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LEADING AND
 MOTIVATING
  CREATIVES
  By @Jeff_Goins
  #pcn11creative
WHAT IS A CREATIVE?
A CREATIVE IS...
“…someone who reveals truth, who sees & understands a need
 & articulates a solution in whole or in part, signposting what’s
                         next.” [Ian Finch]

 “...someone who is able to pull art (beauty) from life.” [Melissa
                            Greene]

      “Someone who dwells in possibility.” [David Ballard]

“…someone who uses the arts to intentionally communicate a
   story in an engaging and inspiring way.” [Drew Brown]
WHO AM I?
Kind of a cool dude.
STUFF THAT I’VE DONE
• Won     the 6th grade spelling bee.

• Peed    my pants... on purpose (in college).

• Traveled   the world.

• Lived   in a van.

• Started   a marketing team.

• Got   married.
STUFF THAT I DO
• Work    for Adventures in Missions (adventures.org).

• Tweet    (@jeff_goins).

• Blog   (goinswriter.com).

• Run.

• Read   a lot of books.

• Eat   a lot of Mexican food.
HOW TO LEAD CREATIVES


• Acknowledge     that creatives are different.

• Realize   that you need them to be different.

• Treat   them differently.

• Devise    a unique system to lead them.
THREE QUALITIES OF A
             CREATIVE


• Nonlinear

• Imaginative

• Introspective
CREATIVES ARE DIFFERENT
THREE STRUGGLES OF A
      CREATIVE


         • Productivity

         • Authority

         • Insecurity
CREATIVES ARE DIFFERENT
      You need them to be.
WHY YOU NEED CREATIVES


• No    process jams.

• See   what others cannot see.

• Not   limited by precedent.
CREATIVES ARE DIFFERENT.
You need them to be different. And you need to treat them
                        differently.
BEFORE WORKING WITH CREATIVES
   (READ THE WARNING LABEL)


               • Warning#1:
                Not process people.

               • Warning# 2:
                Not usually action-oriented.

               • Warning#3:
                Can be hyper-sensitive.
THE HARDEST PART
  (MANAGEMENT’S PERSPECTIVE)
• “Focus is the hardest part. Ideas are great but they can also be
 a distraction. Be crystal clear on the main outcome you're after
 and then give them the freedom to be creative.” -John Morgan

• “The hardest part in working with a creative [is] to provide
 enough structure to help and challenge while not inhibiting,
 discouraging or placating. Helping a creative to share ownership
 or give up ownership is a challenge.” -Rich Kirkpatrick
THE HARDEST PART
          (CREATIVE’S PERSPECTIVE)

• “With writing or art, any creative field really, people get
 frustrated with deadlines because creatives have to think and
 work through things--it's not a push button job.” -Erica
 Cosminsky

• “For me, the hardest part about being a creative is putting my
 heart into the creation of a designed piece that I feel serves
 the market well only to have it picked apart by people who I
 feel are not qualified to do so.” -Frank Burder
THE HARD TRUTH




        “I am unmanageable, avoidant, and lazy.
I need a strong system around me or everything fails.”
                     -Julien Smith
YOU NEED A SYSTEM.
   And it needs to actually work.
A SYSTEM TO CAPTURE
  CREATIVITY (WHAT YOU NEED)

• Translators.

•Aprocess that works for the
 whole team.

• Limitations    to spark
 creativity.

• Fun.
WHAT I LEARNED ABOUT MYSELF
       This is where I get profound...
WHAT I (THE CREATIVE)
            NEED TO DO


• Acknowledge    the Resistance.

• Put   myself to work.

• Give   myself freedom to play (once in awhile).
TAKEAWAYS FOR MANAGERS
         AND CREATIVES
• Beware   of the pure artist.   • Bewareof unrealistic
                                  expectations.
• Beware of the head-in-the-
 clouds creative.                • Beware  of a lack of
                                  translators.
• Beware  of the creative
 narcissist.                     • Beware   of the lone genius.
SUMMARY

    • Creatives   are different.

    • You need them to be
     different.

    • Treat   them differently.

    • Youneed a system to
     capture creativity.
RESOURCES

• Making   Ideas Happen by Scott Belsky [for managers]

• The War    of Art by Steven Pressfield [for creatives]

• The99%.com     [for anybody]

• Linchpin   by Seth Godin [for artists and entrepreneurs]

• Orbitingthe Giant Hairball by Gordon MacKenzie [for
 creatives]
PHOTO CREDIT
                  (CREATIVE COMMONS)

•   http://www.flickr.com/photos/   •   http://www.flickr.com/photos/
    aegishjalmur/                      33852688@N08/

•   http://www.flickr.com/photos/   •   http://www.flickr.com/photos/
    juhansonin/                        orangeacid/

•   http://www.flickr.com/photos/   •   http://www.flickr.com/photos/
    eschipul/                          hisgett/

