Spotlight On...TERA LEIGH
By PJ Grimes ©PivotPointe, 2003

"In having your own business, you have to think outside the box all the time..." - Tera Leigh

The recipe for success in starting and running your own business often calls for hefty dashes of creativity - from how to creatively obtain the office equipment you'll need now while on a less-than-shoestring budget...to what tasty dishes to feature on your new café's breakfast menu...how to make money from a passionate hobby...designing an eye-catching business card or Web site...and, of course, helping a client solve a pressing problem right on the spot. Maybe you want to be a full-time writer and editor, an architect, a book publisher, a band manager, environmental consultant, or perhaps even the owner of a yoga studio or clothing store. In feeding your career passion and others, you'll find creativity is always an integral part of the mix.

Tera Leigh - a highly popular, award-winning, California-based artist, author, consultant, and speaker - knows plenty about this key ingredient for women business owners, whether you're in the initial "I'm thinking about starting my own business" phase or already at the helm of your own company. While a foremost advocate for women following their dreams, the fine of creativity is centerpiece to Tera's own life and livelihood.

In addition to heading up her own company and teaching workshops and consulting on topics such as creativity and small business, Leigh is the author of two acclaimed books: The Complete Book of Decorative Painting (North Light Books) and How to Be Creative If You Never Thought You Could. Her Complete Book of Decorative Painting was a Crafts/Craftrends 2002 Award of Excellence winner in the Painting Books category and awarded ""Top 10 Craft & Hobby Books of 2002"" status by the American Library Association. Leigh's newest release, How to be Creative If You Never Thought You Could, is available now in book and craft stores, and already receiving stellar reviews. Among Tera's many accomplishments, she has had regular columns in Paintworks, Quick & Easy Painting, Country Marketplace, CNA, and Tole World magazines, and has had her original designs published in many painting and home déécor magazines. Tera is also an experienced radio and TV presenter, and has appeared on programs such as ""It's Christopher Lowell"" on the Discovery Network and "The Carol Duvall Show" on HGTV.

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What is your definition of creativity, how is it important to our lives, and why is creativity or honoring your creative spirit so important, especially for women?

TL: I define creativity as innovative problem solving. Sometimes people confuse creativity with being artistic. Although someone who is artistic is often creative, being artistic is not a necessary component of creativity. The most successful lawyers I knew (back when I was a lawyer myself) were the most creative. Those same lawyers were not necessarily artistic in any way.

It is important in our lives because creativity gives us our voice. It is one of the few things in life that we actually "own." We are told to stop at red lights, wait to be seated, and a host of other instructions that control virtually every movement we make. Creativity is the moment in which you get to solve a problem (whether it is what to cook for dinner, what color to paint a sky, or what argument would most efficiently make your client sympathetic to a jury, for example); those moments belong to our brain - they are the moments in which we are most authentically ourselves.

I think honoring our creative spirit is especially important for women because we tend to live our lives in service to our families and/or job and/or friends, etc. We get so caught up in doing for others, we lose track of who we are. Listening to yourself when you have the chance to insert your creativity - the authentic part of who you are - into those tasks (even if it is "just" cleaning your daughter's room) can be tremendously empowering if we claim them as such.

What misconceptions do people have about being creative or creativity in general, do you think, that stops them from including more in their lives each and every day?

TL: In my book, "How to be Creative If You Never Thought You Could," I outlined the eight most common things that women wrote to me about through my Web site. They included:

i "I'm not an artist because I'm not/or/ I can't"... i "I have to wait for the muse to inspire me"... i "My friends or family will criticize or make fun of me if I claim to be an artist"...

But the thing they all have in common is fear. We use our inner critic - or misconceptions that we have adopted as our own belief systems - to give us an excuse to procrastinate from doing the creative work we were born to do.

You have a decision to make. Do you want to live a creative life and give your authentic voice the power to sing, or do you want to live small and continue to quiet that voice as you were taught to do by society? If you want to sing, then you have to let go of misconceptions and remember that those things are just words. Putting something into words isn't true unless you choose to believe it. I can say that I am the Queen of England, but that doesn't make it true.

However, it can be true to me if I choose to embrace it fully. We call someone with that extreme a belief "crazy," but I've heard a lot of "crazy" beliefs come out of supposedly sane people when discussing their art or creativity. On a daily basis we give ourselves rules or tell ourselves things that simply make no sense, but as long as we believe them our perception is our reality.

