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One of the very best things about having an on-line business is that you get to 'know' your customers and take an interest in what they are doing and how they are progressing with their own business. From the first orders placed as a' toe in the water' through to regular repeat orders as their business grows and prospers; I have had the pleasure of watching some of my favourite customers flourish to become successful ventures.
So I decided it was about time I got down to the nitty gritty with a handful of them and found out what makes them tick. First up, our Q&A with unique map makers Herb Lester.
All questions posed by Miranda Barnett and helpfully and generously answered by Ben Olins, Herb Lester.
Enjoy our Q&A spotlight on Herb Lester
How did you come up with the name Herb Lester?
We decided to invent a boss for ourselves. After talking about the sort of person we might enjoy working for, Herb Lester emerged.
What inspired you to come up with the concept of guide maps?
We did our first guide, You Are Here: places to meet and work in London, because we had no office and were sick of meeting in chain coffee shops. No similar directory existed then, so we wrote it, had it designed and illustrated and printed some. Then we decided to keep going.
Do you get to travel to all of the places that you produce maps for?
Some we do, others we have people in place who know the city well and have similar taste.
How do you decide what cities you are going to print maps for?
Now that we’ve been doing this for a few years we have a better idea of what might sell, but we try not to overthink it and just do what feels right. We make the assumption that if we’re interested or excited by a place, it’s likely others will be too.
Your maps have a unique style, what is your inspiration behind the design?
We’re great fans of a US travel magazine called Holiday, that was at its peak in the 1950s and 1960s. And there were so many really fantastic guidebooks back then too, written by people with a very individual take on things. We read a lot of Betty James and Kate Simon, both of whom are terrifically opinionated but also enthusiastic. Not only are they great fun to read, their suggestions often hold up today.
How do you find all of the venues that your maps features – do you visit each location yourself?
We do what anyone else would do when they go on a trip, but rather than spend an evening or two making plans we spend days doing it. We read books and websites, ask friends who know the area – all the while gathering information and making a long list. And then, yes, we go and visit the places. While we’re there we ask more people and poke around looking for places that seem interesting. That’s often where the best things become clear.
Who or what inspires you?
In terms of what we produce, those old books and magazines we mentioned above. For our business, it’s anyone who’s managed to run an interesting business that plots its own path and hasn’t behaved abominably in doing so. That could be a pub, a bookshop, a flower stall. Even a printer.
What is your favourite city and why?
London. It has a lot of disadvantages, but it’s never dull and there are always new things to see. And, perhaps most important, it’s home.
If you were stranded anywhere in the world where would you prefer to be?
I think we’d probably welcome being stranded in a really comfortable hotel in New York.
What is the ‘must pack’ item you always take with you on your trips?
Our guides, of course.
Also, more socks than seem necessary. We have to walk a lot, a fresh pair of socks helps combat fatigue.
What is the best thing about Herb Lester?
We’re a very small operation which means we can move quickly. Being able to put an idea into production without worrying about approval from anyone is a luxury that perhaps we take for granted.
Briefly sum up a typical day at Herb Lester?
I wish I could say we arrive by hot air balloon and immediately start sticking pins into maps of the world, but I’d be lying.
Our days are not very structured. There’s always a load of stuff to do and we just start on whatever is most pressing. That might be fun, like commissioning an illustrator or researching a new guide or product, or it might be less fun, like chasing invoices. On top of that there are always orders to send out to shops and mail order customers, plans to be made, TV to discuss.
So now that you have had your interest piqued head over to Herb Lester for a browse through their inspirational online shop. I defy you not to find an area that you want to explore and a map to guide you around it!
