The Fragile Life of Creativity

I had a conversation once about music and art education in school. My companions were shocked when I revealed that I had not taken any art classes past early Elementary School because upon entering the 4th grade, they took all of the children into the music room, tested their singing ability, and those who "passed" were sent to music class and those who apparently did not, went to art class. By the time I hit Middle School, art felt foreign to me. While I loved music and thrived in it, really, I assumed I had no artistic talent. And though I thought it would be lovely to be able to create beautiful images in the form of sketches, paintings or photographs, why take a class on something you're apparently no good at? Especially during the dreadful middle school years where all that matters is being liked! Meanwhile, my "artistic" friends shared that same concern, living their youth thinking they could not carry a tune and chose to stay in art, rather than embarrass themselves in music class.

It's well known that the arts have been placed low on the totem pole when it comes to public school education. And I certainly don't want to downplay the importance of Reading, Writing, and Arithmetic. But can it really do our society any good to stifle creativity? Never mind what it does to us individually when something that fuels our passion is suppressed, but what happens to the world around us when our own brilliant color and vibrancy cannot reach out and touch the rest of the world?                   

Responsibilities in our lives will never cease. We will always have bills to pay, work to do, chores to finish. But what if we could tackle those commitments with a flair and joy that only comes from self-expression? What if we embraced the tradition of living life, not in the drab gray of day-to-day we have somehow allowed to take hold, but in the full beautiful colors that lie deep in our souls? What if creativity was embraced and nurtured instead of confined by rules and a schedule? 

It is said that true creativity dies the second one is taught to color in the lines. I think this can be taken quite literally and figuratively. Any rules and constraints can slowly and surely take the life out of creativity. We have to remind ourselves to never stop nourishing it, feeding it, and caring for it. Creativity is but a fragile thing, that with the right encouragement and reverence, can be a powerful thing to behold.

http://www.upliftedlife.com/how-society-kills-our-creativity-in-a-breathtaking-award-winning-short-film/

Is White-Collar Money More Valuable Than Blue-Collar Money?

Do you take pride in how you earn your money? We've talked about it before. It's not your J-O-B, it's your work that truly matters. 

Growing up, the ONLY option after Highschool was College. It was insisted upon us because the belief was, a college degree was the only way to secure a good job that would turn into a career. Now, with the cost of a college education soaring higher and higher, and the realization that we are in almost desperate need of skilled tradesmen, college and an office job, is not looking like the only viable option for a solid career choice.

How many of you can handle a plumbing or electrical problem in your house? How many of you can do your own auto repairs, or add an addition on to your home? Blue collar work is not only respectable work but it is vital. Many of us have backyard gardens in our urban spaces but how many of us could use that to feed our entire family on a daily basis? We need the mechanics and the farmers just as much as we need the computer technicians and lawyers. 

So if you're ever feeling like society is telling you you are less than, or if you are feeling quite high and mighty about your desk job, just remember;

Money isn't a true measurement of anything that's important. A $100 bill is a $100 bill. It represents nothing more than its face value. Whether it was earned by someone sitting in a corner office on the 62nd floor in Manhattan or someone repairing railroad track in Wyoming. The true value of money comes from how it was earned. Was it acquired by cutting corners? Or by coming in early and staying late? Money doesn't care. But you do. And that makes all the difference.

Your Job Vs. Your Work

Your job isn't as important as you think it is. Your work, however, is an entirely different matter.

My mother worked 9-5 in an office. My father worked nights as a trucker. My mother and her coworkers wore dresses and suits and fancy shoes, my father and his coworkers wore uniforms. My mother's work ethic helped her to become a manager in her office in a time when women were thought to be at most, a good assistant. My father's work ethic got him a brand new truck and a place as a Union representative over employees who had worked that same job for 2 or 3 times as long. 

Clean cut and pressed, or casual and slightly dirty from a long day at work, what mattered wth their carrears was their approach. Their "jobs" were very different, their "work" was the same. They took pride in doing their job well, in being conscientious and hard working. In not taking shortcuts or disregarding those who would be affected by the work they did. Their jobs were important to them. They paid the bills and put food on the table and helped in the raising of three children. Their work gave them pride, gave them purpose, gave them integrity. And taught those three children something vital and true.

