SlideShare a Scribd company logo
creative
differences
how to manage
creative teams
even if you’ve
zero creative
experience
Hannah Smith
Worderist.com
2000-2008
Inhouse
Marketer
(offline)
2008-2010
Tech SEO + a
little paid
search
2010-2016
Part of the
creative team
at Distilled
2016-2019
Head of
Creative at
Verve
2019
Founded
Worderist.com
Offering creative consultancy, training, and
one-on-one coaching to individuals, agencies
and inhouse teams to help them create more
effective content
A brief history of me :)
@hannah_bo_banna
Worderist.com
At this point I feel like it’s worth clarifying the creative space
which I most frequently play in
@hannah_bo_banna
Worderist.com
All content should be goal-driven:
what you create depends
on what you’re looking to achieve
@hannah_bo_banna
Worderist.com
I specialised in creating content
designed to generate coverage and links
on high-authority websites
this was created for PartyCasino,
we analysed forty years of box office data, to see which actors made the most profitable films
It generated linked coverage from over 120 sites
this was created for Lenstore,
it’s the world’s first gigapixel time lapse panorama of London’s skyline
It generated linked coverage from over 150 sites
this was created for GoCompare,
it’s a tribute to the modernist buildings we’ve lost to the wrecking ball
It generated linked coverage from over 200 sites
@hannah_bo_banna
Worderist.com
Today, some people call this Digital PR
(it’s been called lots of different things over the years)
@hannah_bo_banna
Worderist.com
Linked coverage is the core KPI for
the vast majority of my work
@hannah_bo_banna
Worderist.com
The KPIs for the content you create may well be different
@hannah_bo_banna
Worderist.com
That’s cool, I think that the stuff I’m sharing today
will be applicable, regardless of the
type of content you’re creating
@hannah_bo_banna
Worderist.com
In today’s session I’ll be sharing 3 lessons I’ve learned
about managing creative teams
@hannah_bo_banna
Worderist.com
Whilst I did have several years creative experience
prior to becoming a manager, I’m aware that many
managers of creative teams don’t...
@hannah_bo_banna
Worderist.com
As such, the lessons I’m sharing today
will hopefully also be applicable
regardless of whether or not you’ve previous
experience of working within a creative team
@hannah_bo_banna
Worderist.com
But first, a disclaimer...
@hannah_bo_banna
Worderist.com
I made a lot of mistakes as a manager
@hannah_bo_banna
Worderist.com
The lessons I’m sharing today are ones
I really wish I’d learned sooner
@hannah_bo_banna
Worderist.com
As such, I’m very aware that what I’m really
dispensing here is advice
@hannah_bo_banna
Worderist.com
the trouble is,
advice is a thorny topic
More on advice here:
https://worderist.com/2019/06/26/theories-of-transference-and-advisory-warnings/
@hannah_bo_banna
Worderist.com
The advice I’m offering is autobiographical
(it’s rooted in my experiences, not yours)
@hannah_bo_banna
Worderist.com
What I’m really doing here is giving advice to past-me
(or at least that’s what I would be doing if only time travel were possible)
@hannah_bo_banna
Worderist.com
As such, any & all advice I’ll be dispensing comes
with the following warning:
this advice may not be for you
@hannah_bo_banna
Worderist.com
So I recommend that you sit with this advice for a while,
& try to figure out whether or not it’s applicable
to your specific situation
@hannah_bo_banna
Worderist.com
My Dad says:
It’s a good idea to listen to advice,
but it’s not always a good idea to follow it :)
@hannah_bo_banna
Worderist.com
Ok, the background stuff & disclaimer stuff is done...
let’s do this thing!
@hannah_bo_banna
Worderist.com
Lesson I
It’s useful to know where your judgement is good,
& it’s important to know where it’s really NOT good
@hannah_bo_banna
Worderist.com
Towards the end of 2017,
someone asked me:
@hannah_bo_banna
Worderist.com
“How good are you at predicting whether or not a
campaign will be successful?”
