Why I’m Ending A Profitable Project

(estimated reading time: 4-6 minutes)

For about 15 years, I’ve been making pottery full-time. First as a student, then by starting Cherrico Pottery. After handcrafting about 30,000 pieces of pottery, I can tell you from first hand experience that making pottery is really hard.

I’m a “production potter” which means I make pottery in repetition, in a variety of styles and colors, for people to eat and drink from. Each month, I handcraft about 500 pieces of pottery. Then, a team of employees sand, polish, pack and ship each pot to customers, for people to use and enjoy in their own homes.

It’s a good living, but that’s a lot of pottery to make by hand.

Repetitive work is tough. If you’re not careful, you can get overuse injuries:

    • back strain from lifting heavy clay boxes
    • neck and shoulder knots from hunched over work
    • carpel tunnel wrist pain from throwing or sanding pots

For long-term sustainability, of both employees and me, I need to continually explore ways to reduce the strain on our bodies.

Two years ago, I began a research project. I tested having a version of my “Cosmic Mug” designed and made in a factory, by other workers. I created “Cosmic Mugs” to inspire us to think about how all human beings are connected, through the cosmos. So, why not use factories globally to create thousands, perhaps millions of mugs?

The goal was to get the price down to $19.95 for a pair, with free shipping, so anyone could afford Cherrico Pottery.

At first, China seemed like the perfect place to mass produce porcelain, a.k.a. “Fine China” because the Chinese have spent 2,000 years mastering the craft. With 1.4 billion people and hundreds of porcelain factories, they can make thousands of artistic mugs fast, cheap and with remarkably high quality.

After choosing a factory, I designed and bought roughly 1,000 mugs at about $10-$15 each. Most sold for about $26-$36 each.

That’s a pretty good start, considering over 800 sold and only 200 remain.

Next, I got a quote for a larger order of 10,000 mugs. They could be finished in 30 days, at around $4 per mug.

Sounds great, right!? That’s a 60%+ lower cost up front for me. That also means lower prices for customers– win win?!

Not exactly. I decided not to buy 10,000 mugs. Instead, I’m ending the project.

Why I’m Ending Our “Factory Designed Cosmic Mug” Project

After the remaining 200 Factory Designed Cosmic Mugs sell out, they’ll be gone for good. Seriously. No April fools.

Years of diving deep into the business of factory sourcing has given me one key takeaway: factory work is really hard on people.

I want my art to be good for all humanity, not just profitable.

For a quick glimpse of what it’s like to work in factories, these two documentaries are enlightening. Both helped influence my decision to start, and also end, my project.

American Factory

Manufactured Landscapes

Here at Cherrico Pottery, we considered building a factory ourselves, to have more control over how people are treated as employees. We already have a large studio. Maybe we should keep expanding.

Sienna Cherrico in front of our Pottery Studio, 3000sq. ft. building on our home property just north of Minneapolis, Minnesota, US

Where would you rather work: a factory or a studio?

Factories make things faster, cheaper and more profitable. The problem is people are treated like machines.

Studios make things with creativity and connection. The problem is the products can’t scale in quantity, requiring higher costs.

The world needs both. But where would you rather work?

I’d rather work in a studio, but I’m also lucky enough to be able to say that, and choose that. Most people don’t get to make that choice.

For millions of people, perhaps billions, factory jobs are the only jobs available. Some factories might be wonderful places to work. Others might have terrible working conditions.

Regardless, if people didn’t need to work 8-12 hour shifts on the factory floor, do you think they still would?

Robots and Universal Basic Income

The world needs manufacturing. Most of the objects we’re surrounded by were made in factories, including whatever smartphone, computer or device you’re reading this on.

What will happen as robots continue replacing people in repetitive factory work? Robotic hands might even be dexterous enough to craft pottery soon.

 

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Maybe robot help won’t be such a bad thing. Ideas like Universal Basic Income or “monthly citizen income” could let more people meet their basic costs of living. Then, perhaps more people could work on jobs that fulfill them personally. If machines can help reduce hard labor, why not let them?

