When we started Generator, we wanted to provide a full-featured web-based system that would give artists and authors the tools to run their own business. We targeted the middle class, believing they were the most under-served, and most likely to embrace the world of independence.

We also felt that, with the tools and the know-how, artists and authors would be empowered to pay us to help them market their sites. Instead of paying massive fees for services, that had no connection to sales, we wanted to help drive sales.

That may have been a great plan for five years ago. Probably would have made us rich.

It won't work today. So we are shifting our focus.

Here's why it won't work. And how we are shifting our focus to do it better.

1. There is no such thing as the middle class in the publishing world.

My friend at Indie Heaven, Keith Mohr, knows more about the indie world in his pinkie finger than I know in my whole body. When I asked Keith what services indie artists would be willing to pay for, he basically said none. He said all indies want to eventually be stars, and they are are all looking for the big leap forward — not the baby steps to build it slowly (but surely).

He was right; I was wrong. Even the so-called stars have almost no cash — and especially in a recession. Everyone is living month to month, maybe even date to date. Eighty to 90% of all revenues are cash, and are being collected at concerts. A web site, in their eyes, is not worth paying for. They are wrong, in my opinion — but money talks and you know what walks.

2. Artists won't do the work.

Did Michael Jackson have a Twitter feed?

Okay, there are exceptions. But they prove the rule. Artists have a hard time focusing on what is right in front of their nose. Asking them to post to their blog every day, do a Twitter feed, check in to the message boards, schedule upcoming content, edit and post photos, process and post videos, and ship merch, books, CDs and songbooks — come on! That's a full time job, and frankly, it's not the job they are built to do. More importantly, it's not the job they WILL do.

This is why there were labels, managers and promotions companies. Artists won't do it, and it really doesn't matter why! The great philosopher, Confucious, said, Don't fight battles you cannot win. So we are not fighting this battle anymore. Some of our clients will do the work because it's in their genetic code. The others need our help to fill in the gaps. The problem is getting paid to do it, and that leads to:

3. Find a need and fill it.

Every problem demands a solution. Or, to quote Einstein, Every force has an equal and opposite force. Sure, people want good looking sites — we love designing beautiful sites as much or more than the next guy. But what folks need today is marketing, sales support and customers!

So we are shifting to fill the need by beginning to advance our time and recoup that out of web sales and new product development. There will be some expenses, probably a monthly hosting fee. But it won't be thousands of dollars and we won't force you to pay the whole year up front. Best of all, when you make money, we make money. When you succeed, we succeed.

Instead of building silos, where every client must float their own boat out on the open seas, we are beginning to pursue shared content and a shared web store. We are also moving toward shared email lists and co-operative promotions between sites and communities.

Here's the pitch:

If you are an artist, author or creative content provider — or even a publisher — and you need help, we want to help. We won't try to sell you something you don't want, don't need or can't pay for even if you hit the lottery.

If you want a silo, be prepared to pay big bucks, and be prepared to go it alone on Day 2. Better yet, call Ticketmaster and sell your soul to them. They will be happy to bill you into six figures in fees and put all the onus on you to sell stuff.

We're not in the silo business anymore. We are in the community business. In the marketing business. In the sales business. We'll build your one-off site if you insist, but we think we can make you a better offer that will help your site remain fresh, keep the email marketing coming, make sure customers get what they paid for — fast — and have a plan to expand your customer base.