Mike Wolfsohn, an adman in Los Angelas, used the TV show “Project Runway” to compare creative direction styles of two of the main contributors for the show.

It isn’t about fashion.

It isn’t about being a creative director.

It is about leading teams, motivating people, and removing ego.

Read it for yourself and hopefully, it challenges you as much as it has challenged me.

What ‘Project Runway’ Can Teach Agency Creative Directors
Posted by Mike Wolfsohn on 04.15.10 @ 03:31 PM

Watching “Project Runway” may not make you the next Diane Von Furstenberg, but it could help you in your quest to become the next Dan Wieden. I admit, I tune in occasionally on Thursday nights at 10 o’clock. In a matter of an hour, one can observe many of the dos and don’ts of being an agency creative director — as exhibited by celebrity judges Tim Gunn and designer Michael Kors, respectively.

While Tim’s best known for his catchphrases, he is also the consummate creative director on the show (and likely in his role as chief creative officer for Liz Claiborne).

Here’s why:

• He never imposes his own taste on the contestants. Rather, he tends to celebrate sensibilities that are different than his own. In essence, he doesn’t ask, “Do I like this?” but instead focuses on what really matters in both the fashion world and in the marketing world: whether the target audience will like it. Maintaining objectivity is a special and important skill.

• He doesn’t dictate solutions. Gunn doesn’t say, “Make this red, make this longer and make this fuller.” He says, “I’m not sure this color is right; we’re seeing an awful lot of skin here, and I’m concerned there may not be enough volume in this area.” Following that up with his trademark “Make it work” is simply his way of saying, “It’s up to you to find solutions you’re comfortable with, ones that still allow you to express your distinct creative style.”

• He maintains his composure. Sometimes we forget that emotions are contagious in a creative environment. When the leader appears confident, everyone is confident; when the leader appears panicked, everyone panics. Whether delivering glowing praise or harsh criticism, Tim never loses his cool — a good lesson for those hot-tempered top creatives in adland.

In contrast, fashion designer (and “Project Runway” judge) Michael Kors constantly demonstrates what not to do as a creative director.

• He’s lazy. We see Kors donning the same t-shirt and blazer on every show (hello, black turtlenecked creatives). He claims it’s because he spent so many years worrying about his attire that he’s earned the right to stop trying. But making excuses for being uninspired is, itself, uninspiring.

• He’s destructive, not constructive. It’s easy to say, “That dress looks like a garbage bag,” or “Those pants look like they’re from an M.C. Hammer video.” It’s much more difficult — and much more valuable — to explain where a designer went wrong and what he or she could have done differently to achieve a better result.

• He rests on his reputation. Like so many ad agency creative directors, Kors seems to be thinking, “I’ve accomplished a lot in my career, so even if I say something meaningless, people will think it’s brilliant.” He fails to recognize that having achieved success doesn’t necessarily qualify him to help others do the same.

The “Project Runway” finale is quickly approaching, but I’ve already picked my winner. Tim Gunn, a fitting role model for any creative director, is in. Michael Kors, you’re out. Auf Wiedersehen!!

Whether I was working under a great or poor leader or leading a team of my own, I have kept a watchful eye on the styles of leadership and what I’ve found/seen to be effective.

These are the lessons I have learned on leadership:

Create Ownership:
Leadership isn’t about your personal win or taking all the credit for a winning project. Leadership is about allowing your team to tackle projects by using their diverse background(s) and gifts to complete the task. My objective shouldn’t be to create work-a-bees or “yes” men. I need to find a balance between driving my agenda and definitions of a project and allowing individuals to utilize/express their gifts and talents even if it is in a way that is unconventional to me. Although I may be ultimately responsible for the outcome of a project or as task, I may not always be right in how a project should be done.

Opportunity: Have team members pick their area of ownership and take responsibility for it. Set goals and a time frame then participate with them not as boss but as contributor.

