Wait, what does a writer even do?

A good writer is a critical thinker, not just about which words perform best in which places, but about everything. No fluff, fillers, or hidden ingredients. A good writer will ensure this. In fact, you seriously shouldn’t start thinking without a writer in the room.

Begin with language. When interviewing a writer (even of the curious, introverted sort) they should be articulate. Timing, confidence, cadence and musicality, these qualities will prove their value from the first word, because when something is written well, it does more than communicate—it sings.

When you hire a Creative Director, all the above remains true, but the brand comes into play. Supporting a brand means adopting a consumer mindset and donning their shoes. At this very moment, where is this reader, and on what device? We say reader (singular) because at any given time, only one person is reading what we’ve written down. So our list is growing. Writer, thinker and advocate—for the consumer and the brand.

Speaking to the essentials, placing a writer in the CD role will create an anchor point for strategic goals, company-wide. If something is worth implementing, it needs to be articulated clearly to both internal and external teams. (This costs nothing.) A true writer will listen first, and listen well. If there are flaws, weak points or pitfalls, this is where they will arise. (See also: Critical thinking.) Once an idea is solid, it can be communicated boldly.

You've heard it said that readers are leaders, but I’d rather follow the person who wrote the book. So to close, consider the writer as a core element of the C-suite, be it ECD, CCO or VP of Brand. This person will be responsible for creative articulation on behalf of the company—but even more so—for ensuring creativity, humanity and relevancy remain at its core. Find this person, and they will define your brand. Maybe that’s why you need a writer.

They can add zeros faster than anyone else.

#leadership #brand #copy