The strategy

We’ve just finished talking about the tactics. But what about the grand scheme of things? How to achieve independence in the shoemaking business? That’s a great question. The one you can ask just about any other essentials in life. There is no equally great answer, though.

That kind of creative wondering force you to ask for a good 'order over chaos' theory in this world. There’s probably as many views on that matter as thinkers out there.

I would like to ask the right question here. You can theorize as long as you see fit, but at the end of that screed I would ask you back about the harsh realities. I feel like much better approach would be to ask: 'what do they want'? The most effective strategy is to understand what makes the shoe-loving audience to really want your product.

That is my line of thinking anyway. Again, to become a success in business you need to learn how to ask the right questions. A tiny bit of 'take it as it comes' attitude helps things too. My own idea is based on the notion of growing popularity after some spectacular deed.

Of course, I will not discuss that idea here and now. What counts is to let yourself to become recognizable by being fully defined. There are ways to make people talk about you. It’s either something original, controversial, phenomenal etc.

You’ve got to create a boost for your brand of some sort. But do it wisely, if you don’t want to remain a one-season sensation. Be patient. This is probably the hardest thing to overcome. Especially in this over-saturated information highway of ours.

Take note carefully of what makes people to come back to you. Make sure that you actually can offer something different. Most importantly, be original at what you do and don’t ever change your vision. I really think it’s either 'make it or break it' kind of a place to be. You need to be brave and bold in order to survive.

Things can go gradually, too. As an outworker, I’m able to slowly but surely expand my own clientele. More or less, I’m at that very stage now. It’s wise to keep your second job position as your backup. My day job is tremendously healthy. Sometimes I get to work on styles of shoes I would never ever make in other circumstances. Because of that particular reason, I cherish that opportunity very much so. I get to know other brands’ customers at the same time. It is golden in a shoemaking career.

Essentially, what it boils down to is your aspiration. That comes from your vast world of inspiration. What I want is to earn an honest living as a man according to my own rules. Shoemaking is a vehicle to achieve that state. I was always particularly sensitive to that sort of a lifestyle. I’ve been seeking for the stories through other people that lays out their ways to accomplish that.

That’s one side of the coin. The other is that I want to make a history. I trust my abilities and have my ideas for footwear. The very best in me is yet to be revealed. Shoemaking is a challenge, though. It will take years. Above all, it truly is a beautifully deep, spiritual walk of life. Apparitional experience.