THE IDLER – BUSINESS FOR BOHEMIANS
The Idler is a brand with passionate fans who have followed it through its initial incarnation as a magazine, through it’s evolution into online courses, a bookshop, and the their live events strand Idler Academy. Founders Tom and Victoria wanted to explore an in-depth course – Business for Bohemians – which would deliver entrepreneurial advice on everything from spreadsheets to social media marketing to The Idler's target audience.
What we did
With a high (£1k+) ticket price, the course needed to deliver extremely high value for attendees, across several weeks. We worked closely with The Idler to develop the programme, mixing their own experience and unique ethos with our own practical insight into essential business skills. We pooled our contacts to bring in expert speakers including Pip Jamieson from The Dots, James Reed from Reed recruitment, Dan Kieran from Unbound, Nigel House from Rough Trade and Serena Rees from Agent Provocateur.
Business for Bohemians ran for two semesters at The Idler’s bookshop in west London. We then reviewed the results, and agreed that the several-week-long format wasn’t ideal for the target audience. Also, The Idler had decided to move out of its bricks and mortar home (partly because their excellent magazine was relaunching). The ethos of the course continues in the The Idler's regular talks, and in Tom Hodgkinson’s book, which developed out of his experiences on the course.