@hannah_bo_banna
Worderist.com
& I realised I didn’t have a great answer
@hannah_bo_banna
Worderist.com
I thought I was good
@hannah_bo_banna
Worderist.com
But I figured I ought to find out how good or otherwise I really
was at predicting this stuff
@hannah_bo_banna
Worderist.com
So, at the beginning of 2018 I resolved to make a prediction
about how each campaign would perform
ahead of launch
@hannah_bo_banna
Worderist.com
How did I do this?
@hannah_bo_banna
Worderist.com
This stuff isn’t strictly binary,
so I created a scale
@hannah_bo_banna
Worderist.com
Scoring Band Number of Links
A more than 100
B 50-99
C 20-49
D 10-19
E fewer than 10
@hannah_bo_banna
Worderist.com
Using this scale, I began to make predictions about all of our
campaigns ahead of launch
@hannah_bo_banna
Worderist.com
How did I do?
@hannah_bo_banna
Worderist.com
“She who lives by the crystal ball
soon learns to eat ground glass”
~Edgar R. Fiedler, The Three Rs of Economic Forecastings: Irrational, Irrelevant, & Irreverent, 1977
@hannah_bo_banna
Worderist.com
I correctly predicted the outcome of
just 47% of campaigns
@hannah_bo_banna
Worderist.com
Which means I am wrong more often than I am right
@hannah_bo_banna
Worderist.com
So I’m wrong a lot… but how wrong am I?
@hannah_bo_banna
Worderist.com
Predictions which are out by:
one scoring band = a bit wrong
two or more scoring bands = very wrong
@hannah_bo_banna
Worderist.com
@hannah_bo_banna
Worderist.com
I wanted to figure out where my judgement was most
impaired, so I started cutting the data in different ways to
better understand where I was going wrong.
@hannah_bo_banna
Worderist.com
Can I spot a “winner”?
here I cut the data to look only at those campaigns which achieved either
Band A (100+ links), or Band B (50-99 links)
@hannah_bo_banna
Worderist.com
My predictions are far more accurate here,
but when I’m wrong, I’m very wrong...
@hannah_bo_banna
Worderist.com
@hannah_bo_banna
Worderist.com
Do I fall in love with my own ideas?
@hannah_bo_banna
Worderist.com
If the campaign is my idea how accurate
are my predictions?
@hannah_bo_banna
Worderist.com
I was surprised to discover I’m remarkably clear-headed
when it comes to my own ideas
@hannah_bo_banna
Worderist.com
@hannah_bo_banna
Worderist.com
If I “love” the idea, does it impact my predictions?
@hannah_bo_banna
Worderist.com
I recognise this might be tricky to parse
@hannah_bo_banna
Worderist.com
I made predictions based on how well I thought each
campaign would perform
@hannah_bo_banna
Worderist.com
high prediction ≠ love
Let me give you an example:
this piece revealed the most congested roads across the UK...
My prediction: Band A Results: 317 pieces of linked coverage
@hannah_bo_banna
Worderist.com
It’s a resonant topic in that pretty much everyone gets
annoyed about being stuck in traffic
@hannah_bo_banna
Worderist.com
It has reasonable breadth of appeal because
we can take this to both UK nationals and regionals
@hannah_bo_banna
Worderist.com
I feel pretty confident because I’ve seen other similar studies
gain coverage in the past
@hannah_bo_banna
Worderist.com
but do I love this idea?
nope
@hannah_bo_banna
Worderist.com
high prediction ≠ love
@hannah_bo_banna
Worderist.com
Back to the point:
If I love the idea, does it impact my predictions?
@hannah_bo_banna
Worderist.com
YES IT REALLY REALLY DOES
@hannah_bo_banna
Worderist.com
@hannah_bo_banna
Worderist.com
I don’t fall in love with my own ideas,
but I do fall in love with other peoples’
@hannah_bo_banna
Worderist.com
& the final piece of the puzzle,
how accurate are my predictions
if I don’t love the idea?
@hannah_bo_banna
Worderist.com
@hannah_bo_banna
Worderist.com
What did I learn?
