Are We All Artisans Now?

Here’s a simple experiment. You can do it at home.

Pop the words Yorkshire Artisan into Google. What do you expect to see? Bread? Cheese? Jams, pickles and chutneys? After all, it’s impossible to wander round Malton Food Market without being assailed on all sides by artisans…

And Google doesn’t disappoint. There they all are. Artisan Fireplace Design. Artisan Loft Conversions. Artisan Home Improvements.

Hang on, you say, that’s wrong. You can’t have ‘artisan loft conversions.’ It’s just… well, it’s just not right.

And in one sense, I agree with you. Say the word ‘artisan’ and I immediately think of bread. Then my thoughts turn very quickly to cheese and chutney. (Quite possibly to a glass of red wine as well: clearly Christmas is coming…)

My thoughts emphatically don’t turn to fireplaces, lofts or home improvements of any kind. So maybe I should here and now nominate ‘artisan’ as the most overused word of 2016.

Except that ‘artisan’ may be exactly the right word – and a very important word for your business as we enter the New Year. Let me turn to the Oxford English Dictionary:

Artisan: a worker in a skilled trade, especially one that involves making things by hand


The implication – for me – is that an artisan is someone who really cares: who’ll invest not only his talent, but his time. Someone who won’t go home until his customer is completely happy. So I make absolutely no apology for once again using a link to this beautiful video – the making of a carpenter’s axe, a video that defines investing your talent and your time.

But most people reading this blog don’t make axes. They work in a nice, warm office. First thing in the morning they fire up the Apple Mac, not the forge. Does the word artisan have any relevance to them? Can an accountant be an artisan? A PR company?

I was reading an article in Social Media Examiner. Various industry experts making ‘bold predictions’ for 2016. Apparently we’ll all be so tied up shooting videos for our websites/social channels that we’ll be too busy to see any clients: but one prediction did stand out. It was from acknowledged whiz Neal Schaffer:

I see [companies] looking at ways to become more human, authentic and transparent with their engagement within social media communities.


Let me go back to a post I wrote at the beginning of April: Business Lessons from a $10,000 Bag. I think it’s one of the most important posts of this year. And in the conclusion I made exactly that point:

In an increasingly impersonal world personal is more important than ever.

(Just send me the cheque for five grand, the first class plane tickets and I’ll see you at SxSW.)

In 2016 ‘personal’ will be more important than it’s ever been. Increasingly, it’s not going to be B2B or B2C – it will be H2H. Human to human.

So, yes, we should all be claiming to be artisans next year. A skilled worker: someone that makes things – or makes things happen. Someone that invests his talent and his time – and who doesn’t go home until his customers or clients are completely happy.


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