"But don't you miss being creative!?" Lessons learned going from graphic design to creative management.

Earlier this year I joined the lovely design folks at the Association of Registered Graphic Designers (RGD) to be part of their In-House Perspectives Webinar on Design Management. My topic of choice was "Can you be in management and still be a creative person?" (I can already hear the internet being deeply divided on this one). Now my talk was only 10 minutes so I only really scratched the service. I decided to write this article in order to explore the topic a bit more and share some of my thoughts.?

But even better than my scattered brain waves are the brilliant insights of some well-established creative?leaders who were kind enough to share their input.?

Some very smart people who have managed teams on amazing projects for brands such as Invision, Adobe, Deloitte, Rogers and Four Season Hotel.

So thank you, Stephen Gates, Adam Morgan, Stüssy Tschudin, and Deborah Peterson.

Spoiler alert.?They also believe that yes, you can be creative in management. It just might look a bit different than what you imagine.

Don’t you miss being creative?

I remember I was working late one day in my office when a colleague walked by. “Working late?” She said.

“Yeah. Just a few emails to wrap up” I said glued to the problem in front of me.

There was a slight pause and I could sense her question bubbling up to the surface.

After a long pause, it finally came out.

“Don’t you miss doing anything creative?” she said.

Ow.

Whenever I mention the word “management” to other creatives I see the look in their eyes. I feel they’re about to set up a candlelight vigil. In their eyes, I’ve been lost to the land of PowerPoint and Excel sheets. A drift in an ocean of endless meetings with bad coffee ( ok, the coffee can be pretty bad. You got me there). This was my perception of management as well when starting out as a graphic designer. Being creative meant doing the work of graphic design only.?The Craft of design itself. That's where the real "creative" work was to be found.

However, over time this sharp-edged criticism began to soften. Now after a number of years of managing creative teams, I think maybe it's time we reframe this view of what a creative career is and isn't.

My worry is this collective belief that creative careers are only found within doing "the craft" of the design itself is limiting professional growth and opportunity.

At best we risk missing out on different kinds of creative experiences and challenges we didn’t even know existed.

At worst, we never discover the next generation of creative leaders who inspire others and help businesses embrace creative thinking.

In my own transition from graphic designer to a manager, I have experienced creative fulfillment in leading and building teams.?

The best way I can describe it is moving from a solo act to a full team sport.

From cook to a restaurant owner. From acting to directing.

I've enjoyed steering a larger vision for the department, overseeing the ongoing development of an entire brand, and finding ways to make my team enjoy their work more and find job fulfillment. The job may be less hands-on than before, but I really enjoy the collaboration with the team. Giving them guidance when needed,?a push, suggestions and (hopefully) just some good advice.

Then get the hell out of the way and watch them do magic.

But enough of what I think.

Below are some great reflections and nuggets of wisdom from some of the top thinkers in creative leadership.

Whether you're new to managing a team, have some experience in it,?or thinking about whether it's for you, these insights are a must-read.

Adam Morgan Executive Creative Director at Adobe

Host of Real Creative Leadership Podcast (which is awesome)

Author of Sorry Spock Emotions Drive Business.

I absolutely still get creative fulfillment. But it’s different. As a leader, it’s more about crafting the larger brand narrative and messaging rather than creating an individual email or ad. And it’s directing major campaigns and vision rather than one-off projects. I also still write articles, design shows, and direct videos, just not as often. But don’t let the creative itch keep you from growing as a leader. We need more creative leaders in business who aren’t afraid of pushing companies to create more emotional and human experiences. Far too often, creatives crawl back to the creative cave for the craft thinking that is the only creative outlet. For some, that’s fine. But as an industry, it hurts us if everyone wants to hole up and just focus on the craft. We need creative leaders who can find fulfillment in a larger vision for companies to be more creative. Don’t just be a creative manager or creative director. But become a creative leader, craft a vision, and plan for your company to use creativity better. You have to lead and create that foundation for other creative minds or the industry will never change.

Deborah Peterson Director, Head of Agency at Deloitte

creative managers (or directors still do creative work??Yes, you can, and you should. But let me clarify what I mean - it’s about perspective and balance. If you are a practitioner who is now in management it may be difficult to let go of the reins. We’ve spent a career becoming excellent at design, and probably love it in a way that others can’t understand (those who have lovingly run their fingers over letterpress get what I’m saying). When you reframe management in your head from just pushing paper and getting out of the way into a role that sees opportunity where others don’t by finding the hidden problems to solve, you can set your team in a direction that didn’t exist before—and many times these directions can be bigger than an infographic docket request. Don’t forget, you now have a view and influence into the organization you didn’t have before. Never let your problem-solving nature go. It’s what made you good in the first place, and it’s what will make you a better creative manager for those working for you. If you’re not there finding the good problems to solve, pushing back on dumb work, then who is there to find outstanding work for your teams to sink their teeth into? And can you help ideate and provide at least one direction at the beginning with them? Yes. Especially if it is important work. Most likely they are looking for your guidance and enthusiasm. Just know when to quietly move away and let the new pros bring this one home. Balance and perspective. But maybe still keep that side or personal project so you can continue to use the muscle. It will dull if you don’t keep it active—and that leads to a less effective creative manager.

Stüssy Tschudin Principal at Forge Media + Design

Member Academician, RCA (Royal Canadian Academy of Arts)

forgemedia.ca

As a director or manager, it can often be hard to see the creative work we do, but the way I see it is that we guide our teams on the creative journey. While I may not sit at my computer using Photoshop, InDesign or Figma to design as much, the creative input is achieved in different ways. I am enjoying the process of being a resource and mentor to my designers. This includes asking the right questions during brainstorming sessions, but also participating and bringing my own thoughts and ideas to the mix. Then during the design process, I may only be involved by sketching some of my ideas out and having others flesh out the designs, but again, guiding my team and helping them produce the best and most creative work possible, is a very fulfilling experience as well. And lastly, I keep a few small design projects to myself every year, just to get the fun of designing from scratch alive (this may be our Christmas card or some other smaller side projects). Ultimately, to me the rewarding part is, to pass on my knowledge, inspire and challenge my designers and get us collectively to produce some amazing work for our clients.

Stephen Gates?Founder CRZY Design

Host of The Crazy One podcast Listening to this is a must. (IMHO)

International keynote speaker

Leadership is being the most confident uncertain person you can be.

Yes. You can be a creative person, you just design and create different things

Great leaders leave space for their teams to learn and grow.

Understanding when to lean in heavy on creative direction (full hands-on mode) and when to gently nudge,?guide and coach.

Find a balance between over-directing your team members and giving too much leniency.

I've had the good fortune of getting some very sage advice from Stephen in the past.

During one conversation in particular he said something which has stuck with me.

"Not many people understand what leadership is or don’t realize the skills they have can be a great fit for leadership. Plus no one trains you on managing or leading as you make your way up the ladder from designer to art director to team lead to manager. You're in the dark".

This pretty much sums up the career transition from designer to manager perfectly.

Like all professional pursuits, no journey worth taking is without its scrapes,?bruises and being lost in the dark at times.

Over many years of making mistakes, asking for help and just being open to new opportunities, I've found enjoyment in managing and leading teams.

It's definitely not what I originally imagined. But it's definitely creative.?

J