@hannah_bo_banna
Worderist.com
It is nice for me to know
that my predictions are pretty accurate
for my own ideas, and ideas I don’t love:
@hannah_bo_banna
Worderist.com
@hannah_bo_banna
Worderist.com
It is really important for me to know that
I’m pretty terrible at making accurate predictions
if I love the idea
@hannah_bo_banna
Worderist.com
@hannah_bo_banna
Worderist.com
Knowing the circumstances where my judgement
is likely to be impaired, is really powerful
@hannah_bo_banna
Worderist.com
I now know I need to actively seek out and listen to other
people’s views when I’m pitched an idea I love
@hannah_bo_banna
Worderist.com
because in these circumstance,
their judgement may well be better than my own
@hannah_bo_banna
Worderist.com
I really wish I’d done this exercise sooner
@hannah_bo_banna
Worderist.com
So it won’t surprise you to hear that I strongly recommend
that you do this exercise yourself :)
@hannah_bo_banna
Worderist.com
Regardless of whether you’ve
20 years, or 20 minutes worth of creative experience:
start making predictions about the results
of your own work now
@hannah_bo_banna
Worderist.com
Scoring Band Number of Links
A more than 100
B 50-99
C 20-49
D 10-19
E fewer than 10
Create appropriate scoring bands, using whatever the
core KPI is for your content
(links were our core KPI, but the KPI for your content may well be different)
@hannah_bo_banna
Worderist.com
actually record your predictions!
@hannah_bo_banna
Worderist.com
When I came to run the numbers of my own predictions I
was shocked by some of bands I’d written down
@hannah_bo_banna
Worderist.com
Your memory is unreliable
@hannah_bo_banna
Worderist.com
each time we remember something,
we reconstruct the event
@hannah_bo_banna
Worderist.com
& we suppress memories that are painful
or damaging to our self-esteem
@hannah_bo_banna
Worderist.com
So actually write down your predictions :)
@hannah_bo_banna
Worderist.com
Give it a reasonable amount of time, so you’ve a
decently-sized data set; then go back and do some analysis
@hannah_bo_banna
Worderist.com
You’ll likely find that your judgement is
considerably worse than you thought it was
@hannah_bo_banna
Worderist.com
But that’s ok
@hannah_bo_banna
Worderist.com
It’s far better to know the circumstances where your
judgement is impaired
@hannah_bo_banna
Worderist.com
If you know, you’ll be able to do something about it,
& (hopefully) make better decisions
@hannah_bo_banna
Worderist.com
Then share your results with your team
& talk to them about what you think you’ve learned
@hannah_bo_banna
Worderist.com
Bonus tip:
get others on your team to do this too
(this might be particularly helpful if you don’t have tonnes of creative experience)
I suspect you’ll all learn a lot, plus it will likely lead to a bunch of really great conversations
@hannah_bo_banna
Worderist.com
Lesson II
The solutions to all those thorny problems
don’t need to come from you
@hannah_bo_banna
Worderist.com
For an awfully long time, I thought that in order to be a
“good” manager; I had to have all the answers
@hannah_bo_banna
Worderist.com
Or, more accurately, that it was my job
to come up with workable solutions to problems
@hannah_bo_banna
Worderist.com
When I reflect on this now,
I recognise how wrong-headed that notion was
@hannah_bo_banna
Worderist.com
I’m sure you’ve been in situations where
the solutions handed down from management,
(even if well-intentioned),
actually caused more problems than they solved
@hannah_bo_banna
Worderist.com
It’s likely you felt frustrated, or even demotivated as a result
@hannah_bo_banna
Worderist.com
Because you felt that you could have come up with
a better solution if only you’d been consulted
@hannah_bo_banna
Worderist.com
The realisation that I didn’t have to have all the answers,
or solve all the problems, was a huge relief
@hannah_bo_banna
Worderist.com
My job was not to have the answers,
it was just to facilitate finding them
@hannah_bo_banna
Worderist.com
For clarity, I’m in no way advocating for
operating under this hellish mantra:
@hannah_bo_banna
Worderist.com
“don’t bring me problems, bring me solutions!”
@hannah_bo_banna
Worderist.com
Encouraging employees to come up with solutions to
problems is undoubtedly a good thing,
the trouble is, sending out this message doesn’t do that:
@hannah_bo_banna
Worderist.com
“don’t bring me problems, bring me solutions!”
