I get immense satisfaction from making or doing things myself. I always enjoy learning a new art, skill or craft

More than half of the UK population recognizes themselves in this set of statements. The ‘Artisan’ Attribute is ‘normal’, not just something for artists or people with time on their hands and nothing to do.

One of the interesting facts revealed by deeper research is that this is more of a female-skewed Attribute – not the generic profile of the handyman, craftsman or person who signs up for evening classes to learn how to ‘make things’.

So what sorts of things do these espousers want to make or learn to do?

Not surprisingly, they also have a high espousal rate of ‘Aesthetics’ and are very aware of the natural world’s beauty. This appears to indicate that an extension of their senses is a pretty good starting place for the processes and results in which they are interested. Replicating or improving natural processes will be inherently interesting to them.

They bring this orientation to other parts of their lives, too: this is especially relevant to any organization concerned with the environment and ecology.

They are the type of people who will support campaigns that focus on the effects of adverse environmental impacts on human societies. They are activist in the nature of their concern about preventing damage or rectifying past damages.

Their desire to learn more about everything can be translated into behaviours which use their action-orientated creativity in the service of the goals of the organizations or groups of people they support.

This desire for action can be seen as ‘meddling’ by some centrally controlled units or groups – but can be the basis for some very innovative and engaging activities if properly listened to by organizers.

It is important to know and remember that this ‘normal’ orientation means that most people in the UK – and more women than men – have the ability and the willingness to contribute to innovative action-orientated behaviours.

This values-based ‘fact’ is not a part of mainstream cultural understanding as applied to politics, management, charities, community engagement projects, and many other facets of social life.

The ‘normality’ demonstrated by espousers of this Attribute and the other highly correlated Attributes indicates that many of the stories we tell ourselves about the way the world works, which CDSM calls the Dominant Narrative, are misleading. Therefore the Dominant Narrative should be seen as a set of causative factors that lead to sub-optimal forms of organization and the processes they employ to achieve results.

These espousers can be termed typical of both the body politic, and the pool of employees whom employers seek to engage and involve in the achievement of results.

Artisan’ is a label - but in fact they are normal people. If they were recognized as normal, rather than ‘different’ - or people who are a bit artistic and make strange little things in their spare time - many organizations would look and feel very different.

These people feel normal, they don’t feel different – and in fact are more likely than average to get happily involved in the world around them; not stuck away in an ivory tower or engaged in some other unworldly pursuit.


Using Artisan

Demographic Skews:

1) Over indexed: Female

2) Under indexed: Male, 35-44

Artisan espousers also espouse other attributes. The top five most highly correlated attributes of Artisan espousers are, in order of the strength of relationship:

1) Creativity
2) Learner
3) Aesthetics
4) Novelty
5) Green Intent

In total those who espouse Artisan also over-index significantly on 39 other Attributes.

If "Artisan" (or the associated attributes) are important to you and you would like to delve more deeply, contact us at