After robots help reduce the hard, human cost of manufacturing, then maybe we’ll revisit using factories to make “Cosmic Mugs” affordable enough for anyone on the planet to experience them.

Until then, I’m headed back to the studio. No more time spent sourcing from factories. Instead, I’m putting that energy into exploring new art. The challenge now is making the best art I can, in appropriate quantities and fair prices, and trusting that people will still support it.

Why We Don’t Donate Pottery to Charity, And What We Do Instead

Charity events, silent auctions and raffle ticket fundraisers can be great ways to raise money for worthy causes. People ask us to donate pottery to their charity events regularly. They’ve been asking for years, and I used to say yes every time.

But a few years ago, I started saying no.

It’s not because we get too many requests. Even if we donated one pot per week, that’s only 52 pots per year, out of the 6,000+ pots we made last year.

It’s not because people don’t want the art. People might not bid the full $165 retail price for a Cosmic Mug at a charity auction, but it would definitely help raise some money.

There is one main reason why I don’t donate art.

I believe people should support artists, not ask them for free art.

Put yourself in the shoes of an artist. Which would you rather have someone say to you:

“Donate to our event please. It will support a good cause and get your name out there.”

or

“I just bought your art!”

If I donate my art to charity, then it tells the charity that it’s okay to ask other artists for free stuff too. That’s the problem.

Too many artists struggle to sell their art for what it’s worth. I believe artists are some of the last people in society that we should be asking for donations. You would never ask a doctor, lawyer or banker to donate their work to a silent auction.

What We Do Instead of Donating Art

Instead of donating pottery, we just let our pottery be available for sale on store.cherricopottery.com, cosmicmugs.com and to our Patrons. Then, we donate a portion of the money to charities that we care about, and keep a public record here, to help keep us accountable:

cherricopottery.com/donations

You shouldn’t donate to every charity who contacts you. We don’t, because that would be impossible. Every time I mention donations, we tend to get a flood of requests.

Just this week, another person emailed us asking us to donate pottery to an event for their son, a 10 year old boy who is fighting cancer.

Stores like this are so sad. Of course it makes me want to donate! But giving art and/or money to everyone who asks isn’t sustainable. Business, like everything, requires balance (I told them we can’t donate pottery, but we’re happy to donate some cash instead.)

It’s not important to donate to everyone who asks. What’s important is that you stay open to the idea of supporting charities, and actually do it consistently.

We simply pick a few good causes, and then make sure we’re giving consistently. Then, when we have stronger sales or another good cause comes to our attention, we can give a little more.

Society works best when we all make an extra effort to be of service to others. Donating money might not be the best way to solve problems, but it helps, and it’s our way of giving back beyond just making art.

Why It’s Not Enough To Do What You Love

You also have to love what you do.

Flipping the slogan of “Do what you love” to “Love what you do” changes how we spend our time. Instead of dreaming grandiose thoughts of succeeding at our passion, we can love what’s right here in front of us– even if we’re struggling with something that’s not so glamorous.

“‘Do what you love‘ is in the future. Love what you dois right now.”

– Paul Buchheit

You’ve probably never heard of Paul Buchheit, but his work helps millions of people everyday. He invented Gmail.

Paul worked at Google and helped build it from the ground up, back when Google was tiny– less than 30 people.

Why do some companies stay small, while some grow to mammoth scales like Google? Is it just luck? Being in the right place at the right time? Or does it have more to do with our choices?

Finding Your Larger Purpose

Paul compares growing a business to launching a rocket. What’s most important is why— our purpose, and our deep human need to explore.

“It’s often assumed that business is all about money. But to me, that’s like saying that rockets are all about rocket fuel. On some level, it’s true. You won’t even make it off the launchpad without fuel…But among the truly significant founders [businesses] I’ve known, there’s always a larger purpose. It’s not just the nihilistic pursuit of rocket fuel.”

Success Comes From Loving What You Do Everyday

For 5 straight years, I lived as a full-time potter but barely made minimum wage. Sometimes I had to fight to keep Cherrico Pottery alive and often traded pottery for food.

Looking back now and admitting that is embarrassing. But at the time, people would constantly tell me, “At least you get to do what you love!”

