The creative industry presents a problem in that logical information and systems are incapable of producing the final resolve or solution to a problem in the way that most companies make money. It is fully reliant on producing good creative to manufacture the final result. For this reason creative industries must take a closer look at how they manage and value its functional assets as a company.

Four key functional processes I like to consider while directing are:

-        Execution: The mode or style or manner in which something is accomplished or performed; technique or skill. To execute a product or goal.

-        Collaboration: The process where two or more people or groups work together to realize shared goals.

-        Organization: A business or administrative concern united and constructed for a particular end. To systemize.

-        Creation: An original product of the mind, especially an imaginative artistic work. The act of producing or causing to exist; the act of creating; engendering.

Any given project will utilize one or more of these processes to deliver a final resolve. It is important to know how to distinguish between these processes while staging a project. Each of these points are good considerations for better directive articulation, streamlining process and utilizing the best abilities and skills of the people we work with. To begin Creative Direction a comprehensive understanding of how the creative and logical minds process information and achieve efficient results is essential.


Let’s meet the contenders:

On the right side we have the creative mind weighing in with innovative ideas to illuminate mundane structures of information, breaking it down to its essential core of meaning and progressing the perception of its attributes. Its inventive powers find opportunity through refined information, by use of chaos tools, to transcend the limits of previous understanding.

-        Intuitive

-        Holistic

-        Random

-        Synthesizing

-        Subjective

-        Sees things in wholes

On the left side we have the logical mind weighing in with coherent reasoning for organizing any chaotic ball of information we throw at it. Its decisive powers find opportunity through the murk of disorder and creates a filter by which to produce relevant information and structure.

-        Rational

-        Sequential

-        Analytical

-        Objective

-        Sees things in parts


Mixing the creative and logical minds together raises the question of how to work productively in an interdependent way. It is necessary to ask what we wish to accomplish together first. Are we looking for exploration and analysis to develop further? Or, are we ready to assemble and manufacture? There are two cooperative arenas that will either push or pull from the team.


Let’s meet the cooperative arenas:

On the back end we have the battleground of collaboration where we can explore and analyze our collective information. From this meeting we can share ideas and develop new strategies to accomplish intended goals. Disassembly of groups to meet as individuals may be needed to expand the vision of collaborative efforts. Collaboration is a “pull” effort to extract initiation procedures for direction and methodology.

-        share information

-        accumulate actions

-        discover resources

-        process planning


On the front end we have the factory of execution where we integrate our collective efforts to forge a final result. In this exercise we work together to assemble the final pieces. Assemblage of groups with an appointed group leader may be needed to keep the execution vision congruent. Execution is a “push” effort to combine solidified works into a singular presentation.

-        drive information

-        disperse actions

-        utilize resources

-        process fulfillment


To demonstrate the interaction of these elements together I’ve created the chart below. Picture the central circle element as a directive “joystick” that will guide the process according to the pending need of the client. Ask yourself what functional processes are needed to fulfill the proposed work. Is this a logical or creative project? Is this a collaborative or executive project? Is this a creative project that needs logical collaboration in order to execute a final means?