A discussion on how small businesses can bring out the best in their collaborations with designers and other outsourced creative talent.

1. Lightning In a Bottle:
How To Effectively Work With
Designers & Other Creative
Professionals
Mitch Dowell
Founder & Creative Director
Branding Experiences
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2. Why The Need For
Such a Presentation?
• Historically a cultural divide between creative
professionals and those who hire them
• Many projects involve a blank canvas with
very high expectations
• Communication often trumps talent

3. Today’s :30 Minute
Game Plan.
• First Things First: Let’s Define What a “Creative Professional” Is.
• What Makes Creative Professionals So Unique
• Myths and Stereotypes
• Tips & Techniques for Maintaining Healthy, Productive
Relationships With “Creatives”
• Q&A / Open Discussion

4. Defining What a
“Creative Professional” Is.
• Graphic Designer
• Web Designer
• Photographer
• Videographer
• Musicians / Voiceover
Talent
• Visual Artists / Actors
• Copywriter
• Speechwriter
• Editors
• Public Relations Firms
• Ad Agencies
• Architects
• Interior Designers
• Event Planners
• Landscape Designer
creative [kree-ey-tiv] adjective. resulting from
originality of thought, expression, etc.; imaginative.
Visual/Multimedia Written Other

5. What Makes These
“Creatives” So Unique?
• They have the innate ability to develop art, to problem-
solve, and to think strategically …all at once
• They know how to evoke emotions from a target
audience through their work
• They are the backbone of our sensory world
- the world that we often unconsciously take for granted

6. The Myth: The Reality:
• Hardly. Often a high-degree of difficulty due to
business objectives unique to each project,
industry and client
• What may be straight-forward in concept may not
be in development
• Quite the opposite. They have to communicate
unborn concepts and ideas everyday with a wide
variety of clients and business partners
• Heh. Some are, some aren’t. Many tend to be non-
conformists by nature, as it goes with territory of
the kind of work involved.
Myths and Stereotypes.
• Creative work looks “easy”,
therefore it must be
• Creative people tend to be slow,
especially on the most straight-
forward projects
• Most creatives don’t know how to
communicate well
• Most creative professionals tend
to be “weird” and “quirky”

7. A client can be a GREAT leader and
communicator in the office, but fail
miserably at communicating business and
creative objectives to creative vendors.
The frustration that results from this often
bruises the ego, and is taken out on the
creative vendor, instead of finding other
ways to communicate the objectives.
The Reality:
Common Frustration #1
“He/She just doesn’t
understand what we’re
about and what we’re
trying to achieve!”

8. Some creatives will work this way,
but rarely is the work done with any
sense of enthusiasm.
Since creative professionals exist to
“create” and to “solve problems”,
and not just execute on others’ ideas,
this can often cause frustration at
the project/client level.
The Reality:“I don’t want to see
or hear any ideas or
concepts. I know
exactly what I want.”
Common Frustration #2

9. Time is money, for both sides of the
table.
Endless revisions not only incur
additional cost, but they can prevent
the creative vendor from scheduling
and booking other client work around
yours. This can often cause frustration
and resentment in client
communications.
The Reality:“Why am I limited on
the number of revisions
on a project? I expect a
certain end result within
the agreed upon price.”
Common Frustration #3

10. Simple Tips for Better
Communications.
• Have a marketing plan BEFORE the creative work starts;
“build it and they will come” is NOT a marketing
strategy
• Present the problem, not the solution
• Bring some humility to the project; it’s OK to not have all
the answers to questions you will be asked in the
process

11. More Tips for Better
Communications.
• Think and speak in adjectives
• Have a solid deadline. “Whenever you can get it
done” is NOT a deadline
• Address “Scope Creep” before signing the contract
• Seal the Deal: Pay on-time according to contract
terms

12. Mitch Dowell
Founder & Creative Director
Branding Experiences
Enjoy Today’s Expo!
www.mitchdowell.com/rateme
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