My updated Creative Ethos - my creative and leadership principles.

Its been nearly two years since I wrote my original article 'My Design Ethos - The Principles I Create By'. Looking back at this list now, it's amazing to see how much my perspective has changed in some critical ways and how much most of it has stayed the same. The biggest change has come in that I now see that almost everyone sees the value in creativity through methodologies like Design Thinking while very few people see the value in design which is why the title is now called my 'creative ethos.'

I originally wrote this because I've found that one of the most important things a leader needs to do is clearly articulate the standards of work and leadership they will hold everyone to. I've also found that this is something VERY few leaders, teams and companies do which is why there is a huge vacuum of real creative leadership today.

I tried to solve this problem by creating a list of beliefs which define key areas for me and my work. Over the years as I have gained more experience, led bigger teams and taken on bigger challenges and as a result, I've continued to rewrite and evolve this list. It is grouped it into five themes - Learn, Collaborate, Ideate, Craft, and Lead. I feel those cover the main areas that I and most creative need to focus on to be successful. These things are purposely meant to be simple statements, and none of them are rocket science but setting them as the expectations seems to be something that is rocket science. I have found that they give you and your teams something that will bond and strengthen them through a common purpose and identity.

Inclusive Creativity. Creativity doesn’t come from having a job title or being part of a specific team. Everyone works with the team and our clients to create value through ideas.

Aggressive Optimism. I push myself and my teams to find new ideas and see possibilities where others only see problems.

Humanity Matter. I create cultures where we value interpersonal skills, and everyone supports each other to activate the best in each other.

Fail fast. Teams don’t have innovative ideas by knowing where they are going so I have them think, design and iterate quickly to find problems early and succeed sooner.

A Student And A teacher. I seek out new ideas, viewpoints, and more so I never stop learning and share what I’ve learned with my teams and through my podcast and speaking engagements.

Never Stop Asking ‘Why?’. I ask ‘why’ to understand the purpose, cause, and belief behind every decision.

Be The Customer. I immerse myself in my customer's world so I can create thoughtful, human and elegant experiences that solve real problems.

Design Is A Byproduct of Creativity. Problem-solving using creativity is a universal power. Design is the visual expression of that problem-solving.

Ideas Over Executions. I create work that moves consumers through authentic, meaningful and strategic ideas - not trendy technology or production executions.

A Cover Band Never Changed The World. I build cultures that empower teams to create original ideas - not copy what others have done.

Creativity Is A Blue-Collar Profession. Great ideas are a lot of hard work, and everyone creates those ideas differently. I build cultures that value and grow everyone’s unique creative process.

Everything Is Our Job. On my team, it’s all your job and nothing is beneath anyone. We are all here to work together to create the future.

Walk Your Talk. On my teams, what we say and how we bring those words to life matters. To gain the trust and inspire action our actions always match your words.

Everyone Creates Our Culture. On my teams, everyone is also accountable for creating, growing and owning the team's culture.

Respectful and Confident But Not Delicate. Breakthroughs happen when the team takes risks, trusts their instincts and speaks their mind - not when they tiptoe around each other or our clients.