The “5 Tool” Creative Pro
For those of you that have not heard of the term “5 Tool Player” it comes from professional baseball. Here are what I believe are the 5 tools that define great creative professionals.
Tool #1. Master of the details: If you’re a designer then it’s knowing things like color and type intimately. If you’re a writer then it’s the art of the English language. Art Directors need to know things like every illustrator, and photographer… it’s the details that finesse the finish.
Tool #2. An Incurable Idea Generator: Creative people that possess this tool believe there is always a better idea and are unable to stop thinking up better ideas. In fact I just thought of a better way to write this paragraph… or I could… (never mind).
Tool #3. Works Efficiently: This is something that usually comes with age, because it usually has to do with knowing yourself, being self-confident, understanding how you work and how to get the best out of yourself. Tool #3 also involves developing a foolproof “work process” that you can rely on every time you need good ideas in a short window of time.
Tool #4. Sales Artist: The “5 Tool” creative pro know what sells and how to sell it. Their work, the client’s products, their agency… it’s all the same, there’s a buyer on the other side and sale to be had. For the best creative pros understanding how to sell is second nature.
Tool#5. Know the Biz: This tool may seem obvious to many of you. But, I am constantly surprised at how many creative people I meet that are unaware of the many ways creative firms make money. Things like profitability on retainer vs. project structures, licensing fees, mark-ups and commissions are key to being a “5 Tool” professional. You need to know how to make every client or project—no matter what the fee structure—profitable for yourself or the firm you work for.