@hannah_bo_banna
Worderist.com
When you send out a message like this, what you’re really
telling people is:
@hannah_bo_banna
Worderist.com
“Of all the problems you can find,
I only want to hear about the ones you can solve”
(more on this here: https://hbr.org/2008/02/dont-bring-me-problems-bring-m)
@hannah_bo_banna
Worderist.com
You definitely need to hear about the problems
people have identified
but can’t solve
@hannah_bo_banna
Worderist.com
As such this is what I tried to communicate:
“Bring me problems,
regardless of whether or not you have a solution”
@hannah_bo_banna
Worderist.com
One further sidenote:
In many companies, I’ve observed a tendency
to flip conversations about problems
to possible solutions too quickly
@hannah_bo_banna
Worderist.com
In my experience, you’ll often come up
with better solutions if you take the time to
properly explore and understand the problem first
@hannah_bo_banna
Worderist.com
Talking about problems shouldn’t be viewed as
whining or being negative,
it’s necessary in order to find good solutions
@hannah_bo_banna
Worderist.com
Running sessions with my team to identify problems,
talk about them, & come up with solutions together was
infinitely better than trying to solve stuff on my own
@hannah_bo_banna
Worderist.com
Creative teams are fantastic problem-solvers &
my team came up with far better solutions
than I ever could have done
@hannah_bo_banna
Worderist.com
Plus, when a team comes up with solutions,
they’re already bought in;
which removes that awful management job
of trying to sell-in a solution
@hannah_bo_banna
Worderist.com
Bonus tip:
Position any potential solution as an experiment:
“we’re trying something new for a while”
as opposed to positioning it
as the solution that we will stick with forever
@hannah_bo_banna
Worderist.com
Secure agreement within the team
to try out something new
@hannah_bo_banna
Worderist.com
Agree a timeframe for the experiment,
then review how it’s gone
@hannah_bo_banna
Worderist.com
If it works, great!
@hannah_bo_banna
Worderist.com
If not, either iterate, or try out something else
@hannah_bo_banna
Worderist.com
This makes everything less scary for people:
you’re not looking for a perfect solution,
or a permanent solution
@hannah_bo_banna
Worderist.com
You’re just trying out something new for a while
@hannah_bo_banna
Worderist.com
While we’re here, I want to speak specifically
about a couple of core problems
@hannah_bo_banna
Worderist.com
I’ve seen them come up in pretty much
every creative team I’ve worked either with or within:
@hannah_bo_banna
Worderist.com
“Get there faster”
@hannah_bo_banna
Worderist.com
“Be more creative”
@hannah_bo_banna
Worderist.com
& often the challenge is actually:
“Get there faster”
AND
“Be more creative”
@hannah_bo_banna
Worderist.com
Whilst doing both things at once is undoubtedly desirable,
actually they’re in opposition to each other
(more on this later)
@hannah_bo_banna
Worderist.com
“Get there faster”
There are a lot of misconceptions about creative work,
many people don’t realise the amount of time required to
come up with effective creative ideas, or the production
time required to make them a reality.
@hannah_bo_banna
Worderist.com
Do you still want us to go faster if it means
we’re creating campaigns
that don’t generate such good results?
@hannah_bo_banna
Worderist.com
nope!
no one wants that
@hannah_bo_banna
Worderist.com
So, how do you get there faster?
@hannah_bo_banna
Worderist.com
It typically used to take us around 8 weeks
to produce a campaign
@hannah_bo_banna
Worderist.com
I recognise that sounds like a long time,
but what if I told you that for 25% of that time
we weren’t working on the campaign at all,
we were waiting on client feedback
@hannah_bo_banna
Worderist.com
One way to trim production time would be to have the
client feedback faster
@hannah_bo_banna
Worderist.com
Cute idea,
but it’s unlikely to happen, huh?