You are not defined by a job description. You are not defined by the title on your business card. And you are most certainly not defined by your location on the management chart. No. You are defined by the effort and pride that you put into your work. A job is why the floor gets scrubbed. Work is why it is clean enough to eat off of. Do not confuse your job with your work. It is much too important.

Coffee with Cabell - Is Work Really 99% Perspiration, 1% Inspiration?

The short and sweet answer? Yes. But make sure the perspiration is for the right reasons. If the perspiration is due to a lack of direction and efficiency then you're wasting your time and energy.

Running around in circles, uncertain of what you're doing, failing to map out a solid procedure for your work can lead to a lot of waste. It is vital that you cultivate a clear, efficient process that allows you to address each step of the creative process with the best results. This can not only help you create good work but protect it, present it, fund it, and overall, allow your work to truly evolve into success.

Never be afraid to work hard, just be certain you work smart! Otherwise...

Coffee with Cabell - The Job Interview

Just in time for the Brandcenter Recruiter Sessions, we'd like to share Cabell's best advice for budding professionals. As you begin that dreaded interview process, struggling to make the best first impression, remember this; You are interviewing the company just as much as they are interviewing you. 

Ask questions, lots of them. Talk to other employees there. What's the environment like? The overall morale? What's the company's expectations of you? What're your expectations for them? What's their turnover? Is it worth moving across the country to an agency you have always been fond of if they have a very high turnover rate?

On that topic, don't just look at agencies you like. They may not always be the best fit. Look at a company's current accounts. What clients do they work for?  Is it work you connect with and would be proud to be a part of?

Consider the city the agency is in. What's the cost of living there? If the job wasn't an issue, would you still choose to live there? Are there other employment opportunities there if you should decide to leave the agency, or heaven forbid, the agency decide to leave you?

This is a big decision you are about to make. Companies want to be sure you'll work well for them but you need to know that they will work well for you too.

Coffee with Cabell - How Important is School?

How important is school? Well, for you soon-to-be graduates, that's a question you may think is far too late to ask. But before you throw your hands up in despair, know this; when it comes to higher education (or any level of training, for that matter) you get out what you put into it. So if you put forth a concerted effort towards your classes and your projects, breathe a sigh of relief. Of course, if you coasted through those classes, never truly applying what was being taught, you may want to take a moment to evaluate yourself and your work. 

People are different and learn differently, everybody knows that, and employers and recruiters are not likely to ask or care about your Grade Point Average. They want to see your work. This is especially true in creative jobs. So maybe you don't do well in the traditional classroom environment. While your grades may not demonstrate it, you may be the type to constantly strive to learn and do better. This could very well show through in your portfolio. On the other hand, you may have received good grades, but only did what was expected and nothing more. Maybe you put forth the minimal effort or worked with teams who made you look good by proxy.  This too can be surprisingly easy for potential employers to catch.

Jobs in the creative field (and especially advertising) are difficult to come by. If that's what you truly want to do with your life, put forth the effort to truly learn your trade, not to get good grades, but to do exceptional work.

Coffee with Cabell - How Hard is it to Get a Job in This Market?

Well if you're approaching graduation, that dreaded word, J-O-B is probably haunting your nightmares right about now. I remember my advisor graduating me earlier than I expected, and excitedly calling my mother, "I'm graduating, can you believe it?!". "That's great!', she said, "Now get a job!". And there it was, Reality. No more worrying about tests, projects, and professors. Now I was having to worry about the job market, a paycheck, and a boss.

So as I sat there sipping my latte with Cabell and frankly, being quite thankful that these are the kind of things I get to do at my J-O-B, I asked him, how hard is it to get a job in this market?