You started out in law and marketing, eventually mixing it with the arts, to full-time artist and author. Tell us about that time of transition, that major pivot point in your life. What led you to become a full-time artist and onto author?

TL: As with many things in life, it felt like a slow transition. But with the benefit of hindsight, I can see that it was always what I was meant to do. Every time I embarked on a new career, I eventually ended up writing about it in some way or another.

There were two events that changed my life forever. The first was the death of my best friend (at age 42) from cancer, and the second was my husband's diagnosis (at age 30) with Graves Disease and his subsequent radiation treatment, etc. During the last days of her sickness, my friend, Debbie, kept saying to me, "Don't be so arrogant to believe that you have forever to live your dreams." We talked a lot about what was really important. Debbie and I had both struggled with our weight, for example. I joked that at least the chemo had her into some cute clothes at a small size, and she said to me , "I wish I'd known how stupid it was to spend my energy worrying about that. I'll never have that time back."

When Ken (my husband) came through his treatment, he wanted to make a life change as well. We transitioned us both out of our company because he was recruited away to a new company, and I took a part time job that gave me the freedom to work from home and write and design.

I should say that I'd started working part time as an artist and author the year before, so I wasn't starting cold. These experiences just gave me the courage to make the leap and trust that the net would be there. It hasn't been easy. Going from a steady income to a trickle is a tough challenge - and can add a lot of stress. I often remind myself, however, that the worst day writing beats the best day as an attorney or CEO of a technology company!

How does being an artist make you feel? What's wonderful and good about your chosen creative direction as an artist/designer and author?

TL: As I encourage others to use their creativity to find their authentic voice, my art and writing gives me my own. Knowing that doing this thing that I love also gives inspiration to others is the icing on the cake.

Where does your inspiration and ideas come from? What fosters your muse, so to speak?

TL: You've hit a hot button for me! I don't believe in muses. I believe that we have everything we need to be as creative as we need at all times. It is simply that at certain times we are better prepared to get to it than others. Much of this is listening to ourselves. Let's start with the negative. If you have a cold, for example, you aren't going to be as good at getting to your creativity - but neither would you be as good at bowling or housework. Certain things diminish our capacity. In contrast, certain things elevate our capacity. For example, I write best in silence or with classical instrumental music on, because I find words get in the way of my own words, but I paint best with vocal music. I love old jazz and the Doors.

So, it is key to pay attention to the times in which you are most creative. Do you work best in a group or alone? Are you a night owl (my own most creative time is from 10 p.m. to 2-4 a.m. generally) or a morning person? Do you need sound or silence? Do you like chaos or simplicity in your workspace? These things can become Pavlovian triggers to help us get to our creative source when we need it.

In terms of where my ideas come from, I have enough experience now that I can look at a surface or get an assignment and I have a sort of formula for working out the skeleton and building from there. I do keep visual "idea nurseries," which are scrapbooks filled with a hodgepodge messy collage of bits and pieces torn from magazines, fabric, and other visual stimulus. If I'm at a loss as to where to start, I use the nurseries to jumpstart my brain. Sometimes a color combination will jump out at me. Sometimes I will notice a photo of a room and design a piece as though it was meant to be displayed in that room.

It is important to keep a library of things that you can rely on when you need inspiration. In addition to my idea nursery, I have technique and study books, I have favorite Web sites, and I have a network of artists who will not coddle me when I am feeling sorry for myself, but instead, do me the great favor of kicking me in the pants and telling me to sit back down in the chair and work. I can sand it off or erase it or paint over it or start over, but work begets work. Feeling sorry for yourself begets watching bad TV movie reruns.

What is the most challenging part of being a full-time artist/designer and author?

TL: The biggest challenge for me is making a living at it financially. People are used to art being a part of their lives. They see it on packaging, they see it on TV and the Internet, and so forth. I often liken being a full-time artist to being a plate spinner. You have to have a half a dozen or more plates spinning simultaneously because we often don't get paid until publication, or we get paid a percentage of sales, so there is a lag in payment. Also, in starting out, it takes a long time to build a reputation for people to want to pay you what your time is worth. I still struggle with this with some companies. I'm simply smart enough now to walk out the door rather than argue because I know that around the corner there is someone who will appreciate me.