@hannah_bo_banna
Worderist.com
But exposing the production process can help people
better understand these timelines
@hannah_bo_banna
Worderist.com
Within the production process there are dependencies -
(things which need to happen in a certain order)
some things can happen concurrently,
but some things can’t
@hannah_bo_banna
Worderist.com
For example, attempting to dev a campaign
before the design phase is completed & signed off
might not be the smartest idea
@hannah_bo_banna
Worderist.com
Creating Gantt charts (or similar) can help illustrate
these dependencies
@hannah_bo_banna
Worderist.com
Of course there are other potential solutions too - e.g.
reduced functionality will likely reduce dev time
@hannah_bo_banna
Worderist.com
But again, in my experience,
that’s not been a desirable solution
@hannah_bo_banna
Worderist.com
Another option might be to hire more experienced data
analysts, designers, and developers
might those people be able to deliver faster?
@hannah_bo_banna
Worderist.com
Yet again, in my experience,
this often isn’t the answer people are looking for
(plus, to be honest, I’m not 100% convinced it would actually work in any case)
@hannah_bo_banna
Worderist.com
It probably won’t surprise you to learn that one of the best
solutions came from a member of my team, not from me
@hannah_bo_banna
Worderist.com
One of my developers highlighted that many of our
campaigns shared similar formats and/or elements
@hannah_bo_banna
Worderist.com
& he began creating templates
to speed up the dev process
@hannah_bo_banna
Worderist.com
He recognised that new or more complex elements would
still need to be created by more senior developers, however
the bulk of most campaigns could be created by more
junior members of the team
@hannah_bo_banna
Worderist.com
The templates sped up the process, plus they allowed more
than one developer to work on a campaign simultaneously
allowing us to turnaround campaigns more quickly
@hannah_bo_banna
Worderist.com
What about this challenge though?
“Be more creative”
@hannah_bo_banna
Worderist.com
Part of the problem with this challenge
is that it’s so poorly defined
@hannah_bo_banna
Worderist.com
What does “be more creative” actually mean?
@hannah_bo_banna
Worderist.com
I feel like most of the time it means:
“do something new or different
to what you’ve done before”
@hannah_bo_banna
Worderist.com
The trouble is, if you’re doing something new,
you’re in uncharted territory
@hannah_bo_banna
Worderist.com
The likelihood of you encountering
unforeseen problems is increased
@hannah_bo_banna
Worderist.com
& it’s safe to assume production times
will be much slower as a result
@hannah_bo_banna
Worderist.com
This two things are in opposition:
“Get there faster”
AND
“Be more creative”
@hannah_bo_banna
Worderist.com
I’m unconvinced that you can
solve both of those things at once
@hannah_bo_banna
Worderist.com
The best I’ve been able to come up with is a compromise:
do some new stuff
(but acknowledge it will be slower to produce),
AND
do some stuff where there are fewer unknowns,
(& therefore you’re more confident of the likely timelines)
@hannah_bo_banna
Worderist.com
But if anyone has any better solutions
I’d love to hear them :)
@hannah_bo_banna
Worderist.com
Lesson III
Figure out the highest impact thing you could be doing
and (as far as humanly possible) just do that thing
@hannah_bo_banna
Worderist.com
This is much harder than it sounds
@hannah_bo_banna
Worderist.com
It’s really difficult to figure out
what the highest impact thing you could be doing is
@hannah_bo_banna
Worderist.com
Other people might not agree with the thing
you think will have the highest impact
@hannah_bo_banna
Worderist.com
And, the highest impact thing will likely change over time
@hannah_bo_banna
Worderist.com
I’m going to share a few examples of some of the
challenges & missteps I’ve made:
@hannah_bo_banna
Worderist.com
Example I:
not everyone agreed with my high impact thing
@hannah_bo_banna
Worderist.com
When I joined Verve as Head of Creative,
I was responsible for a team of around 12 people
@hannah_bo_banna
Worderist.com
But only around 2 of those people
regularly contributed campaign ideas for clients
@hannah_bo_banna
Worderist.com
Others felt strongly that ideation
was the highest impact thing I could be doing
@hannah_bo_banna
Worderist.com
I felt that teaching others to ideate
was the highest impact thing I could do
@hannah_bo_banna
Worderist.com
me being good at ideation is undoubtedly
somewhat valuable
@hannah_bo_banna
Worderist.com
But 12 people being good at ideation
is infinitely more valuable
@hannah_bo_banna
Worderist.com
I was challenged on two fronts:
firstly, a pernicious creative myth:
@hannah_bo_banna
Worderist.com
“you can’t teach creativity”
@hannah_bo_banna
Worderist.com
creativity is a skill, not a talent,
you can definitely teach it
@hannah_bo_banna
Worderist.com
& I was also heavily challenged in this direction:
“We don’t have the time to do this -
it’ll be much faster if you come up with the creative ideas”
@hannah_bo_banna
Worderist.com
Of course this is true,
it’s much faster to do something yourself,
than train someone else to do it
@hannah_bo_banna
Worderist.com
But training others is always higher impact
@hannah_bo_banna
Worderist.com
& it’s much more rewarding
@hannah_bo_banna
Worderist.com
One of my happiest moments at Verve
was when I realised that I was no longer
the MVP in terms of creative ideas
@hannah_bo_banna
Worderist.com
I recognise that if you don’t have a creative background,
this type of training & development
might not be something you can personally do
@hannah_bo_banna
Worderist.com
But you can still own the challenge by either encouraging
internal people with these skills to develop others
@hannah_bo_banna
Worderist.com
Or by bringing in external folks to help
(hire me!)
