I’ve never been the kind of person that thinks being a female leader in the creative industry is remarkable. Nor do I think being a woman has been a direct contributor to the success of my design agency, Marché.
But as International Women’s Day approaches every year, I always take a moment to reflect on the achievements of my all-female team in what many would still consider to be a male dominated industry.
Are we special? Hell yes.
But not primarily because we are female – it’s because we work hard, we’re curious, we dive deep and we’re great at solving communication problems – characteristics I’m sure all creative thinkers can identify with, no matter their gender.
So as I start to reflect on my own professional successes this International Women’s Day, here are some of the key lessons I have learned as a female creative.
On strategy
Do your research, but trust your instincts. I’m a huge advocate for thoroughly researching and understanding the many facets of any project, but have recognised the importance of trusting my instincts and the innate ability I have as a creative director to make strategic design decisions.
On entrepreneurial growth
Feel the fear and do it anyway. Take risks and extend yourself beyond your own belief of what’s possible. To achieve your dreams and goals you’ll have to stretch your abilities - recognise this and dive right in. I live by the saying ‘no risk, no reward’, and thrive on the excitement.
On specialisation
Don’t try to be all things to all people. Niching was the best decision we ever made as an agency – it has enabled our skills and knowledge as a team to be highly targeted and therefore thoroughly distilled, resulting in extremely effective solutions that we are all very passionate about.
On nurturing talent
Create a culture of excellence. Dedicate time for continued learning and professional development of your team, support them to achieve their personal goals through their work and celebrate their successes. Recognise and never forget how important their role is in helping you to achieve your own goals as a creative leader. Embrace flexible working arrangements and make their work life as enjoyable as their personal life.
On creative energy
Be at peace with hard work. Running a successful creative agency requires boundless energy, patience, enthusiasm, leadership, diligence and dedication. Being at peace with the many, varied and constant demands is essential to sustaining your passion and achieving your goals.
On leadership
Trust and empower. My style of leadership is to trust in the inherent ability of all team members and give them full autonomy, but support them the moment they reach out for help. Learn the art of personal communication and take time to understand what’s important to each person in your team, shaping their role with projects that fulfil them - after all, the creative brain needs to be fed well to consistently give back.
By Studio Marché founder and creative director Alisha Dunsford.