Sorry guys. Short answer, it's hard. And getting harder every day. So hard, in fact, many people don't end up staying in this industry. I know this personally as I have watched so many of my own friends shift or completely switch careers. Cabell says, ideally if you're the best 10% of what you do, you'll never have trouble finding a job. 10%!?!

So what do you do to close that gap? 

1 - Follow who's getting new business. What agencies are snagging the most new clients? The biggest clients?

2 - Your relationships lead to new relationships. Nurture them. The person you meet tomorrow may be the person who hires you in three years. Don't take those meetings for granted.

3 - Make yourself your own client. Promote yourself and your work, constantly. Update your portfolio on an ongoing basis, and critique it. Constantly strive to improve yourself and your work. Never stop working, even when you're not working.

You studied this kind of work for a reason. Hang on to that passion and remember talent can only shine when teamed with hard work. So be positive, stay focused, and never be afraid of hard work!

Someday, this could be you...

Coffee with Cabell - How Important is Money?

As you young whippersnappers approach the excitement and fear of graduation day and begin your hunt for the ultimate job in the creative world, there is one thought that surely must be racing through your head. When it comes to looking for a job in the creative field, how important is money?

We all know the term, "starving artist". We also know the millions spent on a Superbowl ad. So where's the happy medium? Where's the line between never settling when it comes to your art, and making enough to pay the bills?

As Cabell Harris describes it (based on the wise advice from his father) that line moves as you get older and take on not just the responsibility of yourself, but your family as well. When you graduate, you have you and only you to answer to. You have your rent and car payment, and yours is the only mouth to feed. You can go with your gut and your own desires as an artist when choosing the right job for yourself. But add a family to that, a home, and the wellbeing of others, and artistic freedom suddenly becomes only one of many factors to consider. And if you should take on the challenge of owning your own shop, well then you need to consider the wellbeing of your employees. No work means no paychecks, for you AND them.

The sad truth is, everyone has bills to pay. When it comes to your dream, reality, unfortunately, is never far away. The question is where is YOUR line? Can you stomach doing work that, on occasion, does not bring you pure unadulterated artistic joy, knowing that you can put food on the table or take care of your employees? Can you stand to give up that fat paycheck and noteriaty, in order to work somewhere that allows you to maintain the high standard of creative you know you were meant to do?

For now, young graduates, just work, period. Try and do everything. Get every bit of experience under your belt that you can. You aren't done learning yet, so take advantage of every opportunity that comes your way. Just remember it won't always be about you, alone. If you can define that line and find that happy medium of getting paid to do what you love, you have found bliss!

Coffee With Cabell - How to Judge Creative

Now that Spring is (legitimately) here, students everywhere are ramping up for those last few weeks before graduation. Working at a branding and design agency down the street from VCU and the VCU Brandcenter, it got me thinking about advertising majors, specifically. Whether they're getting their Bachelor's degree at VCU or getting ready to graduate from the Brandcenter, what tips do these individuals need as they enter the world of Advertising?

That led me to a delightful chat with Cabell Harris, founder and owner of WORK Labs, and my boss. Over a cup of coffee, I asked Cabell a few questions I thought would appeal and assist students of advertising. So, over the next few weeks, I will be dispensing his words of wisdom.

The first bit of advice wasn't advice, but a chart on how to judge creative.  Given to him by Ty Montegue, formally with Jay Walter Thompson, this chart is an objective tool to judge work (even your own), allowing you to be honest and to think critically about that piece of work with 10 separate categories, 1 being the worst and 10 being the best. For Cabell, this chart worked so well to defend his thoughts on individual projects, that he used it while grading students at the VCU Brandcenter. Saying he "liked" or "didn't like" a student's work was not enough, he needed to be able to explain why.  

So what about advertising currently out there? Cabell said the majority, sadly, fall under numbers 1, 2, and 3, and that even mainstream advertising with some of the top agencies in the world, still tend to rank around numbers 4 & 5, while only a small percentage hit numbers 6 & 7.

So for Cabell, what hit on numbers 8, 9, and 10?