That’s not how I survived. Cherrico Pottery grew because I woke up everyday and loved what I did.

I was genuinely excited to work 18 hours straight on a kiln firing. To me, it felt like playing with clay and fire day!

I didn’t care that the payoff was maybe a few hundred dollars worth of pottery to sell for the week (before expenses). I loved the artistic process. The work of making pottery, living as a potter, was it’s own reward. And I always sold/traded enough pottery to get by.

And years later, that love also helped grow the business too, starting when I created the “Cosmic Mug” and raised $34,099 in one month on Kickstarter.

“Frugality, Focus, Obsession and Love”

– Sam Altman

Focus is so rare today, with our easy digital distractions. But when you lean into the difficulty of an intricate craft, you reap the rewards. Years of toil and strife set me up for the skills necessary to captivate people in a Guinness World Records spectacle, achieving the record on my first try. But that wouldn’t have been possible without 10k+ hours of deliberate practice.

Frugality taught us how to package pottery with post-consumer and eco-friendly materials, like when we shipped 1,000 pots with 1,000 egg cartons.

We don’t make art because it’s necessary for our capitalist society. We make art because it’s necessary for humanity. Loving what we do means that even when times are hard, when things aren’t going so well, we can still find joy everyday. Long-term, that’s a recipe for success.

GIVEAWAY: What is one thing that you do everyday because you love it?

(ENDED: congrats to the winner, Helen W and she was emailed and notified about her free gifts. Thank you for your wonderful comment Helen, and thank you everyone for participating! To get notified about all future giveaways, please join cherricopottery.com/newsletter

Leave a comment on this blog post before 2pm Central this Friday 8/17/2019 answering the question above (What is one thing that you do everyday because you love it?) and I will pick one person to win one free “Random Cosmic Mug” from our back stock paired with a coin I carry in my pocket almost everyday. It says, “Amor Fati” which means “Love of Fate.” It reminds me to love everything, both good and bad, everyday. It helps me use even my hardships as fuel, like a fire that turns everything in it’s path into fuel. I got it from dailystoic.com because I really enjoy their work, and I’ll mail it to one of you for free (giveaway 21+ void where prohibited, no unicorns, etc…winner will be chosen by Joel Cherrico and announced in the comments around 3pm Central Friday 8/17/2019). Please allow 24-48 hours max for our moderator to approve your comment 🙂

Think Constantly on the Changing of the Elements into Each Other

“Watch the stars in their courses and imagine yourself running alongside them. Think constantly on the changes of the elements into each other, for such thoughts wash away the dust of earthly life.”

– Marcus Aurelius

My morning ritual usually goes like this:

Today’s “Daily Stoic” passage was fitting, considering I filmed this video about “Cosmic Wall Platters” yesterday. I shared that exact same quote, totally by coincidence (even though yes, this art was inspired by ideas surrounding stoicism that I’ve been studying for a while now).

Even in modern society, with all of our advanced technology, crafting art with our hands is more important than ever. It connects us deeply to what it means to be human.

But living as a full-time artist is extremely rare today. Too often, artists are defeated by the fact that art can’t always exist unless it’s priced and sold.

“I always say to artists, ‘Don’t to be an artist unless you really really really really really have to.’ Because 99% of artists don’t have money. They have to make an enemy out of envy. Or it will eat them alive.”

– Jerry Saltz, qtd. in “The Price of Everything”

The “Art Market” can feel kind of gross.

Art becomes more valuable when famous artists die.

Some of the world’s wealthiest collectors are known for using art as trading cards of wealth, just like stocks and bonds. Stock traders have even been known to “short” the art market just like housing, automotive industry or anything else. (The Great Contemporary Art Bubble BBC Documentary)

Some galleries have even been accused of buying work from their own artists, only to prop up prices.

Museums give everyone access to society’s best art, but they only show a tiny selection of what exists. They are the gatekeepers to prestige and perception, yet overflowing with art. Most of their art lives in underground storage.

What’s the solution?

How do artists support doing what they love– making art everyday?

