Alright – so today we’ve got the honor of introducing you to Jen Sterling. We think you’ll enjoy our conversation, we’ve shared it below.

Jen, looking forward to hearing all of your stories today. When did you first know you wanted to pursue a creative/artistic path professionally?

Like many artists, I have been creative since I was a kid. However, I had never considered that it could be my career path. My father was a college professor and I was always encouraged to emphasize my academic studies. I applied myself to AP courses in school eschewing the art classes because they didn’t seem “serious” enough.

When I left high school for college my intention was to be either a genetic engineer or a lawyer. I had a love for biology and the amazing puzzle of genetics. And I loved the debate and process associated with the law. But then I was thrown a curve ball. I had to take an art class as part of my liberal arts undergraduate degree. Avoiding the fine arts of drawing and painting I instead selected a class in typography.

It was a whole other world! I had no idea this category existed let alone that it was part of a larger career called commercial art. Somehow it felt like I was still pursuing something “professional” and yet it allowed my creativity to thrive as well. I spent more hours in those design labs than I did sleeping or eating. In fact, I did both in those labs!

My degree in Visual Communications started me on a 30-year career in typography, graphic design, and branding. I loved it and pursued it with everything I had. I built three companies and supported hundreds of companies with our work. In the later years, I found the work shifting to less and less creative and more administrative. I struggled to find an outlet for my creativity. I quietly started to paint in my free time. Over time I realized that my design career was not fulfilling me enough and I needed to take my fine art full-time. A terrifying transition to be sure… but one I will NEVER regret having made.

As always, we appreciate you sharing your insights and we’ve got a few more questions for you, but before we get to all of that can you take a minute to introduce yourself and give our readers some of your back background and context?

Starting my career in commercial art brought me two very distinct benefits for my fine art career. First and foremost I was able to brand myself out of the gate providing me with a huge advantage over many new artists who struggle to get their name known and their work seen. Even more importantly, my brain is wired as an entrepreneur first and an artist second. All artists NEED to think of their art as a business. When you do so you make decisions differently. You track your numbers… both time and money. You make choices on purchases, training, and partnerships that impact your trajectory with an eye to the bottom line, It increases your chance of success exponentially. I have met too many artists who are completely blind to the business side of their art. It makes me sad.

Something I struggled with due to starting in commercial art first, was the urge to apply too much structure and thought to my actual art. In design, I would follow a project brief and client direction. In my art, I need to be much freer to express my emotions and thoughts on canvas without holding back to “make it perfect.” I sometimes find myself fighting to let go and get into a flow state with my creativity. But anytime I try to plan out my art it fails miserably.

When I let go, my paintings absolutely sing with energy and inspiration! The first work I ever did that was seen outside of my home is called “Beginning.” It was a purely emotional execution for me. I wasn’t even aware of what I was creating until I was done. The painting gives the impression of a phoenix rising from the ashes… the fresh start, a new beginning. It inspired me to take my work public. To start down the path of pursuing a market for my art.

That inspiration is my “why”… the way someone will stop in front of one of my paintings and audibly gasp because the emotion of the piece hits them. Hard. THAT is why I want to express myself through my art. To help others feel it too. For them to feel inspired and energized to take a step, do something new, push themselves.

The only exception to this need to be free of structure is with commissions. I am able to click back into my commercial art training and listen to a client closely for their needs and desires. Then I can execute that on canvas and address their goals without the usual “artist’s ego.” At that point, I am expressing their energy and emotion… not mine. SO I don’t feel defensive or affronted when they ask me to do something specific or change something I have done. I am simply the conduit to create the piece for them.

Can you tell us about a time you’ve had to pivot?

Once I had realized that my heart was no longer in my design business I had to plan my way out. This would not just affect me, it would affect my entire staff and our clients. It had to be planned and executed carefully. I started to interview other firms that were potential buyers. No one I met with felt like the right fit. I wanted my team to end up in an environment where they could thrive and continue to grow the business. I started up discussions with one of my employees and she agreed she would buy the business if I could come down in price. I agreed for the good of the team and she talked to her bank to set up the purchase loan.

Then Covid hit.

The bank pulled the funding due to the fearful economic environment. No one knew what Covid was and how the world was going to change. I found myself pulled back into a business I had already mentally checked out of. And in an extremely stressful and unprecedented time too. I was so depressed to not be able to move on and pursue my art career. And my employee was upset that she couldn’t pursue her new dream of owning her own firm. I think we lasted 10 months before I pivoted and told her that we were going to proceed anyway. Without the bank to pay me up front, I was reliant on her ability to be successful with the business and maintain monthly payments to me over time, I was depending on those payments to support me as I embarked on my new career.

It was a risk, but it was one worth taking.

Are there any books, videos or other content that you feel have meaningfully impacted your thinking?

YES! Goodness… SO many books. I am a major reader and I absorb books like a sponge. Some of the books with the most impact on me as an entrepreneur include: – Mastering the Rockefeller Habits by Verne Harnish
– Eat That Frog! by Brian Tracy
– Profit First by Mike Michalowicz
– Alpha Dogs by Donna Fenn
– The Dip by Seth Godin
– Simple Numbers, Straight Talk by Greg Crabtree
– Big Magic by Elizabeth Gilbert
– Show Dog by Phil Knight

I can’t encourage you enough to read. If you don’t like to read then get these on audiobook. Even books outside of your industry (such as my reading Phil Knight’s book) can teach you such valuable lessons!

Contact Info:

• Website: https://www.jensterling.com
• Instagram: https://www.instagram.com/jensterlingart/
• Facebook: https://www.facebook.com/jensterlingart
• Linkedin: https://www.linkedin.com/in/jensterling/

Image Credits
JenSterling-1.jpg and JenSterling-2.jpg should have credit for Mary Gardella Photography. Thank you!