We Need to Treat Creatives Like Chefs, Not Line Cooks

What happens when you walk into a gourmet restaurant??

Do you dictate the chef's every move or trust their expertise to serve you a memorable dish??

Inspired by a thought-provoking episode of Timm Chiusano 's podcast, LONGWINDED BY NATURE, a realisation dawned upon me. He mentioned the importance of not treating creatives like line cooks, which struck a chord.?

It got me reflecting on the numerous instances where clients confined creatives and not giving them the scope to utilise the skills they are being paid for. It's akin to walking into a restaurant and dictating the chef's recipe and the cooking method. Would you expect a culinary masterpiece in such a scenario? Probably not! It's irrational to pay for gourmet and receive a pub-style meal.

Now, don't get me wrong. There's an undeniable charm in a well-cooked takeaway meal. However, when engaging a creative, you are investing in their creative thinking and skills, not just their ability to operate a camera or use Photoshop. Anyone can learn to film, edit, or design, but creative thinking? That's the premium you're paying for.

That being said, there's a delicate balance to maintain. As a client, understanding the goal of the project, its needs, and its applications is crucial because some level of restriction can indeed drive creativity. If you're investing a substantial amount in having something created, it's vital to allow the creative the freedom to develop a concept that meets your needs.

In the background of all this is the essence of why you pay a premium for creative thinking. It's about specialising, about focusing on a specific industry or discipline and deepening expertise in that area. It's about replacing one-sided presentations with interactive conversations, fostering deeper relationships, and better understanding clients' needs.

In the background of this discussion lies a broader theme: the value of specialisation. When you engage a creative, you're tapping into their specialised skills and knowledge. It's about recognising and valuing specialised expertise.?

When you engage a professional, you're not just paying for a service but investing in their unique insights, experiences, and innovative solutions. This expertise is what sets them apart and is the very reason they command a premium. It's about understanding the unique value they bring to the table and respecting it.

In essence, a client and a creative relationship should be a collaborative partnership. It's about open conversations, mutual respect, and a shared vision.?