As a creative artist, do you ever encounter obstacles like being stuck, fear, perfectionism, procrastination, and if so, how do you work around it/with it?

TL: I have only met one artist who told me she never experiences being stuck. I think all of the things you listed come back to fear - which is the subject of "How to be Creative." The bottom line is that you have to make a choice and work through it. I have two big triggers: feeling overwhelmed with deadlines (ironic as this is what gets me paid), and having a messy studio. I don't work well without at least controlled chaos in my studio. I guess the answer to your question is that you listen to yourself, you find out what you need to get past the fear, and you do it. In order to do all those things, however, you have to be very clear on why you are doing it. Making a living at art is hard, but art in general is hard. If you don't have a crystal-clear vision of what you are trying to accomplish; you will likely self-destruct at some point.

If you could give one key piece of advice to a woman considering following her dreams of creativity - to pursue their creative passions - be it opening an art gallery or teaching dance or decorating cakes, what would that be?

TL: To quote the philosopher Virgil: "Fortune favors the bold!" No one knows what you are capable of accomplishing. Don't let anyone tell you what is possible for you. If you hear no, and you don't have something right now, nothing has changed. So be bold...ask questions... go after your dreams.

You have two wonderful books out now. How did you come up with the original concepts/subject areas?

TL: The first book came out of an online discussion group when I realized that although there were some good books out on the subject they were all from an individual artist's point of view. I thought a general book was needed that didn't tell the artist what to think, but rather gave them the information to let them choose what was best for them.

The second book came out of my Web site at www.teras-wish.com. Creativity is my passion and when I realized how many of the questions I received through the Web site and newsletter were on the same topic over and over, I thought it would make a great book. I would still like to write another book - this time more in depth without projects - but I have time.

I just signed a contract for a third book, and that idea came out of a fluke in my studio. When I demo, I use cardstock or Bristol Board because it is light to carry. I usually bring it home and use it as scrap paper and I had cut a piece for something and when I came down to the studio the next morning I thought it was a piece of cut tile laying on the carpet. This sent panic through me as we have a Great Dane-mix puppy that eats anything on the floor. When I picked it up and saw that it was paper, it sent my mind flying with ideas for creating "faux mosaics" using paper, "faux grout," and glazes. In addition to the book, I have a product line under the same name coming out next year. People say "write from your life." I think I would alter that a bit and say, "Listen to your life." If it interests you, then it will probably interest someone else.

You took your ideas onto creatively getting a book deal. How'd you accomplish that? Any tips to writers interested in putting their work into book form?

TL: I believe the universe (and God) honor intention. So, when I decide to write a book, I tell everyone I know about it. My husband and I had gone to Borders Books down near Hotel Circle in San Diego, sat on the floor, and gone through every book on hobbies, art, and home décor, and narrowed a list of four or five publisher imprints as to the books we liked best. We were looking for things like photography, layout, editing, and the like. Next, I went to Writer's Market to find out how to submit. One of the group required an agent, but the rest would accept author submissions for non-fiction books. I bought a couple of books on how to write a proposal, sample chapter, and outline.

Here is where it gets good. My first choice was North Light Books. I was printing out the cover letter to mail the outline to them when the phone rang and it was an editor from North Light Books saying that they were looking for someone to write basically the same book I was pitching to them! I asked for her fax number and sent over my info while we were on the phone. Within a couple of months we had a contract signed. That was the universe and my work coming together - some of the many people I told I wanted to do a book with North Light happened to mention me at various trade shows and elsewhere, and after hearing my name a few times, they decided to call. Because I had done all my homework and was ready - I had my shot. It took both to make that deal happen.

The second deal was also with North Light, but with a different division. It was a difficult book because it was "outside the box" of what this company normally does in publishing. I pitched several new books to the company once that manuscript was turned in and they were all turned down, so I got a literary agent. When the company realized I was walking, they came back to me and we came to an agreement on the new "faux mosaic" book.

In terms of tips to writers: read everything you can on writing a proposal, get familiar with writer's resources like Writer's Market, and keep honing your work. You need to be able to not only prove that you have a good idea, but prove there is an audience for it. That is why magazine work is helpful, you can show that people will already know your name, and may then be more likely to buy your book. Also, once you have a book deal, be prepared to do your own PR. The book companies have limited time/funds for each book. Unless you are talking about being one of the 1% that is a Tom Clancy or Anne Rice - you are going to have to create the PR to sell your books - so pick up publicity books as well!

