Marketing without craft is a scam;
Craft without marketing is irrelevant.
Think I’m exaggerating? Imagine an artisan specialized in making quality chocolate kettles. He might be the best at producing them—efficient, precise. But just because he puts a lot of effort into his work doesn’t mean that his work, or the resulting product, has value. His skill is irrelevant as long as no one feels a need or want for a chocolate kettle.
Being efficient isn’t the same as being impactful.
It has potential, but a component is missing to make this activity a job, rather than a hobby.
The output of his work needs to be recognized as desirable, valuable input by a group called a “market”. This process takes a lot of work by itself, and it’s (unsurprisingly) called “marketing”
Without it, he’s mostly a broke hipster.
With it, he can become
– A Luxury Decorative Kettle Artist by embracing the uselessness. Offering personalized, expensive kettles as statement luxury item art.
– A Chocolate Craftsmanship Instructor by leaning on his mastery of the craft. Teaching students how to create intricate chocolate designs.
– A Culinary Art Collaborator by leveraging the rarity of the skillset. Partnering with chefs to create centerpieces for high-end dining experiences.
Marketing is the part of the work that connects craft with cash and is thus a core component of the value, not an optional add-on.