•   http://www.flickr.com/photos/
    newtown_grafitti/
QUESTIONS?
@jeff_goins | goinswriter.com | facebook.com/goinswriter

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How to Lead and Motivate Creative People (Including Yourself)

  • 1. LEADING AND MOTIVATING CREATIVES By @Jeff_Goins #pcn11creative
  • 2. WHAT IS A CREATIVE?
  • 3. A CREATIVE IS... “…someone who reveals truth, who sees & understands a need & articulates a solution in whole or in part, signposting what’s next.” [Ian Finch] “...someone who is able to pull art (beauty) from life.” [Melissa Greene] “Someone who dwells in possibility.” [David Ballard] “…someone who uses the arts to intentionally communicate a story in an engaging and inspiring way.” [Drew Brown]
  • 4. WHO AM I? Kind of a cool dude.
  • 5. STUFF THAT I’VE DONE • Won the 6th grade spelling bee. • Peed my pants... on purpose (in college). • Traveled the world. • Lived in a van. • Started a marketing team. • Got married.
  • 6. STUFF THAT I DO • Work for Adventures in Missions (adventures.org). • Tweet (@jeff_goins). • Blog (goinswriter.com). • Run. • Read a lot of books. • Eat a lot of Mexican food.
  • 7. HOW TO LEAD CREATIVES • Acknowledge that creatives are different. • Realize that you need them to be different. • Treat them differently. • Devise a unique system to lead them.
  • 8. THREE QUALITIES OF A CREATIVE • Nonlinear • Imaginative • Introspective
  • 10. THREE STRUGGLES OF A CREATIVE • Productivity • Authority • Insecurity
  • 11. CREATIVES ARE DIFFERENT You need them to be.
  • 12. WHY YOU NEED CREATIVES • No process jams. • See what others cannot see. • Not limited by precedent.
  • 13. CREATIVES ARE DIFFERENT. You need them to be different. And you need to treat them differently.
  • 14. BEFORE WORKING WITH CREATIVES (READ THE WARNING LABEL) • Warning#1: Not process people. • Warning# 2: Not usually action-oriented. • Warning#3: Can be hyper-sensitive.
  • 15. THE HARDEST PART (MANAGEMENT’S PERSPECTIVE) • “Focus is the hardest part. Ideas are great but they can also be a distraction. Be crystal clear on the main outcome you're after and then give them the freedom to be creative.” -John Morgan • “The hardest part in working with a creative [is] to provide enough structure to help and challenge while not inhibiting, discouraging or placating. Helping a creative to share ownership or give up ownership is a challenge.” -Rich Kirkpatrick
  • 16. THE HARDEST PART (CREATIVE’S PERSPECTIVE) • “With writing or art, any creative field really, people get frustrated with deadlines because creatives have to think and work through things--it's not a push button job.” -Erica Cosminsky • “For me, the hardest part about being a creative is putting my heart into the creation of a designed piece that I feel serves the market well only to have it picked apart by people who I feel are not qualified to do so.” -Frank Burder
  • 17. THE HARD TRUTH “I am unmanageable, avoidant, and lazy. I need a strong system around me or everything fails.” -Julien Smith
  • 18. YOU NEED A SYSTEM. And it needs to actually work.
  • 19. A SYSTEM TO CAPTURE CREATIVITY (WHAT YOU NEED) • Translators. •Aprocess that works for the whole team. • Limitations to spark creativity. • Fun.
  • 20. WHAT I LEARNED ABOUT MYSELF This is where I get profound...
  • 21. WHAT I (THE CREATIVE) NEED TO DO • Acknowledge the Resistance. • Put myself to work. • Give myself freedom to play (once in awhile).
  • 22. TAKEAWAYS FOR MANAGERS AND CREATIVES • Beware of the pure artist. • Bewareof unrealistic expectations. • Beware of the head-in-the- clouds creative. • Beware of a lack of translators. • Beware of the creative narcissist. • Beware of the lone genius.
  • 23. SUMMARY • Creatives are different. • You need them to be different. • Treat them differently. • Youneed a system to capture creativity.
  • 24. RESOURCES • Making Ideas Happen by Scott Belsky [for managers] • The War of Art by Steven Pressfield [for creatives] • The99%.com [for anybody] • Linchpin by Seth Godin [for artists and entrepreneurs] • Orbitingthe Giant Hairball by Gordon MacKenzie [for creatives]
  • 25. PHOTO CREDIT (CREATIVE COMMONS) • http://www.flickr.com/photos/ • http://www.flickr.com/photos/ aegishjalmur/ 33852688@N08/ • http://www.flickr.com/photos/ • http://www.flickr.com/photos/ juhansonin/ orangeacid/ • http://www.flickr.com/photos/ • http://www.flickr.com/photos/ eschipul/ hisgett/ • http://www.flickr.com/photos/ newtown_grafitti/
  • 26. QUESTIONS? @jeff_goins | goinswriter.com | facebook.com/goinswriter

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