Build Community:
At a minimum of five days per week and eight hours per day, I am asking someone to partner with me to help accomplish the objectives and goals of my company or organization. With nearly half of the week spent working, I need to create opportunities for community because, in general, a person is more likely to produce results when they feel connected to their environment and their teammates.

Opportunity: Holiday parties and get-togethers are just half of it, how can we design our environment to foster relationships? Self expression is key (Think of Etsy’s office) and having an area where your team can take breaks that doesn’t resemble a doctor’s waiting office is a great start!

Actively Listen:
I recently completed a certificate in professional writing and for a large percentage of one of the classes we talked about the challenge of delivering bad news in writing. As much as you would like to always say “yes” in leadership you are often required to say “no” to disappointed teammates. The key to writing a successful “no” letter was making it clear you took the time to hear what was said, looked into the problem carefully and unfortunately this (“no”) was the conclusion . The reason why this is so key is because when someone is receiving this bad news if they feel you heard what they had to say, the rejection has less of a burn.

Another reason to actively listen is to learn what the person is really saying. Between all of the words, what is the bottom line? We are creatures of purpose and everything we do or say is our attempt to accomplish some kind of agenda or personal goal. What is your client, boss, assistant really saying? The majority of the time there is more to the story and if we can listen and work to gain understanding we can get on the same page a lot sooner. It is amazing if you begin to actively listen what you can learn from another person too!

Opportunity: Instead of formulating a response when in a conversation, listen to what is being said. A short pause before giving a response never hurt anyone!

Stay Positive:
Did you know, you can deliver bad news, you can say something needs improvement, you can even tell someone you hate their work… It is just how you say it. By paying attention to your syntax and the connotation of your words, you will find immediate improvement. It isn’t about being everyone’s friend or filling your language with fluff but removing the heated language from our vocabulary. Also, I’m a problem solver so when something doesn’t work out, instead of being negative I immediately start looking for a new solution. If I stay in an attitude of negativity I am creating an environment of hostility.

Opportunity: Watch your words and also any passive aggressive statements.

Over the last several months I have been making some observations about leadership and I would have to agree with the later answer:  Leadership can be both built and born.

As a “Doer,” I was born to take charge, initiate, and lead.  However, I have discovered through personal experience, a leader isn’t defined, or even qualified by, the loudness of his or her voice or how controlling he or she may be at any given time. Instead, the measure of a leader is defined by the people who are willing to follow that individual. I heard once if you think you are leading and you look behind you and no one is following, you are just taking a walk.  I believe the ability to gain followership, and then move people to action is truly the definition of a leader.  Can that skill be born?  Perhaps, but more importantly–and a relief to many—I believe leadership is something that be learned if fostered over time.

I have spent a lot of time thinking about what it takes to be a leader and how I can effectively motivated/move a team to success. My ponderings have led to some insights I believe are important for any emerging leader and worthy to be shared with interested readers.  I am coming out of hibernation to use this post and the next to share “The Lessons I Have Learned on Leadership.”

As always stay tuned and if you have missed my wit (don’t blame you) you can keep updated with my happenings @danidotnoah.

I completely agreed with her frustrations but struggle with the options: tweet mindlessly or tweet purposely.

Danielle Noah
Awesome Expert

That is what my business card should say. When it comes to all things “awesome” I have more experience than Barney Stenson. I have been taught to limit my “awesomeness” so that people are not overwhelmed. Who are we kidding, I often have to tone down my personality so people can tell that I am smart and not just silly. But this conversation with my sister got me thinking that as a whole people are afraid to be themselves. In order to get followers they must show how much they read and how smart they are in order to be interesting 24/7.

What would happen if our social media streams reflected our daily happenings?

No one wants to know if you are brushing your teeth or going to bed but what if your daily habits took on a new spin. The powerful twitterer is someone who can make the normal new.

I thought I needed to compartmentalize my life. What I’m reading went to my tumbler. My personal life went to my blogspot. My business life when to my website. Facebook got old friends and twitter new friends. In the end, no one has the full picture except me and my family.