Market Leading (8) and World Class (9):

As far as leading the market, Geico comes to mind. Face it, if I asked you to think of a car insurance company, let alone, a car insurance commercial, they'd be the first to pop in your head. Nike is another leader in their market and has been for a very long time. While they are, unfortunately, often mimicked to the point that they may no longer appear innovative, Nike set the bar as a brand, and a pretty high bar it was.

World Beating (10):

Making it all the way to number 10? I'm sure you've guessed at least one of these. Apple, specifically their Think Different campaign, http://www.thecrazyones.it/spot-en.html, the "What's Up" ads from Budweiser, https://www.youtube.com/watch?v=xkqKzqyvebg, and the Great American Heros" ads from BudLight, https://www.youtube.com/watch?v=TzOjt1e5W8c. These are the commercials people talked about at the water cooler. The ads that made you, as Apple commanded, think differently. These are the ads that aren't just liked by the viewer. They are smart, creatively and strategically. 

So as a student or a new employee in advertising, take this chart. Ask yourself where your work lands on this list. If your work can't make it to at least number 4, it's time to go back to the drawing board. You are not just selling a client's product. You are a Creative. Be creative. And hold yourself accountable for your work. 

The Boss Has Left the Building...

The bossman just walked out the door. I'm guaranteed at least a good half hour before he returns. I could pretty much do anything. text a friend. Check Facebook or Instagram. Or just zone out for a few minutes. So why am I typing this blog instead? I suppose it has something to do with not wanting to invite or get into trouble but that's only part of it. One keeps working because doing the job well is as important as doing the job, period. So....

Do you still work as hard when no one is watching?

How hard you work isn't a function of anyone looking over your shoulder. It is a matter of pride. Knowing that when your job is done, it will be done right. That is the beauty of this responsibility called work. It isn't so much a job as it is a philosophy. A code shared by everyone who has ever dug a ditch, worked on an assembly line, or written a sales report. There is no secret handshake that bonds us. Just a feeling of the right way vs. the half-assed way. You know what camp you're in.

Alright, NOW I am going to go to Facebook, but only to post a link to our blog.

Where Do You Keep Your Work Ethic?

There are simple acts, characteristics that display to the world and to ourselves (if we're brave enough to look) what kind of person we truly are. Little things we do every day that showcases our integrity or lack thereof. How we treat a stranger on the street, how we behave towards a friend in need, how we handle someone mistreating us. But what about the workplace?

How we behave with regards to our job is a great indicator of the kind of person we are in life. Think about, have you ever had something in common with a coworker? Maybe you like the same movies or music. Maybe you have a similar sense of humor. But you just couldn't bring yourself to truly like them or make that jump to spending time with them outside of work because no matter what else you may have in common, you could not get over their laziness or complete disregard for their work. Maybe they turn in half-assed projects. Maybe they call in sick, only to be spotted at the movies. That kind of behavior can be a complete turn-off, and any positive quality they may have cannot counteract that. 

So, if you're courageous enough, ask yourself this very important question. Your coworkers will thank you for it!

 Where do you keep your work ethic?

It can be on the end of a mop handle or on the end of a scalpel. Work doesn't care. Work only cares about what's important; doing the job the right way. Work doesn't go for fancy slogans. An honest day's work for an honest day's wages is all it needs to hear. Work is hard-nosed. It will not be seated in the latest get-rich-quick seminar. Work doesn't want to be your friend. Work doesn't want to be glad-handed or slapped on the back. Work wants something much more important: your respect.

A Beautiful Mission

Took a field trip to get some photos for our client, Mission Gait during one of their teaching sessions. As you may recall from our January 5th post, Mission Gait is a nonprofit organization designed to assist patients after amputation, corrective leg surgeries, adaptive and sports injuries, as well as Parkinson’s disease, Stroke, Multiple Sclerosis, and Cerebral Palsy. It is also their mission to spread extensive education to the physical therapists working with these patients. 

