The Creative Class^SM -- Reshaping Brands and the World

If you've just joined us, Oddpodz is a new online community for creative doers and problem solvers. Founder and branding expert Karen Post, who writes a regular column for FastCompany.com, brings you the play by play of a startup brand. Check out more on FastCompany.com.

I know in my last column I said I would cover strategic partnerships and I will soon, but I had the fortunate opportunity to attend an incredible conference not only relevant to my start up, but to all marketers who keep their eyes on dynamic markets.

The event was promoted as "The Creative Class^SM, reaching those who are reshaping America."

Jim Clifton, Chairman and CEO of Gallup opened the event. He recapped the evolution of the world of commerce during the previous century.

Clifton reminded the audience that in the 1900s, economies were driven by the discovering, mining and refining of natural resources. The access to resources gave rise to the industrial movement, the pinnacle of which was during the 1950s for the United States. The 1960s introduced the professional class and an explosion of self-expression and entrepreneurial emergence. The 1980s was spirited by knowledge and service-based enterprises dominating market growth, product innovation and technology.

Today, thanks to brilliant thought leaders like Richard Florida and his dedicated passion to better understand this market, we are able to see the progress and impact of another class: 'The Creative Class'^SM a population that has been defined and even service marked by Florida.

Florida's research estimates the Creative Class^SM makes up 1/3 of the US workforce and over 150 million people worldwide.

My interest in Richard’s work started after reading his first best-selling book The Rise of the Creative Class. In fact, his work and writings were the seed and inspiration for my startup, Oddpodz. My new venture focuses on building a 'global nation' -- attempting to emulate a cyber nation by providing a common space for a body of creative thinkers and change agents.

Finding the Event: A Bit of Serendipity

While building a startup, it is always a gift from the higher powers in the entrepreneurial universe when a ground breaking opportunity comes your way.

One day in January, my partner and I received an email from one of our angel investors asking if we'd heard about a conference dedicated to the aforementioned Creative Class. We had not. So he sent along the brochure. It turned out that not only was Richard Florida involved, but international research experts and management consultants The Gallup Organization and the Austin based, creative powerhouse GSD&M had collaborated to conduct a study on the Creative Class and share the results at the conference.

We felt like we'd struck gold. We had stumbled upon a statistical study, quantifiable data, defined segmentations and insight into the market that was the foundation of our company. Not only would these findings help us be more relevant to our audience and utilize the right media, but as a startup, they could be an incredible new tool in our fundraising arsenal.

A few lessons here:

1. Communicate openly with your angels and investors so they are on the look out for relevant intelligence and opportunities.
2. Invest in conferences that are related to your business. Although often expensive, they can be priceless when you are a cash poor startup. Not only soak up the learning info, but network your butt off -- the conferences may give you access to people you've always wanted to connect with.
3. Listen to the other attendees needs and try to figure out how you can help them. This can segue into creating a symbiotic relationship.
4. Don’t be shy. Tell people your story and exactly what you need.
5. Rely not only on your own research but also on customer feedback. Bolster your observations with formal, structured methodologies from experts like Gallup.

So what exactly is the 'Creative Class'^SM?

To start, let's define the Creative Class^SM, the population that Richard Florida studied, named and continues to follow with great interest.

¹Florida defines the core of the Creative Class as people in science and engineering, architecture and design, education, arts, music and entertainment, whose economic function is to create new ideas, new technology and/or new creative content.

Around the core, the Creative Class also includes a broader group of creative professionals in business, finance, law, health care, and related fields. These people engage in complex problem-solving that involves a great deal of independent judgment and requires high levels of education or human capital. Florida also implodes the common misconception that the Creative Class consists primarily of gay & lesbian actors & artists.