In this ongoing series, we share advice, tips, and insights from real entrepreneurs who battle their businesses on a daily basis. (Answers have been edited and condensed for clarity.)
Who are you and what is your business?
My name is Kim Bjorn. He’s a designer, a musician, a writer, and he’s a CEO, visionis a Danish boutique publisher with worldwide operations producing hardcover books on music technology, artists and makers. Since 2017, we’ve only published 7 titles, but we’ve had world-famous recording artists as well as hobby musicians, students, and nerdy techies who admire good old physical books. We have sold tens of thousands of titles around the world. We are known for packing inspiration and information into beautifully designed books.
What inspired you to start this business?
After years of teaching interface design and playing music, I began to ask myself, “Why do these electronic instruments and interfaces look the way they do?” There were no traditions and many inventions (unlike, for example, acoustic instruments like the violin, which have looked and worked much the same for centuries). So, driven by curiosity and the fact that I couldn’t find any literature on this, I started “collecting” images of instruments and interfaces. I think that was my “ahaha” moment. No one had created what I wanted, so I had to create one myself. A book about interface design in electronic music.
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What was your biggest challenge and how did you pivot to overcome it?
My biggest challenge was not believing in myself enough. When legendary electronic artist Jean-Michel Jarre came to Copenhagen, it took years with sketches in his drawer until the window of opportunity finally appeared. I had a connection with a friend, so I was able to meet for about 15 minutes. I wanted Jarre (my childhood hero) to write the foreword, and I wanted to know what he thought of the idea. But he only had a week to create a mockup of the book cover, sample his pages, and project description.
When we finally met after working around the clock, he liked the idea and there was an instant connection. He was confident in himself and the project was hot. It was the first well-explained book on the topic and no one saw this kind of book coming for the global community, so I sort of started with the blue ocean. , had a global niche. I never thought I would make a living making old-fashioned hardcover books, but I think even in this high-tech age, people value physical objects more. poured into them.
Is there a way to help break through writer’s block when it comes to getting creative?
yes! I must say that I blocked out a few times during the making of my first international book. So I made a yellow note and pasted the following sentence at the top of my computer screen: I realized that I just had to write something and I could always modify it, delete it, or write something else. This way at least I understood something.
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What advice would you give to entrepreneurs looking to raise funds?
As for where to look, we recommend crowdfunding where ideas can be validated immediately. But create a community first, then start a campaign. With social proof, you can always go to investors for your next product. After some experience below, it may work very well. We also created the concept of working with brands that fund parts of their books.
Know the numbers inside out when it comes to pitch preparation. Check your competitors and do a thorough research. We need to make sure we haven’t overlooked the obvious. Be humble (I know; it’s Scandinavian). I’ve often seen people who believe they’ve created something the world has never seen before, get cocky about it, and only lose all credibility because they didn’t do their job properly. is to research and know who you are talking to. Always appreciate the time people spend listening to you and your crazy dreams – especially when they actually start buying your product!
What does the word “entrepreneur” mean to you?
A hard-working, self-made, creative and innovative spirit — with a burning desire to make the world a better place, no matter how small or big your ideas and world may be.
What do many aspiring business owners think they need, but don’t really need?
Tell me what you mean? Investors and plans. I see too many people thinking this is the only way to start something, grow, or reach their dreams. What you really need is discipline, resilience, and an honest, objective view of yourself and your ideas. Second, you need to be flexible and reach your goals differently than you originally envisioned. Things rarely go according to plan.
Do you have a particular quote or saying that you use as your personal motivation?
“Hurry up!” We all know where this came from. It doesn’t get easier than that. Do you feel sick? just do it. No money, no education? don’t let that stop you. Not sure if it works? just. do. that. It’s the only way to learn what not to do. It’s the only way to get closer to your dreams. He just takes one step at a time and one day he can get there – even if he walks backwards a few times, steps on something, or walks the wrong way. Write one word, one sentence, one page, and suddenly you have an entire book, or even an entire life. It’s really that simple.
