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Culture, trends, music, art — all exist because of the creative efforts of those passionate about pursuing them. When harnessing this creativity for business, you may need to approach management in a different way. Whether it’s giving them the space they need to exercise that creativity or balancing that with the right rules and restrictions, leading creative talent should be given special thought if you want them to achieve their best work.
Whether it’s marketers, musical artists or any role in between, the business leaders of Rolling Stone Culture Council know not only what it means to be creatives but what it means to manage them as well. Consider their best advice below to lead creative talent well and unlock all the talent these employees have to offer.
Listen to Understand
My best tip for leading and managing creative talent is to listen. Understanding their approach, outlook and process helps you communicate in a way that yields the outcomes you’re both seeking. – Nicole Plantin, Soeur Agency, LLC
Balance Expectations and Autonomy
The key to leading creative talent is balancing clear expectations with creative autonomy. Success comes from understanding that creative work is deeply personal while providing gentle guidance rather than rigid mandates. By communicating needs clearly while respecting the emotional investment in their art, leaders can build trust and empower creators to deliver their best work. – Brianne Dezzutti, Higher Collective
Treat Them Like Strategic Partners
Leading creative talent requires balancing vision, trust and empowerment. Give them space to take risks while aligning their work with significant objectives. They are strategic partners, not service providers. Encourage autonomy, set up guardrails and invest in their growth. Creativity thrives where it’s nurtured, not dictated. – Bill Hobbs, Epiphany Collective
Define the Right ‘Domain of Creativity’
Many creatives have a sphere or domain in which they want to be creative (say, graphic design) and then other areas where they often do not (say, promotion). Do you know which is which? Musician and producer Brian Eno notes that limitations can be a source of creativity. They can also be a source of comfort for many artists. Defining the right “domain of creativity” for a given artist or creative is key to success. – Jed Brewer, Good Loud Media
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Avoid Conventional Managerial Tactics
We creatives are a funny lot. Creativity is an essential element for our freedom to express many aspects deep within us. It is best not to inhibit that with conventional managerial tactics. Provide constructive feedback, yes, but allow autonomy, empowering us to explore our creativity without feeling constrained. – Mark Paulda, Mark Paulda & Co
Encourage Creativity as Part of Your Culture
Creativity is the most lucrative resource in your company. Creative talent needs to feel supported and uplifted and be given the resources and tools they need to thrive. Creative talent exists in more realms than just marketing or editorial — accountants and CEOs should be equally creative. Remind everyone that creativity is a part of your ethos, and you’ll keep them invested and inspired. – Lindsey Bartlett, Fast Buds
Keep It Simple and Relinquish Control
Keep the goals simple, make the talent aware of them and let the creative and creator drive. Don’t try to meddle. – Sam Saideman, Innovo Management
Set a Clear Vision
Creativity thrives on trust and autonomy. Leaders who set a clear vision to experiment, fail and innovate can drive the best results. Encouraging risk-taking, giving constructive feedback and recognizing talent fosters an environment where ideas evolve beyond individual contributions. Innovation often happens when people have the freedom to challenge ideas and create with confidence. – Nisaa Jetha, Impact for SDGs
Allow Them the Space to Thrive
With creative talent, you must allow them the space to thrive without much oversight. There needs to be space for them to innovate and create for you without feeling like they are being managed. This is the sweet spot for creation and true growth. – Nathan Green, New Level Radio
