Armenian cultural managers and entrepreneurs are now able to fully appreciate the famous book by international expert David Parrish T-Shirts and Suits: A Guide to the Business of Creativity. “Antares” Publishing House in cooperation with the EU-EaP Culture and Creativity Programme published the book in Armenian.

David Parrish is an expert on cultural and creative industries, marketing and business strategy, author of several books, and a coach. His book T-shirts and Suits: A Guide to the Business of Creativity draws on 20 years of experience in the creative economy.

In his book author argues that professionals working in the creative sector do not have to choose between creativity (t-shirts) and business (suits)—instead, they can develop their own unique business strategies, which will generate revenue and favourably impact creativity. David Parrish’s book is a collection of practical tips, successful cases from his own experience and various business models.

Reading the book, you will learn how to draw up a marketing strategy, choose a business model and a niche, analyse the market, competition and your own organisation, and which type of leadership to adopt. You will receive practical advice regarding copyright issues, project management and personal growth.

This book is useful for entrepreneurs, especially those working in the creative industries, cultural managers, leaders of organisations, and for those planning to enter a market with a new initiative.  

On the EU-EaP Culture and Creativity Programme portal, you have the opportunity to listen to two of David Parrish’s intensive online courses: Strategic Planning and Marketing. Each course is 30 minutes long. Examining real cases, you will learn how to analyse your market and your organisation’s strengths and weaknesses, and how to find a niche for yourself. Upon completion of a short test, a certificate is also awarded.

Three Tips from David Parrish’s Book:

1. Listen to your clients. Try to answer the question clients ask: “What do I get from this?” Your mission is to find out what your consumer’s needs are and create the right product.

2. You can’t sell your product to all clients at once. Use your creativity to choose a group of clients for a particular product.

3. Determine the value of your organisations. It will be your guide on the path to success.

Advice from David Parrish: https://www.culturepartnership.eu/en/article/balancing-creativity-and-business 

Interview with David Parrish: https://www.culturepartnership.eu/en/article/david-parrish-platforma 

Free eBook version (in Armenian) of ’T-Shirts and Suits: A Guide to the Business of Creativity’ is available here.

Free online course:


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You can buy the book in the following bookstores: “Hay Girq” bookstore at str. Isahakyan 16a and a kiosk near “Opera” house.

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