Tuesday, November 23, 2010

Let the expert be the expert

I don't know how to do everything. Even though I've been doing "this" for nearly 14 years, there's a lot that I still don't know. In fact, with technology improving at an ever-increasing pace and with life demanding more of my time, you could make a case that I will know even less five years from now.
In the Creative field, this means that the era of the generalist is over.
This has actually been true for a long time in creative fields. But with the explosion of affordable hardware and software over the last ten years, it's become impractical that one person can be an expert on many different fields or platforms.
Enter the specialist.
A specialist is a creative expert in their field, someone who practically knows infinitely more than the manager in their particular niche. To excel in the creative world, you have to employ the best specialists you can find. But there is a problem: many creative directors can feel insecure allowing high-capacity experts onto their team. Why is this?
My experience over the years has been that the best creative managers don't function out of ego or insecurity. They are comfortable not having all the answers. They frequently ask a lot of questions, and they regularly lean into their teams. Ultimately they know that if the team wins, everyone wins no matter where the best ideas come from.
Some of the worst manners I've had over the years would start off by saying "I don't really know how to do your job." Then they'd spend the next fifteen minutes telling me how to do my job with solutions that I already knew wouldn't work.
So if you manage people, actively seek people better than you. Constantly ask questions. Let the experts on your team live in their expertise. You'll be surprised what a fully engaged creative team can accomplish.

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