Defining Excellence in Creative and Design: A Practical Guide

Hey there, it's Rico Nasol, and I'm here to share some valuable insights on how you can define what "good" looks like in creative and design. If you've ever struggled to make stakeholders or executives understand the true value of creative work or felt like your design team is treated as a mere service provider, then this article is for you. Let's explore some practical tools to transform those conversations and ensure that everyone is on the same page regarding design excellence.

For some backgrouns, I'm a creative executive with 18+ years of experience, including founding the Zappos Creative and Content team in 2004 and launching the Netflix Creative Studio in 2012. I've faced the challenge of demonstrating the significance of creative work in organizations firsthand. If you're dealing with similar issues, stay tuned because I'm about to lay the foundation for defining excellence in creative and design for both your team and your stakeholders.

While basic design principles exist, what we're discussing here is customizing them to your organization's context. What does "good" look like for your company, whether it's Zappos, Netflix, or any other business? Defining this is crucial to ensure everyone understands the minimum requirements for exceptional creative work.

So, what problems will this approach solve?

1. Common Language: It establishes a common language and minimum requirements for all your creative projects. This alignment eliminates subjectivity and sets clear expectations, making it easier to scale your team.

2. Transparency: It provides a simple framework to share with partners and non-creatives, helping them understand the rigorous decision-making process behind each project. This, in turn, saves time and allows a focus on problem-solving.

3. Recruitment: It serves as a valuable guideline for hiring and recruiting, giving potential candidates a clear picture of the work they'd be involved in. It also showcases your commitment to design and creativity within your organization.

Now, let's dive into the practical steps to define what "good" looks like in your creative and design work. Remember, this process should evolve over time to stay aligned with your business's changing needs.

Step 1: Braindump

Start by gathering all the words and ideas that define "good" design and creativity for your organization. Exclude the basics; focus on aspects like intentionality, authenticity, and contextual relevance. Ensure some qualities are data-informed, such as audience resonance and accuracy.

Step 2: Prioritize

Narrow down your list to the top 4-7 words or phrases. You can use various voting techniques to make this selection. Once chosen, move on to the next step.

Step 3: Define

Clearly define what each chosen term means within the context of your business. For example, for Netflix, "Authenticity" might refer to whether the content reflects the viewer's experience accurately. "Intentionality" could involve designing for different platforms while considering the user's context.

Step 4: Internal Sharing

Share these principles internally within your team. Start using this language during critiques and feedback sessions. This helps your team adapt to the new framework and provides insights into what works and what needs adjustment.

Step 5: Broad Implementation

Finally, share these principles with the broader organization. Apply them consistently in partner meetings and discussions. Demonstrate how your team adheres to these principles, building trust and reinforcing the importance of design and creativity in achieving both user satisfaction and business objectives.

Defining what "good" looks like in creative and design might seem like a lengthy process, but it's a worthwhile investment. It empowers your team to take a more significant seat at the table and increases trust and value across the organization. As a creative leader, your role is not just to create but also to educate and inform others about the elevated thinking behind your work. By changing your narrative, you can change their perception and help your team thrive.

Remember to like and subscribe if you found this article valuable, as it helps more creative leaders like us connect and learn from one another. Thank you for reading, take care, and until next time!