Emmit Takes On Business Models: The Results Show!(Part 3)

Jan 27

This entry is part of a series, Business Models»

First, a quick video break, courtesy of Emmit, Hisself.

Now, back to the serious business of business modeling!

If you’ve been following along, you already know that my trusty sidekick (Emmit-the-business-plan) started moonlighting as a fashion model.

And if you haven’t been following along, well, here are the links to what happened before:
Part 1:  The Five Questions
Part 2: The Intuitive Visualization

Ready to get on with things? Ok!

When last we left Emmit, he felt that he’d found his true calling on the fashion catwalks.  Since The Circus Serene’s content is largely personality-driven, the celebrity aspect actually makes some sense.  But being a celebrity isn’t a business model, so I decided to test my “Five Business Model Questions” out on Emmit Hisself.

The result is (somewhat surprisingly) darn close to an actual, actionable business model.   Here’s what I came up with:

Q1: What value does your thing create or enhance?

What value does Emmit add to people’s lives, businesses or the world, with all of his waltzing around pretentiously like that?

Hmm.  He  brings a sense of humor to the “Very Serious Business of Being A Business.”  He shakes up expectations, getting people to look at the idea of business, plans and potential in new and creative ways. His approachable image helps people get past fears, ask questions, and realize that it is ok to redefine success and business for themselves.

As I watched him strut down the catwalk in my head, he stopped now and then, bending down and helping a few other people up on the stage, so that they, too, could take a turn in the spotlight.

That seems like some pretty awesome value to create. Helping people step up into the spotlight, comfortably, confidently, each showing off in their own unique fashion.

Q2: How do you capture that value?

In my minds eye, I noted the flashbulbs going off all around him.  Some people were taking notes. Others talked on their cell phones. A few looked like they were making fashion sketches, right then and there.  Some were waiting with microphones so they could interview him.

The value is captured in his very being… it’s captured in the words, images, and (planned) multimedia presentations that *are* Emmit, that are the Circus Serene.

That value is woven into this blog, in my writing and the silly little images I draw.  It’s woven into my interactions on Twitter, and, in the future, it will be woven into other social media outlets, webinars, and a variety of other mediums. It can be woven into info products, consulting, whatever…  captured with every breath of the Circus.  (because the Circus does breathe, you know.  It’s alive, it’s ALIVE!!)

Q3: How do you deliver that value?

The last answer covered some of the delivery questions – the value is  through every exposure that Emmit (and everything else that I do with The Circus) has to the world.  Because the Circus is a model, in and of itself.

When I asked directly about delivery, the image shifted to Emmit passing out binders and information kits. I also saw polaroid photos of the fashion show, and a souvenir stand, with various bits of silly being bought up.

So the value is delivered in through the blog, media, info products, and on demand products/souvenirs.  The online aspect is important, because I am *terrible* about shipping things.  Which a few of you know.  Um.  Yeah.  It’ll go out this weekend.  Moving on…

Q4. Who do you deliver it the value to?

For this one, I turned to the audience.  They were writing notes. Snapping pictures. Sketching their fashion ideas.  Filming video.  Humming songs to themselves.  Being creative.

Demographic wise, they were a mixed crowd. All shapes and sizes and colors, late twenties to sixties. Some were dressed in the latest high fashions, some in eco-fresh-natural fabrics, some very retro, some in ecclectic-thrift-store-hippie-shabbychic.  Many, (but not all) had smart phones and netbooks or tablets at hand. Some had moleskines out, others, plain old legal pads.

The unifying trend? Their clothing, haircuts, and accessories revealed their desire for self-expression in everything they do.  They hadn’t dressed for the show… they’d dressed for themselves, as themselves, so that it represented who they are, where they are headed, how they want to be perceived, what they expect from life.

People looking for ways to make their business a form of self expression.

That’s an interesting new bit of information.

Q5: How do you keep that process sustainable?

This is the tough one for me, because I’m what Colin Beveridge calls a Folksinger Marketer.  Providing value comes easy; making a living at it? Yeah, that still feels kind of alien.

But when I pictured the answer to this question? It looked  effortless.

Some audience members wore something like backstage passes around their necks.  The souvenir stand in the background seemed to be doing fair business. People were tossing money onto the stage, and some who looked like maybe agents or managers were in the background, figuring profits. There were banners around the runway, too, with sponsorship names on them.

How does that translate into something useable?

Emmit-as-a-business-model looks like it has a variety of income streams.  Some sort of All-Access passes/memberships.  Donations. Consulting services. Info product and souvenir sales.   And neither I, nor Emmit, appear to be doing any hard selling.

Things are just.. available.

It's Another Flourish!

Cleaning That Info Up A Bit:

  1. What value does your thing create or enhance? I (and my products/projects, like Emmit) help people break free of their limited vision of what “business” can be, and what it has to look like.  We ease fears and anxiety, challenge perceived limitations, motivate people to look at their businesses potential with fresh eyes.
  2. How do you capture that value? By modeling it directly. By writing about it, representing it visually, packaging it in creative, fun forms that serve as tangible reminders that business doesn’t have to mean navy suits and a bunch of indecipherable acronyms.
  3. How do you deliver that value? Through blogging, social media, info products, and quirky souvenirs that serve as reminders, all distributed through online channels.
  4. Who do you deliver the value to? Creative people looking for ways to make their business a form of self-expression.
  5. How do you keep that process sustainable? Through multiple income streams that include selling online info products, consulting services, quirky on-demand physical products, advertising, memberships and donations.

What’s Missing?

The image surrounding Emmit-on-the-catwalk didn’t include *any* references to free-lance services like web-design, illustration, art commissions, editing, or writing, which together have probably accounted for a big chunk of my income over the past few years. And the affiliate ads which, at times, were also a pretty significant percentage? Not nearly as prominent.

This is a bit of a revelation, because somehow? I had been thinking of the Circus as a shift in venue/niche, rather than a whole new model. But it’s not just a shift in niche – it’s an entirely new business model.

And curiously, my shoulders just relaxed. The world got a little bigger and brighter, and I can breathe more easily.

Then I spent an hour looking for another video to close with, preferably a fashion show featuring Eddie Izzard (because he should TOTALLY do the voice of Emmit) but sadly, this was as close as I could come:

Comments? Ok, I’m all out of inspiration here.

But if you’ve found this business model series useful, please let me know.
Also, feel free to share random Eddie Izzard videos,
or upload recordings of you singing “I’m Too Sexy”.
I’d LOVE to hear that. Seriously.
Wouldn’t that be so totally cool?

Fine. Here’s a more do-able comment prompt:
What are YOU too sexy for?

It's Another Flourish!


  1. How did you know I love love love Eddie Izzard, no matter what he’s wearing (although I totally want that coat, yeah baby)?

    Emmit: Too sexy! Too sexy! Way too sexy! I’m blinded! Paris! Milan! New York! Work it!

  2. Wow! Exciting stuff. I’m looking forward to watching Emmit strut down the red carpet like he owns it.

    And. To answer your question — I’m too sexy to keep living a life I’m not in love with.

  3. Ooh, Taryn can I steal your line? Not yet very comfortable with announcing my sexiness to the world.

    But OH Emmit you are sexy! 3 months speaking to a business advisor and I stil haven’t written my plan. Then THIS. Inspiration on a stick. YAY for Emmit!

  4. Tori!!!! It is SO exciting watching you explode in glory.