Being a good creative partner/leader/director/whatever…means something different to everyone. For me, it’s always meant this:
I’m supposed to unlock whatever it is inside the makers of things; that stuff that drives us to create, whether it’s physical products, art, software, music, anything, and expose it.
I’m supposed interpret that inner magic that drives people to do stuff – like launch apps and websites, make movies, manufacture KISS action figures (a guy can dream) – and somehow express that fundamental character in plain language that can be used as a guide toward even more creation, often complex collaborations with a range of creative and tech types.
Some people give that magic the very middling and belittling label of brand. Well, in my view, brands are things people fight to ignore on TV and everywhere else the marketers are trying to distract them. People don’t care about brands, they care about experiences that help them along their paths, stuff that they can make part of their magic.
But character can’t be ignored; character can only be demonstrated and felt. So that’s what I’m after, that’s what I aim to unlock as a creative partner.
We’re all guilty of straying from our fundamental character, sometimes for decades at a shot. But we can get it all back, one bite at a time, as long as we’re hungry enough.