This is what I have decided: If you are reading an interesting article or book, share it! But if you are just living your life, take note of your surroundings and bring something new to the table. Your intelligence won’t be proved by tweeting more business articles than @guykawasaki, it will be in living life and finding it interesting.

But when it comes to making a difference, we don’t make the time or perhaps we fear we don’t really count in the grand scheme of life.  Is it possible that my generation is a generation of benchwarmers?  Are we perfecting standing on the sidelines for the game of our lives?

Our program is similar to what Stickybits is doing for the individual except that not only were we application based but also SMS and email based since not everyone owns a smartphone. Stickybits is an iphone/android application that uses a reader to capture a barcode that can relay any sort of information.

Example:

If you were to download the smartphone application and take a picture of that barcode you would have instant access to a copy of my online resume.  [Recruiters, please take this opportunity to contact me now!]

Why is this beneficial to you?

Cell phones, although they are a considered a luxury, are seen as a necessity. Some absurdly large number (80%, I believe) of people read a text message within 3 minutes of receiving it. Having mobile communications is a way of life, with smartphones the preferred platform.

Ultimately this creates a unique opportunity to get your message read.

How you can use it, types of messaging and which program is better:

Stickybits and barcode/snaptag systems can be published anywhere!

For the individual and fan:

-       websites, business cards, stickers…

-       secret messages, attached files, interactive notes

-       Stickybits; free system, easy to activate and use

For the “bargain” seeking business:

-       websites, business cards, stickers, fliers, window decals, packaging, emailers…

-       Coupons, downloadable files

-       Stickybits to start and get your feet wet since it is free. Spyderlink would be next step.

For the consumer minded businesses:

-       Anywhere, everywhere! See above for examples

-       Coupons, downloadable files, interactive messaging (Polls, questions, quizzes),  opportunity to join mailing or sms lists, VIP programs.

-       Spyderlink: this program comes at a minimal cost and allows for interaction. It also gathers information on your interactions to give insight and loyalty programs. Because it can be paired with SMS and email you are basically creating a database for your mobile consumers. What you are paying for is the opportunity to have a conversation not just a download! Also, stickybits is reader based which means that in order for an interaction to occur the application must be downloaded first as opposed to Spyderlink which can be sent via picture message, text message or email.

In High School I was the first person to own an iPod. In fact, my parents would threaten to take away access to buy myself music on iTunes as punishment. Now, if you look at my collection you will find playlists labeled only with a letter of the alphabet, some with sub numbering if I needed to expand. A, B, C, D, D1, D2, E1… no one knows or understands my music category system and is exactly the way I like it. But when you are hanging out with me and need some background music to fit the situation, I have just the letter for you!

I prefer buying my music as opposed to illegal downloading it… my HS ethics teacher did a number on me that stopped that habit real quick! But with majority of my money going towards coffee and books sometimes I have to get creative in finding free music. On average I download 10 high quality (and completely legal!) songs a week without costing me a dime. Below are my main sources for great and totally free music:

iTunes (2 Songs every Tuesday)

Most everyone knows of iTunes Single of the Week that comes out every Tuesday. But few know of the “Discovery Download” that they also give away! Both songs can be found in your iTunes store under the Music tab, just scroll down a bit further for the “Discovery Download” button on the left. Even if I am not immediately feeling the songs with the 30 second teaser I still download because most often these songs are being played on Grey’s Anatomy or the like within a year.

www.itunes.com

Amazon (Average 2 – 3 Songs throughout week)

If you head over to Amazon.com and scroll over “Downloads” on the toolbar and finally select “MP3” you will find a free single ready for you to download. I know iTunes comes out with a free song every Tuesday but I haven’t quite figured out Amazon’s consistency. Sometimes the same free song will be up for many days and other times I can find a new song daily. Not wanting to miss a chance I still peak into their site as often as I remember.

www.amazon.com

Nike (1 Song every Tuesday)

