Being Smart with Your Creative Time
The creative industry is built on a finite resource: Time. We can talk about the spontaneity of creativity. We can talk about talented individuals. We can celebrate the greatness and the importance of creative work. However, at the end of the day, there’s no denying that creative work is still work with a set of demands and expectations. And most importantly: deadlines and deliverables.
The following is just a collection of observations and thoughts that I’ve had in my mind about the importance of making the most of your time when it comes to creative work.
What follows is not about time management. It’s about creativity management.
Solve the Problem First
Most creative work is about providing solutions for the client’s creative problems. A client will need a menu designed for their restaurant, they need a logo designed, they need a new look for their website.
When we see these opportunities in which we can apply our creativity, I think most creative professionals start that mental chain reaction in which we end up letting our infinitely extended, limitless creative minds do the driving. Grand ideas start pouring in. We start thinking about "the possibilities." We start letting the project get bigger than it has to be.
Instead, try approaching the project in a problem-solving-oriented manner. Firstly, look at the project as providing a solution, and then when you’ve come up with the solution, maybe you can start thinking about how to apply your personal brand of creativity to that solution. They hired you for a reason, but that reason might not exactly be the reason you want it to be.
You have to remember that creative work isn’t about putting your creativity on display, it’s about using your creativity to achieve results for your clients.
Be Succinct with Your Idea
If you can’t sum up what you want to achieve and how you want to achieve it in less than 15 seconds, your idea is too big or too complex and you probably won’t get the project done on time.
Your idea is just the first step in the completion of a creative task. Therefore, make it easy to understand not just for your clients but also for yourself. Make it simple. Make it something concrete and actionable. When you have that, your work will inherit the same succinctness.
Treat your idea like it’s Muhammad Ali’s straight jab. It was never his most powerful punch in the ring but it was quick, direct and forceful enough to back down his opponents. It also allowed him to set up his opponents for the more powerful punches in his arsenal. Most importantly, it scored him points in the judges’ cards. That’s how he won a lot of his matches.
Decide and Then Implement
I’ve struggled with this aspect of creative work in the past. I’d get into Photoshop or Illustrator, start playing around with effects and then 6 hours would go by and I’d realize that the time I spent was actually a waste because the resulting work was no good.
It was no good because I had no plan. All I had was faith in my creativity and a vague notion of what I wanted to achieve.
The trouble with ideas is that they will always get big because ideas will always seem good when you hear them from yourself.
Instead, think of what you want to achieve in a project and do only that. Decide on it before you start. Not doing so will open you up to delays that will ultimately cripple your ability to deliver to your clients.
Don’t Baby Your Project
So you got asked to design a new logo for a company. So you got asked to take product photos for a new line of jeans. So you got asked to write copy for a new ad campaign. So what? Do the work and move on.
Of course, you don’t want to mess up. Of course, you want to do your best work (any self-respecting creative professional would). However, keep in mind that perfection can never be achieved.
The things you don’t like about your work will rarely be noticed by someone else. And if they do, then, more often than not, there will be an easy fix for it.
If the client wants you to change something in the project, either change it and be done with it, or be ready to defend your decision with a solid, well-defined and concrete reason for not changing something. No matter what you do, don’t take it personally. It’s not about you. It’s about what’s best for your project.
Being a creative professional — whether you’re a photographer, illustrator, web designer, graphic designer, etc. — is often seen as a gift. After all, we get to do something that we can be very passionate about. Therefore, we have to be smart enough to know the pitfalls and the real opportunities that can elevate our work to be something great.
Doing creative work is still work, although sometimes it might be easy to forget that because it’s a very enjoyable profession. Always remember that you have deadlines, clients to answer to and an audience that will need to see your work.