Our intention was to return with images that would demonstrate the work done by the members of Mission Gait but what we came back with was so much more. Inspiration. The combined experience and passion of the team involved in Mission Gait is nothing short of astounding. From David Lawrence, the founder of Mission Gait, who has a Master of Science in Physical Therapy, and was named to the United States Olympic Committee Medical Team for the Atlanta Paralympic Games in 1996, to Joe Sullivan (from Powell Prosthetics and Orthotics), a certified prosthetist who has competed in volleyball in two Paralympic games, and who is, himself an amputee. But the strength and determination of the patients themselves were what was truly inspiring. These individuals stood in front of Physical Therapy students, and without hesitation or self-consciousness, painted a picture of what their lives are like as amputees, and what they need and expect of their therapists from the moment they make their journey to rehabilitation.

There is no better word to use to describe these individuals than, fierce. But they got this way, in part, due to the experience and determination of individuals like David and Joe. This is what David's mission is all about. Giving Physical Therapists the tools and knowledge they need to help their patients become fierce in the face of adversity.

Local Inspiration

Wanted to take a moment to highlight another designer who's work we've grown to enjoy, Justin Tran. Justin is an illustrator and designer who has worked with the likes of Richmond Magazine, the Washington Post, and GQ, and has had press recognition in RVA News, Richmond Home Magazine and AIGA Richmond. He even did an illustration for Richmond's own Shine Craft Vessels (one of our personal favorites). While it's always nice to find inspiration in other designers, it's especially exciting when they have lived and worked in our own RVA! 

Check out his designs here, http://iamjustintran.com/. And if you're a Richmonder, be sure to check out his Neighborhoods of Richmond designs as well.  http://iamjustintran.com /Neigh borhoods-of-Richmond  Although he calls San Francisco home nowadays, his love for Richmond shines through in his illustrations. They're exceedingly charming, and who doesn't love to see their town represented is such a lovely way?!

Thanks for the inspiration, Justin. Keep up the fantastic work!

Design Techniques and Inspiration from One of Our Favorites - Aaron Draplin

No matter how long you've been in this business, you can never stop learning. From your peers, your competitors, your coworkers. From formal courses to online tutorials. And if you're a designer, one name that comes to mind frequently is Aaron Draplin, designer and founder of Draplin Design Company. His work is admired and emulated by every designer I know. But what's best about him is his excitement and willingness to share his knowledge and experience. 

If you have not joined Skillshare (https://www.skillshare.com/) yet, do it now and watch Aaron's video, Customizing Type with Draplin: Creating Wordmarks That Work. You'll be glad you did. He will do more than simply teach you new techniques and ideas, he will inspire you!

Inspiration for the Disheartened Worker

Everyone knows the feeling of "working for the weekend". To feel like your job is just that, a chore, a responsibility. The thing you don't enjoy that allows you to make money to do the things you do enjoy. But leaving all joy and value out of something you do for 40 hours every week, that's the real chore. Make your "job" something more. Give it a meaning and worth beyond the paycheck, and you will soon find that while the job may seem common, the WORK you do is outstanding! 

A job will behave like a job until told differently.

What is your job? To sell insurance or paint houses or market pharmaceuticals? You know better. Do not allow your job description to dictate what you do. Your real job is to challenge the expected. To give the conventional way of thinking a swift kick in the shin. Make your job more than anyone has ever imagined it could be. Too many jobs are content to sit in the easy chair and fall asleep in front of the television. Make today the day you give your job a wake-up call.

And Now for Some Inspiration for the Hard worker.

It's 5:01pm.

Your boss is out of town. You are still at your desk. Why?

You know your real boss isn't the person with the company car. It's the person staring back at you in the mirror each morning. You understand a job isn't what you do, but how you do it. Your DNA has a strand of dedicated to the work ethic. It's an ingrained code of accountability that can never be instilled through any employee video, seminar or retreat. You are wired with a commitment to what you know to be true. And your boss is looking over his shoulder.

Your job isn't as important as you think it is. Your work, however, is an entirely different matter.

You are not defined by a job description. You are not defined by the title on your business card. And you are most certainly not defined by your location on the management chart. No. You are defined by the effort and pride that you put into your work. A job is why the floor gets scrubbed. Work is why it is clean enough to eat off of. Do not confuse your job with your work. It is much too important.