For those that are not Nike fanatics like I am you may not know about their Women’s interactive website. From designing shoes to lifestyle promotions and blogs, their women’s site has many ways to entertain. My favorite is their weekly MP3 giveaway. Every Tuesday a new song is downloadable and no account is needed. You will find this song on their monthly calendar (April’s Calendar click here>>) by looking at Nike Women and clicking on Lifestyle on the sidebar followed by Calendar.

www.nike.com

Mashable (Average 10 songs every Monday, 3 – 4 are enjoyable)

Every Monday, Mashable.com releases an article of the 10 bests songs they found online that can be downloaded for free. Some of the songs require a e-mail list sign up (Skip those!) but majority are just a right click away. Unlike the other sites, I don’t recommend downloading all 10 songs because you can… I hate to say it, but some of their songs are awful. Give each song a little listen before you dive in. [But download Bobby Smith’s “Breakup Song” from Mashable’s 4/12 article, I have been listening to it non stop today!]

www.mashable.com

Free Indie (When it rains it poors, but site isn’t as active)

Free Indie is a blog that offers multiple free songs for featured artists. By using relatively unknown “indie” artist you lose the hassle of the record companies begging for their pennies and still get very unique/potential hit songs. These songs are also free for use within promotions you may be creating.  The nice thing about this site is blog posts from ages ago are still live and readily able for download. The only downfall of this site is that it has not updated for some time. Hopefully if enough of us visit, more songs will appear!

www.freeindie.com

Last.FM (Less than 1 song per week, keep checking back)

I use Last.FM not for music streaming but for new artist recommendations. It tracks what I am listening to and as I am giving away way too much information by allowing everyone to know my music tastes (yes, this says a TON about a person!) it is worth it for the new artist or song I am told to check out. While logged in I also find on my home screen available free downloads based off of my current interests. I think that the sites does a non personal search on the web to find songs because sometimes they are poor quality or not the correct artist… However, you may get a gem.

www.last.fm

Google Reader has saved me hours of time and lost information but it has also removed me from the best part of posts… the comments. In the comments that is where you see the true story, the real dirt. Personalities, insecurities, worldviews, and even humor is left for the comment section whether it be from readers, passerbys or the writer itself. Most often it is the comments that give the article some life.

How can I best manage my flow of information while not lose the pulse of the community?

I am still trying to manage this problem and it has been a bit easier living the unemployed life since I have much more free time than I have ever had. But truly, the best method I have found is by use of Twitter. I love Twitter… love love love Twitter. One day I will go into my more depth as to why but one of the main reasons is I follow many of my bloggers/writers on Twitter and with that comes the reminder to check their actual site. Even better when they tweet about their posts or comments.

One of my favorite writers, Gareth Kay (brilliant advertising planner), posted an article about Social Media and going “viral”. It was a standard post that I agreed with when reading it over in my Google Reader. But then I read multiple twitters that said…

kaylam

I am blown away by the latest blog post about ‘viral’ content (make sure you read the comments) by @garethk http://bit.ly/9j1FS6

garethk

my blog post on the ingredients of viral success stirred a response from MB that I felt deserved a reply http://twurl.nl/fzvuhp

KevinRothermel

RT @garethk my blog post on the ingredients of viral success stirred a response from MB that I felt deserved a reply http://twurl.nl/fzvuhp

With 3 tweets that caught my attention within a day time span I knew I had to read the post again with attention on the comments. In the posts Gareth challenges an article that Millard Brown wrote about what makes something “viral.” In the comments section, a representative of MB puts in their two cents which starts a debate between Gareth, the representative and whoever else may hop in. It is a tiny bit gritty, not hardly juicy enough to be noteworthy but nonetheless, real. I recommend reading the article and comments when you can, “It’s About The Content.”

Life is in the comments. After spending increasingly more time paying attention to what readers are adding to articles I have become more interested in contributing as well. By living in the comments we have the chance to find the pulse of the people. The good, the bad, and perhaps, the far too opinionated comments still give an idea of who is being a participant with your brand. Even in the negativity we find someone who cares enough to contribute… they can be won back.

