Play Where You Play Best

I got asked a good question in an interview last week about whether ‘juggling’ was for everyone; wasn’t it important that some people remained specialists in one field rather than be good at more than one thing?

Absolutely. I don’t think everyone can become a juggler. Instead it’s about being authentic: about your work life reflecting your multi-dimensional talents. So if your talents are brilliant but singular, don’t fake it and try to become a juggler. Stick to what you are good at, and passionate about. The world needs specialists, whether engineers, scientists, footballers or designers. But don’t be limited by your specialism, look beyond what you currently do to consider what else you are good at. Don’t limit your potential.

So juggling is not about stretching your talents in ways they don’t stretch; it’s about knowing all the stuff you’re good at and focusing on that. Stuff you’re not so good at? Delegate or outsource that.

It’s like Kevin Roberts, CEO Worldwide Of Saatchi & Saatchi said in my book, 'Juggle!':


‘It all starts with knowing when you are at your best and playing there all the time. I focus on those things I'm good at and try to get world class at them. The stuff I can't do I ask others to handle and choose people who are brilliant at it, significantly better than me at least. None of us is as good as all of us and I make sure that I have a bunch of inspired people around me who are all experts in their fields’. *

Last Friday I was working on the copy for my new website. I was on the 4th draft and was struggling. I knew I needed a fresh pair of eyes to polish and improve it. Sure, I could have spent hours persevering but I knew my limits; I recognised it was time to call in an expert. I ‘phoned my copywriting friend Rich and asked him to get involved.

And that’s what being an effective juggler is about; sure, stretch yourself in loads of directions that reflect your desires and talents. Play where you play best; and bring in experts for those areas where you don’t.

* you can see my video interview with Kevin here

Helping Creative Talent Take The Leap

Yesterday evening I hosted what I billed ‘A Big Conversation’ at London’s Royal College Of Art on the theme of ‘Taking The Leap’. The RCA is very progressive in running a professional development programme ‘FuelRCA’ to provide students with business & life skills to help them make the transition to life outside the college. My talk was part of that initiative with the attendees including 2009 graduates & continuing students from disciplines across fine art, textiles, fashion, illustration and industrial design engineering.

Each student has a real creative talent to offer the outside world, whether they are looking for commissions, exhibitions, work placements, freelance work or setting up their own studios. As I stressed, of course there is no prescriptive route for success in this rapidly changing ‘scrambled up world of work’ but I did impart the following Survival Tips:

1. PUT PASSION AT THE HEART OF ALL YOU DO. You need to love what you do & be passionate about your talents.
2. SELF-BELIEF. Whether you are freelancing, job hunting or working for yourself have stacks of self-belief/ confidence in your talents.
3. BE DISTINCTIVE. It’s a crowded market out there and success – and survival – is about having a clear point of differentiation. Work out what makes you different.
4. YOU ARE A BRAND. Whether you’re working for someone else or setting up your own design studio you need to think like a brand. What is the spirit at the heart of your DNA? Make sure your personality pervades all that you do.
5. SHOUT ABOUT YOUR TALENTS. Get over the taboo of self-promotion and use social media tools - blogs, twitter, videos – to stand out from the crowd.
6. UP YOUR GAME. Professionalise your offering, embrace a style of how you adhere to deadlines, deal with clients, honour commitments, run projects etc. But you don’t need to wear a suit!
7. BE AUTHENTIC. Your personality is at the heart of your business, don’t try and be something you’re not. Don’t bullshit. The goal is that ‘The Work You’ is ’The Real You’.
8. SELL YOUR TALENTS. Winning clients or getting a job is tougher than ever; get over the ‘Sales taboo’ and use friends/family and word of mouth to sell your creative talents. ‘Sell’ is not an expletive; it’s all about establishing and managing relationships.
9. HAVE AN ENTERPRISING MINDSET. You don’t have to ‘sell out’ as an artist but you do need to be focused on turning your creativity into a business commodity. Recognise the importance of creating business opportunities, of charging the right fees and becoming a commercial success.
10. DON’T OVER-PLAN. Forget a detailed business plan; it’s more important to just put your ideas into action rapidly and with online tools, that’s easier than ever. Tweak as you go.
11. BE A JUGGLER. Career choices don’t have to be ‘all or nothing’, embrace plurality. Carve out a work life that reflects your multi-dimensional talents.
12. LOOK AFTER YOUR CLIENTS. Super-serve your clients, don’t neglect them, keep in touch and nurture relationships. Repeat business with existing clients is often the best foundation for growing your business.
13. KEEP IT LEAN. If you’re setting up your own business, it’s recession-friendly to keep it lean. Keep overheads to a minimum, use freelancers rather than staff, share office or studio space (or work from home).
14. STAY FLEXIBLE. Be prepared to re-invent your offering or business model when things change. You might need to change to keep pace with market demand or technological developments.
15. GO FOR IT! Take a leap of faith into the unknown. Act on instinct!