I know so many incredible writers and illustrators who are doing amazing work, but they don't always have the resources or opportunities to get their work in front of people.
This article was written by Sheik Akij, MBA student and graduate assistant for Center for Entrepreneurship and Innovation at University of Baltimore.
When John Butler, MFA '26 founded Totem Jou Publishing, his goal was never simply to publish books. He wanted to create opportunities for writers, illustrators and creatives whose work often went unnoticed. What began as a passion for storytelling eventually became something much larger—a growing business, a platform for emerging creators and a personal journey into entrepreneurship.
By partnering with the University of Baltimore's Center for Entrepreneurship and Innovation (CEI), Butler gained more than exposure for his venture. Through mentorship, entrepreneurial training and participation in the annual Rise to the Challenge pitch competition, he developed the skills, confidence and leadership mindset needed to transform a creative vision into a sustainable business. He walked away a winner with thousands of dollars in seed funding.
The inspiration behind Totem Jou Publishing emerged from Butler's experience as a writer and graduate student in the University of Baltimore's MFA program in Creative Writing and Publishing Arts. Throughout his time in Baltimore's creative community, he encountered talented writers, illustrators, graphic designers and artists whose work often struggled to gain visibility despite their talent.
"Baltimore is oozing with creatives," Butler said. "I know so many incredible writers and illustrators who are doing amazing work, but they don't always have the resources or opportunities to get their work in front of people."
Rather than focusing solely on publishing his own projects, he envisioned a company that would help other artists share their work while maintaining ownership of their intellectual property. That vision became Totem Jou Publishing, an independent publishing company dedicated to helping emerging writers bring their stories to life.
I wanted to create a model that wasn't so exploitative. I wanted creators to get recognized, get paid and keep ownership of what they create.
By the time Butler applied to and was accepted to participate in Rise to the Challenge, Totem Jou Publishing had already made meaningful progress. The company was preparing to release multiple titles, working with illustrators and editors, developing merchandise and building partnerships with local businesses and community organizations. The creative side of the venture was moving forward. The challenge was learning how to grow it as a business.
Like many founders, Butler understood his product and mission well. What he was still learning was how to communicate the business side of the company.
"I knew how to talk to creators. I knew how to talk to readers," he noted. "But I hadn't really learned how to speak in the business space."
That gap became one of the most important areas of growth during his CEI experience.
Through Rise to the Challenge, Butler was introduced to a structured process that included mentorship, pitch coaching and business development support. The experience challenged him to think beyond the creative aspects of publishing and examine his company through an entrepreneurial lens.
For the first time, he was required to clearly define financial needs, growth opportunities, business strategies and long-term objectives.
"It helped me articulate what the company needed, what it costs to grow and how investment could accelerate that growth," he said.
The process forced him to put structure around ideas that had previously existed primarily as vision and ambition. As he refined his business plan and pitch materials, he developed a stronger understanding of how to position Totem Jou Publishing not only as a creative project, but as a viable business.
A key part of that development came through CEI's mentor network. Butler worked closely with two of CEI’s trusted mentors, Phil Masielo, founder and CEO, CrunchGrowth and Ron Stubblefield, the Greater Cincinnati Foundation's director of housing and place-based initiatives, who helped him strengthen both his business strategy and presentation skills.
Masielo who is a serial entrepreneur and growth/e-commerce strategist, became an especially important influence.
"He was one of the first people outside of my family and friends who truly understood what I was trying to build," Butler recalled.
That outside perspective provided validation, encouragement and strategic insight at a critical stage of the company's development. Stubblefield focused heavily on refining the pitch and helping Butler communicate his vision more effectively.
"He helped shape how I presented the business," he said. "Without that guidance, I don't know how well I would have performed that night."
The mentorship extended far beyond competition preparation. It gave Butler access to experienced professionals who challenged his thinking, strengthened his strategy and helped him see opportunities he might otherwise have overlooked.
While Rise culminates in a public pitch competition, Butler believed the greatest value came long before participants stepped onto the stage. Looking back, he described the competition as only one piece of a much larger developmental process.
"The competition is almost a guise," he said. "What CEI is really doing is helping students succeed in business."
Throughout the program, participants received access to resources that many early-stage founders struggle to find on their own. Mentors, business planning tools, pitch coaching, networking opportunities and professional development became part of the experience. Even the smaller details mattered. Professional headshots, practice presentations, one-on-one mentoring sessions and opportunities to connect with experienced entrepreneurs all contributed to his growth as a founder.
One analogy from Butler perfectly captured how he viewed the experience.
"They gave us the bike and the training wheels," he said. "Then, when competition night came, the training wheels came off."
For him, the real value was not simply preparing for one evening. It was getting ready for what comes next.
Perhaps the most significant lesson Butler gained was about himself. Before Rise to the Challenge, he primarily saw himself as a creator, writer and platform builder. The competition helped him recognize another role: leader.
As Totem Jou Publishing expanded, he found himself coordinating illustrators, editors, designers, vendors and community partners. Success depended not only on his own work, but on his ability to bring people together around a shared vision.
"I didn't realize how much of a leader I was until this experience," he said.
Standing on stage, representing both his company and the many collaborators who contributed to its success, gave him a new appreciation for the responsibility of leadership.
"It made me realize that everybody had done their part," Butler said. "My responsibility was to step up and bring it home."
That realization fundamentally changed how he viewed his role as an entrepreneur.
When Butler ultimately received both the Crowd Favorite Award and the evening’s top honor, the Most Promising Business Award, the recognition carried significance beyond the prize money. It provided validation.
Until then, much of the belief in Totem Jou Publishing came from close friends, family members and collaborators. The competition offered something different—independent confirmation that others could see the potential as well.
"It showed me that this wasn't just my dream anymore," he reflected. "People who didn't know me personally believed in what we were building."
That validation strengthened his confidence and reinforced his belief in the company's future.
"It is impossible for me to feel like an imposter now," he said. "This experience showed me that we're really onto something."
For Butler, CEI's impact cannot be measured solely by awards, prize money or competition results. Instead, it is reflected in what he gained throughout the process: mentorship, entrepreneurial skills, business knowledge, professional connections, leadership experience and confidence.
The experience expanded his network, introduced him to new opportunities and gave him practical tools that continue to support the growth of Totem Jou Publishing today. Most importantly, it helped him see himself differently.
At the Center for Entrepreneurship and Innovation, success is not defined only by what students build. It is also defined by who they become in the process. For Butler, that process transformed a passionate creator into a confident business leader—someone prepared not only to publish books, but to build a company capable of creating opportunities for others. That impact extends far beyond a single pitch competition.
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