The document discusses an alternative perspective on managing creative workers. It advocates treating creatives as "autotelic" individuals who find intrinsic reward in their work, rather than relying on extrinsic rewards like bonuses. To manage such self-motivated employees, the document recommends giving them autonomy, clear creative briefs to provide focus, and inspiration. It also provides tips for hiring creatives, such as assessing their motivation for work and collaborative style through interview questions.

1. MANAGING CREATIVESA D i f f e r e n t P e r s p e c t i v e
J I M C O P A C I N O
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2. HELLO,AND THANK YOU
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3. LET’SGET ACQUAINTED.
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4. S V C S E A T T L E - J I M C O P A C I N O 4

5. S V C S E A T T L E - J I M C O P A C I N O 5

6. Autotelic (noun)
An individual who performs a task
for its own intrinsic reward
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7. Autonomy
Mastery
Purpose
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9. S V C S E A T T L E - J I M C O P A C I N O 9

10. IF/THEN REWARDS
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11. Algorithmic vs. Heuristic
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12. S V C S E A T T L E - J I M C O P A C I N O 1 2

13. S V C S E A T T L E - J I M C O P A C I N O 1 3

14. Managing Self-Managers
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15. Their reward is
the joy of the task.
A.M.P.
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16. Doesthismakeyouirrelevant?
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17. Frees you to do the
heroic work of a manager
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18. S V C S E A T T L E - J I M C O P A C I N O 1 8

19. Maintainauthority
butsurrendercontrol.
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20. Theory X vs. Theory Y
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21. S V C S E A T T L E - J I M C O P A C I N O 2 1

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24. S V C S E A T T L E - J I M C O P A C I N O 2 4

25. Rewards Only
Work Environment
( ROWE )
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26. Disclaimer!
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27. The Creative Brief:
The superpower of
the heroic manager
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28. Why do most briefs fail?
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29. Why do most briefs fail?
• Too long
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30. Why do most briefs fail?
• Too long
• Too BROAD
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31. “An entertaining experience brought to
you by good guys who care about the fans.”
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32. S V C S E A T T L E - J I M C O P A C I N O 3 2

33. Why do most briefs fail?
• Too long
• Too BROAD
• FAIL TO INSPIRE
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34. THE HEART BEHIND THE CREST
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36. S V C S E A T T L E - J I M C O P A C I N O 3 6

37. S V C S E A T T L E - J I M C O P A C I N O 3 7S V C S E A T T L E - J I M C O P A C I N O 3 7

38. S V C S E A T T L E - J I M C O P A C I N O 3 8S V C S E A T T L E - J I M C O P A C I N O 3 8

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41. three qualities of a good brief
• BREVITY
• FOCUS
• INSPIRATION
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42. Stuff I’ve learned the hard way
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43. “Sales vs. Delivery”
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47. “Give me the freedom of
a tightly defined brief.”
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48. “The Firefighter Syndrome”
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51. Interruptions in the workplace
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52. S V C S E A T T L E - J I M C O P A C I N O 5 2

53. Research shows it takes
25 MINUTES to return from
interruption to immersion
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54. “Is the question really
necessary there and then?”
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55. On Hiring
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56. Resumes and references
only get you so far
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57. Questions for the
would-be Autotelic
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58. “What inspires you
about work?”
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59. “Who are your heroes
and why?”
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60. “What 3 adjectives would
people use to describe you?”
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61. “What’s the happiest day
you’ve ever had at work.”
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62. “What’s the creative solution
you’re most proud of?”
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63. “I want you to take 5 minutes
and interview me.”
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64. Tease out most important traits
• Self-direction
• Value/purpose of work
• Collaborative style
• Extrinsic rewards
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65. OK,
what do you guys want
to talk about?
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66. MANAGING CREATIVESA D i f f e r e n t P e r s p e c t i v e
J I M C O P A C I N O
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