We Need to Treat Creatives Like Chefs, Not Line Cooks

What happens when you walk into a gourmet restaurant?

Do you dictate the chef's every move or trust their expertise to serve you a memorable dish?

Inspired by a thought-provoking episode of Timm Chiusano's podcast, LONGWINDED BY NATURE, a realisation dawned upon me. He mentioned the importance of not treating creatives like line cooks, which struck a chord.

It got me reflecting on the numerous instances where clients confined creatives, not given the scope to utilise the skills they are being paid for. It's akin to walking into a restaurant and dictating the chef's recipe and the cooking method. Would you expect a culinary masterpiece in such a scenario? Probably not! It's irrational to pay for gourmet and receive a pub-style meal.

Now, don't get me wrong. There's an undeniable charm in a well-cooked takeaway meal. However, when engaging a creative, you are investing in their creative thinking and skills, not just their ability to operate a camera or use Photoshop. Anyone can learn to film, edit, or design, but creative thinking? That's the premium you're paying for.

That being said, there's a delicate balance to maintain. As a client, understanding the goal of the project, its needs, and its applications is crucial because some level of restriction can indeed drive creativity. If you're investing a substantial amount in having something created, it's vital to allow the creative the freedom to develop a concept that meets your needs.

In the background of all this is the essence of why you pay a premium for creative thinking. It's about specialising, about focusing on a specific industry or discipline and deepening expertise in that area. It's about replacing one-sided presentations with interactive conversations, fostering deeper relationships, and better understanding clients' needs.

In the background of this discussion lies a broader theme: the value of specialisation. When you engage a creative, you're tapping into their specialised skills and knowledge. It's about recognising and valuing specialised expertise.

When you engage a professional, you're not just paying for a service but investing in their unique insights, experiences, and innovative solutions. This expertise is what sets them apart and is the very reason they command a premium. It's about understanding the unique value they bring to the table and respecting it.

In essence, a client and a creative relationship should be a collaborative partnership. It's about open conversations, mutual respect, and a shared vision.