Speaking of your books, tell us a little about each one of yours, especially the newest, How to be Creative If You Never Thought You Could, that's just come out. What makes your pennings so unique and different, and so well received and popular as they are and fast becoming?

TL: I think I addressed the first part of this in the last question in discussing how they were pitched. What makes them unique and well received - I think that comes from working with a publisher that does good work - because you can turn in a world class manuscript but if the art dept butchers it or you have a bad editor, you are in trouble - and knowing that it is up to you to create publicity for that book. To some extent, you are part of the story of your book. You have to get out to book signings. You have to put together press kits, go to trade shows, make contacts, network, and word-of-mouth will grow.

You are also the founder of the Memory Box Artist Project non-profit organization. What led you to start this wonderful endeavor, and what is your vision for its growth and future? How can our readers help you out?

TL: We are so proud that the program just received its non-profit status! We hope to grow the program to the point that no family walks out of a hospital in North America with their baby's belongings in a sack or trash bag. That is very ambitious because after five years (prior to becoming non-profit), we probably have less than 10% of the hospitals needing boxes in the program. We are hopeful that our non-profit status will lead to greater PR opportunities for both people to donate (tax-deductible) and decorate boxes to send to hospitals for the families. To learn more about the program, read letters from families and hospital staff, and find out how to contribute your time or money to the program, visit us online at www.memoryboxes.org.

I know you're a very prolific writer and woman of creativity. What's coming up for you in the way of new projects and books?

TL: PBetween now and October 2003, I do both the photography and manuscript for my next book onfFaux mosaics. I am also pitching books with my literary agent about creativity, inspiration, and home décor. In 2004, I will write regular columns for CNA (a trade publication in the arts/crafts industry), Create & Decorate, PaintWorks, Quick and Easy Painting, and Artist's Sketchbook magazine. I am in negotiations for a column in a new beading magazine, and we are waiting to get the green light for that publication to start up. Of course, I also continue plate-spinning with freelance work when it comes my way.

In addition to writing, I will publish about 30-40 designs in magazines and on Web sites to help people explore arts, crafts, and creativity. I am also on reruns on the "It's Christopher Lowell" show (segment entitled "Fear Factor"), and will be doing at least one and possibly two guest appearances on a PBS show dedicated to arts and crafts. Too, I am on national tour through October for my new book. Cincinnati, Oklahoma City, St. Louis, and Raleigh, North Carolina are among the cities remaining stops, plus I will continue to do Southern California appearances.

What is your personal definition of success, especially as it applies to women growing a successful life of creativity?

TL: I divide success up into two areas; monetary or career success - meaning being able to support myself at a specific financial level through my work - and personal success. Personal creative success, I think, can be best summed up by bestselling author Julia Cameron's wonderful statement: "Progress, not perfection, is the goal." When I compare the work I did six months ago with what I'm doing now and see progress, I know I am succeeding every day just a little bit more. What is better than that?

Anything else you'd like to share here?

TL: I have a personal belief that not everyone would agree with, but I like to put it out there. That is this: Talent is only a very small part of the equation. We all know of TV stars or rock stars that are hardly the best singers or actors and yet they are at the top of their game. Some of them aren't even the most beautiful, so you can't claim it is simply because they are pretty.

Ultimately, creative success comes to those who are tenacious. There will be people who you may consider more talented than you who will fail when you will succeed because they will give up. Let go of the importance of the word "no"; it is just another word and changes nothing. Let go of the need for other people's approval. Not everyone is going to appreciate what you do. All that matters is that you keep doing it. Day by day, keep at it. There will be times when it feels like your career is stagnating or your art is not growing and then suddenly it will sprout so fast you can barely keep up. Success comes with tenacity, to those who keep going when others would fail. Keep at it. Keep inside of you that joy you feel when you are in tune with your creativity and don't let it go. There is no one who is so superior to another human being that their word should be allowed to crush your dream. They know nothing about what you can accomplish. So keep at it. Make time for it. Know you are worth it. Know that the rest of us need to hear your song too.