For me, the answer always comes back to something simple: focusing only on what you can control.

That means making as much pottery as I can (about 2,500 pots per year), pricing each piece of art appropriately, and selling it to enter the world right now.

Showing your art to the world can be terrifying. These are our babies! How do you put a price on something you poured your heart and soul into?

Figuring out your art serves people is scary, but it’s a worthy pursuit, because the need is great.

“Fear is the greatest problem for us potters. Fear of failure, fear of success, fear of being accepted or rejected. If we can work without it, work for the joy of working, then we are free. Because we are no longer working for money, for fame, or for mother, but for ourself.”

– Jenny Lind, The Studio Potter, 1979
store.cherricopottery.com/cosmic-wall-platters/


5 Potters Who Embody The Art of Business

“The challenge is to do the thing you have to do because you’re in love with it and can’t do anything else. Not because you want to become rich or famous but because you will be unhappy if you can’t do it.”

~ Warren MacKenzie, qtd. in The Studio Potter, 1990. Referenced in “A Potter’s Journey, Part Six: Growing A Profitable Pottery Business”

There are far easier ways to grow a business than by selling pottery, but few are more satisfying. Potters use their bare hands to craft gorgeous vessels that are only finished after literally surviving a trial by fire.

Making a living as a potter means letting people eat and drink from your gorgeous art, while respectfully receiving currency for your creations. It’s an incredibly fulfilling way to live in our globalized society.

“Plenty of people can make great work. Not everyone has the dedication to make it, and to make it work. ~ Ryan Holiday, Perennial Seller

Here is a list of 5 potters from different parts of the planet who are especially skilled in the art of pottery business.

Prairie Fire Pottery

Potter Tama Smith and her husband Jerry craft and sell pottery with gorgeous, abstract glazes inspired by the North Dakota landscape. Millions of people drive by on I-94 every summer, see their pottery billboards and stop to buy pots on the way to and from the Rocky Mountains.

Wall platters and mugs inspired by the North Dakota Landscape made by Tama Smith, head potter at Prairie Fire Pottery

“Any potter can make cups and bowls. Your surfaces will set you apart.”

– Tama Smith, Prairie Fire Pottery

20+ years of potting full-time in the North Dakota Prairie draws people in to hear their story and buy pots, including me. Their business was so captivating that I even worked out there for a spell.

Learn more about Prairie Fire Pottery in this American Craft Council authorship, “A Potter’s Journey, Part Six: Growing A Profitable Pottery Business” or from blog posts I wrote during my two week stint working as a production potter in their studio:

https://www.cherricopottery.com/2014/05/16/production-thrower-and-studio-guest-at-prairie-fire-pottery-beach-nd/

https://www.cherricopottery.com/2014/05/29/looking-back-on-my-pottery-trip-to-prairie-fire-pottery-beach-north-dakota/

Shiho Kanzaki

Shiho San (Mr. Shiho) has lived in the small town of Shigaraki, Japan for his entire life. He welcomed me into his studio last year to sit cross legged, sip espresso and hear stories of his rise to the top of Japanese Tea Ceremony prestige. We browsed his personal gallery, held $5,000 tea bowls and touched a $70k vase.

Devotion to natural materials (digging clay from his backyard, using traditional Korean kick-wheels, firing with only wood for 10 days straight) forced him to endure years of strife in his early career. Shiho San caught a break by selling tea bowls from the trunk of his car to a generous, influential Buddhist monk.

Tokyo skyscraper galleries were vying for his art within a few years. Over the decades, his art would grace the some of the most prestigious galleries atop the tallest skyscrapers in Tokyo.

Shiho Kanzaki signing a book personalized to me, and then showing us his 50 year old bonsai at his studio in Shigaraki, Japan.


Dick Cooter Pottery

Visit this Northern Minnesota studio anytime year round and you can buy a pot from an outdoor shelf. Simply leave $30 in his money jar and be on your way.

Oddly enough, someone new to ceramics could easily mistake Dick’s art for Shiho Kanzaki’s. Both make specific types of wood fired pottery inspired by the Japanese Tea Ceremony.

