In my approach to creative problem solving I always consider (how) to solve a problem versus (if) a problem can/should be solved. “How” is curious, and solutions oriented. “If” is definitive and conditional. To be a great creative partner, it’s important to approach every challenge with an optimistic open mind.

Every member of a cross-functional team is focussed on achieving goals set for them within the organization. I think the best creatives lead every project with kindness, accountability, trust and empathy for their cross-functional partners, the needs of the business and the consumer.

No matter how much experience or how many industry awards or accolades someone has, great ideas can come from anywhere, and truly great creative leaders not only have the humility to understand this, but they encourage and support it.

Relationships are hard work, both personal and professional and they require a willingness to succeed, together. They require voluntary collaboration and constant communication. When Creatives know how to proactively communicate and manage the expectations of their partners, bridges are built and creativity thrives.

Business doesn’t like surprises. It’s important to identify and raise flags early, and to manage expectations, allowing for the opportunity to plan and problem solve together, preferably before the problem manifests. When this is done consistently it not only builds trust, but exercises a team’s ability to solve problems more efficiently and avoid repeating challenges in the future.

There are many variables to the success of a brand’s content, and creative is only one of them. Sound planning, guidelines, briefing, consumer data, post-creative strategy, and authentic value for the consumer should help to guide the creative, not the other way around. Creative is the variable that consolidates the information provided and communicates it to the consumer most effectively.