(An earlier version of this blog appeared in Startups.co.uk)
For many start-ups, taking that leap into entrepreneurship is the hardest. An idea can form and brew over in someone’s mind for weeks, months or even years before all the elements are in place for someone to simply wrangle That Final Fear around its neck and say, “Ok, forget you, I’m doing it.” The Tipping Point. It’s that moment of critical mass, the threshold, the boiling point. This blog series is particularly interested in that part of the journey.
For everyone we’ve interviewed so far, taking the leap is much like jumping out of a plane in skydiving gear. You know you’ve got a parachute, but will it work? What if the wind changes? Maybe you should do the jump tomorrow?
Marco Crosta is the Creative Director and Graphic Designer (and Head Honcho)
of Marco Coco, a design agency specialising in toy branding design.
His father is his absolute biggest source of inspiration as he set-up a hugely successful restaurant and learnt to cook like a demon with little commercial training; teaching Marco that love drives every endeavour. “Richard Branson is a close second. After all he’s kept consistently ahead of the curve and continues to pioneer British industry, held responsibility for every aspect of his business and has never stopped to sit on his laurels.”
He does admit sheepishly that he would love to have a breakfast pow-wow with The Roca brothers: “The breakfast itself would be beyond words, but after working with my father on and off for years, I would love to know how a family managed to work together around sharp objects!”
Marco left agency employment and set up his own thing after years of working with toy branding for Lego and Mattel. The ‘tipping point’ was more of a transition although he shares that there was one defining moment: “…One day, I was designing business cards for an aging fridge magnate who had ruthlessly acquired a toy company I was working in-house for, insisting that all the type needed to be at least 12pt so he could read it. Whilst designing it in braille was an interesting consideration I realised I needed to have more control over what, and more importantly for whom I was designing for. Unfortunately some companies have little understanding or value design, yet feel compelled to employ a creative under the same terms and conditions of a tele-sales agent”
“I all of a sudden was consumed by this feeling of how much I would hate to imagine the sparks of ingenuity that have been slowly smothered under a PC monitor. No matter what, we all deserve to enjoy the work we do and the only thing keeping anyone from this is the fear of change. It was always a daunting prospect going out on my own but after only 6 months the only regret is that I didn’t do this much, much sooner…”
This is the point in an entrepreneurial journey that peaks Kristina’s interest the most. Would you like to share your Tipping Point? Tell us in Facebook.
Marco formed his company in 2012. Read more about his and other entrepreneurs’ journeys in Designers, Toys and Greeting Cards- Entrepreneurial Artists and more in BuildBritishBusiness.com