Separating The Fruit-Pickers From The Orchard-Growers

A Reflection on Partnerships in the Creative Industry

In the fertile landscape of the creative industry, my explainer video company, Gisteo, frequently encounters emails from job-seekers, freelancer illustrator/animators and other studios. They reach out with offers of "partnership" or express a desire to "collaborate" or "become part of the team." And I'm not talking about a stray email once every couple of months. It's literally almost every day or even multiple times a day.

Yet, hidden within these minimal-effort email sequences is a simpler aim: the pursuit of a paycheck rather than a true partnership, ongoing collaboration or employment. These individuals are the fruit-pickers of our industry, eager to reap the benefits of what they perceive as ripe opportunities without sowing seeds for future growth.

In contrast, true collaboration is akin to the cultivation of an orchard. It's about fostering enduring relationships, dedicating time, and sharing a long-term vision.

To highlight this distinction and seek out genuine collaborators, I've proposed a unique challenge over the past 13 years—a test of commitment and creativity. Every so often, I invite these prospective collaborators to join me in creating a concept for a meaningful non-profit organization and then "donating" the resulting video to this cause. Imagine a non-profit receiving an email from me saying that we created a beautiful video for them simply because we love what they do! But this initiative isn't just about giving back; it's an opportunity to assess potential collaborators' skills, workflow, quality, timeliness, and most importantly, to discover those truly interested in building something lasting together.

Despite countless attempts on my part, not a single individual or team has yet accepted this challenge. Not even one in 13 years! Plenty have come back and said it sounds like a good idea but they would charge like $2,000 or whatever for something like what I'm asking. Mind you, there's no client paying anything. It would be me spending time to write and direct a piece myself while overseeing production on something I invented as a creative assignment for someone who knocked on my door looking for work! And I foot the bill for $2K! No thanks. As they say, "no good deed goes unpunished."

This underscores the challenge of finding genuine partners willing to invest in the long-term vision of mutual growth and impact. Sure, they need to put in some time and there's no guarantee of anything long-term but, at the very least, this person or team would be using their creative skills to help a great cause and they'd likely have a nice portfolio piece at the end of the process.

As a side note, practicing what I preach is a cornerstone of my philosophy at Gisteo so let me share a quick anecdote. When I was just starting Gisteo, I took a leap of faith by self-funding a production for Alex's Lemonade Stand, a non-profit organization dedicated to changing the lives of children with cancer. This project was not just about giving back to a cause close to my heart; it was also a strategic move to broaden Gisteo's portfolio and showcase our commitment to meaningful work. The decision to invest in this project paid off beyond my expectations, contributing what now has been millions in revenue over the years while helping to establish Gisteo as a legitimate player in the explainer video industry back when we started. I think this experience is a testament to the value of building orchards—investing time, resources, and creativity into projects that matter, not just for the immediate payoff but for the lasting impact they can have on our business and the world. The video is from 2011 and stylistically super-outdated now, but here it is (P.S I still love it :)

The offer to work with me and donate our creativity to a cause remains open to anyone willing to take this leap. It's important to note that there's no financial compensation, as this would be a single spec project for a meaningful cause that we identify together. It's basically a hand's on job interview. However, the real payoff could be significant: the opportunity to be hired as a freelancer or even become a full-time employee at Gisteo. This is a chance to prove your worth, showcase your commitment and potentially join our team in a more permanent capacity.

As we navigate the ever-evolving terrain of the creative industry, let's not forget the importance of cultivating orchards over merely picking fruit. The essence of true collaboration lies not in immediate gains but in the shared journey of growth, learning, and giving back. To those prepared to plant these seeds alongside me, I extend an open invitation: let's grow an orchard together.

For those not ready to accept this challenge, that's fine. But I encourage you to pause and reflect: Are you a fruit-picker, moving from one opportunity to the next in search of immediate rewards? Or are you an orchard-grower, ready to invest time and effort into cultivating a future filled with growth and success? The answer might just redefine your path in the creative industry.