Her gift made her rich

THE PRINCIPLE

If you create something you care about, others will care too

In 2000, Jacquie Lawson, an English artist living in the village of Lurgashall, West Sussex, created an animated Christmas card featuring her dog, Chudleigh, her cats and her fifteenth-century cottage. She emailed it to a few friends and then went on holiday for three weeks.

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When she returned she had 1600 emails in her inbox. Her friends had passed the card on to other friends, who also passed it on, and so on. Her email address was on it and now all these people wanted to know whether she had other cards.

She decided to turn it into a business offering animated cards for many occasions. At the moment she has 126 designs, which can be accessed by paying a membership fee of £6.25 per year (her site is www.jacquielawson.com).

Lawson has more than 250,000 subscribers. Have you done the maths yet? That’s more than £1.5 million a year! Despite what her website describes as ‘the enormous cost of servers and such-like’, and the fact that she now has a nephew and niece and a neighbour working for her, that’s a huge profit margin.

The best part of the story, for me, is that it all started with something she did for the love of it. When your creative instincts come from a desire to create something that gives joy to others, your chances of commercial success also increase.

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