15 Lessons From A Nacho Party

Left behind by one of our most valuable employees at WORK Labs, Andy Stites, has advice to all Creatives. Hope it serves you well.

Effective Rules in Advertising - Nine Ways to Improve an Ad

Below is a fantastic presentation from Fred Manly, former vice president, and creative director of BBDO, San Francisco. While this was originally delivered back in 1963, it still holds true today. We should warn you, this is tongue-in-cheek. But it is a great example of a common mistake many advertisers and clients can make; trying to get in every detail they can about their product, rather than trusting their audience with a simple, clever ad. 

Social Media Thought Starters to Develop Your Brand’s Content Strategy

We have entered the era of content.  With Millennials at the wheel as the largest demographic of buyers in the US, digital content has become critical to any brand strategy.  62% of Americans polled want to see the brands they engage in creating their own Social Media content.  This driver is forcing agencies like Work Labs to learn to work smarter and faster to engage audiences.

So how are we meeting demand?  Through careful upfront development of key social strategies that help streamline the concepting and execution processes.  Here is a list of 3 key social media content thought starters that can help you develop your brand’s content strategy.

I. Bring your content to life with photography and video. (example: our Bootleggers video                 helped spark interest in the restaurant in an imaginative way)

   i. Pick a set of filters that best portray the personality of your brand. (#work, #socialmedia              #contentstrategy)

   ii. Take advantage of key events that can be a source of a surplus of imagery (example:                      Biketoberfest offered us the opportunity to capture months of engaging imagery for our                Cobra client)

  iii. Invite clients into a personal relationship with photos of your office(s) and staff

II. Invite interaction

  i. Ask questions

  ii. Post fill-in-the-blanks

  iii. Offer engaging call to actions

  iv. Get your audience’s opinions on directions

  v. Hold a contest (example: give away a unique object)

III. Build Community

  i. Interview key customers

  ii. Support local events

  iii. Interact with audience feedback

  iv. Cross promote like-minded businesses

  v. Share valuable insights and lesson

The Perplexing Case of the Parity product.

How do you assist a client in branding their company when they are one of thousands?! This is a question we at WORK Labs have to ask with the majority of our clients. In the case of our client Money Pulse, a financial advisory company, it was more like one in 300,000.

So here it goes - developing a brand strategy that gives a voice to one in 300,000.  Our approach followed the same formula we have for hundreds of clients, always with unique and disruptive results.  Simply speaking, it is the discovery of the Who>What>How>Where>Did it Work process.  We walked our client through an investigation of their goals, target, and message; all the while, helping us to find their voice, their mission, their soul. Through the process, we always keep our eye on the goal: to make our client uniquely appealing to their core target.

For Money Pulse, the difference was in the ultimate goal a client could expect from their advisor. The Money Pulse solution wasn't looking to simply assist in retirement. They were looking to assist their customers in living a purposeful life.  We realized we wanted to highlight the quality of life in retirement over quantity. Yes, Money Pulse could help you reach your financial goals, allowing you to retire when you want to retire. But is that all the customer really wants? Isn't there more to retirement than just NOT working? What about travel? What about experiences?  What about further education, altruistic endeavors? All of the things you wanted to do but put aside because of the busy schedule of a full work week. All the things you put on the back burner, saying, "someday".

WORK Labs realized, this was the detail that would help Money Pulse stand out from other financial advisement solutions. They had to help investors zero in on the things a fruitful retirement could actually give them by embodying a company that values quality over quantity. 

If money were no object how would you live your life?

Set aside the material implications for a moment. Rather, consider vast possibilities of what you can see, do, create, and influence. To have the opportunity to spend your time and energy building a legacy rich in accomplishment. These are the things we spend our entire professional lives striving to make possible. The nights, the weekends, the meetings, the deals, the trips…the sacrifice. All building to the time of your life when you can stop worrying about money and start living the life you WANT to lead, not the one you HAVE to.