When your business idea is left field, you may find yourself having to create a new category, trailblazing into a space that has never existed before. Opening up a new category has huge market potential, but it can also be high risk.
When we started Balarinji in 1983, Indigenous design was rarely showcased or celebrated. It meant the first few years in business were tough. It literally took painting a Qantas jumbo jet with Aboriginal artwork for people to notice our work and see the potential for Indigenous design.
Three decades on there’s a lot we’ve learned about what it takes to create your own category and thrive.