SF Duka Goes Global
It started with a DM.
“I’m a storyteller and I’m interested in documenting SF Duka’s story. Please let me know how I can get in touch.”
We ignored it. And before you judge us, let me explain why.
A Lesson We Learned the Hard Way
A while back, a well-known photographer reached out wanting to document what we do at SF Duka. We said yes, welcomed them in, took them through one of our crafts, gave them our time, our space and the furniture piece they built. They documented everything. Reels, photos, the works.
You can probably guess what happened next.
The content never came. No reels, no photos, no follow-up and ignored calls. They got what they needed, and we got nothing. Not even a courtesy message.
It stings, but honestly? It’s not an unusual story. If you run a small or medium-sized business, chances are something similar has happened to you. Creatives, influencers, and content producers reach out constantly, and not all of them have your interests in mind.
So we made some rules. Simple ones, but they’ve saved us a lot of wasted time since:
1. We don’t pay for unsolicited collaborations. If someone reaches out to us wanting to create content, we are not footing the bill. The value exchange needs to be clear from the start.
2. If we didn’t initiate it, we ask one question: what’s in it for us? Not in a cynical way. In a practical one. Does this give us access to a new community? Does it expand our reach somewhere we can’t get to on our own? If the answer is no, we pass. Politely, but firmly.
3. Outcomes must be specific and measurable. “We’ll share it” is not a commitment. A deliverable, a date, and a format – that’s a commitment.
These rules aren’t about being difficult. They’re about protecting the most valuable thing a small business has: TIME!
Back to the DM
When George reached out a second time, we decided to at least check out his page.
And then we heard him out. And within about five minutes of the call, we were in.
He wanted to film a feature for DW Network – Germany’s international broadcaster – about SF Duka’s story. No payment required from us. More importantly, it meant introducing SF Duka to an entirely new audience, one we’d never be able to reach on our own.
That checked every box.
We set a date during one of our workshops, and George and his team spent the whole day with us. Cameras rolling, sawdust flying, the full SF Duka experience.
Curious how it turned out? PS – I (Sam) do not sound like this. My voice is significantly deeper, like really deep . George and his sound guy owe me an explanation.