Take some time and read the comments of your favorite bloggers or websites. See who else is fascinated by your same interests and get a better understanding of that market outside of you. There is a front row seat into the mind of a stranger and pulse of the people. Live in the comments.

Here are my 10 key themes for youth marketing in 2010:

1. Social Creative

Unless your idea is social by nature, you’re pretty much dead in 2010. Brands need to stop thinking about ‘big ideas’ and think more about being socially creative in how they engage young people. As always, youth are attracted to ideas where they see a new reality or a truth, but now it’s about connecting members of the tribe in new and interesting ways.

2. Influence

Influence will be a key buzzword for youth marketing in 2010. Marketers now understand that everyone online has a platform/amplifier to create his or her own wave on influence. Brands which make members of their communities more influential by way of exclusive content, special rewards etc, will gain traction with young people. It’s all about giving youth status within their tribe.

3.   Culture Mashing

The best ideas always mash together two unexpected cultural elements to create a new reality for people. I’m a big believer that ‘culture mashing’ taps into Gen C’s need for surprising spontaneous experiences that occur when they least expect it. Earlier this year we created ‘Cabbieoke’ for Telstra, where we turned the most painful part of a young persons night (the expensive cab ride home) into the best part, by mashing a free cab ride with a random karaoke performance.

4.   Experimental

Being experimental and taking a few calculated risks every year has to be part of your brand behaviour. Red Bull are the kings of being experimental in how they push the limits of human performance. Their latest idea, Red Bull Stratos is a collaboration with Felix Baumgartner to break the sound barrier while free falling from 120,000 feet. Both Red Bull and Nike both know that not every initiative they put into the market will be successful, but they have a Fail Forward approach and continue to innovate.  Try bouncing two different cultural elements together and build off your brand truth.

5. Intrigue

Young people a huge appetite for intriguing new ideas. Being interesting is important, but being intriguing is critical. Your litmus test for youth is them saying ‘Gees, I’d never thought of that’. Doritos in the US, are continually intriguing American youth through their Hotel 626 and Asylum 626 ideas as part of ‘Snack Strong productions’.

6.   Blurred realities

Whether we like it or not, Alternate reality experiences like Nike True City which use mixed reality to provide customer utility are here to stay. Whether it’s actual utility or purely entertainment value like Adidas’ Originals game, we’ll see brands creating mixed reality ideas exponentially in 2010.

7. Empowerment to Generosity

The ‘you can make a difference’ brand bandwagon has been around for over 18 months and it will continue in 2010 as brands look to empower young people through social media platforms. Already this year, we’ve seen One Young World in London and Pepsi’s Hit Refresh campaign, which is off brand, but interesting nonetheless.  I believe we’ll see youth brands shift gears to a brand behaviour which is more about ‘generosity’ within the community at a more micro level eg: how you can help out your close friends with the help of a brand.

8.   NOW-ism

Young people are the Real Time Generation, living at 100 miles an hour and demanding real time access to information and creativity everywhere they go. Immediacy is a must, they are über connected to everything so demand ideas they can play with and put their own spin on. If it’s not live, it’s pretty much forgotten the next time the Facebook status feed rolls over.

9. Collaboration

The brands who engage young people in ideas which create mutual value will win in 2010. As I said in one of my conversations with Graham Brown from Mobile Youth, marketers need to stop treating people as the bullseye or target destination for their messages, instead it’s all about treating them as partners in production and modulation of ideas. Youth WANT to be the media, make it easy for them to share your message/brand experience.  Collaboration isn’t new, but it will become more mainstream as brands understand the need for youth involvement in all facets of the brand.

10. Agitation

Agitation is my personal wish for youth brand behaviour in 2010. Too often in 2009, brands just went with the status quo and didn’t create culture. Apart from BK’s Whopper Sacrifice and Diesel’s Be Stupid, there weren’t too many brands that really agitated culture. Agitation is about starting something, lighting a fire in culture that gets a fresh conversation going. It’s about taking a look at cultures set of rules, and seeing how you can agitate the status quo. The boys at Crispin are masters of agitation.

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