Becoming an Independent Creative Director
Five Skills to Being Your Own Best Boss
Some people are comforted by the security of working at an agency or design firm. I can understand wanting to focus on the craft of design rather than worrying about the hassle of getting clients and running a company - but I believe you can earn more money and be more fulfilled by creating your own business. After years of work, I've never found security in working for someone else. And I've seen so many shops lose a big account, necessitating the firing of half their staff. Rather than relying on one boss, I'd prefer ten clients with separate revenue streams, in charge of my own destiny.
Salesmanship
Salesmanship tends to be avoided as a term and a practice, but it’s the lifeblood of our work. I believe it's the single most important skill for cultivating a thriving business. I've found that work is won based upon personality and tenacity first, talent second. Be outgoing, enthusiastic and most importantly, be yourself. If a client likes you and believes you'll work harder than your competition, that's worth a lot to them. Great work doesn’t just come to you; you've to be fearless and go get it. Remember - you miss 100% of the shots you don’t take. If you want a particular client more than anyone else, you're qualified and you're willing to put in the commensurate effort, the business will come to you. I believe that there's always a way - it’s just a code that needs to be cracked.
I remember how demoralizing it was to break into LVMH. I called countless times, dropped off neatly wrapped sample packages with handwritten notes; after months of being ignored, I was utterly dejected. I didn't stop trying, and finally I got in to see the the buyer. To our mutual surprise, we hit it off! Looking back I think that she took a liking to me because I was so tenacious. She knew how badly I wanted to work with her and was flattered; she was in the position to make my dream come true, and she did. Designing for the world’s greatest luxury company is a badge I wear proudly, extra sweet because I got there on my own.
Discipline
I go to my office everyday and put in my time. Could I work from home, or cut back the the number of days that I work? Probably. But I thrive on routine. And the discipline involved with showing up every day helps me take myself seriously. Being in the office consistently allows me to stay involved with the design process and stay on top of business requirements. Clients take comfort in knowing where to find me. Every day I handwrite a list of all the jobs currently in production. I detail the short-term and long-term goals for each project. I also list out what prospects I'm working on. It’s a daily meditation, a way of organizing the present, and manifesting an abundant future. I take my work seriously, and as a result, others take me seriously.
Expertise
In order to convince a prospect that you're capable of doing their work, you have to know more about some aspect of their business than they do. You don’t need to know the most, or be the best qualified, but you’ve got to have an area of expertise so that they'll trust you. I was a printer before I became a creative director. The first design job I was awarded by Estee Lauder involved complicated printing specifications. The client was fearful that the other, more experienced designers wouldn’t be able to get the technical aspects of the printing right, so I was awarded the business.
Passion
Have passion, a love of your craft, of people, and of life. If you are enthusiastic, people will appreciate you. Clients hire you for a fresh point of view, so don’t hesitate to bring it. Work constantly, even if you don’t have a paying job. Work for work's sake, work for fun, show people what you can do. I've seen so many passion projects such as test photoshoots, films and ad concepts become inspiration for campaigns, promotions and products. One of my passions is art, so I go to the Metropolitan Museum of Art in NYC at least once a week. I study and go on pilgrimages to see works around the world to see what I’ve learned about firsthand. The art I absorb influences the work I create. Clients love to learn about your inspirations and deeper meanings behind your designs. Passion is infectious. If you're inspired, clients will connect more fully with your work.
An ability to collaborate
Successful creative directors are comfortable being in charge. Your primary tasks are project manager and client liaison. You are no longer a designer with a specific task; you are the project foreman with the whole vision under your jurisdiction. This requires hiring the appropriate help, deligating the tasks and managing the process. Curation is an art form: partner with the best possible talent you can get. If you surround yourself with right team you will have less to manage, you will learn more, your work will improve and you will be free to go after other projects.
In closing: What you really need to get started is a client. You don’t need a fancy website, great portfolio, perfect resume, business card, clothing, a design diploma, a stockpile of cash or even an office. All you need is the ability to convince someone to give you a chance. I launched my business with the 50% deposit collected from my first job. Go get em!