The ‘X-Factor’ of creative leadership. 9 of 10. Recognise your strengths.

Leaders aren’t brilliant at everything. Knowing that is, in fact, one of the key strengths of a great leader — and I think this is especially true of creative leaders.

Many of the most brilliant creative leaders have come from a copy background. Industry goliaths like David Ogilvy, Bill Bernbach, Dan Wieden, Barbara Nokes, Steve Henry and Dave Trott all started as copywriters, before going on to found creative agencies that became legendary and produced some of the most famous, most effective and most memorable creative work of all time.

But why should copywriters make such great leadership material? Clearly, there are several reasons, and mercurial talent tops the list. But one of the most important traits they share, I think, is an acute awareness and supreme confidence in their role in the creative process – allied to a clear understanding that you need a brilliant team to make the work great.

Copy sheets don’t run. So, fundamentally, a writer needs an art director – and the most successful of these duos have an instinctive awareness of each other’s scope, which can differ massively from team to team.

Having a clear recognition of what strengths you bring to leadership is absolutely essential. As an emerging leader, you will have a lot to learn – and you’ll have to learn fast. But knowing the skills that presented you as leadership material in the first place, and leaning on them as a foundation, will be invaluable.

I think ‘leading by example’ is the easiest way to make the transition from shop floor to boardroom, especially in the early days. You must still be a creator, not only a curator of your team’s output. Continuing to be ‘on the tools’ will not only keep you sane, but also demonstrate to your team that you still have what it takes to make great work. It should never be a competition though, and be mindful not to hoover up all the plum jobs.

The creative department is a busy place. Many departments are overstretched — especially these days. Great leaders of great departments are present, invested and committed. A ‘world-class basic’ any of us can acquire. They are the first to arrive and the last to leave.

If a strong work ethic isn’t near the top of your list of strengths, I’d be surprised if any leadership opportunities came your way. So, like Tiger Woods said:

“Do the work.”