Moving beyond passion to profits

"When you undervalue what you do, the world will undervalue who you are." Oprah Winfrey

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Last week , I had the honor of hosting and facilitation the second edition of Business of Books with the theme : Beyond the Margins, an event empowering local authors in digital publishing. The event a collaboration between Thando Channel and Ngano Creative Hub Selina Zigomo and sponsored by Akello I had so many take outs .Amidst the many insights shared, one stood out as crucial for every creative: understanding and protecting your intellectual property (IP) is essential to building a sustainable, impactful creative business. As an owner of creative agency, this really resonated for me.

For many creative entrepreneurs—whether writers, artists, photographers, musicians, or designers—their journey begins with passion, a drive to bring ideas to life. However, this passion often overshadows the reality that creative work, like any business, must be protected legally to be sustainable. Too often, creatives overlook the foundational business steps, such as securing copyright or drafting contracts, that can protect their work and, ultimately, their livelihood. A business mindset is critical for creatives to see the fruits of their labour.

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Why Intellectual Property Matters for Creatives

Intellectual Property, or IP, refers to creations of the mind, including art, music, books, and inventions. Essentially, it’s the ownership of your unique ideas and expressions, providing a legal structure that allows you to control how your work is used, shared, and monetized. For example, a photographer who captures a compelling image risk losing ownership and potential earnings if they haven’t legally protected their work. Similarly, an author without IP protection may find their work being used without permission or payment, left only with “exposure” instead of compensation.

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The Trap of Passion Over Protection

One common pitfall is viewing creative work solely as a “passion project” rather than a business. Driven by enthusiasm, creatives often dive into partnerships or projects without contracts or legal protection, making themselves vulnerable to exploitation or undervaluation. Many creatives eager to land sponsors, partners, or grants, unknowingly leaving themselves open to losing control of their work.

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At Beyond the Margins, one panelist, Dr. Andrew Mutsiwa, likened this to a person who owns a valuable house but doesn’t understand its worth and also the potential revenue streams from the property for e.g rent it out, airbnb the property. A book, for instance, isn’t just a single product; it’s a potential foundation for multiple income streams—much like real estate that can generate rent or appreciate over time. However, unlocking these revenue opportunities requires both knowledge and legal protection. Creatives who invest in IP protection can explore various income channels, from licensing to merchandise and adaptations to mention a few

The Cost of Exposure Versus the Value of Legal Protection

It’s common for creatives to be offered “exposure” instead of fair compensation, with the assumption that visibility will open doors. But in reality, the cost of lacking legal protections can be far greater than the value of exposure. Without contracts, creatives may find others profiting from their work without any credit or compensation to them. In contrast, an initial investment in legal assistance—such as drafting contracts or securing copyright—provides long-term control and revenue security. IP protection allows creatives to set terms, demand fair compensation, and control how their work is used.

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Beginning Steps

Here are three accessible ways for creatives in Zimbabwe to learn more about intellectual property (IP) and how to protect their work:

1. Engage with Local IP Offices and Government Resources

• The Zimbabwe Intellectual Property Office (ZIPO), a branch of the Ministry of Justice, Legal, and Parliamentary Affairs, provides resources on IP rights, including copyrights, trademarks, and patents. Creatives can visit ZIPO.
• ARIPO (African Regional Intellectual Property Organization), which serves multiple African countries, including Zimbabwe, offers educational resources, workshops, and webinars for creatives .

2. Seek Legal Counsel .

Invest in seeking counselling before signing any contract. Rudo Nyangulu-Mungofa LLB (Hons), MPhil one of the panelists who has at the worked extensively in the creative economy and also consulted with organizations who facilitated grants for? creative economy in Zimbabwe highlighted a simple truth: Its more expensive to work out of a contract that to get the right advice in the beginning.

3. Access Online Learning Platforms and Legal Resources

• Free or affordable online platforms like Coursera, edX, and WIPO (World Intellectual Property Organization) e-learning courses offer beginner-to-advanced courses on intellectual property that are accessible from anywhere.
• Websites like WIPO’s IP Portal provide tools, resources, and guides specific to African countries, which can help Zimbabwean creatives understand the basics of copyright, trademarks, and licensing on a global scale. WIPO also has Africa IP, a dedicated section with resources tailored to African IP laws and practices.

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Embracing Business as an Extension of Creativity

For many, “business” might seem separate from the creative process, but a true creative business mindset views it as an extension of creativity itself. Just as a sculptor shapes an idea into a physical form, running a creative business also begins with an idea that, then with planning, becomes a tangible, impactful venture. When creatives see their work through a business lens, they open doors to wider opportunities and revenue streams, all while maintaining control. Embrace both creativity and business, and let your work flourish beyond the margins.

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