What do the vastly different prices say about the quality of their curiously similar art? Absolutely nothing.

Both potters mastered their craft, then worked for decades to create symbiotic relationships with their communities. Both charge and receive what they need in order to thrive.

Dick’s rural studio has been planted near Lake Superior for 30 years. The kiln, studio and his home feel native to the land, like they sprouted up with the trees. This fall, my girlfriend and I were lucky to experience and film a kiln unloading, which happens only four days per year:


Hamada Pottery

Tomoo Hamada is a third generation potter, grandson of famous potter Shoji Hamada, who was a Japanese National Living Treasure. Tomoo and his father Shinsaku Hamada live and work in Mashiko, Japan.

Mashiko pottery was largely established by Hamada pottery, and now 350+ pottery studios attract people to spring and fall pottery festivals. Each festival draws 3-500k people to Mashiko to buy pottery over just a few days.

Hamada Pottery is set up as a museum with a calm, self guided tour of the gorgeous grounds. The tour ends with a pottery gallery. After buying three small plates, Tomoo welcomed us into his studio for tea and a pottery trimming demo.

This gigantic pot welcomes visitors to the train station in Mashiko, Japan. At Hamada Pottery, Tomoo generously gave us a trimming demo on his traditional Korean-style kick wheel.

Hamada Pottery also uses tech savvy means of connecting with people. Tomoo friended me on Facebook and showed me video from his wood-firing on his smartphone, while standing next to a kiln that was still warm from a recent firing.

Firing salt kiln at Hamadagama-pottery.
塩窯の窯焼きのクライマックス、塩投入です。
高温で塩が一気に気化して、柚子肌のガラス状に溶けて器に付着して釉薬になります。

塩釉焼成はドイツの手法で、濱田庄司が1950年代にヨーロッパ視察の際にこの技法を知り、日本で初めて益子の濱田窯で挑戦したことから始まります。

技法は参考にしつつも、ドイツの装飾的な塩釉作品とは違う日本ならではの釉薬と炎の作用する力強く味わい深い表現を庄司は行いました。

私の代になり、登り窯から単室のアーチ窯で焼くようにしました。アーチ窯の方が耐久性も高く、塩もコントロールしやすいですね。

窯出しが楽しみです。

Posted by 濱田友緒(tomoo hamada) on Monday, July 3, 2017


Ayumi Horie Pottery

Ayumi Horie is an online pioneer potter. About 10 years ago, she launched an online store that has consistently, successful sold high-end coffee mugs to customers globally, almost instantly after posting her new pots.

She founded “Pots In Action” (potsinaction.com) in 2005, which uses crowd sourcing to help potters and ceramic artists connect with and educate the public about rich ceramic traditions.

Ayumi also helped organize “Handmade For Japan” (handmadeforjapan.org) which used art to raise over $100,000 for post-disaster relief during the 2011 earthquake and tsunami, giving the fund entirely to GlobalGiving’s Japan Earthquake and Tsunami relief fund.

Her efforts to organize online communities around pottery give people deeper reasons for supporting her body of work and pottery catalog. Other potters have referred to her as the “Queen of Social Media” and it shows in her high quality videos that help people relate to her pots through making food:

Ramen Making -part 1

Making ramen and making pots. The 1st of 5 clips from my new ramen video. Stay tuned for the next four! Edited at Haystack Mountain School of Crafts, music by Lullatone. Online sale coming up Nov 1.

Posted by Ayumi Horie Pottery on Friday, September 22, 2017


Pottery and Book Giveaway ($509 value)

Thanks so much for reading this far. Please feel free to enter this giveaway, inspired by some of the most notable pottery of the Cherrico Pottery business: Cosmic Mugs and Guinness World Records pottery, as well as 3 copies of one of Joel Cherrico’s favorite business books: Perennial Seller by Ryan Holiday


Bonus Entries: What is your favorite business or organization and why?

ENDED: Thanks for participating everyone! 3 anonymous winners were chosen and we emailed them for their free pottery and books. Plus, we even chose one more person from the comments to win another bonus Cosmic Mug. Congrats, Kristin!