Business Book Review: The Art of Starting by Iona Mathieson and Romy St Clair

Mathieson and St Clair show why those first steps you take in business are the most important. 

My Rating: ★★★★
Length: 256 pages
Publisher: Bluebird
Released: 2023

Key Takeaways for Personal Branding

The Art of Starting is the chance to learn from creative twenty-somethings, Iona Mathieson and Romy St Clair. The duo, who first met in the UK’s clubbing and music scene, started their floristry business, SAGE, with less than £1,000. In a few short years, they went on to become London’s go-to florists. And have a client list of top brands to go along with their blossoming reputation. 

Imitation and Inspiration

The authors challenge the trumpeted notion that imitation is the highest form of flattery. Saying that will simply brand you in the industry as a copycat. While many of their counterparts focus on competition analysis, the florists offer a fresh take:

“The more you’re looking at works by other people in your field, the more your work will inevitably (consciously or subconsciously) start to look like theirs."

So, where can you find your inspiration?

“Sometimes the clue to standing out is not looking for answers in your own industry. It’s so easy to get stuck on the way things should be done, because everyone does it like that. Instead, investigate one that’s different and thriving.”

The duo find inspiration for their flowers from everywhere else - from how chefs plate up meals to fashion design. 

Branding Your Business

The authors mention personal branding briefly, but are clearly well-versed in the topic:

“You as a person are so much more than just your name and your facial features: you have a fully formed identity, which people understand through the clothes you wear, the music you listen to, the friends you keep, your hobbies and interests, the things you watch, read and talk about. Some of these things are subtle, but other people pick up on these factors and they form how and what they think represents you.”

The creatives also show an in-depth understanding of branding in general. The book contains a good discussion on the importance of picking the right name. One that goes into more unique depth than most. For example, describing that names can be from one of these categories: 

• Descriptive - what your business does

• Evocative – tells the consumer how they should feel about the brand

• Abstract – completely unrelated, thus standing out

But, more than a name, they expand their discussion into visual identity: 

“Your visual identity is just as important (if not more) than your name.”

Uniquely, they emphasise more than just the importance of picking the best name for your business. They highlight how that name visually looks. Describing liking the four-letter word of ‘SAGE' among other deciding factors for their own business. 

Breaking Rules You Didn’t Know Existed

One of the most inspiring parts of the SAGE story is that neither founder is professionally educated in floristry. But rather, their creative flair, matched with business savvy in their industry, is self-taught. They started from their kitchen to build what Vogue describes as a flourishing business. So, when the creatives are chastised for breaking the rules of their industry, it rarely fazes them. They didn’t know the rules to begin with. 

Favourite Quotes

“Remember that if your plans don’t always go as you want them to, there is always light in a ‘bad’ situation, and often it’s the way you adapt to change that will enable you to learn and your business to grow.”

“As simple as it sounds, taking that first step and starting is the most important one.”

The Art of Starting is equal parts creative inspiration and a pragmatic guide to all corners of business. As the title suggests, it's art meets start-ups. 

The Art of Starting by Iona Mathieson and  Romy St Clair:  Available on Amazon.