A clean sheet of paper
The range and availability
of freelance talent is
greater than it has ever
been before. World class
designers, artists,
illustrators,
photographers, strategists,
potters, copywriters,
programmers--they're all
one click away. |
There are two ways to work with talent.
The first is to give someone as clean a sheet of
paper as possible. "We have these assets, we have
this opportunity, here is our budget, go!" That's
a great way to build a house if you have a ton of
money and brilliant architects.
The second is to give someone as strategic and
defined a mission as possible. "Here are three
logos from companies in other industries,
together with the statement we want to make, the
size it needs to be, the formats we need to use
it and our budget, go!" If you do this, you're
almost certain to get something you can use, and
almost certain not to be blown away with
surprise. Which is the entire point.
Confusing these two approaches is the #1 cause of
client dissatisfaction when working with talent.
The strategic mission takes more preparation,
more discipline and more difficult meetings
internally. It involves thinking hard without
knowing it when you see it. It's also the act of
a mature individual, earning his salary.
The clean sheet of paper is amazing when it
works, but involves so much waste, anxiety and
pain that I have a hard time recommending it to
most people. If you're going to do this, you have
an obligation to use what you get, because your
choice was hiring this person, not in judging the
work you got when you didn't have the insight to
give them clear direction in the first place.
|
www.feedblitz.com/t.asp?/198516/214058/feedproxy.google.com/~r/typepad/sethsmainblog/~3/KKfjNL_2Z64/...
|
|
|