@hannah_bo_banna
Worderist.com
Example II
when I failed to notice the thing that
people cared about the most
@hannah_bo_banna
Worderist.com
When I arrived at Verve a lot of work had already been
done in terms of mapping out progression plans
@hannah_bo_banna
Worderist.com
But these hadn’t been reviewed in an awfully long time,
& much of this documentation was out of date
@hannah_bo_banna
Worderist.com
Because stuff like that has never
personally motivated or interested me,
I’m ashamed to say I just ignored it
@hannah_bo_banna
Worderist.com
big mistake
@hannah_bo_banna
Worderist.com
I failed to pay attention to that stuff for far too long
@hannah_bo_banna
Worderist.com
Eventually, I made sure that:
- Paths to promotion were clearly worded, delineated, & measureable
- If you don’t do this, people will rightly question why they aren’t being
promoted
- Objectives & KPIs are aligned with what you need to achieve as a business
- Are you setting people KPIs or objectives which aren’t mentioned
anywhere on the promotion maps? I was :(
- There are at least two or three roles above where everyone on the team is
currently at
- If people can’t see what progression might look like for them, they’ll seek
opportunities for progression outside the company
@hannah_bo_banna
Worderist.com
If I could go back in time
I would have fixed this much sooner
@hannah_bo_banna
Worderist.com
Remember, these solutions don’t necessarily need to come
from you, work with members of your team to update
documentation like this, and set dates to review these
documents regularly
@hannah_bo_banna
Worderist.com
Example III:
when I failed to realise
that I could make more of an impact
if I got the hell out of people’s way
@hannah_bo_banna
Worderist.com
As Head of Creative I was ultimately responsible for the
results of all of our creative campaigns
@hannah_bo_banna
Worderist.com
As such I was heavily involved in every piece
we created for a very long time
@hannah_bo_banna
Worderist.com
& early on, when the team
had less developed creative skills
that was probably appropriate
@hannah_bo_banna
Worderist.com
But I think I held on to creative direction
for much longer than I should have done
@hannah_bo_banna
Worderist.com
Prior to putting this talk together, I emailed a bunch of
people who I used to manage to ask for their feedback
@hannah_bo_banna
Worderist.com
One person sent me this:
@hannah_bo_banna
Worderist.com
“You often had
your own creative vision for a campaign,
which didn’t always square with mine...”
@hannah_bo_banna
Worderist.com
Uh oh… Kinda sounds like I was getting in the way, huh?
@hannah_bo_banna
Worderist.com
I think I remained too close to this stuff for far too long
@hannah_bo_banna
Worderist.com
On reflection I feel like I should have
and switched my focus to elevating people
much sooner than I did
@hannah_bo_banna
Worderist.com
I feel like this is harder to do if you’ve a creative background
@hannah_bo_banna
Worderist.com
As such, in some instances not having a creative
background might be an advantage -
the thing you can most usefully do is elevate people;
because things like creative direction aren’t
where your expertise lies
@hannah_bo_banna
Worderist.com
So, how do you figure out
the highest impact thing you could be doing?
