with the fabric itself. He is so completely comfortable with the realm in which he works. He knows what he does best, and he does it. No need to go beyond that.

His fear is boredom. And so he sets out to read and see everything. He aggressively stays in touch with the latest trends in the arts and popular culture. He has that most valuable of assets: curiosity. As Lady Amanda Harlech - who is called Lagerfeld's "muse" - says, "The curiosity is endless."

And Lagerfeld succeeded in doing something that we are all challenged with every day: He took a brand that was languishing, and he breathed new life into it and made it hotter than ever.

When he took over at Chanel, the founder (the legendary Coco Chanel) had been dead for 11 years and the brand was really on the skids. Lagerfeld took the brand's history and re-presented it in an over-the-top excitingly sensational way. It was a creative explosion.

What's interesting is that the Lagerfeld's makeover of Chanel was then mirrored by new designers energizing other staid fashion brands. Gucci brought in Tom Ford, Vuitton got Marc Jacobs, etc.

Lagerfeld opened these brands' eyes to the possibilities. And, in each case, they found a new creative force that could unlock their potential. When those of us not in the fashion industry take a look at Lagerfeld, he may appear to be a bizarre dress-up. But read about his life and extraordinary accomplishments, and you'll come away in awe...reminded again of the great power of curiosity, intellect, creativity, and courage.

Key Questions

I like this. From Entrepreneur, four key marketing questions:

1. Where do your prospects look first?

2. Which media touch your prospects most often?

3. Where will your message be best remembered?

4. Can you stick with it?