You’ve no doubt seen it: what begins as a brilliant and fresh new take, emerges as a soft and watered-down execution. Why? Because creativity requires the courage to think and act differently, and groups, by nature, skew toward conformity.
Most people think that the most difficult part of the creative process is generating new ideas. That certainly is important, but the biggest challenge rests with leaders, not creatives. It isn’t about finding a unique idea—it’s about having the courage and leadership to bring bold ideas to life—even and especially where there are dissenting opinions.
So how do you make sure that great ideas don’t end up as mushy pablum? Here are four key steps for leaders to make sure your outcome is as powerful as the original concept.
1. Start With Strategy
Great creative begins with a bold and unique brand strategy along with clarity about what you want to achieve, who your audiences are, why they care, and the actions you hope they will take. To paraphrase Lewis Carroll, if you don’t know where you’re going, any path will get you there. So begin your process with a clear destination (but not the answers) in mind.
Define from the outset what success will look like. List the parameters. Be clear about what’s required of the thing you’re creating, and what shouldn’t be included.
Then ask these 3 questions:
– What does the audience need to know from this piece of work?
– How should they feel after interacting with it?
– What should they do after interacting with it?
Whether it’s a new logo or a name/tagline combination, a new website, an annual report, or anything else you create to engage your audience, starting with a clear strategy for what the creative tool needs to achieve will help you emerge with something stronger.
2. Be Clear About Roles and Responsibilities
Most nonprofits embrace some level of consensus in their decision-making. We listen to colleagues, consult with boards, and eschew top-down structures. For things like strategic planning and major policy decisions, this is a sound approach.
But creative works are very subjective, and therefore everyone will have a different perspective. Are the opinions you’re likely to hear personal, or are they rooted in strategy? Does everyone need to agree in order to move forward?
Experience tells us that the best creative outcomes start with a clear decision-making process that everyone understands before you start the work. Define from the outset whose voices will be consulted and who actually gets to decide. Know from the beginning which board members will be consulted and what power they will have.
When it comes to receiving feedback from those you asked to give it, take their input as data, not directives. It’s a mistake to try to integrate every piece of feedback you hear. Sort through it all. Then give a clear point of view to your creative team who will address the feedback. You share the challenge; the creative experts will solve it.
3. Normalize Discomfort
As a leader, your role is to steward change. In a noisy world, you have to take risks in order to be heard above the din.
And adopting new creative ideas—whether it’s a new logo, name, website, or video—is inherently uncomfortable. Your staff, board, and constituents have grown accustomed to you showing up in a certain way. Getting used to something new and different will take time.
So spend time up front heralding the change to come. Offer early avenues for input, but also establish what kind of feedback, including where and when, is appropriate. Normalize that new things are uncomfortable, and then rally your cheerleaders to be ready to celebrate the new work once it goes live. They’ll bring the skeptics and late-adopters along. Discomfort fades as familiarity grows.
4. Stand Behind Your Decision
Because change can often go hand in hand with criticism, leading change takes courage. It requires that you as a leader proudly stand by your decision, to listen to comments, and hold your ground knowing that your process was strategic, inclusive, and thoughtful. Organizations take cues from leaders, so let your voice and your actions help others proudly celebrate the new work.
These four techniques can make a huge difference in the success of your creative project.
Have more to share? We want to hear from you! Share your advice on how you made sure your bold, creative project was a rousing success.
Mission Minded helps nonprofits, foundations, and schools build unapologetically bold brands, strategies, and campaigns that stand out—and get results.
In 20+ years, we’ve helped clients raise billions, grow their reach, and deepen their impact. No tepid ideas. No cookie-cutter solutions. Just powerful strategy and creative that actually moves people.
Curious what we could do together? Let’s talk.