@hannah_bo_banna
Worderist.com
ASK YOUR TEAM :)
@hannah_bo_banna
Worderist.com
Here are some questions you could ask:
- What should I be doing more of?
- What should I be doing less of?
- What things do I do, that you think you should be doing?
- Where do you think I add the most value?
- Where am I getting in your way?
- Is there anything that really annoys or demotivates you?
- What are your biggest blockers?
- What do you think is holding us back right now?
@hannah_bo_banna
Worderist.com
You’ll still need to make the ultimate decision yourself,
but I always found feedback like this really helpful
@hannah_bo_banna
Worderist.com
decide on the thing,
communicate the thing,
& do the thing
@hannah_bo_banna
Worderist.com
But remember to review & iterate accordingly -
if you don’t, you might find
the thing you’ve been focused on is
no longer the highest impact thing you could be doing
@hannah_bo_banna
Worderist.com
Ok, it’s about time to wrap this thing up
@hannah_bo_banna
Worderist.com
So here’s a quick recap:
make some predictions
your memory is unreliable,
so actually record those
predictions!
you might also want to
encourage others on your team
to do the same
Lesson I: It’s useful to know where your judgement is good,
& it’s important to know where it’s really NOT good
analyse the data
figure out where you’re “good”
& where
you’re really not “good”
share the results
& act accordingly :)
our judgement is considerably worse than we think
(this might sound like a potentially fatal flaw,
but I suspect it only becomes truly problematic
when we fail to acknowledge that this is the case)
explore the problem thoroughly
do this as a team
don’t leap too quickly
to potential solutions
Lesson II:
The solutions to all those thorny problems don’t need to come from you
agree to try something new
you’re not seeking
a perfect solution, you’re just
try out a new thing
review & iterate
if it works, great;
if it doesn’t,
then try another new thing
when we send out messages like:
“don’t bring me problems, bring me solutions”
what we’re actually saying is:
“of all the problems you can find,
I only want to hear about the ones you can solve”
get input from your team
you’ll likely have a view,
but the things you consider
to be high impact
might not be the things they
care about the most
Lesson III: Figure out the highest impact thing you could be doing
and (as far as humanly possible) just do that thing
decide on the thing
communicate your focus
& do the thing
review & iterate
stuff changes fast -
is what you’re focusing
on still the highest impact thing?
if you’ve a creative background,
balancing creative direction versus elevating people
can be really tough to get right
@hannah_bo_banna
Worderist.com
Finally, I’d encourage you to remember that
getting things right is far more important
than being right
@hannah_bo_banna
Worderist.com
So give people the opportunity to try stuff out
@hannah_bo_banna
Worderist.com
Even if you’re not convinced that stuff will work
@hannah_bo_banna
Worderist.com
Firstly because, if things do go wrong people will
actually learn something
@hannah_bo_banna
Worderist.com
But mainly because
that thing you think you know
probably isn’t a thing at all
@hannah_bo_banna
Worderist.com
There were countless times members of my team tried things
I was *certain* would not work
@hannah_bo_banna
Worderist.com
But I let them try out those things anyway
@hannah_bo_banna
Worderist.com
& you know what?
@hannah_bo_banna
Worderist.com
In many instances,
I was wrong, & they were right
@hannah_bo_banna
Worderist.com
My team taught me way more
than I could ever have hoped to teach them
good luck out there x
@hannah_bo_banna
Worderist.com
A massive thank you to the amazing humans
who helped me put this talk together:
Big love to Jaz Batisti, Julia Sabrowski, Sean Fitzsimmons,
James Barnes, & Alex Cassidy for sharing their thoughts with me,
& also to my entire team at Verve: you taught me so much :)
@hannah_bo_banna
Worderist.com
thoughts, feelings, questions?
AMA :)
Hannah Smith
Creative Content Consultant
Worderist.com
Wanna hire me?
drop me an email - hannah@worderist.com
If you enjoyed this talk, you might also enjoy my newsletter :
https://worderist.com/newsletter/

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Creative Differences (or, thoughts on how to manage creative teams even if you’ve zero creative experience)