The words 'creative business' is often an oxymoron. There is something about the dream of being creative that numbs the otherwise sensible business brain. I have seen otherwise perfectly sensible computer programmers that understand the principles of business dealings, go completely stupid when they pick up a guitar or sit at a piano. Common sense flies out of the window as our wannabe band leader or studio owner buys instruments and equipment they neither need nor can commercially justify. The £50,000 Arri Alexa movie camera and £100,000 set of Signature Prime lenses become a 'sensible business investment' when even the Big Boys just rent the stuff by the day and use cheap DSLRs with a zoom for tests and rehearsals. A £100,000 mixing desk in a £1m studio is bought in the vainglorious hope that famous windswept and groovy musicians will come streaming in through the front door - blissfully unaware that those famous windswept and groovy musicians have better stuff in their private studios at home (and the less famous can't afford the rates and use cheap amateur home recording stuff). A few years ago a recording studio opened in a 2m city in the UK. The total investment was £2m. The first year's turnover was £54,000. "Ah well! Never mind - word will get around and things will improve!" The second year was £45,000. Year three was £34,000. Year four was £28,000. By 2019, turnover was below £20,000. Not only did those figures represent a thumping loss, but the entire whole turnover was not enough to even cover the depreciation on the equipment! Or as Dizzy Racal said, "Bonkers!" The lesson the owners of creative businesses must learn is that it is WHAT you create that is where the money lies - and it is never how you create. The punters are where the money comes from and they don't care if the soloist was recorded on a £100 Shure mic or a £3,000 Neumann - or if a film used £1m worth of camera equipment or a £500 4K bridge camera. And talking of film, the Coen Brothers' first film 'Blood Simple' cost just $1.5m to make and they had to raise that money from the three Fs - Friends, Family and Fools. They schlepped from living room to living room for over a year, raising a few thousand here and a couple of thousand there, until they had the money together. The investors got their money back and then some, after which they made their investment pay all over again by selling the residuals to Universal. And hats-off to the Brothers when they complained that a studio built a set with three walls when they only needed two. "We want to see every dollar up on that screen!"