“Nobody cares the way I do.” “It is so frustrating that they do not just stop and think.” “If the client knew about this, my reputation would be ruined.”
This post is about employees — full-time, part-time, intern, digital or in office. And to be even more specific, we are talking about micro-firms with, let us say, less than twenty employees and, in the vast majority of cases, less than ten.
While I absolutely am fascinated and love thinking about organizational structure and how to get the best result given a team, micro-teams, especially for creative businesses, are a whole other conversation. For big picture organizational thinking, check out Netflix’s corporate culture, Adam Grant’s new book, “Think Again” and Safi Bahcall’s “Loonshots”. All of them talk about creating a culture focused on peer feedback and effective decision making especially as organizations grow.
I do actually understand the need to just get help if you are drowning in all that it takes to keep your business running. And having a person with a can-do attitude can make your life infinitely easier, no doubt. Task-rabbits are awesome. However, at a certain point in the not-too-distant growth curve (and future), you are going to need a shift from “get it done” to “get it done right”.
Get it done requires enthusiasm. Get it done right requires culture and structure. An aside, structure is not a rigid foundation like a building, structure is DNA that underpins everything but is ever adaptable and regenerative. For me the DNA of every creative business is exactly the same: 1) You only do your best work. 2) Any project you undertake you would be willing to stake your reputation on — meaning that if it was the last thing you ever did, you would be happy to be known for that project and that project alone. Having this DNA of only your best work and being willing to stake your reputation on the work creates awesome effects.
The first effect is that you, your art and your creative business are not for everyone, only the people that care the very most. These clients seek out your outrageous promise (which, ironically, has very little to do with the ultimate manifestation of your art) and will abide by your outrageous demands so that you can fulfill said outrageous promise. Nose-bleed high expectations on both sides — as it should be. Easy enough if it is only you making and keeping outrageous promise(s). Equally easy when you throw in your task rabbit as it just amplifies you, the ultimate promise keeper.
But here you are where your personal ability to keep your promises, even with a task rabbit (or two) is no longer possible. Now you are confronted with your demons – you have allowed the “check-the-box” culture to fester so that the bar becomes ever lower so long as you cover for the inadequacy with the laments I started this post with. You then try to “fix” the problem by replacing the task rabbit, hoping the new hire will not be the task rabbit only to find out that she is. I have literally seen this cycle rinse and repeat for some creative businesses for a decade. Yes, these artists are so incredibly capable of covering so many sins. A marvel actually at what forces of nature they are. Until the rubber band snaps. I have seen health (physical and mental) deteriorate, relationships suffer, addiction. You name it, all in service of Atlas with the weight of the world on her shoulders.
The choice becomes plain then. You promise the best, stake your reputation on your best, so you hire the best and connect the dots for your clients. If you are talking to a member of my team, I believe that they are the best in the world, my world, at what they do and they are the very best person for you to be talking to at this stage in the project. Tear that sentence apart for a second. Clients talking to employees. Affirming that they are the best at what they do. What does do for you? It means you get out of the way and stop creating the backstop to failure.
If an employee knows that they will have to recover from a mistake directly with the client and you will not be there to cover for them, then they will appreciate the expectations demanded by and of the client. Losing your filter will force responsibility and professionalism on your team in a way your telling them to be professional and responsible never could. All will be left with learning the 3Ws in real time, learning the path forward at any moment even if it is messy, knowing the dramatic difference between being in service instead of service. Sycophants are in service and are largely useless, guides and professionals are of service since they are, by definition, leading the way.
Your reputation? If there is an error or an issue and you “fix” it, theoretically you have saved your reputation. But have you? What you have really said is that you only have task rabbit B teamers with you (else why aren’t they handling the situation) and, no matter the team, at end you are a one person band. Best demands best until it is not. As Netflix says, you might not be on the team forever, but while you are here we will always believe you best for the role. Better to make the statement — “we thought he was amazing but have learned otherwise, why he is no longer here” than “I will talk to him but let me fix that for you.”
If this shift can happen then there becomes the opportunity for you to become the super client — where all things you are challenged with by your team will be based on your role as the ultimate client instead of den mother. That whole expectations on both sides thing. Excellence is unreasonable by definition so please quit apologizing for it as it is truly the standard to which you will be judged and needs to be the reality for your entire team, not just you. Go there and a brand new (and, I dare say, better) future awaits.
