Brief them on the game plan.

While it is important to define a purpose, plan, and scope for the creative project itself, I find it equally important to define how the roles and collaboration will work. Talk about who will be providing feedback and how much artistic freedom is warranted by certain aspects of the project. If a creative knows going into a project that there are a handful of specs that must be carried out in a particular way, he or she will be able to address those while spending time and energy on the open aspects that utilize his or her creative skill set.

Put thought into your direction and feedback.

Putting forth effort in being clear and concise in both initial direction and feedback along the way is the single most effective way to show a creative professional you respect his or her work as well as the creative process. Realize that the information you give will drive the day’s work. Try to picture a creative sitting down and trying to decipher what you meant by “the text is too shimmery” or “I don’t like that color.” Offer alternatives and examples without being overbearing, and carefully consider the words you choose; be as specific as possible.

Let creatives create.

I believe that if you hire a creative to do a job, it’s best to let them do it. I am constantly trying to minimize restrictions and restraints placed upon my team. After all, creative work is a craft and expecting creatives to perform a mindless set of directed tasks will yield a bland, sterile final product.

A quick story to back that up:

Years ago, my dad met with an architect to discuss designing a lake house for a piece of land he had owned for over 10 years. This retirement homestead meant a lot to both my parents as part of a master plan laid out decades ago while visiting the area as newlyweds. True to Walton form, he shows up to the meeting with some rather detailed sketches outlining what he thought would be best. As quickly as the sketches were laid across his desk the architect scooped them up, crumpled them into a ball and tossed them in the trash. This wasn’t done because he didn’t care what my dad wanted. The architect knew my parents were paying him to do a job and it was crucial that he set a tone that established himself as the primary creative force. From there, they had an in depth discussion about likes, dislikes, hopes and dreams for what the house could be. Today, I am thankful things happened that way. Some of the best times I have had with families and friends have been on the stage set by that talented architect.