When Rushane Campbell quit his job as an attorney-at-law, to follow a higher calling that allowed him to “pursue creativity in a true and authentic way”, there were few things he was certain of.

He may not have known exactly how he was going to let his creativity run free while still maintaining a viable source of income, capable of covering his monthly expenses, but as a past Campionite with a history of excellence, he knew damn well he was going to figure it out.

With a business plan of “vibes and creativity”, Campbell stepped into the virtual world of work determined to learn the ropes as he went along.

Now, with a few years in the game under his belt and with many ups and downs along the way, here are his top tips for working in an online space:

Tip #1: Figure out what your brand pillars are

Ask yourself these questions: “Who do you want to be?” and “What do you want to show up as?”. Even if you’re being creative, if you’re opening a business, whatever it is as long as you’re going to do something that is digital/online, people must know what it is about.

Again ask yourself, “What is it about?”, “What are the different things that you want to touch?”, “Will you be educating people?”, “Do you want to offer a service?”, “Is it that you are the service?”, “What is unique about it?”.

I recommend asking yourself these questions because when I started I really didn’t know who I wanted to be and why I wanted to be it.

Tip #2: Who are you serving?

The idea of knowing who your audience is will save you a lot of time.

If your audience is 18-25, female who lives in the Caribbean, you can’t be selling a baseball cap. Eighteen-year-old girls do not wear baseball caps.

Similarly, if your audience is over30 you cannot be mentioning “Oh, let’s do some TikToks”. You have to know who your audience is.

Tip #3: Don’t quit your 9 – 5

I know this may seem a little controversial but, don’t quit your job if you don’t have to.

People glamourise and put on a pedestal, the hustle, and the entrepreneurship but your creativity does not have to be, the way that you make 100 per cent of your funds.

You can use a 9 – 5, or a job, to fuel your creativity and that gives you the ability to create freely. It gives you the ability to create without any boundaries, it gives you the ability to not worry every single day, “Lawd have mercy, suppose dem nuh watch the video, wah me ago do?”.

If you do not have to quit your job, do not feel like, “Oh, I’m not an authentic creative if I don’t go out there and hustle”. You can be an employee and an entrepreneur.