The Art of Fronting: Putting Style before Substance

dapper A while ago, I have taken a fundamental change of direction with my company and my crew and how we go about getting what’s our in this world. After spending years of creating the foundation and being experts at the core level of the hustle, we realize the importance of presentation in our development efforts. In this article, we are going to advocate brothas and sistas learn how to strategically put style over substance to get your business started. By putting style over substance, we mean having a good user interface before worrying about writing code or database. We also mean having a good intro for your video and rolling credits at the end with a nice soundtrack. We also mean having a nice art template and format and logo. You want to have a nice store design that grabs attention first and foremost. Everything that you do when you hustle, focus first on making it look good on the outside. Nowadays, you can get any cheap labor to write your content, create your code, proofread your e-book, film your video and so on. Because it is now a heavy market to compete in, what going to separate you from the other cats in the arena is how you present yourself from the rest of the pack. Now, we are not saying you can be successful by just being a good cover, what we are saying is you can have the most tightest content, the most compelling media and storyline but if you ain’t got a good outer packaging, then you ain’t going to be marketable in this media-frenzy modern society. At my firm and my crew, we already created all the code, all the database scripts for our products coming out. But to be honest, it was hard and frustrating work because we did not have any good visuals of our work. This is why I delayed the Shop Wall Star because although the code was complete, I did not think the user interface was good enough to sell to a critical mass audience. Then we discovered Bootstrap and we got some templates to make it do what it does and very well. When we did Sista Sphere, that was our first project where we focused all our efforts on having a good user interface that works before doing any coding. So we created a mock prototype and simulated all of the functionality first. Then when we was happy, we wrote the code behind it. To be honest that is the first time in a long time I actually loved creating an application. Because I already knew the code was going to work but focusing on the icing on the cake, the presentation brought a level of purpose and excitement. Yes, hard work is necessary but I think the first thing you should do is try to get down the fun part to motivate yourself. Focus on a nice logo, a new web site template, a nice video introduction, media templates and even a Japanese mascot. Swagg-Scientific will have a Japanese mascot. When you get the image down and the actual intro media and templates, it is like creating a banner flag for you and team to rally under and a source of motivation. Nowadays, it is important to have the style before the substance so you can demonstrate the style on Kickstarter and discuss the concept to others in demonstration videos. We learned our lesson with Sista Sphere and I’m going to focus on style in our products more than the code at this point. The hair extention hustle will focus on creating a packaging, the urban dance music will focus on creating an identity and the mobile coupons will have a logo and marketing media. So expect to see more content focus on media development, graphic design, template strategy and having a good look.

7 thoughts on “The Art of Fronting: Putting Style before Substance

  1. “Now, we are not saying you can be successful by just being a good cover, what we are saying is you can have the most tightest content, the most compelling media and storyline but if you ain’t got a good outer packaging, then you ain’t going to be marketable in this media-frenzy modern society.”

    You hit the nail on the head! Literally had a conversation with a former co-worker last week in relation to their website content being witty and savvy yet their user interface was tacky!

    1. Merchandising revenue. Sell stickers and t-shirts and stuff animals prior to launch to generate income.

  2. Sadly a flashy image does attract the attention much more easily than a tacky one. Now if you can add substance to that imagery…

    1. Neil, unfortunately in today society, being flashy is going to turn the attention deficit disorder heads. I just came back from a food truck festival. Was the food great? Nope? Was I happy waiting in line for 40 minutes for a small piece of food for $15? Nope. But I enjoyed the flashy food trucks and pretentious hip psuedo-Austin environment with the rest of the New Jersey transplants.

      We believe now from our experience and outsourcing that we can focus on the flashy and sell flashy upfront but you right, for long term growth that actually deliver long term profits, there has to be substance.

  3. You are so right-most people want flashy versus substance. I have seen that my professionalism is overlooked for someone with a flashy wardrobe that produces little to nothing in substance.You put something in perspective for me.

  4. There’s nothing wrong with having the style right first. It is a little easier to play around with the project to get the look right. Right now I’m having a lot of fun using GIMP. Salute to the one that suggested I use GIMP.

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