Alternative marketing thinking


Making Working Together Work

David Sherwin at Change Order blog has an interesting post on why we in the design, advertising and creative businesses need to collaborate more with people. Here is his interesting little list of whys and watch outs …

1. Great ideas, with proper nurturing, attract the support of others. This holds true for creative organizations that strip personal politics out of the design process. People want to help your work succeed (if you’re generally nice to them).

2. Collaborative making is a sign of maturity in your portfolio. I respect nothing more than seeing a designer’s portfolio stuffed with killer creative work, chased by a presentation where the designer talks about how they brought the unique strengths of each team member to bear on the work. The designer carries the vision, while the team supports it. Such a designer can become a leader.

3. Great teams know how to play jujitsu with client feedback and sell work through. A real red flag that comes up in interviews with designers is when they show their original concepts instead of what ended up being printed or went live. It’s not just on you to sell an idea. Your team will help you. And anyways, even an edited idea is “yours” when it contains the spirit of your intent for a concept.

4. You don’t own it anyways. Your company owns your ideas. Then, after the client pays you for them, they usually own it (or a license to it) forever. So once those ideas come out of your mouth, they’re no longer yours.

Now, with this said: Great ideas still need to be on brief. And you need to be on a team where you’re all on equal footing. Here’s a few situations regarding team dynamics that you should look out for.

Voice your intent before starting a team engagement. Before you start working a project as a team, say out loud exactly how you want it to play out. “First, I’d love for us to share our ideas with no editing for an hour or two. Let’s have fun! Then, we’ll take a walk, come back, and relate the ideas we’ve brainstormed back to the brief… and maybe see if one or two of them can be merged into something even better.” You’d be surprised how voicing your intent, along with an attitude of real humility, can blow the roof off a brainstorm.

Great ideas come from the bottom up, not top-down. If your creative director keeps on handing your team ideas and tells you to execute them as is, you should consider going somewhere a little more democratic. You’ll learn by example, but not by doing the work. Great designers know how to follow the thread of a glimmer of an idea through into the full-blown work, molding feedback into it.

If you keep failing to land an idea, there is likely a clear reason. But it may hurt when you figure it out. If you brainstorm in teams, and you come up with a ton of ideas that end up getting discarded at the end of the process, then you need to consider why your work isn’t getting support. It may have been because you were off-brief or just didn’t connect with the audience on an emotional level. Or, most likely, you didn’t describe your ideas clearly. Lack of articulation is the number one killer of great ideas.

Don’t fluff yourself for being a “creative type.” The number two killer of great ideas? Preening yourself regarding creating the idea after you present it. I’ve worked at places where there was a note in the employee handbook that said, “No divas.” Those rules are enforced with an iron hand, and for good reason. Such behavior keeps people from sharing the most valuable commodity in any creative agency: themselves.


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